I worked with the marketing and communications team to launch the brands second largest flagship store in the world on 5th Avenue New York.
With an array of affordable clothing and accessories, Topshop created in 1964 and Topman in 1978 know how to keep their finger on the pulse of fashion and trends. A truly innovative British brand they know how to stay ahead in a highly competitive market, hence the retail fashion chain being valued at £2 billion. To contribute to the company's expansion plans and growth is an honor.
I've been fortunate to help expand the reach of BritWeek and affiliated brands by creating key partnerships, sponsorship opportunities, programming and events.
BritWeek is about celebrating the creativity and innovation between two of the world's most influential economies, Great Britain and the United States. For this to be successful it's about audience reach, relevance and engagement.
I've worked on various projects which include the innovative "Find Your Greatness" campaign which ran during the London Olympics (no pun intended), and Golf where I worked with some of the world's top iconic golf players of all time.
Working with Nike the world's number one shoe and apparel company is living the dream. It's a privilege to help shape the marketing message of a company that is a global leader.
LA based American Dress Code required a reinvented brand identity, logo and brand communications plan to reflect the new direction of the brand. I led the process in collaboration with the founder and sales director. Below are the logos old and new, which do you prefer?
I've worked with of a few technology brands and this one was really interesting. While working on this project it was important that the offline experience messaging announcing the launch of ebay fashion didn't take away from the core message. With an annual turnover of $9.9bn and with more than 120 million online users, allowing consumers to connect and engage with the brand outside of its online setting required a meticulous approach.
Sound triggers one of the strongest emotional sensations. I believe sonic branding a.k.a sound branding is a critical contribution to the overall brand experience, POV and expression. Sound creates and reinforces therefore it can do wonders to reinforce the brand message and values. It's largely under estimated and used in my view.
There are many choices when it comes to where and how we spend time and money.
A brand is more than a logo. Any ideas, emotions or connection with a brand begins as soon as the brand name or any touch point is encountered. A brand must be coherent, the design, experience and behavior must all sing from the same hymn sheet.
When the Alexander Wang x H&M collaboration launched, online traffic crashed the website. Being the second-biggest apparel retailer in the world with around 2,470 stores in 35 countries. it's flattering that my experience and knowledge was called on to contribute to the campaign.
Innovation - noun: innovation the action or process of innovating. A new method, idea, product, etc.
Manners - plural noun: manners: a way in which a thing is done or happens: a person's outward bearing or way of behaving toward others.
The reason I put these two together while I work is because at their core, they're both about consideration. In an age when fast and more are seen as better, consideration is key.
It's been a pleasure to help communicate to the mass market the unique attributes of the engineering and new technology that keeps General Motors at the forefront. GM is placed number 7 in the FORTUNE 500 ranking (June 2014) and I've worked on a variety of GM brands and that include:
The setting of any product and/or production is always important as it helps tell the story and reinforce the brand message, hence why I chose the serene picture.
We've all had a disjointed experience with a company, brand, individual or at an event. Whereby what we experienced was not what we expected, and what we actually encountered was very different from what we perceived (heard, saw or read). Relating this to today's companies and/or brands, in my opinion it means they missed the mark and the strategy and/or the implementation requires more attention to detail.
Honing an intentional clear and consistent message, then refining this across all touch points is a vital component in the strategy.
Media is essentially the business of telling stories. I believe it's important to connect this with a clear narrative to produce intriguing dialogue and branded content that resonates with the audience/consumer.