What I do

Brand transformation:

Role: Account & Client Direction  

Client: Sky Business | Brand Agency: Sky Creative (2026)

I’ve recently led the repositioning of Sky Business as part of the portfolio brand strategy to unify all products and services offered under the Sky brand. Work involved brand strategy to align Sky Business to their new positioning as a solutions partner to B2B customers and increased focused on the Enterprise audience, tone of voice and visual identity development to flex the Sky toolkit for a business base while being consistent with the Sky brand.

We articulated “Powering modern business” as an expression of their positioning and benefits to the UK market, bringing it to life through a visual look and feel and hierarchy that unified brand, product and trade communications across key audience segments. We also rolled it out across all elements of the Sky Business toolkit and communication channels, from OOH to Digital and Social Media, leaning into the design system efficiencies and tools enabled by Sky.

Role: Brand Programme Leadership (in-house)

Client: The MDU | Brand Agency: Otherway (2024)

The MDU is a legacy medical services organisation providing indemnity to medical professional across the UK. It repositioned from a single to a multi-product offer, with a view to shake off its outdated perceptions in the market. I led the repositioning and visual identity refresh, collaborating with appointed brand agency Otherway and coordinating updates to The MDU executive team.

The project repositioned The MDU as “the home of medical professionals in the UK” executing a visual identity that retained its legacy elements while acknowledging the need to move the organisation forward. The work was successfully tested with medical and dental audiences in the UK to ensure the refresh retained existing equity while allowing the organisation to build a new stage of development and growth.

Role: Delivery Leadership

Client: EE | Brand Agency: Zag (2022)

In 2022, EE repositioned from a telecoms provider to a brand catering to all customer needs and the flagship consumer brand in the BT portfolio. The identity ecosystem was developed and expanded to include the refresh of its bespoke and distinctive display and system typography, Dottee, the core look and feel as well sensorial identities into sound and scent.

I led delivery of core workstreams including typography, sensorial identities across sound and scent and coordinated brand guardianship with creative and partner agencies to facilitate the uptake of the refreshed look and feel.