all hands on deck

As Creative Director, I lead, scaled and managed two teams; the Creative Writers and the Design Studio which included graphic, motion and production designers. I partnered with amazing marketeers, writers and developers based in Amsterdam, Bergen, Paris, and London to craft a strategic lifecycle of marketing and brand creative (i.e. emails, display ads, social ads, onsite graphics, landing pages and TV ads). Our high-performing work was transcreated into seven languages which translated into strong global ROI for albelli.

Creative : Strategy : Leadership

Role: Creative Director
Year: 2019

Multi-channel campaigns

My teams created campaigns for 13 segments/categories across 6 channels (display, social, on-site, push, email and TV - roughly over 500+ creative assets every 4 weeks). Both our design and messaging told a consistent story across albelli’s Paid and Owned Channels. My role was to oversee all the work, provide creative direction, and partner with albelli’s marketing and leadership teams to develop and provide a creative strategy.

Brand Strategy

I do love brand work. And if there’s one thing I’ve learnt over the years, it’s that there isn’t one templated brand strategy that suits all. Building a strong brand strategy takes time, effort and commitment but this one enabled us to understand who we were with clarity and acted as a blueprint to help us communicate it.

I broke the process down into three distinct parts, here’s the short form:

The Why?

Helps positions us; allows us to compete
Provides consistency and efficiency; on EVERYTHING
Enables us to understand who we truly are; guides all decision-making
Builds confidence; allows us to offer more than just a product

The How?

Identify the Brand Core: Vision, Mission, Promise
Develop Brand Communications: Personality, Values, Messagings Pillars
Build Brand Guides: Visual Identity, TOV

then What’s next?

Communicate the brand story
Align the brand to the business
Build everlasting relationships with out customers

makes it seems easy right…

Developing BRANd authenticity & the bigger picture

Once confident with the brand I worked with teams on highlighting and developing new opportunities for us to engage with customers. TheBiggerPicture is albelli’s first sustainability project, it was fiddly one that needed an aligned, product, market and brand strategy to be a success.

I lead the concepting and development of the creative assets and toolkit, aligning to the content strategy.

PRODUCT STRATEGY

We were researching fundamental problems and oppotunities around how to encourage app download and product creation on mobile. Highlighting the ease of creation and emphasising the benefits of the mobile platform. The project moved at a fast pace, with a ‘test & iterate’ approach and each iteration was A/B tested. Alongside this I wanted to introduce using User-Generated Content within the creative to see if it resonated better. It was challenging but a fun project to work with skilled creative and engaged UX teams on.

COMMUNICATIONS

Sometimes it’s important a brand speaks up and sometimes it’s more appropriate to stay silent, but instinct is usually to say something. How does albelli decide if we’re saying anything and if what we’re planning on communicating is on-brand, worthwhile, and/or necessary? The way we act when people are looking shouldn’t be different from the way we act when they’re not. The way we respond in times of trouble will speak volumes about albelli’s priorities and values. To solve the communications questions I created a brand led communications strategy.

albelli