?WHAT IF! Innovation Ltd

My six years at ?What If! comprised of two positions, firstly that of Senior Designer and subsequently Design Team Leader with a wide range of responsibilities including creative development of a team of 10.

My Senior Design role encompassed meeting FMCG, Retail and Digital design briefs with tight deadlines. I regularly briefed and managed other team members and freelance creatives. Typical innovation challenges ranged from toilet cleaners to instant coffee, from internet banking to multimedia presentations – all for a diverse range of clients (examples of work accompany this CV).

Crucially all of our challenges began with seeking meaningful insight on which to develop sound design solutions, this has helped me to develop a unique skillset within Design and Innovation. In the role of Design Team Leader I was able to use my wide experience to a specific aim – setting the creative development and direction of the in-house design team. I mentored junior creatives and helped develop their skills in creative problem solving and insight led design.

What I believe as a design practitioner:

Insight drives design. If you want to understand behaviour in consumers and customers you have to listen, question, observe and provoke. Gaining insight first helps you to realise why people do things they do, this is the inspiring start point for design – design for a reason.

My unique skillset:

I operate in three broad areas:

1Using design as stimulus to gain deep Insight into any challenge.

2Creating passion and momentum around IDEAS by exploring, testing, and iteration, designing and creating ideas that are real and believable.

3Creating Impactful and inspiring design briefs that stay in touch with insight, resulting in a successful solution.

KEY BACKGROUND EVENTS

1990-1994BA (hons) Design Studies at Goldsmiths College
A multi-disciplinary design course focusing attention on design theory.

1994-1998Mosby International
Four years providing layout and graphic design solutions to the medical publishing sector

1998-2000Airtight
Specialist digital designer for the strategic arm of Deepend Design throughout the ‘.com’ boom.

1998-2002TIn Horse Design
Digital and graphic design within the FMC / packaging sector

2002-2004Brand42
Senior Designer at a small branding and design agency start up.

2004-2010?What if! Innovation Ltd
Senior designer and design team leader with coaching and development responsibilities at the world’s largest independent innovation company.

2010-2017Freelance

2010-PRESENT?What if! Innovation Ltd
Senior designer and design team leader with coaching and development responsibilities at the world’s largest independent innovation company.

Examples

Synergy: Premiere League Shirt Sponsorship

Premiere League team shirt sponsorship interactive infographic for Synergy. Featured on The Guardian website .

GOODHEMP FOOD: Product Refresh

Redesign of current poroduct line and development of new products.

Canadian wine brand: New product concept

Design concept developed and visualised from innovation workshop output. Used for further quant testing in Canadian consumer groups.

Walls: Sausage packaging

Consumer testing visual for new packing format concepts.

Grey Goose: New product concept

New product development innovation project visual used for consumer testing.

Cow & Gate: Café Bébé

Baby food innovation product development visual used for consumer testing.

More Than: Insurance renewal process

Flash driven presentation to explore and bring to life the Insurance renewal process. This was used to highlight the break points in the process and help to explore some solutions.

Abbott : Crohn’s

Visuals used in Crohn’s patient support workshop to help participants understand the initial concepts created for the workshop. These concepts were further developed in the innovation session.

Lux: New Lux Classic collection

Information document outlining marketing details of the New Classic Collection. This booklet helped to inform retailers and marketeers.

Danone: Yoghurt product development

Visuals for innovation workshop to bring to life new yoghurt concepts for qual consumer testing.

Hovis: New bread product development

Workshop visuals for new bread production development workshops.

Canadian chocolate: Concept exploration

Innovation project initial packaging format exploration visuals used to kick off the project and help define some routes for further development and consumer testing.

BBC Children’s: Presentation introduction video

Introduction video used in staff presentation to introduce new vision and values for BBC Children’s following their move up to Media City in Salford.

Barclays Bank: Bpoints

A scheme to reward customers for everyday banking. This concept was tested in a branch over the space of a week. We tried to immerse the customer in the new scheme to try and get some insight around the concept.

Diet Coke: New concept presentation video

A video to illustrate the process behind new production innovation for Diet Coke.

Danone: Baby nutrition insight tool

A digital tool to explain the nutritional needs and development of chilldren to help identify insight oportunities for new product development projects with Danone Baby nutrition.

Fairmined: New brand creation

Development of new brand mark for Fairmined gold. Design and development of brand and creation of brand guidelines.

Lego: New concepts

Visual for final presentation to Lego board after an innovation project to find new product directions for Lego.

Lexus: Ideas bank

After an innovation project with Lexus, they required a way of sharing the output with the showrooms in the Lexus network in order to gain some vital feedback and help decide which ideas would work from the ‘shop floor’.

Diageo: Red Stripe brand guidelines

A private online brand guidelines website to share with global markets new brand strategy.

Tesco: Corporate purchasing operating model

A video at company presentation to introduce the new operating model.

Waitrose: Convenience store

Visuals used to explore direction of innovation project to create new convenience store proposal for Waitrose. The final visuals were used to brief the shopfitters.

?What if!: End of year company presentation

Flash built presentation at end of year conference to bring to life the acheivements and facts about the past year and outline some future direction for the company.

Core Skills

Motion Graphics
Interactive Design
Web Design
Graphic Desigm
Packaging Design
Visualisation

EXPERIENCE

Video production
Web development
Mobile apps
Presentation
Poster
Print
Brochure
Logo design
Retail
Signage
POS
Merchandise
Outdoor

Software

Photoshop
Illustrator
InDesign
Dreamweaver
After Effects
PowerPoint

Coding

WordPress
HTML5
CSS
Javascript
JQuery
PHP

Clients

Abu Dhabi Media
AOL
Abbott
Argos
AstraZeneca
Barclays Bank
Barclaycard
BBC Children’s
BP
British Gas
BSKYB
Carrefour
Citi Group
CNN International
Coca Cola
Coors Light
Danone
DuPont
Ecco
EMAP
Fairmined
Finlandia
Ford
GOOD HEMP
Grey Goose Vodka
Heathrow Express
HBOS
HSBC
Jordans
Kraft Foods
Lego
Lexus
Listerine
Manpower
Pepsico
Red Stripe lager
Seedrs
SK Telecom
Samsung
Taylors of Harrogate
Tesco
Trinity Mirror Group
Unilever
United Biscuits
Vodafone
Waitrose
What If Innovation