Selected work
Nine pieces. Open one for the whole story.
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Range Rover became a brand
Until June 2023 Range Rover was a model line inside Land Rover rather than a brand of its own. JLR's House of Brands restructure made it one of four standalone brands, alongside Defender, Discovery and Jaguar.
I held the Lead Brand Strategist seat for Range Rover through that change, sixteen months before it and two years after, and contributed significantly to the brand strategy that defined what the new brand was.
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Premium to genuine luxury, proved in market
The move up meant every creative decision had to work twice, once for the people who already loved the brand and once for the people it needed to become relevant to.
40 market editions launched globally, each one a bet that a specific creative direction would land in a specific place. They went into production, and they sold.
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Bespoke as a commercial argument
Led the development of SV Candeo, a one-off whose brief was essentially to prove that bespoke at that scale was a commercial strategy rather than a vanity project.
Curated Range Rover House, the brand's immersive luxury experience platform, on the argument that past a certain point the product alone cannot carry the whole story of what a brand means.
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Jaguar, working out what it needed to become next
Led the strategic direction for Vision Gran Turismo and the narrative behind TYPE 00, both of which had to connect what the brand had been to what it needed to become, without losing the people who loved it in the first place.
Developed design briefs with C-suite leadership that established new design philosophies, and built the strategic frameworks the all-electric I-Pace team worked inside.
The thread through all of it was giving creative people the strategic protection to do their best work.
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The traffic doubled. The bookings did not move.
Over twelve months the practice's website traffic grew 2.2 times, from about 3,700 sessions a month to over 8,000. Bookings stayed flat at roughly 134 a month, with no trend in them at all. The site was not converting its own growth.
About 860 people a month tapped Book Now. Roughly nine in ten never finished. That put the fault in the booking step rather than in the traffic, which matters because it is the one fix that lifts every channel at once.
The advertising account had been hiding it. It reported a cost of £9.56 per booking, because the goal it optimised for counted button taps alongside completed bookings and could not tell them apart. Measured only against bookings that actually completed, the real figure was nearer £185 over the year, against a £125 first consultation.
The job was a diagnosis, not a campaign. Read the practice's own numbers across analytics, advertising and the booking system, find where the growth was leaking, and hand back something the owner could act on himself.
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parallax-thinking.com, taking real payments
My own practice's site: the brand system, the design and the build, end to end, taking card payments on live Stripe.
Everything from the brand system underneath it to the checkout, the deploy pipeline and the analytics behind it.
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Coastal Collective, a platform for a whole town
A community platform for local businesses and residents, picked up part-built from another developer, redesigned, and taken to launch.
Events and ticketing, memberships, real card payments, an admin for the people running it, and the security work that closing a half-open system actually takes.
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Second Spring, a practice site from scratch
A full site for a therapy practice, from positioning and words through to design, build and deploy.
The kind of job where the strategy and the build are the same conversation, and splitting them across two suppliers is where the meaning usually gets lost.
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A gated design process, built as a tool
Designing a screen has a dependency order, and skipping it is why interfaces come out wrong in ways nobody can name.
So I built the process into a tool: fifteen gates from strategy through to the surface, each one arriving with a recommendation rather than a blank page, and the decisions saved as the project's own record.
It is the thing I use on my own work, which is the only real test of whether a tool is any good.