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I was brought into the business to direct the initial creation and roll-out of a global brand re-fresh and alignment across retail and marketing for STA Travel (STA Travel has over 200 stores in 12 different countries, with core markets in Asia, AU, CEU, NZ, UK, US and ZA). I lead the brand and creative content direction and delivery across both the retail and some areas of the digital business. Working in London as the Global Creative Director, reporting in to the CEO, I am a member of the senior leadership team, building best practice for the STA brand globally. I set up and run our global creative studio, acting as an internal agency to support all areas of the business and we are responsible for creating and delivering all brand guidelines, outstanding brand assets, copy, tone of voice, visual identity, content (including photography, music, and film), creative marketing campaigns, retail store fits and experiences, events and digital direction across online, mobile, social and app. I am passionate about pushing boundaries as far as I can and working to keep the brand moving in exciting ways. In August 2015 we launched STA Travel Sounds, a new digital music platform and extended the direction for the brand further into the lifestyle space. We also created and ran a pop up hostel at the UK festival "Bestival" and were shortlisted for Best Brand Activation at the UK Festival Awards 2015. statravelsounds.com