It was nice surprise last week to walk into a local neighbourhood food store and see the Red Bull Gaming Sphere logo being used to front Red Bull's latest campaign. I worked on quite a few event and activation identities when I was freelancing but I'd never seen any work grace the iconic packaging!
My Creative Director and Serotonin co-founder Clair Heaviside, and I, had a great day getting to know our newest client and their employees last week. We both left feeling energised and excited to start working with them.
Love this incredible footage around the Red Bull Gaming Sphere space in London shared recently on instagram.
I worked on the branding and identity for the Gaming Spheres several years ago when they were first developing their gaming and e-games concept and strategy. This was following on from a number of the other Red Bull identities I created for them.
The Sphere regularly hosts tournaments, bootcamps and workshops, enabling professionals, amateurs and fans to level up their game.
Gap, being arguably one of the most iconic brands across the US & Europe, presented a fantastic opportunity to work on refreshing the brands retail identity, in what is an increasingly competitive market with the emergence of many new/contemporary vertical retailers fighting for their share of the previously Gap dominated arena.
The first task was to develop a Global retail toolkit for their 50th anniversary 1969 collection which meant going through a rigorous sign off process including presenting to Gap's CEO & CMO in their head office.
Three months after final delivery of the toolkit, the UK & Asia have rolled out the IMA creative across key stores (Oxford Street pictured) as well as a London pop-up celebrating fifty years of Gap denim.
Taking inspiration from the woven intricacies of the weave of denim, the pattern featured in the lead creative was developed alongside a new branding identity for the 1969 collection in a bid to appeal to a younger (Gen Z), fashion focused audience whilst still being recognisable to the core Gap consumer. We also worked on the positioning of the in-store experience and developed fixtures to showcase the range.
The pop-up store in Soho London, was targeted at attracting a new higher end consumer with the objective of educating this consumer on the brands rich heritage, building credibility & offering an experience which included an in-store customisation area, all of which was linked to the wider social campaign #GapDenimFutures- both key areas of our toolkit and strategy.
A huge thank you to everyone at Intermarketing who worked on this campaign alongside the team in Manchester, across no less than four offices around the world including Amsterdam, Leeds and NYC.
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See below images of the Oxford Street store and read the featured article on the London pop-up here, and be sure to keep your eyes peeled for updates on the other projects worked on globally.
Nice to see my talented friend Benj Smith get a double page spread in Computer Arts magazine as well as a big feature of the J.W.Lees beer rebrand work I worked on with him whilst working with Squad.
I recently created the new identity and event key visual for the annual basketball memorial tournament in honour of Haris Charalambous who tragically died at the age of 21 while training with his NCAA Division 1 Toledo University team in October 2006.
The tournament regularly attracts some of the best teams in Britain, Europe and the United States.
Past winners include the national teams of England, Ireland and Germany, US college sides Proctor and Tilton Prep, British academy Charnwood College Riders and European club sides CB Cornella (Spain) and Breitengüßbach (Germany).
The event also features some of the game's exciting talents, such as Terance Mann, who was part of the victorious Tilton team in 2014 and recently helped Florida State to the Elite Eight in the NCAA Championship.
Last year I was lucky enough to work on a number of projects with drinks brand Red Bull. The first one to go live was the branding and visual identity for Red Bulls first foray into road cycling, Red Bull Timelaps. The event saw teams of 4 battle it over a 25 hour endurance race on 28th October 2017 at Great Windsor Park as the clocks went back (that's where the extra hour came in).
Whilst I put together a full case study here are a few shots from the event for which I was lucky enough to attend. It was a great day and night all round and everyone seemed to enjoy it. The weather even held out which, for an outdoor event in October is amazing!
Participants compete during Red Bull Timelaps in Windsor Great Park, London UK, on October 28, 2017
A full case study to come once everything has fully launched, but in the mean time it was a real pleasure to work on the rebrand and redesign of the JW Lees Brewery portfolio of beers whilst freelancing at Manchester agency Squad.
Working alongside Squad Creative Director David Barraclough, with Manchunian master typographer Daren Newman we created a suite of beers that each tell their own story in a different way and brings them right up-to-date, whilst still retaining an element JW Lees heritage.
It was a great project to be involved with and I look forward to sharing more of the project once its fully out in the wild.