Brand Strategy
Bluee
Building an athleisure brand for influencer Meggan Grubb
Meggan Grubb is a popular British lifestyle influencer, with a successful niche blending physical and mental wellbeing. I helped Meggan to launch her own swim and leisurewear brand, defining her values, audience personas and vision, translating everything she stands for into a new and uniquely distinctive new brand, peisurewear and website launch: “Bluee”. Strategically, the central theme driving all of the work was ‘adapability’.
‘Transitions’ themed launch video:
Audience insight:
Young women seek adaptability
Product development plan:
Brand manifesto:
Mapping values, differentiation and benefits:
Logo and brand essence development based on the concept of butterflies and transformation:
Website key message page:
Trowers & Hamlins
Employee brand and creative articulation
I helped the 250 year-old, international law firm, Trowers & Hamlins to translate their employee research findings into an employer brand, with a set of coherent corporate values, employee value proposition, vision and creative expressions.
Brand Narrative
At Trowers & Hamlins, there’s a spirit of fair play that runs deep. We deal with human matters that mean the world.
So we start from a place of respect. Of openness to everything we don’t know.
No one person can answer every question. But collaboration takes us to a better place than anywhere we could find alone.
It starts with each of us. With open doors, clear air and grounded leadership, regardless of status.
It’s ok to ask questions. It’s ok to yell for help. At this law firm, it’s completely ok to be human. Because we are here for humanity, after all.
We live up to our proud 240-year history by being sure we’re proud of what we do today, as well as being good at it.
So we measure success in its broadest terms and savour it mindfully. We build this success together, baking collaboration into the very way we value and recognise each other, with objectives set for teams, not individuals, and transparency and recognition for all throughout.
This is reflected in our global reputation for thinking differently by working differently. We mix our people up, putting the right team together for the right challenge, growing great ideas into smart solutions that no one had ever thought of before.
Teamwork is always the answer. Cross-skilling ignites our capacity to innovate. It fuels our further success, energises our international fellowship and optimises our service.
The immediate result is seamless solutions for businesses and governments. But the bigger prize is positive change. Because, little by little, each of us is building a better future. While being decent about it at the same time too.
It’s great to be the good place.
Posters: Over-arching employer messages
Value specific posters:
Value: Collaboration
Value: Innovation
Value: Humanity
Value: Savouring success
Employee personal values articulation
IQOS
Brand positioning
Because IQOS uses real tobacco, heating it rather than burning it, it eliminates tar, while also offering a far superior experience to vaping.
This strategic approach targets disappointed vape users, offering a middle ground between cigarettes and vaping, positioning the IQOS as a brand that understands smokers and their needs.
Adcepts:
Tasked with ‘turning the Donkey Sanctuary from being a place to a concept’, I developed a positioning that flipped normal perceptions of the charity.
My proposition was that donkeys give sanctuary to humans just as much as we give sanctuary to them.
It’s a little-known fact that donkeys are hugely intuitive and emotionally intelligent, with limbic systems very similar to our own. Because donkeys are highly attuned to human emotions, they bring great concordance and healing power to those who spend time in their presence. Using this science, The Donkey Sanctuary aids troubled people in finding personal ease and inner peace, helping to turn thousands of lives around every year.
But you don’t have to be in distress to feel this donkey superpower. Anyone who has worked with donkeys has had a ‘donkey moment’.
This work explored the idea of deeper connection, offering the healing power of donkeys as therapeutic relief to the stress of modern life, digital angst and family strife.
