Lloyds.
The next step forward.
Since its founding, Lloyds’ horse logo has faced backwards—symbolising its heritage. I helped lead the idea to turn the horse’s head forward, signalling a new direction for a future-facing bank.
Leading the team, we transformed Lloyds into a dynamic, digital-first brand. Building on Helping Britain Prosper, the refreshed mission became: Lloyds moves everyone forward.
We brought the Cancara Philosophy to life, inspired by the iconic black horse’s motion. This guided the creation of fluid digital behaviours and a revitalised visual identity, including an updated GT Ultra typeface and a vibrant Lloyds green.
This reinvention positions Lloyds as an adaptive, forward-thinking bank, shaping the future of financial services.
Mercedes-AMG Petronas F1 Team.
All in: building a team identity and performance-driven mindset.
I led the development of a new team identity that honored this legacy while projecting its ambition for the future. This included creating a unified team ethos, a comprehensive design and messaging system, new bespoke typefaces, and a bold physical and digital design language. I also had the privilege of designing the new livery for the F1 cars, which generated significant buzz across both design and motorsport communities. In addition, I created the refreshed Mercedes merchandise and fan range.
BBC.
One BBC - from street to screen.
The BBC hadn’t updated its design in over 20 years. Built over decades, it had become a patchwork of sub-brands and systems. Research showed audiences found it outdated and hard to navigate, and were looking for a more modern, intuitive experience.
Working with the BBC, we created a new vision that spanned all genres, lifestyles and platforms. The end-to-end system was reimagined to be AAA accessible, seamless across services, and rich in brand and storytelling — visually, sonically and in service design — creating a more immersive, future-facing experience.
Leeum Museum.
Putting the art museum in motion.
The Leeum Museum of Art in Seoul, run by the Samsung Foundation, has built a respected collection of Korean and international art since opening in 2004.
Following the pandemic, the museum sought a new brand and experience vision to reflect its ambition to become a 21st-century space of cultural convergence — where traditional, contemporary and global art could be seen and discussed together.
We created a new identity centred around a dynamic, rotating logo inspired by the museum’s Rotunda — symbolising the cyclical, ever-evolving nature of art. The system was designed to be flexible, supporting diverse exhibitions and experiences across every touchpoint, from signage to social media to AR — encouraging active participation, not passive viewing.
LG.
Bringing a smile back to tech.
LG Electronics needed to rejuvenate its brand. It needed to feel more youthful to appeal to a new generation of consumers, and be flexible and expressive in both physical and digital spaces. Expanding its reach beyond the home and way beyond hardware - helping to reimagine every side of life - and injecting fresh meaning into its world-famous tagline: Life’s Good.
Instacart.
From grocery app to delivery leader
Instacart had been growing continuously since 2012, leading the grocery technology space in the US and Canada and making waves as a rising star of Silicon Valley. Then the pandemic transformed the delivery space overnight. As shopping suddenly went more online than ever, Instacart faced a rising tide of competition. The business needed to evolve—and the brand needed to set the pace. By harnessing the emotional impact that delivery makes in people’s lives, we helped Instacart expand its reach beyond groceries into the wider world of delivery services.
Nothing.
Making Nothing into something
I played a key role in defining and launching the Nothing brand, helping to shape its unique identity in a crowded tech landscape. By collaborating closely with design, marketing, and product teams, I helped craft a brand narrative that highlights Nothing’s commitment to joyful, human-centered technology. Together, we developed clear messaging and visual elements that resonate emotionally with a community eager for innovation that breaks the mold—bringing to life a brand that feels authentic, impactful, and refreshingly different from the giants in the industry.
Wolff Olins.
A brief for a designer to redesign their own brand is as challenging as it is complex.
I didn’t rebrand Wolff Olins out of vanity — I did it out of necessity.
When I joined it was obvious the agency brand needed a refresh which is no easy path in an agency that has been making iconic brands for 60 years. So I led a global refresh of our brand. Not just a new look, but a fundamental rethink and stragety. It’s been challenging, inspiring, and at times uncomfortable — exactly as it should be.
Because if we’re in the business of transformation, we have to walk that road ourselves. We don’t just advise change — we embody it. We live it.
And in a world that moves this fast, standing still is the fastest way to disappear. Even for brand agencies. Especially for brand agencies.
This new brand isn’t just how we show up — it’s how we move forward. How we keep ourselves honest. How we lead from the front. It was rated as the best agency rebrand for the last 10 years by industry.