What started your journey into the creative industry?

I’m from a creative family. My Granny went to fashion college and my Grandad was a carpenter by trade. My mum did Visual Merchandising for a career, she’s amazing at calligraphy and at ‘creating’ generally and my Dad loves photography. I regularly saw that creative process from them and I always had access to drawing materials when I was younger, so I drew a lot. I did a degree in Fine Art but after leaving Uni, I knew I didn’t want to be an artist. So, probably because I shared a house with four Graphic Designers, I gravitated more towards graphic design and went back to Uni to do an MSc in Multimedia Engineering. After that I worked at agencies until I eventually went independent.

 

“Four years ago I branched out on my own, taking all the things I’d learned, to do it my own way.”

 

Could you share the pivotal career moments that have led you to your current success?

I think all the agencies that I’ve worked at have played a part in shaping me. The first agency I worked at was very much flash design, so to progress from there, I taught myself HTML and CSS and then used code as a “web designer” in my next role. I worked in an agency that produced ecomms websites (JH Nottingham), so that was a real pivotal moment where I worked in UX UI to form business focussed websites rather than just informational based websites. Four years ago I branched out on my own, taking all the things I’d learned, to do it my own way.

 

How were you instructed to work on this particular brand?

A friend of mine ran a promising bike fitting business that attracted three investors interested in its potential. They’d developed a dual-aspect operation and were aiming for a professional brand identity to draw in bike fitting customers and franchisees. To start the project, I conducted a Brand Workshop with them, diving into their needs and discussing their target market, serving both branches of their business.

 

What core message did you aim to communicate through this brand’s identity?

A premium bike fitting service but accessible for all. The Bike Fitters is for cyclists that want to improve their performance, safety and comfort on the bike and it’s open to everyone who has a passion for cycling, however it had to strike a premium feel.

 

“… a lot of inspiration comes from listening to the client and imagining how I can interpret that creatively”

 

Where do you usually seek inspiration when crafting a brand’s message?

From everywhere really. I look at existing brands that I think hit the right note. Certainly from the Brand Workshops that I do; a lot of inspiration comes from listening to the client and imagining how I can interpret that creatively.

 

Can you describe the client management and feedback process for this project?

I met with three of the investors initially and communicated with one of them day to day. Whenever key stages were presented, we made sure that we had meetings with the whole team.

 

 

What did you find most challenging about bringing this brand to life?

The core idea of the service is quite difficult to explain in a logo. We tried various routes to explain the accuracy, measuring, performance of the end result of the bike fit but the only trouble with that is that you didn’t know that it was for cycling. So we ended up showing the front side of a road bike because it’s super recognisable and road cycling is their core market; the handlebars make a ‘B’ for the shape of the bike itself and from that, we imagined it could be made in to a sticker and just generally convey the message from thereon.

“Form, type, shape, colour and spacing all have their role. It’s hard to put your finger on it and that’s what’s makes it so special and so fascinating.”

 

In your view, what elements make a brand’s identity stand out and stick in people’s memories?

A combination of everything. Form, type, shape, colour and spacing all have their role. It’s hard to put your finger on it and that’s what’s makes it so special and so fascinating. Some projects just come together more easily than others. When I see big brands go through a rebrand, some just work and look like they should always have been that way and others look a mess and you wonder what was going on behind the scenes.

 

 

What benchmarks do you use to gauge the success of this and other branding project?

Client feedback and market feedback as a whole. I’m trying to develop systems and trying to get more social benchmarks. The Bike Fitters, specifically, have just signed their first franchisee, so I guess that’s a good metric. The Bike Fitters have been to trade shows and had a positive response from some big high street chains which is always great to hear.

 

If you had the opportunity to rebrand any global company, which would it be and for what reason?

I’d like to work on any brand of Elon Musk’s; Tesla, Space X etc. not that I think they currently need them, but him being arguably the biggest personal brand on the plant right now, any project he’s involved in, I’m sure would be incredibly insightful.

 

What advice would you offer to budding creatives aspiring to break into the industry?

Hone your craft but also learn about business. If there’s a point in the future where they want to go independent, it will make the transition run more smoothly.

 

“I do a lot of my designing in the shower or while I’m falling asleep”

 

Is there a ritual you have before starting a project?

I definitely have a process. I’ll gather inspiration, do some writing and the Brand Workshop is always very insightful. I start sketching and work predominantly in black and white. I present logos first then look at typography. Funnily enough, I do a lot of my designing in the shower or while I’m falling asleep. Creative solutions often come up when I’m not at my desk.

 

In an alternate universe where you weren’t in the creative industry, what profession would you work in and why?

An EDM DJ! I love music, I listen to it all day. I come from a very musical family and although I haven’t spent hours and hours learning to play an instrument, I have spent hours and hours in clubs raving, back in the day!! So, building dance / EDM tracks would be amazing and I love seeing DJs that are animated on stage.

 

What’s the most off-the-wall idea you’ve ever had that never saw the light of day?

I’ve still got an idea of designing lights and I have a prototype of one up in my loft. I like to think that one day when I have a little workshop, I’ll build it.

 

If you were a brand, what would your slogan be?

You are exactly where you need to be. Maybe this is more of an affirmation for me.

 

During a tea break, what are you dunking?

Ginger nut.