Post-launch and DLC campaigns across Meta and Playstation platforms in collaboration with Ghost Corp and Universal.

Guided the redefinition of marketing and social media assets for 'Ghostbusters: Rise of the Ghost Lord,' collaborating with nDreams, Meta, PlayStation, and Universal. My role included overseeing the creation of new key art and coordinating with an external agency for the main imagery, as well as in-house development of all DLC key arts such as 'Slimer Hunt' and 'Frozen Empire.' I also spearheaded the design of store and social media assets for future DLCs, ensuring brand consistency across all digital touchpoints. Additionally, I crafted a unique poster that pays homage to the original film, utilizing elements from the 'Slimer Hunt' DLC to blend nostalgic appeal with contemporary design.

Launch campaign for Jurassic World Evolution on PS4/Xbox One and PC with Universal Studios.

Directed a comprehensive visual strategy for promotional materials across various platforms, collaborating with Frontier and Universal Studios. The project entailed creating a consistent visual identity that included in-house key art and later additions of Paradise and Chaos imagery. Key deliverables included E3 promotional materials, custom Steam assets like emoticons and trading cards, and distinct PlayStation and Xbox store visuals, ensuring brand cohesion across digital and physical mediums.

Provide branding, layouts and graphic assets to other Jagex teams around the business including creative services for various projects.



Jagex, renowned for its iconic titles Runescape and Old School Runescape, embarked on a visionary journey to refresh their digital presence. Crafting a unified suite of 38 meticulously designed icons, the endeavor aimed to seamlessly integrate simplicity and impact, ensuring legibility across diverse platforms. In parallel, the exploration extended to reimagining the Runescape logo, tailoring distinct versions for the upcoming ‘Elder God Wars’ expansion, which were hand-painted to embody the essence of each deity.

Additionally, a dynamic email template was crafted, adhering to the new brand guidelines, featuring bespoke graphical elements to enhance visual engagement. The endeavour further encompassed a comprehensive social media overhaul, unifying branding elements while distinctively reflecting the unique aesthetics of each game. Notably, Old School Runescape retained its signature borders, while Runescape embraced a refined framing style, both complemented by colour-coded flags and intuitive icons for enhanced content identification. Finally, the branding exploration surrounding the Elder God Wars update unveiled a rich tapestry of custom typography, graphical motifs, and bespoke icons, weaving together the narrative of the impending saga with exquisite craftsmanship and unwavering creativity.

Create a visual identity for a content creator programme run by nDreams.



Using the ‘Jolly Roger’ image and a pirate theme to align with the crew name, I developed a logo that includes nods to VR and nDreams. Various styles, including hand-drawn and vector, were explored to find the right balance. The identity needed to be clear and not overly complicated, so I created two versions: an icon-based logo and a full name version to cover different uses.

The pirate influence is evident throughout the branding to represent the crew theme. The branding also incorporates the nDreams logo as an addition rather than a replacement, leveraging nDreams' recognition and trust. The hand-drawn style juxtaposed with the clean, modern style of the nDreams logo creates a strong visual contrast. The type and icon appear as if they’ve been scribbled over the existing branding, with a crown adding a small street art flourish.

This design lends itself well to dynamic animation, for example, with the type being drawn over the nDreams logo and the skull and headset icon appearing from behind as the type finishes being drawn.

Graphic and set design for collaboration between Mini Boden and Wind in the Willows at the London Palladium.

Led the creation of an interactive installation for Boden to showcase their new children's line inspired by 'Wind in the Willows,' incorporating E.H. Shepard's original illustrations. The project, designed to engage families at theatrical events, featured touch-activated story characters, immersive stands in both the foyer and Val Parnell Bar, and fun photo opportunities like Toad's car. Additionally, it included digital interactive elements such as an iPad for email sign-ups and a promotional film, enhancing the shopping experience without direct transactions.

Create a unique graphic concept for the store in Valencia.

Looking at the architecture, design and culture of Valencia and bringing those aspects into the store through graphic treatment.

A series of posters were designed to reflect influences of Valencia. Posters were designed in 4 sets, social, pattern, tone of voice and Valencia specific. These were then applied in a ‘fly poster’ fashion to reflect the local culture.

Illustration of local Colosseum was used to tie the iconic building and the store together and recognise its significance to Valencia. For the exterior of the store, the posters were edited to only use the brand colour and cover the feature bay at the front of the store so the concept was felt throughout.

Support the monetisation and community teams with various assets for the Frontier store and social channels.

In developing a comprehensive visual palette for various applications such as printed banners, box art, web banners, in-store advertising, and social campaign assets, a thorough approach is essential to ensure consistency and coherence across all mediums. This extends to the branding for the new in-game currency, ARX, where the emblem must seamlessly integrate with the existing aesthetics of the Elite world, spanning in-game use, marketing materials, and store assets. Furthermore, an infographic celebrating community and game achievements over the last 5 years serves as a testament to the game's success and engagement.

Branding a new livestream series, 'Stargazing Tours,' requires a captivating visual identity that embodies the spirit of community exploration and sharing. Additionally, designing a visual style to advertise Elite Dangerous voice packs involves drawing inspiration from in-game UI design elements to create compelling visuals featuring waveforms and layout. For unique promotions tied to community events, holidays, and release schedules, bespoke branding is crafted to enhance engagement and immersion, leveraging in-game imagery to support each concept. Finally, creating unique printed materials for the events team, such as flyers with exclusive in-game paint job codes, involves capturing captivating images showcasing the paint job on relevant ships in locations that reflect the brand colours of the event organiser, ensuring a memorable and cohesive experience for players.

Create the brand identity around the existing logo as well as the visual identity for each update.



Drawing inspiration from the existing logo, the brand identity for this project aims to evoke a cozy and charming ambiance across various touchpoints, including social media, presentations, and store assets. To maintain a cohesive visual style, a warm and inviting colour palette is curated, featuring soft pastel tones alongside earthy hues. The typeface selection leans towards friendly and approachable, enhancing the brand's tone. A custom blob motif serves as a versatile container for copy and other elements, ensuring flexibility across different scenarios, including video trailers where it can dynamically house text from various corners of the screen. Rounded corners are employed consistently throughout all strokes and custom shapes to further reinforce the brand's positioning. Future logo iterations for updates will build upon the core logo, aiming to enhance it while retaining its essence. Each DLC logo will reflect the theme of the update, offering a unique visual representation to engage consumers while maintaining brand coherence.

Design the branding and visual identity for the nDreams festival.

Developed a lasting and engaging brand identity for the annual nDreams festival, an internal event featuring industry speakers and social activities. The branding was inspired by major events like GDC and Gamescom and was designed to be reused annually. It included a VR headset motif integrated into all promotional materials, from stair graphics to digital assets, establishing a consistent and fun visual theme that enhanced participant engagement and brand recognition.

Karen Millen hosted an exhibition showcasing the photography of Kirsty Mitchell, a former employee and professional photographer. The brief aimed to create a concept that harmonised Karen Millen's brand identity with Mitchell's photography. Research and inspiration were drawn from Mitchell's diverse photography projects, with her work mounted and suspended within store windows. Apertures were designed with a brushstroke / distressed quality to reflect the Wonderland imagery present in Mitchell's photography. Objects used in Mitchell's creations were strategically placed around mannequins to ensure a cohesive visual narrative throughout the exhibition.

Project Awarded 'Best Windows on Regent Street -London, During the Diamond Jubilee.

Create a visual identity, including typography and colour guidelines for Alibi, an indie video game publisher.

Alibi, a game publisher specializing in two distinct verticals, publishing and consultancy, sought an identity reflecting or hinting towards this duality. The theme of duality was to be prominently featured throughout, serving as a strong conceptual foundation. Initial concepts revolved around the notion of two faces symbolizing the dual aspects of the business, while maintaining a softer human element to the overall brand feel. Various explorations ensued, including iconography, morphic typography, and simple typographic treatments.

The preference remained for the two-face concept, leading to the exploration of multiple representations and configurations, ranging from minimal and geometric to realistic and detailed styles, as well as an icon-based route inspired by the Inca cross symbolizing duality. Several color palettes were investigated, with green and blue chosen for their alignment with the brand's values, duality concept, and strong visual appeal. The final identity was selected for its simplistic yet striking style, clear representation of duality, and potential for future expansion. Multiple variations of the identity were developed, including full, horizontal, and circular versions, along with a variation to accommodate complex imagery in future applications such as packaging and digital store assets.

Website

Branding and graphic work for an opinion piece series on beauty in retail.

For dalziel-pow.com, an engaging visual style was crafted to complement articles, embracing the theme of beauty. A set of icons was designed using black ink and a paintbrush, then transformed into vector assets to evoke the handmade feel of makeup application. The brand color palette was utilized, with objects set to multiply to create a unique aesthetic reminiscent of makeup layering. GIFs were produced for social media promotion, each tailored to advertise specific articles, accompanied by a captivating homepage takeover upon series launch. Additionally, the reception wall underwent a transformation, with icons painted directly onto the surface and custom GIFs and static graphics presented on-screen, ensuring a cohesive and immersive experience for visitors.

Create a logo / branding for an events safety initiative started by nDreams.



Game On, an initiative by nDreams, is dedicated to safeguarding and supporting attendees at gaming events while fostering collaboration with other brands to use the Game On name and assets alongside their own logos. Distinct from the nDreams brand, Game On boasts a unique visual identity centered around protection and inclusion, with a shield shape heavily explored during development. Four preferred routes emerged, each encapsulating the essence of Game On with a nod to gaming through iconography and recognizable shapes. The simplicity of the controller option was chosen for its strong silhouette, versatility, and subtle reference to VR headset shapes, a nod to nDreams as founders. A vibrant color scheme of yellow, blue, and light grey was selected for its striking contrast and unique feel, avoiding traditional black for a lighter touch. A custom pattern featuring classic gaming shapes, graphic glints, and shield motifs adds visual interest to various assets. Brand guidelines include mockups demonstrating application across materials and merch, with a future section planned for brand collaboration.

Create a unique identity for a new video game PR and marketing agency.

The branding for Honest was crafted with a clear focus on simplicity and the values of honesty. Drawing inspiration from themes like 'Americana,' 'reliability,' 'dependability,' and 'strength,' influenced by iconic brands such as Red Wings, Wolverine, and Barnes and Wallace, the brand's identity exudes confidence and integrity. A strong logo, supported by a compelling color palette and bold iconography, was carefully chosen to reflect these values. Business cards were designed with a minimalist approach, featuring the strapline "We are Honest" to succinctly convey the brand's ethos.

Website

Create a logo / visual identity for internal game club.



VR Game Club, an internal publishing-wide game club, provides a platform for monthly discussions on pre-selected games. To establish its distinct identity, the brand was crafted with unique assets, including typefaces, colors, and a logo. After exploring several options, the final logo was chosen for its strong iconography representing virtual reality, versatility with colors, and potential for animation. The primary colors of green and purple were selected to evoke the vibrant and retro atmosphere of classic game arcades, lending a bold and fun visual style. These clashing colors create a unique aesthetic that layers effectively with abstract backgrounds. The animated version draws inspiration from 90s TV idents and arcade cabinet styles, reinforcing the retro gaming theme. Collaborating with an in-house animation designer, the animation was thoughtfully crafted to enhance the brand's visual identity and evoke nostalgia for gaming enthusiasts.

Create a visual identity for a new cosmetic dentistry and injectables brand using the name Beautifulee or Dr. Charlotte Lee.

The branding journey began with typeface exploration to capture the essence of the brand—professional yet warm, with a touch of personality. This led to the creation of an icon and full logo, ensuring versatility across digital and print formats, from uniforms to social posts. Multiple iterations of tooth, injection, and Dr. concepts were explored, resulting in a unique icon distinct from typical cosmetic and dentistry brands. A simple, chunky line style with rounded corners and edges was chosen to imbue femininity and approachability. The final logo, a subtle combination of the B and L from Beautiful and Lee, represents a tooth in a modern and abstract way, embodying the brand's identity as a dentistry and aesthetics/injectables brand. Various colour palettes were considered, with the chosen palette offering strong combinations and a departure from traditional dentistry hues, ensuring longevity and flexibility across brand assets. This visual identity is showcased across outdoor signage, stationary, and lanyards, providing a glimpse into the brand's cohesive and versatile presence across different mediums.

Create the visual style for MARK AR

MARK, an AR social app revolutionizing street art creation, discovery, and sharing in real-world locations, underwent a visual transformation to align with its new AR social platform direction. After a thorough review, which included exploration of three distinct routes: Street, Mid-ground, and Enterprise before Mid-ground was selected as the ideal blend of street influences and refined lines, colours, and shapes, complementing the app's roadmap. Mid-ground refers to a visual style situated between two extremes, incorporating elements of street culture while maintaining a clean and polished aesthetic. A unique pattern was crafted, featuring key shapes and a custom multi-gradient colour scheme, used across various outlets including social media, events, presentations, and app interfaces.

Animated splash screens, onboarding screens, app icons, and store screenshots were developed, along with a WIP profile/feed/search page showcasing user navigation and tutorial animations. A user-selectable colour palette and essential graphics were established for app and website elements, while a new suite of icons maintained consistency in style and size. Stickers, categorised into themes like emojis, face parts, and tools, received dedicated menus, alongside a plethora of social media assets ensuring a cohesive brand experience.

Collaborations with Roosterteeth's RWBY IP and AT&T's 5G pop-up event in Washington DC further expanded MARK's reach, featuring custom sticker packs, landing pages, and event graphics, while participation in Roosterteeth's RTX event offered fans immersive photo-booth experiences with an array of backgrounds, characters, and props. MARK's evolution encompassed UI/UX exploration and development, including sticker pack creation and tool selection, cementing its position as a dynamic AR social platform at the intersection of art and technology.

Create the branding and marketing visual style for a new video game under the Frontier Foundry publishing label.

As "Struggling" presented a unique game for Frontier, its branding and visual style needed to be equally distinctive, reflecting the chaotic and visually striking nature of the game itself. Inspiration was drawn from 90s cartoons, Nickelodeon, and experimental shows like "Rick & Morty." While the original branding served as a good starting point, incorporating the character into the logo proved repetitive in key art. Typeface was manipulated by hand, printed out, and then scanned to create unique characters and a thick typeface reminiscent of the main character. Elements of the character were redrawn and integrated into the branding to emphasise its role. A colour palette was derived from the game's elements, such as skin tones, body parts, and radioactive elements. The final version split the text into two parts, "STRUG" and "GLING," reflecting the character's dual nature. The overlapping parts of the type were adorned with radioactive goo, a prominent feature in the game. Merchandise and physical editions were explored to showcase the application of the branding, ensuring that every element remained fun, engaging, and true to the game's essence.

Create an identity for the 3rd party publishing arm of Frontier Developments called Frontier Foundry.

The identity was intended for use across a variety of assets, both in print and digital formats. The brief involved exploring options based on initial concepts from the internal art director, drawing inspiration from the Frontier logo while also seeking unique solutions. The first step was to research the word "Foundry," which refers to a workshop or factory for casting metal. This concept was important as Frontier would act as the Foundry, with other game studios being the metals, going through the publishing process and then being released into the world. Reference was made to other gaming idents for inspiration, with a focus on customizing the ident for each title being released. Four main options were explored, with Option 3 emerging as the preferred choice. This option featured a negative shape in the bottom of the "O" to hint at the foundry theme. Colour variations were considered, with the final palette consisting of a custom gradient made of red, yellow, and orange, along with a very dark grey to complement the vibrant tones and nod to the metals used in a foundry. Finally, the colours inside the logo were animated to create a melted metal effect, adding a fun and engaging twist to the ident.

Animation work by Adam Broder

Livestream set design for Frontier Developments.

The set for Frontier Developments' livestreams was carefully designed to create a welcoming and professional atmosphere, accommodating the diverse themes of their main products: Jurassic World Evolution, Elite Dangerous, Planet Zoo, and Planet Coaster. With each game having its own distinct style, colours, and audience, the set was crafted to be customisable for each livestream. The focal point of the set is the central TV, allowing for flexible content display. Two reclaimed wood walls are angled inwards to create an enclosed corner, with two sofas arranged for a relaxed setup conducive to guest discussions. Prints on the left-hand side can be changed to reflect the featured game, while shelves on the right house different objects relevant to the discussion topic. This adaptable design ensures a dynamic and engaging backdrop for Frontier's livestream productions.

Create an identity that is both unique, but that also sits within the ‘Planet’ franchise.

The identity of Planet Zoo needs to resonate with the existing 'Planet' franchise while also distinguishing itself from Planet Coaster. It should maintain the bold mono logo style while incorporating the vibrant and colourful visual language established by Planet Coaster. Various options for tail length, size, shape, and species were explored, with a focus on incorporating influences from the lion rather than directly copying its tail. The tail design should be generic enough to represent multiple animals rather than focusing on one specific species. An expansive colour palette was developed based on the UI team's palette for the game, with the core colour being a strong green hue. Subtle animal patterns are incorporated at a low opacity in certain situations to add depth. Collaboration with marketing artists and the wider publishing group was essential to determine the brand's position on key art, as well as to create merchandise, digital store assets for Steam, and print materials for events, including posters and banners.

Branding and animated intro for a new website / YouTube series.

Create a clean, simple and friendly style that would be inviting for new customers and recognisable for returning viewers.

The icon was designed to evoke the friendly and approachable nature of the course whilst also subtlety nodding to ‘Revolution’. By using a clenched fist but placing a pen in the hand, both themes were able to be combined in 1 mark. The style of illustration was kept to 45 and 180 degree angles, as well as using a thick stroke which gives a more simple and stylised tone. Colour needed to again reflect the revolution theme, toning colours were used, a deep orange was chosen instead of the more obvious red as this didn’t fit the rest of the brand.

For the YouTube introduction, the simple illustration style lent itself to bring drawn. Certain elements could come in at the time and create a short, fun and recognisable introduction for all videos in the course.

Update the branding and marketing visual style for a youth theatre workshop company.

The brand, Popcorn, underwent a significant transformation when passed to a new team, aimed at broadening its appeal across different age groups while maintaining playfulness and modernity. The main logo underwent an update, transitioning to a refined look with a chunky typeface arranged to mimic popping popcorn kernels. Warm tones replaced the previous child-focused colors, and a custom gradient was introduced for a dynamic visual flair. Existing characters were revamped, transitioning to thick, friendly lines inspired by cartoon popcorn shapes. These updates cater to diverse age groups and are designed with merchandise and printed materials in mind. Additionally, multiple social assets were created, aligning with the refreshed brand style.

Website

The design approach for the Olympic Window concept draws inspiration from the iconic 2012 logo, geometric shapes, Olympic colours, and the influence of movement. Adhering to strict Olympic guidelines, the concept avoids using the official logo or specific wording such as "London" or "2012". Shapes were created in a style reminiscent of the 2012 logo, appearing as one shape dynamically separated to symbolise movement. These shapes were infused with vibrant Olympic colours to evoke the spirit of the Games. To emphasise the Olympic theme, the strap line "Celebrate British talent with" was included, inviting viewers to recognise and celebrate the exceptional talent of British athletes. This approach aimed to captivate attention and instill a sense of pride and excitement as viewers engage with the store displays during the Olympic season.

Create a suite of assets for various different briefs and platforms.

Drawing from previously established assets, the goal is to maintain the brand's fun, bright, and colourful visual language across various projects. For Planet Coaster's 2nd anniversary infographic, community facts are paired with game captured assets to enrich the narrative, while social graphics receive custom-made elements tailored to each brief, ensuring uniqueness within the visual style. Stamps for the "World's Fair Pack" DLC adopt a consistent cartoon-like and bold style, drawing inspiration from in-game and real-life architecture to represent featured countries, enhancing cohesion in promotional materials. Finally, for the new service, "ThemeMakers Toolkit," a brand identity reflects the four main stages of the process, utilising the brand's typeface and colours to embody the journey from conception to integration, ensuring coherence and recognition within the community.

Branding, CD album artwork & various.

The assignment was to develop a brand for the Indie Americana band Carousel, prioritising simplicity and legibility across print and web formats. The visual style for album covers and promotional materials sought to echo the warm tones and wholesome essence conveyed in the band's photography and name.

Branding and UI design for the video game ‘Stratus’.

Assigned with assessing the existing UI and iconography for the game, based on the original 1997 title, Netstorm. While the logo remained unchanged, a cleaner and simplified UI was requested. The four main element badges underwent redesigning, and the game's UI was streamlined to align with this new style. The primary objectives were to declutter and simplify the UI, ensuring ease of comprehension for all on-screen information. Additionally, the background was adjusted to an opacity level, allowing players to maintain visibility of in-game action beneath the menus so the action was never interrupted.

Little Theatre Company production of – DRACULA

As Assistant Director and Set Designer for the Little Theatre Company's production of Dracula the musical, I orchestrated the creation of a dynamic and versatile set to complement the use of a revolving stage. Utilising Celotex Sheets, we meticulously crafted castle structures that could be viewed and interacted with from various angles, ensuring seamless integration with the performance. Additionally, a folding piece was ingeniously fashioned to depict the lunatic cell. From conceptual drawings to the final production on opening night, the set epitomized the eerie grandeur of the Dracula narrative, providing a captivating backdrop for the cast's enthralling performances.

Campaign for School of Creative Arts at the University of Hertfordshire

Drawing on the client’s key strengths (that of creativity, innovation and success in graduate employability) we conceived the theme ‘Make it Big’.

Specifically targeted towards 17-25 year old aspiring creatives, we developed a campaign where everything was made BIG in order to reflect the messages of creativity and success. The prospectus was A3 to make sure it was the largest one at the UCAS fairs, big objects to go into the book to represent the School’s 4 subject areas were made and the t-shirts to be worn when promoting the campaign only came in XL.

Create and design the University of Hertfordshire Graphic Design & Illustration Graduate Book.

For the graduate book titled "Dog Eat Dog," I aimed for a fresh approach, diverging from the typical degree show catalogue. The name itself reflects the competitive nature of the industry awaiting the students post-graduation. Each page featured a perforation, symbolising the act of eliminating competition before presenting the book to potential employers. The front cover and poster showcased a list of everyone on the course, with names not included in the book creatively crossed out. Furthermore, the back cover included a conversation detailing the rationale behind the chosen name, adding depth to the thematic concept.

ISTD Brief – Fakery

The selected theme was "Identity Theft," conveyed through a range of promotional materials including a booklet, poster, ATM stickers, and website, all aimed at advocating for identity safety. Each element was carefully designed to appear authentic, with subtle deviations hinting at potential threats. Information typically considered vital for protection, such as covering PIN numbers at ATM machines and shredding documents, was deliberately corrupted to encourage risky behavior. This approach served to highlight the importance of remaining vigilant and implementing secure practices to safeguard personal identity information.

The advert titled "2 Girls 1 Dip" took a daring approach, drawing inspiration from a trending joke and video at the time. Filmed within a single day, the production successfully captured attention, earning a place in the Top 100 and achieving a notable 12th position out of over 2000 entries in terms of popularity.

Video

Promotional material for the Universities Degree show in 2010.

The phrase "Hurry while stocks last" was chosen to symbolize the swift employment of students from the course. Utilizing spot varnish, a ghostly effect was crafted, leaving behind remnants of letters that reflected the theme of each project. Across all designed assets, letters were progressively removed, from only a few to most, until only three remained on the map at the degree show. This design choice enhanced the theme of urgency, encouraging visitors to attend the degree show while students and their work were still available. Complementary signage, posters, private invitations, and graphics adorning the exhibition building were also developed to enhance the overall presentation.

Various Illustrations from different projects.