I bring a combination of commercial knowledge and understanding gained through over 30 years of work experience and a curiosity for discovering the underlying stories and personalities of the brands, businesses and organisations that I work with...as well as those that I don’t.
I am passionate about the potential for strategically relevant and well crafted design to create not just stronger brands and businesses, but also to help to build stronger relationships and communities.
I love the challenge of getting to know a diverse range of clients and working in partnership with them to understand what drives them and to help them find their own voice and expression.
I enjoy the fact that there are few definitives in branding, and that we can create design solutions for our clients which are both challenging and reassuring, traditional and contemporary, and I relish the opportunities that are offered by the constantly changing and evolving brandscape in terms of channels and media for expressing brand personality across all touchpoints.
Projects
- Esentai Mall: Signage and wayfindingThe $450 Million Esentai Mall in Almaty was the first luxury shopping centre to open in Kazakhstan. It has over 160 stores featuring luxury brands including Louis Vuitton, Fendi, Burberry, Stella McCartney, Gucci and Ralph Lauren and was fully set to be a major fashion hotspot and tourist attraction. The full Esentai Park development extends to 300,000m2 and will comprise 7 buildings including 3 residential towers and the Esentai Tower containing offices, a luxury hotel and apartments.
- Overend & Associates: Identity and brandingIn early 2016 Karen Overend left her partnership in New Zealand’s leading legal firm Duncan Cotterill to start her own company – Overend & Associates. Her goal was to establish a firm with a straight talking, pragmatic approach to property and construction law. Simon Inc created a brand positioning platform for them which distanced them from other legal firms in the country. The visual identity aimed to challenge stereotypes of how a legal firm should look and feel, focusing on aligning them mor
- Kingfisher Shopping Centre: Environmental graphics schemeKingfisher, a 1 Million square foot shopping centre in Redditch underwent a brand refreshment and repositioning to appeal to a more affluent, sophisticated fashion-aware target market. As part of that they wanted to implement an environmental graphics scheme to reflect the shift in positioning and complement the physical refresh of the shopping centre interior.
- Make Every Day Beautiful: Strategy, identity and art direction for marketing campaignDemocratising beauty – sales Campaign for Beauty Week at The Mall The Mall chain of shopping centres approached Simon Inc to create a campaign to promote their annual “Beauty Week”. Their goal was to drive sales of beauty-related products and services provided by the retailers based within the centre. The challenge we faced was how we could create a campaign which would engage the full range of both customers and retailers. The trouble with creating campaigns marketing beauty products and servic
- Expedia Group: Internal brand communicationsWe were tasked with designing a set of communications tools which Expedia could use to get their team excited about the move to a brand new Seattle campus, and to help them to understand how the agile workplace principles could make their work life easier and more enjoyable.
- Hue: Identity and brandingHue was a new start-up hair colouring salon where customers select their choice of colour, have it professionally applied, then style their own hair using the salon’s amenities and products . We created the brand identity for the new business which addressed all the brand touchpoints, including environmental applications, the initial direct marketing campaign and website.
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Work history
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Creative DirectorSimon Inc Ltd
London, United KingdomFull Time
We are Simon Inc – an independent London-based brand design consultancy.
We help our clients to grow their businesses by helping them to build better relationships with their customers. We do that through their visual branding and marketing communications design, through environmental branding and spatial design and through their digital and online presence.
Skills
- Brand Identity
- Environmental Design
- Digital Design
- Advertising Design
- Art Direction
- Editorial Design
- Client Presentation
- Public Speaking
- Marketing Design
- Packaging Design