Commercially creative

I’m a creative. I develop ideas through strategy, narrative and design. I like to think, write, draw, make and create. For over 20 years I’ve built a track record of delivering work that works commercially because I’m analytical about briefs, audiences and business objectives. I develop the narratives and thinking that sit behind great work then execute them visually. I know how to curate and direct good ideas, knowing when something’s right, when it needs pushing and what’s actually effective versus what just looks good. I’ve kept major clients for years because I understand their businesses, deliver on time and go the extra mile. I work hard, care deeply about the standard of what goes out the door and I’m genuinely invested in making creativity drive returns and see change in the world.

DCC Energy
Case study here
Brand positioning
Corporate comms
Brand strategy
Brand narrative
Creative direction
Website design
AI image generation
Client lead

Aberlour for Chivas Brothers
Sustainability positioning
Creative strategy
Positioning
Messaging
Copywriting

Guess
Sustainability positioning
Visual identity
Copywriting
Sustainability report

Private investor
$1 Billion nature fund
Creative strategy
Creative direction
Positioning
Naming
Copywriting

Currys
Recycling initiative
Concept development

H&M
Sustainability event
Identity design
Creative direction

Logitech
LCA communications
Creative strategy
Naming
Identity design
Copywriting and messaging
Website design

Logitech
Recycled plastics communications
Creative strategy
Creative direction
Naming
Social media campaign

McDonald’s
Sustainability positioning workshop
Workshop creative lead
Platform development
Naming + narratives
Ambition territories

Pampers
Recycling narrative
Naming
Copywriting

New Murabba
Sustainability report
Creative approach
Creative direction
Copywriting

Steve Madden
Sustainability positioning
Creative strategy
Sustainability report
Copywriting

Absolut
Sustainability report
Creative approach
Design

National Trust
Membership identity
Creative approach
Creative direction
Logo design

Publicis Groupe
Social impact identity
Creative approach
Creative direction

Jameson
Sustainability branding
Creative strategy
Creative direction
Copywriting

Hammerson
Visual identity
Website design
Investor communications
Corporate reporting suite
Creative approach
Creative direction

Eventbrite
Brand voice
Creative approach
Copywriting

Chanel
Sustainability report
Creative approach
Design

DSM Firmenich
Brand positioning
Creative strategy
Creative direction
Brand narrative
Stakeholder propositions
Communications

Chivas Brothers
Comms pitch deck
Creative approach
Pitch approach
Pitch lead
Activation ideation

Salterbaxter
Social media content
Creative approach
Illustrations
Copywriting

Urban Outfitters Corporate
Sustainability positioning
Sustainability reporting

Salterbaxter
Positioning and rebrand
Concept board

Logitech
Sustainability reporting
Creative approach
Creative direction

Creative Director Salterbaxter
(Publicis Groupe) 2018 – Present

Salterbaxter is a global creative and communications consultancy that specialises in sustainability and responsible business. I lead creative teams developing brand strategy and positioning for major multinational clients across sustainability, consumer and corporate communications. I work across creative strategy, brand positioning, campaigns, and reporting – translating complex briefs into work that performs commercially. I build teams, set direction and partner with clients to deliver effective creative outcomes.

What I do:

Creative direction and team leadership
Creative strategy
Brand strategy and positioning
Sustainability communications 
Campaign development
New business and client development
Lead and develop pitches

— Creative Director Salterbaxter 2018 – Present
— Freelance Creative Director 2016 – 2018
— Associate Creative Director BrandPie 2015 – 2016
— International Design Lead Eventbrite 2014 – 2015
— Creative Director 999 London 2008 – 2014
— 2014 999 awarded DBA 6th most effective agency
— Design Director Turnbull Ripley 2003 – 2008
— Freelance various 2000 – 2003
— Head of design Andersen 1996 – 2000