In my view the term digital simply describes a medium; without knowing the story your digital presence is in place to tell - and the emotional impact it needs to leave with your customers - it all becomes irrelevant.
This first dawned on me at IBM as an Account Lead/Service Designer seeing technically strong projects not engage or bring the commercial returns expected and has grown in my time at Rockpool leading our Digital Strategy projects & having the creative freedom a small, boutique agency allows.
It’s a belief you’ll see I’ve brought to the work throughout this portfolio with both energy and passion. From UX research all the way to designing product concepts and pitching digital strategies, digital should always bring the customer back to what made them fall in love with the brand in the first place.
Responsive websites, mobile apps, personalisation, analytics & content management can be essential for achieving that. But, hopefully this collection of my own favourite projects shows they’re only ever tools to help craft messages that customers love and keeps them with our brands time and again.
Projects
- Pleifulplayful ˈpleɪfʊlˈ / 'plei.ful' adjective 1: giving or expressing pleasure and amusement 2: a perspective on storytelling that prizes creativity and brilliant ideas above norms We're passionate about ideas, truly great ideas that provoke emotions. As a group of marketers and technologists that have had the pleasure of designing for some of the worlds most recognisable companies, we've been lucky enough enough to see how remarkable ideas come to fruition. It's those ideas, creatively charged ideas, the wild ones, and inspired ways of telling the story of what you do that has the power to make customers fall in love with what you do again & again. They also have the power to change behaviours; be it as small as buying a product or as great as throwing weight behind a global movement. We also see work coming from brands that we felt was misguided and lazy - work that didn't have a clear message or messages/products that were completely jarring to how a brand behaves. These experiences have given us an incredibly strong perspective on how digital should be done; and Pleiful is quite simply an expression of that. Our perspective is that digital - like all other types of marketing - is only a set of mediums. You name it - websites, mobile apps, social feeds, banners, videos, all forms of media and even your above the line advertising- without a compelling story and emotional understanding of what made your customers fall in love with what you do in the first place you'll never have an impact. Equally when a brand has a clear, purposeful understanding of who it is, and aligns it's products to that intelligently, the stories that you tell your customers become so much clearer. And if and the same time you can bring an essence of playfulness and creativity to the then what you design can only be toe-tinglingly brilliant. So thinking back to where we started, we take what we feel to be some of the most provocative work that we see out there in the world - from the unerringly eccentric to the completely vacuous - and deconstruct why they have the impact they do. By breaking these things apart and discussing them as a community we begin to understand what to recreate and what to do better, so that ultimately we can all create better. And when you're as passionate as we are, not only does that sound quite fun but the end result becomes hugely exciting too.
Work history
Digital Strategist
London, United KingdomFull Time
Account Manager/Service Designer
- London, United KingdomFull Time
Education
Biology (BSc)
- London, United Kingdom