Global Photography for Durex PlayHub
In May 2023, I had the pleasure of art directing an exciting project with a clear and intriguing brief: shoot our new sex toys in a real-life setting. The aim was to capture both sex and intimacy (distinct concepts), while making it fun, tense, diverse, authentic, and compliant with social media standards.

The global team were quoted a staggering £280k for a suite of 100 images from an external agency. Determined to find a more cost-effective solution, I took a different approach. Leveraging word of mouth and Instagram, we assembled a wonderful group of models, including couples, friends, and even exes.

A basement flat in Brighton served as the perfect backdrop, providing a cozy and intimate setting for the shoot. Five intensive days were dedicated to capturing the essence of our brief. The diverse group of models brought a unique authenticity to the project. Their genuine connections translated into compelling images.

The entire project was completed for under £15k. We secured full global rights for the images for up to 3 years. This project demonstrated the power of creativity and resourcefulness in overcoming budget constraints. By thinking outside the box and utilizing social networks, we achieved a high-quality, diverse, and authentic set of images that resonated with the audience and fulfilled the brief.

© Reckitt

Celebration boxes & digital campaign
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© Reckitt

Brand development, marketing comms, guidelines and awareness campaign
Shoppers don’t really have a detailed understanding of Red Tractor and they tend to associate the brand with meat. So, the focus for Red Tractor is on driving awareness and advocacy. We needed to ensure shoppers were aware of the core proposition - Traceable, Safe, and Farmed with Care.

We developed the brand guidelines and suite of comms ranging from website redesign to newsletters. We also devised a campaign to improve shoppers’ understanding of the brand and communicate the convenience of looking for the Red Tractor logo. To do this, we used an average British mum in Emma Lightbown to shine a light on the work of UK farmers. She prefers to buy British, always has an eye on value for money, and is keen to find out how Red Tractor helps everyone buy food and drink they can trust… Then Covid happened.
Emma and our crew could no longer be on site, but we didn’t let that deter us…

© The Jacob Bailey Group

TV, Print & Digital Campaign
Greater Anglia briefed us to develop a campaign focusing on Summer Days out in London. With challenging revenue and channel shift objectives, the approach needed to drive different audiences to travel off-peak.

With any travel offer destination is first and foremost and this inspired our ‘Let The Adventure Begin’ messaging. But we also wanted to closely link the experience of a summer day out with the train itself, putting the fun back into train travel. So we brought the two together, placing penguins on the train and pterodactyls at London Liverpool Street. Combining live action and CGI perfectly positioned Greater Anglia as the starting point for excitement and adventure.

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© The Jacob Bailey Group

TV, Print & Digital Campaign
Following on from the successful Summer campaign, Greater Anglia briefed us to develop a concept for Christmas in London. With challenging revenue and channel shift objectives, the approach needed to drive different audiences to travel off-peak.

Inspired by the 2004 film ‘Polar Express’, we took the overarching idea that the train was a magical carriage. One that took you to all the wonders that the city has to offer. With being briefed only 6 weeks before the launch of the campaign, we chose to go down an animation route. This proved to be a blessing as the 2D animation captured the nostalgia and innocence of Christmas.

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© The Jacob Bailey Group

iOS and Android app design
To mark IBM and Wimbledon's 25 year partnership, IBM tasked us with creating a mobile app for the VIP visitors of its two hospitality suites at The Championships. IBM wanted an exclusive app that celebrated its ongoing relationship with the All England Lawn Tennis Club and illustrated the pivotal role it plays in the Fortnight.

We developed the app for Apple and Android devices from concept through to release, showcasing a wealth of information about The Championships, as well as tennis trivia and essential information about the event.

© The Frameworks

Internal video

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© The Jacob Bailey Group

Off the back of the highly successful work we did for IBM and Wimbledon, the All England Lawn Tennis and Croquet Club (AELTC) asked us create their first TV advert to be shown across the emerging markets.

Wimbledon adverts are historically made by regional broadcasters or official sponsors before the run-up to the event. This was new territory for AELTC to simply promote their flagship event as a destination.  

© The Frameworks

Advertising campaign
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Direct mail
IBM wanted to deliver an engaging direct mail campaign to prospects about the value of one of its key smarter commerce solutions. We told the story of "John" who was fed up with his current supplier and successfully switched to IBM Smarter Solutions.

The animation was packaged in an envelope friendly "TV in a card".

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© The Frameworks

Global website rollout
Otis invented the world’s first safety elevator 160 years ago and they now move billions of people every single day. But they never lose sight of the individual needs of both customers and passengers alike. Their digital presence just didn’t reflect their positioning as a brand and needed to work harder to drive revenue.

We began by developing an in-depth understanding of the needs of the business and the needs of their audience. Through focus groups in the US and Shanghai we built detailed personas of the architects, building managers, product developers and marketers that would be using the site. This meant that the IA, page flows, UX and interaction design were built from the ground up to meet their needs. The new, fully responsive site has been launched in the UK with an immediate and significant impact on sales. Built with the flexibility to meet the needs of 92 countries and 21 languages this a truly global platform for a global brand.

© The Jacob Bailey Group

Wayfinding & Dual language design manual
Sub-contracted by Vasha Marka a Moscow based branding agency. I was responsible for the design development of this dual language wayfinding scheme for RZD. As well as managing the 200+ page design manual.

© Air design Ltd

Corporate identity and brand guidelines
Norton Rose is one of the city’s most revered and respected law firms with a pedigree stretching back into the mists of time and a network of 21 offices around the world.

© Air design Ltd

Brand identity
Mölnlycke Health Care is a Swedish medical device company headquartered in Gothenburg. The company manufactures and sells wound care and single-use surgical products and is a service provider to the healthcare sector. 

We were asked to pitch for their brand identity. Their existing approach was very product centric. We wanted to move them into another space, one less crowded with their competitors. We played heavily on their heritage and roots. Creating a logo that gave a nod to the forests of Molnlycke. 

© The Partners

Digital wayfinding & Billboard advertising campaign
“Where everything is possible”. These were the words from the client when describing this amazing shopping mall. This alongside the unique form of the building became the concept for which both the wayfinding and advertising campaign was based on.

© Air design Ltd

Brand identity, marketing comms and exhibition stand
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Identity development and brand guidelines
Yokogawa’s test and measurement business lives by one abiding belief: that reliable, precise measurement is fundamental to mankind’s ability to deliver successful and sustainable innovation. With that in mind, we unequivocally positioned Yokogawa as the home of people who make precision – The Precision Makers.

The new brand doesn’t only champion precision in its visual application; it also personalises the business, elevating Yokogawa T&M from a supplier of technical instrumentation to partners and trusted advisers to designers and engineers everywhere.

© The Frameworks

Corporate identity
After a six-week engagement, during which we conducted stakeholder interviews, marketplace research, situational analysis reporting and creative design, we proposed a brand and positioning that would give Resume Target (Toronto-based professional resume-writing firm) the premium status it deserved. 

Centred on the belief that current outplacement services are formulaic, impersonal and out of touch with technology, Attaineo is a brand identity designed to challenge the status quo. Attaineo is a fusion of “attain” and “neo”, the Greek word for “new”. This unique name separates itself from traditional “human capital” firms and is symbolic of the core business stance of achieving real results.

© The Frameworks

Brand identity, marketing comms, wayfinding and digital
The 'M/heart' logo represents the media values of the scheme, yet also has the approachability needed to support the retail experience. I worked in close collaboration with Ron Arad Associates developing the way finding strategy and detailed design of the system including touchscreen.

© Air design ltd

Marketing comms
Although the client was fond of their visual identity, they were starting to feel constrained by its uncompromising rigidity. A key part of our brief was to evolve the marketing literature to allow targeted communications to flourish more organically, but within a versatile framework.

"Naz not only solved the difficult identity issue with the building housing a number of strands under one bigger umbrella brand, but freshened the logo and created a look and feel that perfectly represented this iconic establishment.... Naz worked wonders to bring the printed communications into the 21st Century whilst retaining the Modernist values of the much loved building itself.
Tina Morris, Marketing Manager - De La Warr Pavilion

© Air design Ltd

Brand identity, look book and guidelines
Founded in 1988, the International AIDS Society (IAS) is the world’s largest association of HIV professionals, with members from more than 180 countries working on all fronts of the global AIDS response. Together, they advocate and drive urgent action to reduce the global impact of HIV.

We were initially asked to help drive membership numbers up by creating an identity for their membership scheme. After a thorough audit it seemed clear that a more holistic approach was needed. A lack of proposition needed to be addressed urgently. A rallying call that both existing members and potential ones could get on board.
After a series of workshops 'The Voice' became just that. A proposition that advocated the power of free speech and the sharing of information.

We created an identity that put members in the forefront of the IAS. One that sold the idea of being 'Stronger Together'. Visually this was captured by the iconic red ribbon being comprised or linked with other red ribbons. 

© The Partners

Brand Identity & Marketing comms
Trident needed an identity to reflect its rapid UK growth. The brief was to start with a blank canvas and really bring out the personality of this social, genuine and trustworthy group of professionals.

"It soon became apparent once we started working with Air that we had the right team on board to help us. They took time to listen to us, understand our business and identify our core values".
Stuart Sword, Associate Director - Trident Building Consultancy

© Air design Ltd

Wayfinding & Environmental graphics
A signage solution for Pinsent Mason's new sixteen storey head offices in central London. I was tasked with creating a modern and professional solution reflective of the brand's identity.

Permanent glass effect acrylic sleeve signs with temporary foamex inserts allowed for the signs to be updated easily on a large scale. 

© Air design Ltd

OEM Specification sheets
Bose came to us to add some emotion to their existing specification sheets targeted at OEM's of some of the biggest car manufacturers in the world.

We felt a road trip around the world would best achieve this. The images were shot in a POV style.

Our choice of roads were based on Top Gear's greatest driving roads. Monument Valley Highway in the US, Loch Cluaine in Scotland, Salar de Uyuni desert in Bolivia and the Meydan Bridge in Dubai.

© The Frameworks

e-detailer
Manufactured by Novo Nordisk, Tresiba is a once-daily, long-acting insulin degludec used to control high blood sugar in adults with diabetes. It is administered via subcutaneous injection. It has a duration of action that lasts up to 42 hours (compared to 18 to 26 hours provided by other marketed long-acting insulins such as insulin glargine and insulin detemir), making it a truly once-daily basal insulin.

We were approached to develop Tresiba's e-detailer inline with their existing printed detailer. This meant repurposing existing assets whilst also making sure elements were fit for purpose. Working alongside their external developers, we delivered an e-detailer that gave the Tresiba team the confidence to take to HCPs.

© The Partners

Web portal and brochure
London Gatwick have completed the £1.2bn redevelopment that has included a huge refurbishment and refreshment of the retail offer amongst other infrastructure upgrade works. Underscore have been working with London Gatwick to articulate a genuine and unique retail experience that other airports will aspire to, ahead of the commencement of the redevelopment of the North Terminal.

The story showcases the brand experience, with British and International values that are important to London Gatwick. The recent openings for Cath Kidston, Jamie’s Italian, Comptoir Libanais, Nandos and Joules create a strong message for the future of London Gatwick.

© Underscore

Brand Identity & Guidelines
The ABI speak on behalf of UK insurers, provide consumers with general information and work with government, regulators and policymakers internationally to promote best practice. The ABI knew that their visual identity was in need of a refresh, but how could they make their proposition more compelling at the same time, moving the organisation forward and connecting it better with their diverse audiences?

We took the ABI back to basics and through a series of Science and Magic Labs. Working with key stakeholders we helped them to understand the fundamental ‘why’ behind what they do and to develop their vision, values and overarching proposition ‘Strength Through Association’ along with a complete messaging matrix. We also worked closely with the team to really understand how they wanted to position the brand, its personality and their preferences and rationale around look and feel. All of which meant that, when it came to developing the visual identity, we had the in-depth understanding of the brand needed to quickly bring it to life and create a visual language which positioned ABI perfectly.

© The Jacob Bailey Group

Brand identity
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