Fiasco Design

A creative review

Client: Fiasco Design
Agency: Fiasco Design
Creative Director: Ben Steers

Fiasco Design are an established Bristol design studio with an reputation for purposeful and intelligent design. They had reached a natural point in their business growth where they recognised the value in taking stock of who they are and where they’re going. After an exploratory brand workshop with the team, we worked together to create a beautifully printed brochure that would capture the true essence of the studio, and could be used to engage potential clients and employees.

I worked closely with Ben and the team to craft words that would really capture the studio’s personality, ethos and approach.




Supporting social enterprise

Client: Power to Change
Agency: Supple Studio
Creative Director: Jamie Ellul

A simple web platform and app aimed at community businesses. Twine is designed to help organisations measure their economic, social and community impact more easily and effectively. Working with Supple Studio, we worked together to name the app, devised a brand voice and went on to write and edit website copy in the voice.



My Brother Bob

The Image Makers

Client: My Brother Bob
Agency: Bright Gray Studio
Designer: David Gray

Making post production an art form, My Brother Bob are leading the way across print, broadcast and digital media. I worked with the founder on establishing a tone of voice for Bob and went on to write some brief website copy. I later ran a half-day workshop with the team to inspire better writing across social media and online.



Tom Kirk

Sublime light

Client: Tom Kirk
Agency: Hyperkit
Designer: Tim Balaam

High-end lighting designer Tom Kirk was working with London Studio, Hyperkit on a small brochure for a key trade event in New York. Minimal in words, it needed a little fine-tuning, so that his standard biography and approach copy told more of a compelling story.


Richard Parr + Associates

High-end architecture

Client: Richard Parr + Associates
Agency: Hyperkit
Designer: Tim Balaam

Richard Parr and his practise work between West London, the Cotswolds and Miami, specialising in the conservation and restoration of country homes and high-end architecture. I spent time with Richard and his team at their Cotswold’s studio, understanding the practise and how they work in order to define a clear and representative tone of voice. I went on to apply this new voice to website copy and Richard’s blog, Trove.


Pioneering pharmacists

Celebrating vibrant science

Client: Merck
Agency: Futureband
Designer: Richard Holt

At almost 350 years old, Merck is the oldest family-owned pharmaceutical company in the world. Recognising the need to strategically re-define the business and to re-brand in a way that would better represent them, they appointed Futurebrand to assess, re-evaluate and create a bold new Merck.

Working closely with Futurebrand’s UK strategy team, we developed their brand messaging, Tone of Voice and copywriting over the course of six months, a process that involved interviews with Merck’s global teams and workshops at their Darmstadt HQ.

The Who We Are brochure was our first opportunity to bring their new Tone of Voice to life in print and showcases their brave new look and feel and approach to communications.


Vodafone Backup+

Data control

Client: Vodafone UK
Agency: Brand Union

Internal product guidelines for Vodafone’s Backup + service that enables customers to keep their digital files safe at all times. These guidelines are intended to provide a clear and simple framework to designers and external agencies around how the brand should communicate about this specific service.


Path Design

Creating places and spaces

Client: Path Design
Designer: Everyone Associates

Path Design are a London-based design studio that bring brands to life in places and spaces for clients that include Benugo, Natural History Museum and Wagamama.


Strive Club

The gym that moves with you

Client: Strive Club
Designer: Design Studio

The modern answer to flexible, no-strings gym membership, Strive Club was conceived in response to the fast-moving and fluid lives many of us lead. Taking the stress out of joining a gym, Strive offers commitment free membership and access to diverse fitness and lifestyle classes all over London (and potentially the world).



The way of the noodle

Client: Wagamama Brand Team
Designer: Wagamama

Cult noodle chain Wagamama have recently refreshed their visual language and communication with the objective of developing what was already a successful brand. I have been working with them to integrate a distinct new Tone of Voice across their marketing collateral. Central to this is their new website, a minimal and practical site, designed to tell people what they need to know in the brand’s inimitable style and invite them to order online.


BNP Paribas Sales brochure

A truly global real estate business

Client: BNP Paribas Real Estate
Agency: The Ideas Factory
Designer: ChrisWigan

BNP Paribas Real Estate is a specialised division of the financial services group BNP Paribas. The client recognised the need to revitalise what they felt was a rather dated sales brochure, so I was briefed to write new copy for the re-design. The Ideas Factory ran with the client’s existing river analogy concept that went on to inform the language and style of my writing.



Aspire corporate brochure

A truly local estate agent

Client: Aspire
Design studio: The Ideas Factory

South London estate agent Aspire made the decision to re-brand in order to better reflect their excellent reputation and more accurately represent their business as it is today. Working with design studio The Ideas Factory, I was commissioned to create a distinct Tone of Voice and to then apply it to various pieces of printed communication. Their ‘corporate brochure’ is in fact intended to look and feel very different to a traditional corporate brochure. What better way to highlight the strengths of an estate agent than by interviewing their happy customers… The result is an informal and intimate editorial style brochure that reveals the type of people that choose Aspire and shares their personal experiences of buying and letting properties.


67 Tufton Street

A piece of quintessential London

Client: Wrenbridge/The Ideas Factory
Designer: George Bradshaw
Architect: EPR Architects

67 Tufton Street, the former UK Cabinet Office is in the process of being refurbished into a range of stylish apartments and duplexes by developer Wrenbridge and EPR Architects. Working closely with design consultancy The Ideas Factory, I developed a Tone of Voice that would be applied to all marketing material. My brief was to ensure that the copy captured the high-end aesthetic of the development, the rich history of the area and the exceptional and prestigious location. Both the website and marketing brochure are decidedly sophisticated and luxurious in their aesthetic and employ a less is more approach in terms of copy.


Heathrow Hub

The future of UK travel

Client: Heathrow Hub
Design Studio: Small Back Room
Ad agency: Ogilvy UK

Heathrow Hub is the ‘outside’ bid within the UK airport expansion competition. Shortlisted by the Airport’s Commission, it is the brain-child of long-serving Concorde pilot, Jock Lowe. After being shortlisted, Heathrow Hub needed a more considered marketing campaign and supporting communications. I worked with Small Back Room and Ogilvy UK on the overall communications strategy and brand positioning that fed through to a new website, short film, animation and a printed ‘leave behind’.

Requirements: Tone of Voice, Animation script, Website copy, leave behind copy


Woodford Funds Website

Straighttalking investment

Client: Woodford Funds LLC
Agency: Journey

Woodford Funds is a business built on an exceptional reputation. Neil Woodford is one of the UK’s leading investment thought leaders and this business is his opportunity to do things his own way. I worked closely with Woodford’s team and Journey to establish a distinct tone of voice that would challenge the industry norm with a straight forward, accessible and open approach to communication.




Maynard Design Website

Designing the urban realm

Client: Maynard Design
Designer: Helen Garley
Creative Director: Julian Maynard

Maynard Design are a London-based design consultancy spanning graphic and product design, with clients in the public realm and transport sectors. Over the course of 6 months I worked with Julian and his team to develop a Tone of Voice and communications strategy, an on-going project that culminated in ‘Object’ – a broadsheet publication and the studio’s new website.


Building magazine

Responsible Buildings

Client: EPR Architects
Designer: EPR

Article copy (extract)

A new generation of architects are working to shape our perceptions and expectations of workplace architecture, demonstrating the power of design to positively influence workplaces or broader urban environments.

American Express Brighton and Bernard Weatherill House, Croydon are both landmark buildings by EPR Architects that have been catalysts for urban regeneration. American Express Brighton played a pivotal role in Brighton & Hove Council’s overall masterplan for a new commercial quarter in the city. Bernard Weatherill House is bringing forward the future of council buildings and forms an integral part of the CCURVE Bid, a council regeneration programme that will see £3bn of investment in the centre of London’s largest borough.



AMEX_BWH_Building Magazine


Design Talks

Client: Maynard Design
Creative Director: Julian Maynard
Designer: Helen Garley (Maynard)

Maynard Design are a London-based design consultancy spanning graphic and product design.

I started working with Maynard on their Tone of Voice and communications strategy and went on to copyedit and re-write parts of their website and other communications. They were keen to produce a hard-working piece of marketing material that would accurately represent them as a business and increase their profile from a new business perspective.

The result was Object, a broadsheet publication that will be produced bi-annually. I was copyeditor on Issue 1 shown here.

MAYNARD 1 Maynard Design Maynard Design MAYNARD 3

Porthminster Cafe Cookbook

Some Sub-editing

Client: Porthminster Cafe
Editor: Joel Todd
Designer: Peter Leung
Photographer: Claudia Sanchiz Garin
Illustrator: Mark Foreman
Printer: Pureprint

Porthminster Cafe can be found nestled in the cliffside overlooking the charming Cornish town of St Ives.

The cafe’s unique style combines local produce, foraged food, antipodean and Asian creativity and British seaside tradition. Working with writer Joel Todd, I sub edited the cookbook in the final stages before it went to print.


The Hideaways Club

Experiential investment

Client: The Hideaways Club
Agency: Jago Partners
Media: Brochures, Website

The Hideaways Club is a holiday property investment business offering a contemporary approach to second home ownership. I worked in partnership with agency, Jago Partners on the brand positioning and proposition, that then informed the website and brochure copy.

Brochure copy (extract)

Our business was born out of our Founder’s own experiences and as a result, empathy has really influenced The Hideaways Club approach. We know the types of lives our clients lead because they are similar to our own.

In a world where work is increasingly more dominant, we value the idea of an investment return being experiential and based around pleasure and peace of mind. We realise that this involves a slight shift in thinking, but from experience we know that collective ownership is the intelligent answer.

The Hideaways ClubThe Hideaways ClubThe Hideaways ClubThe Hideaways Club


Nordic Stories

Client: Milliken
Agency: Design Corp

Milliken were launching a new range of carpets, inspired by the diverse landscapes of the Nordics.
I was briefed to write two pieces to open and close a concertina brochure that would be sent out to clients to introduce the range.
Working closely with the designer, my job was to capture in words her creative inspiration found on recent trips to Iceland and Denmark.

Brochure copy (extract)

Nordic Stories is inspired by the textural landscape, geological extremes, folklore
and modern culture of the Northern Hemisphere. Muted natural tones, black volcanic rock, deep blue lakes, rich golden moss, graphic landforms and bold architecture.

This collection represents the sensory experience that is the Nordics, a series of diverse countries that have collectively helped to define contemporary design culture.



Invesco Perpetual Website Films

Straight-talking scripts

Client: Invesco Perpetual
Agency: Browns

Client Invesco Perpetual launched their redesigned website in August 2012. They were keen to communicate clearly and effectively to clients about the new site’s new features.

To guide users, eight films were made to offer online guidance. I wrote the eight scripts that were conceived and produced by Browns.

Click here to view example: