Huguet
Imperfect Symmetry
Huguet is a Mallorcan luxury tile and stone company whose handmade craft sits at the intersection of heritage and contemporary design. The brief was to develop a brand positioning platform and tagline that could carry the brand into a new international chapter.
I developed the positioning strategy and creative platform — arriving at Imperfect Symmetry as both the tagline and the organising idea. It captures the defining quality of every Huguet piece: technically precise, unmistakably handmade.
The brand film brings the positioning to life, translating a strategic idea into a visual and emotional language that speaks to architects, designers and discerning clients worldwide.
Friesland Campina
Oops!
I led the creation of a completely new global indulgence proposition in the yoghurt aisle.
This began with identifying our true opportunity, the Social Narcissist: constantly sharing real-life experiences and seeking digital validation from their communities.
Building a new brand tailored to this consumer's digital lifestyle, I stewarded naming, branding and successful launch across Europe.
Whirlpool Inc
Project X
I partnered with a senior client team, reporting directly to the board, to develop an entirely new brand and proposition within a complementary category.
I delivered creative insight, audience proposition work, and a big simple idea to differentiate the brand.
Unilever
C4G
Senior management tasked me with leading a creative change strategy.
My team and I identified a simple idea: create change through mobile phone video training packages created by its intended audience.
The project engaged Unilever's global teams at all levels and included the single most successful piece of internal content in Unilever history.
Pinova
It Starts with a Stump
Pinova delivers state-of-the-art specialty rosins to many of the world's most essential industries and well-known brands.
They asked me to help them clearly tell the story of their complex business, as well as showcase their commitment to sustainability, innovation, enduring quality and customer service.
My team created a giant animated infographic to turn a complex story into an easy to understand and visually entertaining film.
