A creative director with strategic, leadership and direction skills. I have built multi-disciplined studios with 2D, 3D and digital expertise conceiving and implementing operational processes, nurturing and managing staff.

I work across many sectors, branding and corporate identity, brand strategy and brand engagement. Digital content for online, promotion, POP and toolkits. Promotional activity, packaging, B2B and B2C communications, events and exhibitions. More recently I have been focusing on the user / customer experience, the customer journey and path to purchase for both physical and digital applications, understanding how cognitive behaviour can increase retention and engagement whilst re-enforcing brand values; deliver relevant content to educate and drive the experience for brands, mainly in, but not limited to, retail.

The role of the high street and retail is evolving. Shoppers and audiences want an experience, get it right and they are prepared to share it. There is a need to have consistency and ease of access across all channels and touch points. This sector, like many, has invested heavily in the deployment of additional tech solutions (AI, eye tracking etc). The challenge is how to harvest those vital valuable insights all this new data can generate in order to maximise the ROI.

Strategy: Understanding the audience / shopper behaviour is key, how does a shopper move around a store, what motivates a purchase, how do you engage with them? I draw upon research, insight and experience to formulate and design concepts to deliver a coherent message, adopting a number of analytics and data capture technologies to best evaluate and deliver content optimisation: AI eye tracking, beacons, NFC, heat mapping, facial analytics for data capture and bespoke content delivery.

Delivery: Deliver an experience that people want to share, this rewards with greater retention, allows for education and brand loyalty. Adapting and integrating the latest technologies, projection mapping, AR, touch screens, transparent screens, directional sound etc to deliver the experience. The content  activation through a number of triggers, depending on the audience, from a simple button, (there is no additional education needed with a button), proximity sensors to gesture control and voice activation.

The Impact: Encourage interaction and digital recording from the audience, use technology: photos, NFC and phone touch, QR code etc or a physical takeaway / gift for the audience to take away the experience.