Category Archives: Work

A brand and content workshop for ITV’s Loose Women

Client: ITV

Brief: Create a full-day offsite workshop to allow the full team of journalists and researchers to generate a ton of new ideas, along with a much stronger ownership of content themes.

Approach: Seven separate carefully designed sessions, including one where the team were split up and told they had been hired by Amazon, Hearst, Netflix and the BBC to create a competitor that would blow Loose Women out of the water.

Outcomes: A ton of ideas were created, particularly for the shows running through the summer. Editor in Chief Sally Shelford said: “Such a brilliant session! The team are still talking about it and we continue to use the material to this day’.

Loose Women’s ratings are currently up 7% year-on-year.

A new identity for American Airlines’ inflight portfolio

Lana-coverClient American Airlines

Brief To re-imagine American Way, Nexus and Celebrated Living, the inflight magazines and apps for the largest airline in the world.

Approach With a readership of nearly 200m people, American Way is the world’s longest standing and most famous in-flight magazine. To make the title a better fit between audience and brand, the design and content was completely overhauled. The result has a premium feel yet retains high levels of readability and ease of access.

The luxury quarterly Celebrated Living was similarly treated for American Airlines’ first class passengers, along with Nexus, the dual language title for the South American routes.

Sales comms were completely overhauled, the app redesigned under the Magplus platform, and a new art director recruited to work out of the Dallas office.

Outcomes Winning this account cemented Ink Global’s position as the world’s pre-eminent travel media company. New US accounts such as Amtrack have followed, along with yet more awards.

New logo

New logo

iPhone app produced under Magplus

iPhone app produced under Magplus

Debut cover, photographed by Andrew McPherson in LADebut cover, photographed by Andrew McPherson in LA

american-way-contents-437

New logo

New logo

Development cover

Development cover

Development content

Development content

New logo

New logo

Debut issues of the portfolio

Debut issues of the portfolio

Before and after

Before and after

As seen en-route!

As seen en-route!

Increased 2016 newsstand sales with a brand new cover design

realhomes-emboss-437Client: Centaur Publishing

Objectives: To increase newsstand sales and subscriptions.

Approach: The homes market is tough, no more so than in the middle. Here, Ideal Home is the leader, followed by House Beautiful, and Good Homes with Real Homes bringing up the rear.

The approach centred on a dramatic new logo and a powerful new strapline that focussed on brand benefits as opposed to just the content. Real Homes’ USP is all about large scale renovations, the new design and presentation uses floor plans and detailed case studies to make that benefit Crystal clear. Inside/outside imagery is key to this, as demonstrated by the Luxury Cover above, beautifully designed by Senior Art Editor Emily Smith.

Outcomes: The relaunch issue sold 10% more YOY, with the longer term result of totally reinvigorating the brand.

real-homes-single-437 See more

Getting inside the closed world of professional comedy

Produced by me and directed by the talented Billy Boyd Cape, this new film tells the story of photographer Steve Best and the completely unique f.stop.funny project. Steve’s many years on the comedy circuit has allowed him to build real trust with some of the funniest people on earth: ‘Comedians are very suspicious, it’s hard to get that friendship if you’re not a stand-up’. These relationships have allowed him to take hundreds of intimate, documentary images that no-one else could ever get.

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How to make email newsletters really work

Moneyweek-logoMoneyWeek’s emails aren’t like most.  Firstly, there are lots of them. Fifteen different updates that come out twice or even three times a week, offering tips on which stocks to buy and most importantly, when to buy them. Secondly, they are not free. These are email newsletters you have to pay for – up to £3000 a year in one case. See more

What’s Next For Banks

ed-walker-tube-girlThis project was produced in partnership with my colleagues Andy Pemberton and James Lumley from furthr. What’s Next For Banks delivers a clear outline as to how banks can create both deeper emotional customer engagement and take advantage of new technology inside their own operations. Here’s the extensive slideshare we presented a few weeks ago at an invitation only event organised by our colleagues at White light Media.

People, the world’s biggest magazine brand

People-blue-logoA variety of development projects on America’s favourite magazine. Firstly there was a deep dive into typography, page furniture and colour palettes. This was a followed by extensive period of cover development, testing different approaches with both split print runs and eyetracking software.

Content strategy, brand identity and paywall design for retail trend consultants GDR

new-gdrWhat’s next for retail.

This new strapline was the key to unlocking a fully realised content solution for the London foresight agency GDR; a simple, yet powerful phrase anyone could understand. Working with Furthr partner Andy Pemberton, core brand values were established and then set to work across both design and tone of all GDR’s communications. Over six months in 2013, traffic to the GDR website doubled, email newsletter open rates hit 50% and GDR signed new clients including Microsoft and Chanel. See more

Original brand marks

Logo-panelI’ve redrawn many media brand logos, from TV Times through to Smash Hits, but these here are all original designs, either for launches, repositionings or just a much needed update. See more in full size after the break. See more

Using video to prove the power of TV listings brands

Time Inc.’s Inspired Conversations project was created to demonstrate just how deep audience engagement is with their brands, and how that can benefit commercial partners. Aside from delivering the editorial side of the business to this agenda, I wrote, directed and produced a series of 90 second videos to prove it. This example is for the powerhouse brands TV Times and What’s On TV.