Client: Greenwich Peninsula. Agency: Droga5. Year: 2019. Role: Creative Direction. Designer: Steph McArdle, Christian Sexty.

We developed the name, brand identity and launch campaign for London’s first cultural riverside ‘linear park’ on Greenwich Peninsula: The Tide. We wanted to encourage novelty-seeking Londoners to explore the pathway and its surroundings. The launch was based around promoting Turning Tides Festival — an event showcasing the types of experiences people will come to associate with The Tide.

Client: Coal Drops Yard; Agency: Droga5 London; Role: Design and creative direction; Artists, illustrators and photographers: Rosie Matheson, Flora Maclean, Straton Heron, Catherine Losing, Aleksandra Kingo, Maisie Cousins, Martin Parr, Jay Cover, Jack Sachs, Alva Skog, Nicolas Burrows, ManvsMachine, Anton Hjertstedt, Kyle Platts, Lucy Kirk, Charlotte Trounce, Sophy Hollington, Zoë More O’Ferrall, William Luz, Dan Woodger, Iwona Pinkowicz, John Sturrock, Anastasia Chebotareva (CSM), Charlotte Chowdhury (CSM), Harim Harz Park (CSM); Designers:  Matteo Alabiso, Tom Mattison, Year: 2018

Coal Drops Yard represents a new type of experience-led shopping. The visual identity and launch campaign are designed to showcase a variety of experiences — both commercial and non-commercial. The site itself has retained the arches from its original use as Victorian London’s coal store. The identity uses these shapes to literally frame or house everything you can find there — retailers, history, culture, community, spaces and even the people who built it. And as the space itself encourages serendipitous ‘real world’ social collisions, the design is ever-changing, always unexpected.

We seek that connection,
Touch the glowing screen
Tell us which direction,
Ask the ghost in the machine

Image 02 photograph credit: Nadia Lee Cohen

Client: Impulse, Agency: Droga5 London, Photographer: Maisie Cousins, Creatives: Charlene Chandrasekaran and Dan Morris, Year: 2017

Client: Peroni UK, Agency: Droga5 London, Photographer: Ben Reeves, ECD: Steve Howell, Creatives: Matt Butler, Ethan Bennett, Designer: Alex Venndt, Digital Designer: Andrea Tamborini, Year: 2018

Creative Direction for new product, Glasshouse Hair, Hand & Bodywash.
Photography: Marlen Keller

“Meritocrazy describes itself as “even worse than Monopoly!” and mad as it may seem, it might even be better. Worth looking up if only to give you a better chance to examine every quip and complaint concealed behind the neon type on the box.”

— It’s Nice That

The Sci-Fiborator is a fantastical science fiction device that allows us to select realities for ourselves. The book is broken up into chapters, each starting with a dial or button that has been activated.

An identity to reflect Glasshouse Salon’s contemporary, pared-back ethos.

Agency: Wieden+Kennedy London; Client: Three & i.am+; Photographer: Daniel Sannwald; CDs: Larry Seftel & David Day; Creative team: Ben Shaffrey & Max Batten.  Three partnered with will.i.am to launch the dial. We created a strong photographic treatment to tie a range of visual assets to each other and the TVC (I’ve included the film here for reference although I didn’t work on it directly). The psychedelic cloud texture was inspired by Daniel Wolfe’s original ‘neon/acid western’ director’s treatment and, like the lighting, it is a flexible asset that runs though the TV, print, digital and instore assets that made up this campaign.

This is a manifesto I wrote and designed. It was inspired by an interview with the journalist and filmmaker, Adam Curtis. Let me know if you would like a copy (I haven’t uploaded the text-heavy pages here).

Client: Volvo Cars UK. Agency: Grey London. Role: Design, illustration, typography. Creatives: Jonas Roth, Rasmus Smith Bech; Awarded 8 D&AD wood pencils, Cannes Lions Grand Prixs for Design and Promos (2015).