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My Work
Bold brands. Strong campaigns.
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It all counts
BRIEF
Virgin Active wanted to re-energise their brand presence and motivate both new and existing members to see fitness more inclusively. The goal was to show that every kind of movement — from intense training to mindful recovery — contributes to wellbeing.
CONCEPT
As a team we developed the campaign concept “It All Counts,” a message built around self-compassion and inclusivity in fitness. Each line paired a simple rhythm of everyday actions with a bold affirmation that everything you do matters.
OUTCOME
Working with a photographer and models, I directed an aspirational collection of imagery, showcasing a diverse range of exercises and person. I then developed the assets, matching tagline to image and playing with the typography whilst within brand parameters. I then delivered Out of Home advertisement for bus shelters and tube stations, paid and organic social ads, posters and digital screens as well as website, CRM and app banners.
Virgin Active wanted to re-energise their brand presence and motivate both new and existing members to see fitness more inclusively. The goal was to show that every kind of movement — from intense training to mindful recovery — contributes to wellbeing.
CONCEPT
As a team we developed the campaign concept “It All Counts,” a message built around self-compassion and inclusivity in fitness. Each line paired a simple rhythm of everyday actions with a bold affirmation that everything you do matters.
OUTCOME
Working with a photographer and models, I directed an aspirational collection of imagery, showcasing a diverse range of exercises and person. I then developed the assets, matching tagline to image and playing with the typography whilst within brand parameters. I then delivered Out of Home advertisement for bus shelters and tube stations, paid and organic social ads, posters and digital screens as well as website, CRM and app banners.
FOLD Reformer Brand Guidelines
BRIEF
FOLD Reformer approached me with an urgent need for marketing assets. As a start up company who sold out on their first waitlist only in 2024, they had big dreams and a logo - but no brand guidelines or consistent marketing assets to match.
OUTCOME
I quickly developed a visual system for them, choosing a brand font and colours that worked with their photography and market. Then wasted no time in creating assets for them. Packaging boxes, hoodies, paid social assets, pop-up and event assets as well as creating several email templates to get them started.
FOLD Reformer approached me with an urgent need for marketing assets. As a start up company who sold out on their first waitlist only in 2024, they had big dreams and a logo - but no brand guidelines or consistent marketing assets to match.
OUTCOME
I quickly developed a visual system for them, choosing a brand font and colours that worked with their photography and market. Then wasted no time in creating assets for them. Packaging boxes, hoodies, paid social assets, pop-up and event assets as well as creating several email templates to get them started.
Let's Hang Out
BRIEF
The Climbing Hangar needed a fresh Spring campaign to encourage both new and returning climbers to get back into the gym after the quieter winter months.
OUTCOME CAMPAIGN A - LET'S HANG OUT
‘Let’s Hang Out’ leaned into the social side of climbing, positioning The Climbing Hangar as a place to meet, move and spend time together. Playful copy paired with bold typography and energetic imagery created a welcoming, low-pressure message for beginners, while still resonating with existing climbers. The campaign was designed to roll out across social media, digital screens, in-gym posters and CRM to capture attention both inside and outside the venue.
OUTCOME CAMPAIGN B - BOLD LOOKS DIFFERENT ON EVERYONE
‘Bold Looks Different on Everyone’ focused on the diversity of the climbing community and the different ways people show confidence and progression on the wall. The concept used strong typography and expressive imagery to highlight individual personalities and styles of climbing, reinforcing the idea that there’s no single way to be a climber. The campaign concept was developed to work across digital, social and in-gym marketing touchpoints.
The Climbing Hangar needed a fresh Spring campaign to encourage both new and returning climbers to get back into the gym after the quieter winter months.
OUTCOME CAMPAIGN A - LET'S HANG OUT
‘Let’s Hang Out’ leaned into the social side of climbing, positioning The Climbing Hangar as a place to meet, move and spend time together. Playful copy paired with bold typography and energetic imagery created a welcoming, low-pressure message for beginners, while still resonating with existing climbers. The campaign was designed to roll out across social media, digital screens, in-gym posters and CRM to capture attention both inside and outside the venue.
OUTCOME CAMPAIGN B - BOLD LOOKS DIFFERENT ON EVERYONE
‘Bold Looks Different on Everyone’ focused on the diversity of the climbing community and the different ways people show confidence and progression on the wall. The concept used strong typography and expressive imagery to highlight individual personalities and styles of climbing, reinforcing the idea that there’s no single way to be a climber. The campaign concept was developed to work across digital, social and in-gym marketing touchpoints.
This is not an app
BRIEF
To launch Virgin Active’s new ‘Wellness Sidekick’ app, the campaign leaned into Virgin’s playful tone of voice with the concept ‘This Is Not An App.’
OUTCOME
Creative copy led the campaign, supported by bold, impactful visuals that made it clear to members that this was, in fact, an app launch. Large capital typography in the iconic Virgin red on a white background helped the campaign stand out from the usual in-club marketing. App screenshots highlighting key features were incorporated into phone mockups, giving members a clear view of the product while maintaining the bold, tongue-in-cheek messaging.
To launch Virgin Active’s new ‘Wellness Sidekick’ app, the campaign leaned into Virgin’s playful tone of voice with the concept ‘This Is Not An App.’
OUTCOME
Creative copy led the campaign, supported by bold, impactful visuals that made it clear to members that this was, in fact, an app launch. Large capital typography in the iconic Virgin red on a white background helped the campaign stand out from the usual in-club marketing. App screenshots highlighting key features were incorporated into phone mockups, giving members a clear view of the product while maintaining the bold, tongue-in-cheek messaging.
Start Strong
BRIEF
The Climbing Hangar is a UK bouldering gym with 11 sites that needed a multi-channel campaign to encourage beginners to try climbing by embracing the idea of ‘Starting Strong’.
OUTCOME
The deliverables included Print Posters A3 & A4, Animated Digital Screen MP4s, T-shirts for Staff, Social Media, Website Banners, Email Banners and Paid Meta ads.
The Climbing Hangar is a UK bouldering gym with 11 sites that needed a multi-channel campaign to encourage beginners to try climbing by embracing the idea of ‘Starting Strong’.
OUTCOME
The deliverables included Print Posters A3 & A4, Animated Digital Screen MP4s, T-shirts for Staff, Social Media, Website Banners, Email Banners and Paid Meta ads.
Troubadour Goods
BRIEF
Design support to the wider marketing team for e-commerce assets, amazon product page assets, email designs, website imagery, direct mail drops, print posters, catalogues and social media posts.
Design support to the wider marketing team for e-commerce assets, amazon product page assets, email designs, website imagery, direct mail drops, print posters, catalogues and social media posts.
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