A bold new identity for VisitEngland, celebrating a nation that refuses to ever be just one thing. While our national flower may be the Tudor Rose, how can one flower represent a country as multidimensional as England?

Inspired by the distinct character of England’s counties, the identity draws on each region’s signature flower, each a cultural marker of where it’s from and where it’s going. Their individual petals come together to form a single, unified bloom.

It’s a vibrant, flexible identity that champions England in all its beautiful contradictions. Giving every county a platform to shine while celebrating the diversity and collective character of the entire Garden of England.

What if a Self Checkout could save you more than just 5 minutes at the end of your weekly shop? As part of ASDA’s long standing partnership with Coppafeel and Breast Cancer Now, supermarket checkouts started telling you how to do a real one.

We borrowed from the habitual language of shopping, and created a playful yet disruptive identity designed to open up conversations around breast checking and drive behaviour change. At its heart sits our ‘Bracode’, a campaign graphic that transforms the familiar barcode into a powerful visual reminder to check yourself.

The wider system disrupts everyday shopping moments with playful meaningful messaging. Bringing design, language and experience together around one simple behaviour: making checking your boobs a habit.

For the launch of the Adidas Tango Squad app, I created a series of badges designed to reward players as they completed different football challenges.

Working from just a challenge name, I developed a unique visual identity for each badge, with three levels of progression that evolved from grey into bold colour as players advanced.

The badges created a playful and distinctive system that brought a sense of personality, progression and reward to the app experience.

You're either a morning person, or you're not. Optrex wanted to jump on this human insight with a bold disruptive campaign to introduce people to Optrex for tired eyes. The campaign was aimed to break the apathy barrier get people who struggle to function in the mornings to ‘be a bit more morning’ by introducing Optrex into their routine.

Throughout the campaign I focused on the contrasted feeling of tired eyes vs the refreshed Optrex eye. This allowed me to introduce big and bold eye icons as well as a bright and bold yet contrasting colour palette, to create a playful, eye stopping campaign.

A range of concepts, unused routes and other pieces of work. Ideas and designs that didn’t always make the final cut, but felt too good to leave behind.