Brand strategist and copywriter with experience across a range of brands, from global household names (e.g. Johnnie Walker, Domestos, De Beers, Lays/Walkers) to disruptive innovators.
Key skills: brand positioning, brand identity, visual planning, innovation strategy, semiotic analysis, brand architecture, tone-of-voice, naming, copywriting, manifesto writing.
Projects
- Tostitos: European IdentityTostitos was launching in Europe. But Pepsico knew the brand's all American identity wouldn't work for the European market, where foodieness and authenticity are key. At Bloom, I worked with our creative teams to develop an identity and tone that embraced the brand's Mexican roots, in a playful way.
- Domestos: Identity EvolutionDomestos is trusted the world over for its germ-kill expertise. But the brand’s identity had become outdated. As strategy director at Bloom, I worked with our creative teams to modernise the brand's design and redefine its identity and tone-of-voice, capturing it all in a new brand book. We went on to clarify the brand’s architecture and redesign its sub-ranges.
Work history
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F
Freelance Strategy DirectorFreelance
London, United KingdomFreelance
Working with agencies on projects for clients including MillerCoors, Unilever, Danone, Kirin Ltd and Tzazaki Foods.
B
B
Associate Planning DirectorBloom London
- London, United KingdomFull Time
Strategy for alcohol, FMCG and luxury brands, including Johnnie Walker, De Beers, Lucozade, Domestos, Cow & Gate and Walkers crisps.
Skills
- Brand Strategy
- Copywriting
- Brand Naming
- Brand Architecture
- Brand Positioning
- Design Strategy
- Brand Tone
- Article Writing
- Brand Writing
- Editing
Education
MA (Cantab) EnglishUniversity of Cambridge
- Cambridge, United Kingdom