My genius book...or my ideas book, whatever you like to call it. This is my Moleskin book that I keep my ideas for advertising and design safe. I often write down the client, the strategy, the concept, and a couple of drawings to show my idea so I don't forget. I haven't shared with you any of my work from this book yet, but I will start to do that. 


My advert for Penguin Classic books. I did intact do most of this physically rather than using software as I wanted to do something different and hands on for a change. I cut out the typography, placed a patterned sheet of paper behind, levitated the copywriting paper to gain a drop shadow effect, and used studio lighting to take the photo. I later edited the rest using Adobe Illustrator.

Strategy: Classic books are hardly looked at by a young generation unless they are in education, so I wanted to show that these stories are interesting, romantic, adventurous, explicit, funny, etc. The strategy was to encourage excitement in old stories by revealing a little about the narrative. They can then find more about the story by reading the book.

Concept: Using just typography and rhetorical questions it will stand out to the consumer and provide thought-provoking answers. I wanted the design to reflect Penguin Classic books so that there will be instant product recognition.

Please share if you like the idea. 


Arts Thread is a London based company, which provides advice, information, job opportunities, competitions, and portfolio showcases for new creatives. It's a fantastic site, however it was very confusing for users. I had done some research with the target market to establish what needed to change and why things did not work well.

This my final designs for their updated branding, website, and poster.

I wanted the branding to be bright but also non-gendered so it appeals to everyone. The brand identity also had to look modern and simplistic. I created a unique shape which can be associated with the company, it's a combination of the 4 main shapes they use (circle, hexagon, diamond, and triangle), this would be used for directions at events, guides, etc.

The website is simplistic but provides the right amount of information and organised easier. The old website had too many list-like features whereas this layout makes it look exciting and visually pleasing. Above is the homepage, showing about the company and how it works, along with the main menu. Above is also the Events page, which is coded with the shapes so that the events can be quickly viewed, having the events page in a calendar format means it's effortless to view. 


A few months ago I worked with company Arts Thread from London. We established that they needed to update their branding and website, and hopefully get more adverts out there. I spent a 6 weeks working with them, pitching ideas, boardroom meetings, etc. It was a team work effort between me and Tom Scandariato. Alex Brownless, the co-founder, really enjoyed our work.

I wanted to go back through the project with more clarity and change things around dramatically. Above is my quick wireframe sketch for the new website layout, and so on the next post I will show you the final outcomes of my work, portfolio ready. 


As a self initiated project, I chose to do advertising for Penguin books. I felt that not a lot of young people where influenced to read the old classic books, by authors like Charlotte Bronte and Shakespeare in their own time, outside of school curriculum. As a strategy, I wanted to make these books sound interesting by just focusing briefly on the storyline without giving too much away. I decided to use common spoken language as a tone of voice so it relates to a younger generation. I am working on one poster, using cut out typography, for one of the books. This poster could be placed on the internet or outdoor, and would start discussion by the purposeful question at the end. 

I came up with two initial ideas for this project; the concept above, and a rumour/gossip poster series. The rumour series of posters would have questions, like "Did you know Lady Brett had an affair?". The consumer would become intrigued and want to find out more so it would lead onto social media using #PenguinGossip, ultimately revealing the final books the rumours were written about. Personally I liked both ideas but felt that the first concept would get across the storyline greater. 

I shall post on my blog the final finished poster when it's completed. 


Allude is a shop that specialises in cashmere, and Holt was responsible for their F/W campaign. I love these for their little details and minimalistic approach to fashion advertising. The adverts show just how soft their material is by placing the products next to skin, flowing with the body and curves. The material is almost mimicking the skin. The Matisse style cut outs adds a surreal element, and the calming colours bind the whole concept together of alluding luxury.


Photography by Liam Griffiths and Emily Lewis

Me and Liam decided to have a bit of a laugh on a photoshoot recently. The original aim of the photoshoot was for a self initiated project for Topshop and Topman - whereby the two people TopWoman and TopMan would meet for the first time. Topman has been around since 1970 but they two genders have never appeared together for an advert. The campaign was going to focus on consumer interaction via social networking and instore, to help guide the two on where to meet, what to wear, etc.

However during the progress of the project, I discovered that Warehouse clothing did something so so similar I didn't want to copy it. I think I may wait and develop the TopMan/Woman project further first. Plus these photos for were just a standby mock up until we casted "real models", well for my replacement anyway (I think Liam looks like a fantastic model to me).

In one of the photos above, Liam is wearing my woman's hat and sunglasses. So fabulous.

Please tell me how you would improve my idea? Or see the idea run.

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