I led the rebranding of this regional giant in the construction industry, including the strategy, design and client management.
You designed it
Now sell it to my clients (the elite of the business community in the Caribbean).
In the most trippy room in the world.
With a last minute AV meltdown.
The repositioning, rebranding and rollout out of this sustainable housing company based in London.
Why do one audit when you can do three? The broad interest and shifting requirements of this client required an extended response.
Website structure and UI.
Mobile Reconnection Platform
This project delivered the brand, UX framework and UI for a reconnection platform for the University of the West Indies and its vast and influential alumni network.
State-owned companies are never too far from politics, and this was no exception. I can think of half a dozen times I jumped in my car, went down to the plant and rescued this project from slipping through the tectonic cracks of political manoeuvring.
Another simple name change - from NEC (National Energy Corporation) to National Energy. In suggesting this name change, I was able to help change their positioning, from faceless corporation to the owner of energy.
Americas Competitiveness Forum
Strategy, design and creative direction of a local advertising agency for this pan-Americas event.
This project brought together a large number of companies and assets from across the English and Dutch Caribbean under one new brand - Guardian Group.
I was at the time working from France, and flew in for the presentation to win the project. It was actually a bit embarrassing as the chairman offered me a job during the presentation!
The identity design was done over Skype between myself and Marlon Darbeau (who completed it) and has been warmly received across the islands.
It's always fun when you can commission a rug!
I'm not the biggest fan of billboards, but for most large clients they are a necessary evil in the Caribbean.
We designed and developed the digital and offline brand and campaign for this Insurance Product.
Digital work for an oil and gas startup.
Naming, branding, identity, digital for an engineering practice.
Brand strategy and packaging.
Trinidad + Tobago Film Festival
National symbols are difficult. Particularly in Trinidad. It's unpatriotic if you don't use the national colours (red, white and black - good combination, true, at least for the first hundred times or so) or include a flag or national symbol of some kind.
Film festivals aren't easy either, mainly because every bit of symbology around film is terribly cliché.
I set out to break this by combining the two. The cuts (and container) are based on the lines in the T&T flag, but also give a sense of projection, among other things.
It's been nearly 10 years and the original design direction is still working, without any need for refresh. It's often cited as an example of successful Design Systems and is an important reference in the history of Caribbean Design.
Billboards were designed to use scenes from around the country (not stills from films, but photographers capturing the day-to-day life of Trinidad). This tied in with the core proposition "you're in focus" which I wrote as well.
Photography, retail branding, and the commissioning and art direction of murals in-store.
Surfing Association Trinidad & Tobago
More national flag stuff - as the symbol that the national surfing team would take around the world to competitions, there was no getting away from a fairly direct national reference.
This identity had to be more serious that one would first think - mainly because surfing here has a particularly 'frivolous' approach to the sport (I was the treasurer of the association for a year, and during that time there was not one meeting or bit of treasuring to do. It was a good year for waves, however).
I decided to give it a more corporate-friendly look, which has helped the association attract better staff, sponsors and audiences.
We rebranded this category-leading chain of opticians as the management shifted from the founders to their children. A modern, clean approach was needed, while retaining the sophistication and medical focus of the brand. My work was primarily in strategy, workshopping and on-boarding.
Fernandes Business Centre
Our landlords became clients - and it worked. Took this iconic estate in East Port of Spain and gave it a bold new look (and name).
It worked. So well, in fact, that rents went up as they were now attracting much higher revenue tenants. Lesson learned...
War-time tropical architecture
This was a lesson in patience. I originally won the job and presented the brand audit to the board of this $250M USD Pan-Caribbean Insurance Company - who were unhappy in the disparity between how they saw themselves and how their brand was really perceived.
Having seen this coming, I could have watered down the findings, got the sign off and moved on. But I didn't.
Cue much soul searching, followed by the project being put on pause for three years while then went through a change management and succession planning process.
When that was finally complete, we continued the project, which ended up being a great success, and led to one of the strongest long-term relationships I've ever seen in business. Sometimes it's worth the wait.