Vault49: a maverick positioning

Vault49 is a design agency with a strong culture of creativity. Founded by street artists, it believes in real customer insight and hands-on experimentation. We worked with the senior team to articulate the brand for this fast growing business, writing copy across the website and introducing a confident tone of voice. Have a look at the full site here.

One Garden Brighton: history with a twist

One Garden Brighton used to be an abandoned walled garden in the heart of Stanmer Park. Led by Plumpton Agricultural College, it has been developed into a community-focused venue with innovative planting and a vibrant, inclusive ethos. Working with designers at Filthy Media, I led the naming process and created the narrative for the brand. You can see the copy I wrote for the website Read more…

Ode to Chichester: championing indie retail

Following the 2020 lockdown, 20 independent retailers of Chichester collaborated in the making of a grass-roots promotional film to welcome shoppers back to the high street. Project producer Debbie Ford and film-maker Ranald Lloyd-Williams approached me to write the script, which I did under my poetry moniker The Brand Poet. The poetic voice-over to ‘Ode to Chichester’ intended to stir Read more…

NASGP: helping a membership organisation find its voice

The National Association of Sessional GPs is the leading independent membership body for GP locums in the UK. The organisation had grown organically over 20 years and needed to relaunch with a more confident proposition and voice. We worked closely with the management team to create a brand platform that would inspire its new direction and grow the membership. The first Read more…

Chichester At Home: a lockdown project

Soon after lockdown began, I was struggling to get groceries for my own household and for my shielding parents. It was clear that we needed a directory of local suppliers who could deliver to homes. Web designer Sara Watkins offered to build the site, and Chichester At Home was born in the space of 48 hours. Living on the coast in West Sussex, Read more…

AerFin: recycling on a global scale

Maintenance of aircraft is important. For safety of course, but also for sustainability. By keeping aircraft in operation longer, it reduces the need for costly disposal. And through maintaining aircraft with the latest components, efficiency can be increased. I was approached by design agency Lime Green Tangerine to write the script for a short video setting out the engineering firm Read more…

Life Size: an architectural practice dedicated to understanding living

Life Size is the new name for Brighton-based architectural practice previously called 3Eleven. They asked me to help develop a name and brand narrative that would chime with residential clients in a crowded sector, and reflect the creativity in their design. I ran a creative brand workshop session with the whole team to explore the potential direction for the brand. It Read more…

Wonderfill: championing plastic-free groceries

Wonderfill offers an alternative to plastic packaging. Set up by Hannah Robbins in St Leonards, the store opened in June 2019 and has become a focal point for those seeking a more sustainable lifestyle. But rejecting physical packaging didn’t mean the store rejected ‘brand’. I worked with the business owner to find a positive name that was more about solutions than Read more…

Kindling: food that’s kind to the soul and kind to the environment

Opening Autumn 2019, Kindling is a restaurant that wants to change the way we eat. It is about ‘doing dining better’ which means kinder to the body and the environment. It means quality, creativity and inclusion, all delivered in a way that’s more joyful than preachy. I worked with the owners and management team to find the right name and Read more…

Wish You Were Here: Putting designers on the map in West Sussex

When Design Collective Chichester was given the chance to hold a ‘takeover’ event at nationally acclaimed Pallant House Gallery, its organisers jumped at the chance. Then, they came to me for ideas for what to do. The resulting project delivered much more than an event. It rejuvenated the Design Collective network and led to a promotional product that would have Read more…

Chichester Cinema: celebrating 40 years

Chichester Cinema is a much-loved independent venue celebrating its fortieth year in 2019. We created the anniversary logo, souvenir publication cover and a 50 second ident being shown before each of forty special films as part of the ‘Ruby Tuesday’ programme. The logo was created as a careful lock-up of parts, incorporating the existing logo. The elements can be pulled apart and used Read more…

Hopscotch: Leaping forward with a new name

Hopscotch is the new name for Sara Watkins’ UX consultancy practice. She came to me knowing that she needed to replace what had become a meaningless name: KW Interactive. I worked closely with Sara to find the right concept and tone for the brand. Hopscotch was selected because it works so well as a metaphor for user-flow and navigation, while Read more…

Car & Away: A new concept in car ownership

Car & Away is an exciting start-up business focussed on revolutionising car usage. The disruptive business model involves car owners making their vehicles available for private rental from airport when they travel. I worked with the founders of the business to help define the brand, developing the core philosophy and a message platform for use in critical business-to-business pitches and on social Read more…

OnePlace: Aligning messaging around a core purpose

OnePlace is a customer relationship management product focussed on professional services. I worked with the founders of this fast-growing global business to introduce a simpler and more focused top level proposition. It involved introducing the theme of ‘growth’ and developing tone of voice guidelines to help the business connect with their target customers – who are marketing not technology. I Read more…

Good Science Beauty: Beauty in a new era

Emily worked with design studio Almighty to created the name, branding, packaging and promotional content for new brand Good Science Beauty. Dr. Suzanne Saffie-Siebert had spent ten years developing a patented skincare technology. It uses engineered Silicon particles to carry combinations of active ingredients into the skin. Her aim was to create effective skincare, in tune with the body and with no adverse effects. As Read more…

Almighty: Empowering a creative studio

Almighty is the new brand name for the boutique design studio founded by Matt Burke. Emily worked with the studio to develop a new name, proposition and website to better showcase its portfolio and branding services. The process involved helping the team explore their values as a business and crafting messages with a strong story and the right personality. The name Almighty provides a powerful metaphor for branding plus Read more…

Catherine Barnes: Catalogue of paintings and drawings

We had the pleasure of creating a catalogue and promotional materials for Catherine Barnes’ exhibition at Bankside Gallery. Born in London in 1947, Catherine studied at Camberwell School of Arts and Crafts and went on to teach and exhibit widely. Inspired by the sea and the shore, her paintings capture the energy of light and a sense of restless movement. This major exhibition includes over Read more…

Business Smart: Supporting childminders in business

In September 2017, universal free childcare doubles to 30 hours. This presents childminders with a huge business management challenge. Business Smart is an online business toolkit for childminders created by the Professional Association for Childcare and Early Years in association with Lloyds Bank. It helps new childminders gain the business skills they need and supports all childminders in reviewing their commercial sustainability in the context Read more…

Folly Farm: Joining up experience and communications

Folly Farm is the biggest zoo in Wales. But while it started out as a farm, it’s now a substantial award-winning family attraction encompassing a vintage fairground, numerous play areas, and a world-class zoo. They contacted us to help develop their brand narrative and make sense of a confused offering. We worked with the senior management team to develop a Read more…

Research for ‘Branding. In Five and a Half Steps’

I was delighted to be asked by Michael Johnson of Johnson Banks to assist on his new book Branding. In Five and a Half Steps, just published by Thames & Hudson this Autumn. For me, it was more than a joy to spend days immersed in branding case studies. But what’s important is that this is a book that seeks Read more…

Bioregional: Stories of successful sustainable development

Bioregional is a fascinating organisation. It champions a better, more sustainable way to live. Working with partners it uses its One Planet Living principles to create better places for people to live, work and do business. We were asked to design its Annual Review which tells some of the success stories and outlines its tried and tested approach. Creative lead: Read more…

PACEY: Supporting the transition from childcare to school

Starting School Together is a DfE funded initiative that facilitates dialogue between childcare professionals, families, and teachers, focussing particularly on disadvantaged children and children from BME communities. Across four pilot sites, families will be supported with toys, resources, face-to-face meetings and online support to help their children prepare to start school. It is hoped that this approach will then be Read more…

St John’s Smith Square: Rediscovering a cultural gem

St John’s is an ornate baroque church designed and built by Thomas Archer some 300 years ago. Tucked away in Smith Square, midway between Tate Britain and Westminster Abbey in the heart of London, it has an exceptional acoustic and has presented some of the finest classical choirs, chamber orchestras and period instrument groups. While St John’s has a loyal Read more…

Copenhagen Primary School: Capturing a spirit of adventure

Don’t be fooled by the name, Copenhagen Primary School is nestled on the canal-side behind Kings Cross station, adjacent to Kings Place and the University of the Arts. The school needed a stronger identity to express its diverse culture and central London spirit and become more visible in its location. When we first visited the school, we were struck by Read more…

Toot the Tiny Tugboat: Helping a young brand set sail

Lupus Films has created the charming new animated series Toot the Tiny Tugboat. Adapted from the book Toot and Pop! by Sebastien Braun, the series is aimed at three to six-year-olds and will be broadcast by Channel 5 in the autumn. A central vision is essential in guiding the translation of any series or book into successful merchandise and licensed Read more…

People’s Trust for Endangered Species: Activating wildlife-lovers

Many people don’t realise that one in ten British species faces extinction, and that hedgehogs and dormice could soon be gone for good. With its tens of thousands of volunteers across the UK, People’s Trust for Endangered Species monitors these species and takes action to protect them. Emily Penny and Phillip Southgate were brought on board to help the charity Read more…

Creative agencies: Marketing support for the short and long haul

Emily offers ad hoc marketing and new business support and coaching for creative agencies, large and small. Sometimes it’s about figuring out the agency’s positioning and offer, and other times it’s about specific support on a big pitch or marketing initiative. With plenty of insight from working in client services and new business development at leading London design agencies, recently Read more…

Family and Childcare Trust: A new symbol for family

The Family and Childcare Trust is a charity focused on making the UK a better place for families. Following a merger, it needed a new visual identity to improve awareness and recognition of the organisation in a crowded sector. Emily Penny and Phillip Southgate worked with the senior management team to develop a brand that would be pioneering, dynamic and Read more…

Together Design: Web strategy for a growing agency

In 2013 Together Design had been in business for ten years, and over that time had developed a fantastic portfolio and a talented team of people. The agency needed to make it easier for current and prospective clients to browse the best of its work, and understand its core philosophy and services. Working closely with the in-house team, Emily devised Read more…

Culinary Anthropologist: Signature branding for a food consultant

Culinary Anthropologist is the brand name for food teacher and consultant Anna Colquhoun. She came to us needing a brand identity that would help her to promote the consumer side of the business while at the same time expressing her expert credentials. We distilled the brand message, focusing on her core belief in good, seasonal, home-cooked food, and created icons Read more…