Commissioning a Bentley means enjoying rare levels of personalisation. But taking receipt of the car is just the start of a journey to create a car as unique as its driver. Bentley Genuine Accessories allow owners the opportunity to express their personal taste to the highest degree. Every addition is crafted with the same fastidious dedication and attention-to-detail as was bestowed upon the car. Naturally the supporting press advertising and brochures had to follow suit.
Created at Connect Group (now Team ITG)
Chiltern Railways provide a more relaxed and quintessentially English route to London. With just a fraction of the media budget their competitors have to play with, a cost-effective and highly versatile line-led campaign was created that gently knocked that most famous bearded entrepreneur. In addition to raising a few smiles among commuters, even Sir Richard saw the funny side sending the odd goodhearted tweet himself.
Created at Connect Group (now Team ITG)
As one of the UK’s largest house builders, Persimmon Homes build around 16,000 new homes every year. However, following a plague of negative press reports, Persimmon’s reputation had taken quite a knock. It was time to rebuild customer confidence with a creative campaign that got people to dump the fake news in favour of concrete facts.
Created at 8848
Leading boiler company Vaillant felt that the innovation and reliability of its commercial boilers was being eclipsed by the brand’s market-leading domestic offering. The fact both offerings shared the same visual branding didn't exactly help matters either. With this in mind, the product stories behind the boilers’ creation instead became the focus of the commercial advertising. The result? Intrigue and invaluable stand out in the marketplace, with barely a boiler in sight.
Created at Clevercherry
Chartered accountants Ashford Green understand that taxation and VAT isn’t always the most interesting of topics. And that in an industry where everyone says the same thing, it pays to be a little different. It’s why they favour transparency over bureaucracy. In cutting costs, not cutting corners. And why they aren’t afraid to showcase their wit and warmth in their corporate branding. Whether that’s coining a clever logo from the partners’ names, or sending out a deliciously lucky xmas card.
Created in collaboration with Adam Bicknell Creative
Bentley Financial Services needed a suite of press advertisements and in-dealership brochures to convey their highly competitive PCP financial plans. But how do you broach the topic of finance with an audience so often in need of none? By highlighting the bespoke, crafted nature of the plans. The very same attributes that attracted them to the marque in the first place.
Created at Connect Group (now Team ITG)
Every business is reliant on its staff. And the more switched-on and empathic the team, the more successful the business. Common sense 101. So when leading independent materials and plant supplier TG Lynes wanted to remind their staff of what was expected of them, the answer came in the form of a series of good-humoured internal posters that gently reminded them not to be a tool.
Created at 8848
A few random acts of creativity for paying clients, along with a selection of self-promo mailers I’ve created over the years to help pay the mortgage. There’s also the odd award-winning poster in there too, you know, to boost the old ego.
Created at Connect Group (now Team ITG), WAA, Freelance, BIAD.
Downtime is a freelancer's worst enemy. But rather than stare hopelessly at the inbox, it's good to keep busy. How? By writing a few self promo headlines intended to raise the odd wry smile over on LinkedIn.
It’s increasingly rare to get the opportunity to sink your teeth into a good old-fashioned radio script. Shame really, as it’s about the only time you get to talk about magical cows and killer veg without the men in white coats popping by.
Created at WAA, Connect Group (now Team ITG)
HiQ is a major network of stores with a reputation for delivering safe, high quality fast fit products. But while experts in fixing temperamental transmissions and bothersome brakes, it’s fair to say their specialist knowledge didn’t naturally extend to the ins and outs of data protection. With this in mind, a series of easy to digest guides was created that each covered a key aspect of data management. The hook? Each could be read from start to finish in the time it takes to enjoy a hot brew and cheeky custard cream.
Created at Connect Group (now Team ITG)
Remeha's endline 'It's a wonderful world, let's keep it that way.' typifies everything about this sustainable boiler company. A genuine concern for the environment. A desire to be different. And a marketing budget that certainly didn’t cost the earth. Naturally, it only seemed right the advertising should reflect this, by creating a cost-effective campaign that stood out in the sector by doing the unthinkable... not showing a boiler. At all. Ever.
Created at Connect Group (now Team ITG)
Endlessly practical, yet strikingly beautiful. That’s the strength of Staron® solid acrylic surfaces, which offer the durability of stone and the flexibility of hardwood. But how do you convince architects and specifiers to see the creative potential in acrylic? Simple. With a whopping 128-page coffee table book packed with case studies and examples of Staron® ingenuity. Unlike many competitor brochures however, it wasn’t packed with superfluous copy. Just the odd precision paragraph. Less is more as they say.
Created at Bluflame
From conference centres and international airports to vintage car parts for automotive nuts, versatility is king when writing web content. Naturally SEO has an important role to play. As do sharp subheads and bullet points. Catchy CTAs always help too.
Created at Connect Group (now Team ITG), Freelance
Inktober’s an annual art challenge where each day in October, a random prompt is provided to interpret in your own inky way. Why do I take part? Partly to dust off the Procreate cobwebs, but mainly as an excuse to swap wordy puns for visual ones for a month. Here are a few of my favourites from over the years. Apologies in advance.
