Barnardo’s


The UK’s largest children’s charity had one problem – adults knew their name, but the children who needed their support didn’t.

The challenge was to create a visual and verbal identity that could connect with children and young people. It needed to show that Barnardo’s really understands what it’s like to grow up in the UK today. 

I lead the verbal identity development, created tone of voice principles, guidelines and ran workshops for team members across the charity.


Brand Refresh
Brand Language Director

Verbal identity
Tone of voice guidelines
Writing workshops
Messaging frameworks
Brand launch comms
Paid social campaigns
ATL campaigns
Retail experience branding 
Retail comms

Team: The Clearing


Wimbledon



Another dream brief. This time to define the next generation of Britain’s most iconic global sports brand.

The brand expression needed to harness everything the brand already stood for. Then turn that essence into a distinctive visual and verbal identity that could communicate to all audiences (from debenture ticket holders to queuers, players to global online audiences), 365 days a year.

I worked on the verbal identity devlopment and 15+ addition projects over a 4-year partnership.

Brand Refresh
Brand Writer

Verbal identity
Tone of voice guidelines
Brand guidelines
Core messaging framework
Annual ticket concepts
Experience branding

Team: The Clearing



Lidl


Defining the voice of the nation’s favourite supermarket underdog.

The brief was clear: to develop a brand identity that reflected Lidl’s international brand promise “Simply more joy in life” in a way that resonated with the UK market.

A lot of joy was had creating the visual and verbal identity of this brand. Along the way we made the ‘Middle of Lidl’ into a destination in its own right too.

Brand Refresh
Brand Writer

Verbal identity
Tone of voice guidelines
Writing workshops
Messaging frameworks
Social media guidelines
Customer service templates
In-store signage

Team: The Clearing



Dogs Trust


A dream brief to help the UK’s biggest dog welfare charity get their mojo back and define a voice that captures ‘the joy of dog’.

We defined the new brand, ran brand training workshops to 150+ employees and have worked on 30+ projects since.

The tone of voice has helped the brand to re-establish its brand position, increase instant recognition and connect with dog lovers all over the UK.

Impact:
Since the refresh it’s climbed over 20 places in YouGov’s Brand Index tracker.


Brand Refresh
Senior Brand Writer

Verbal identity
Tone of voice guidelines
Writing workshops
Messaging frameworks
Brand launch comms
Rehoming centre branding
Uniforms and merch branding
Fleet branding

Team: The Clearing



Ueshima Coffee Company



Japan may be famous for tea, but it truly is a nation of coffee lovers. Coffee is a ritual and making it well is an artform. UCC is the nations biggest coffee brand.

A true coffee pioneer, Mr Ueshima holds the Guinness World Record for the world’s first coffee in a can back in 1969.

The aim of this project was to create a D2C brand for the European market and develop the packaging for all SKUs, including their first canned coffee in Europe.


Packaging
Senior Brand Writer

Packaging copy
Range naming & principles
Packaging style guide
Website copywriting
Core company messaging framework

Team: The Clearing

Shortlisted for Best Packaging
CreativePool Awards, 2023


FDM


FDM is a FTSE 250 company with 25 offices across Europe, Asia, Africa, North America, Australia.

20 years after their inception, they needed a brand that could affirm their brand position as the market leader, effectively communicate to five distinct audiences and build both loyalty and pride within the thousands of candidates who graduate from them each year.

Brand Refresh
Brand Language Director

Verbal identity
Tone of voice guidelines
Writing workshops
Messaging frameworks
Brand launch comms

Team: The Clearing


Coming soon...


Case studies and visuals of recent work with these clients coming soon. It’s been a pretty exciting first year of freelancing, can’t wait to share the full details.
Various Projects
Freelance

Verbal identity
Tone of voice guidelines
Copywriting



Vacherin


I rejoined the team at The Clearing to develop the brand voice for London’s leading workplace dining company.

Vacherin had grown rapidly. They needed a brand that could capture the essence of the values that had made it successful, while reflecting the scale and expertise they deliver today.

Brand Voice
Freelance

Tone of voice principles
Style guide
Core messaging framework
Website copy
Sales brochure

Team: The Clearing



Project Dragon

UN x Swansea University


Collaborating with Sleeping Giant Studio to create a series of videos explaining ground-breaking research to child protection professionals.

Project DRAGON (Developing Resistance Against Grooming Online) is a UN-funded research project at Swansea University that’s developing AI tools to spot online grooming earlier and shield children at risk before the abuse takes place.

Impact:
The videos were played in Parliament at Westminster. The tools are now being polited within the police.
Animation Script
Freelance

Interviews
Concept
Scriptwriting

Team: Sleeping Giant Studio



Australian Turf Club


Australia’s answer to Ascot, ATC racedays are some of the highly anticipated dates in the calendar for Sydney’s elite. But the challenge was to appeal to a wider audience.

New events aimed to entice younger, social audiences, with campaigns running on billboards through Sydney’s city centre.

And we defined an enticing hospitality offer with key messaging and comms too.
Campaigns
Brand Language Director

Event campaign concepts
Event advertising
Hospitality offer key messaging
Hospitality sales comms

Team: The Clearing



Pivotal


Creating a brand for something that could truly change the world doesn’t happen too often, and this project could do just that.

Pivotal have devised a revolutionary new way of measuring biodiversity using hardware, AI and machine learning. Their vision is to make restoring nature more financially rewarding than exploiting it.

The name expresses both the urgency (“It’s a pivotal moment for nature”) and the value of the soltuion (“We are the pivot point”).

Impact:
- Series A and B funding secured
- Entered for the EarthShot Prize 2024
New Brand
Senior Brand Writer

Naming 
Verbal identity 
Tone of voice guidelines
Messaging frameworks
Brand launch comms
Website
Social comms

Team: The Clearing




Full Time Meals



A campaign brand for Marcus Rashford and Tom Kerridge launched at the height of Covid-19, off the back of Marcus’ success with #EndChildFoodPoverty. 

The campaign aimed to drive change at a grassroots level and get the nation cooking cheap, simple, filling meals in their own kitchens. 

Impact:
Within its first year, the campaign achieved its aim; increasing the uptake of Healthy Start Vouchers by 22%.
New Brand
Senior Brand Writer

Naming
Core messaging framework
PR copy
Social media posts
Tone of voice principles
Brand style guide

Team: The Clearing

Shortlisted for Best Celebrity Brand
The Drum Social Purpose Awards, 2022

Shortlisted for Best Social Impact Brand
Brand Impact Awards, 2022



Canopi



Working with the team at J2, I created a brand voice and key messages for their client Canopi.

Canopi is new co-working space for charities and social sector organisations based in London’s Southbank, their vision is to provide flexible and affordable workspace and become a hub where social sector organisations can connect and collaborate.

Brand Voice
Freelance

Tone of voice principles
Website copywriting
About us messaging
Key message framework
Social campaign concepts

Team: J2 Agency


Scott Dunn 


A luxury travel brand, an exclusive private members club, and access to experiencing the world in ways most could only dream of.

The project was to completely reimagine the Scott Dunn brand, designed to show the value of expertise while injecting the wonder and excitement of travel into the whole experience.

Brand Refresh
Senior Brand Writer

Tone of voice principles
Style guide
Core messaging framework
Website copy
National campaigns
Social media templates
Premium sub-brand (Scott Dunn Private)
Scott Dunn Private brochure

Team: The Clearing




The Bull & Bear


A new restuarant identity for two-Michelin-starred celebrity chef Tom Kerridge.

In the heart of Manchester, inside the historic Stock Exchange building, Gary Neville created a new 5-star luxury hotel. Taking residence across the ground floor, was Tom Kerridge’s latest restaurant. For it he needed a name, a brand and a branded expereince.

Sometimes a simple name says it all. The Bull & Bear comes from the days when the building was the Norther Stock Exchange - witnessing the ups and downs of the bull and bear markets.
New Brand
Brand Writer

Naming
Core messaging framework
Proposition
Menu
Tone of voice principles
Brand style guide

Team: The Clearing



Nealofar


Malaysian superstar Neelofa is a household name as the first presenter to wear the hijab on prime-time TV. She set up an instagram shop selling instant hijabs and created a personal brand that went far beyond anything she’d imagined.

The brief was to turn one celebrity’s side hustle into a brand in its own right.
Brand Creation
Brand Writer

Brand style guide
Tone of voice principles
Core messaging framework
Product naming principles
Retail branding

Team: The Clearing



Celebrity Fitness


In Asia, there are two gym superstars; Fitness First Asia and Celebrity Fitness. 

Celebrity Fitness needed a brand that could own a  clear space in the category and appeal to an audience who are social media savvy people and hot on pop culture.

This is a brand unlike any you’d find in the UK.  It’s bold, unapologetic and a little bit cheeky. It’s at home on Instagram. It helps its members to unleash the star within.

Impact:
Within the first year of the rebrand, memberships incresased by 26%.
Brand Refresh
Brand Writer

Verbal identity
Brand guidelines
Writing workshops across Asia
Core messaging framework
Brand advertising
New gym advertising

Team: The Clearing

Highly Commended in Sport & Leisure
Brand Impact Awards, 2019