Through well considered ideas and beautifully crafted design I create engaging brands and campaigns, both in print and online.

I work across 3 key areas, although conceptual thinking and graphic design play a part in all.

 

branding

Whether you have a company name or simply a business idea, I can help you create your complete identity, from your positioning and strategy right through to your logo and tone of voice (how you speak to your audience).

digital

Working alongside some very talented web developers and digital animators, I have created engaging online experiences that help connect client's brands to their target market.

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photography

I have worked with some of the best photographers in both Leeds and London in recent years, producing impactful and inspiring imagery that helps to deliver brand messaging and strengthen brand loyalty.

How do you create stand out in a busy market?

 

Shot of a ring. white background. Clichéd headline. Bosch. Done.

That seems to be the advertising blueprint for promoting jewellers. That or a a lot of sparkles and draped silk. Fortunately Owen & Robinson were open to different ideas, and after presenting several different routes, we agreed to develop this execution. Whilst the campaign’s primary aim was to drive footfall to store during the busy run up to Christmas, it also needed to live beyond that and into the new year. 

Owen & Robinson Leeds City Centre

The final execution involved a number of headlines that focused on key areas of service, range, quality and value, delivering these messages through headlines that incorporated the brand’s O&R monogram, creating an ownable approach that helped to increase stand out and gain recognition.

The ads ran across 48 sheets, 6 sheets, a digital board in Leeds city centre throughout November and December, as well as on social channels including Instagram.  

Owen & Robinson Leeds City Station
'Simon pitched for our advertising campaign and clearly understood the brief of shifting perceptions of our brand, from one of a traditional jewellers to a more contemporary retail proposition. Simon was a pleasure to work with and nothing was too much for him to deal with throughout the process.
We will be using him again and would recommend him to anyone who requires a great professional approach to design and marketing."

MATTHEW ABBEY, STORE MANAGER

How do you broaden the appeal of a well established brand?

 

Perry Club is a well established bespoke blazer manufacturer aimed at sports clubs, societies and social clubs. Despite a solid customer base and respectable turnover, They felt that their current brand identity did not reflect the true values of the company or communicate the premium nature of the service and product offered. They identified an opportunity to connect and engage with more customers through the introduction of a well considered brand identity and refreshed online presence.

 
Perry Club Key Visual

The company approached me with a view to addressing these issues and making the company more relevant for today’s market. Following a process of research and some brand workshops, I was able to establish a clear set of values, a new positioning and a single minded proposition. I was then able to create a distinct brand mark and identity which set them apart from their direct competition, as well as new imagery alongside photographer Sean Knott, and a new website (www.perryclubblazer.co.uk) working alongside web developer Gavin Platt.

Simon Morgan Design Perry Club Business Card
Simon Morgan Design Perry Club label
Simon Morgan Design Perry Club Website
Simon Morgan Design Perry Club Stationery

How do you create stand out in the IT Recruitment world?

 

Source Connect are a leading IT Sales Recruitment specialist with a well established client base and a reputation for regularly delivering successful outcomes for both their clients and candidates alike.

They were looking to further strengthen their position within the marketplace and approached me to create a positioning and new identity alongside a refreshed online presence. After several brand workshops we identified the companies unique positioning, with both co founders having come from within the industry that they now recruit for, giving them greater insight into the marketplace than many of their direct competitors. The strapline that was developed underlines this core positioning.

 

 

The clean simple type replaces the ‘o’s with ‘ø’s to represent coding in a nod to the IT sector. The colour palette reflects the values of trust, loyalty and wisdom through the blue, with the gold referencing the premium nature of the service as well as bringing cues of quality and superiority to the brand.

The website was designed to be clean and simple inline with the new brand, whilst the introduction of video footage on the desktop versions of the site helped to create further levels of engagement, as well as differentiating the site from those of their competitors. I designed the look, feel and user experience, and worked alongside Gavin Platt who developed and built it.

This motion graphic piece was designed to live on the site as well as working as a stand alone marketing tool. Its main objective is to deliver key pieces of information and compelling reasons to use Source Connect in an interesting and engaging way.

How do you launch a clothing line with a difference?

 

Cast interesting looking memorable models. Remove any unnatural poses and focus on capturing kids being kids. Capture a moment with each shot. Capture their personality. Then sit these shots alongside cogent copy that delivers clear and concise messaging with warmth and character. Simple. 

 

 

To promote the launch of the new clothing range to journalists and bloggers, we created a limited run of viewfinders complete with 2 reels featuring the story of the brand and a snapshot of the forthcoming collection. The playful nature of the retro device reflects the fun and engaging values of the brand, which always aims to surprise and delight.

How do you create a year long retail promotional campaign, with legs?

 

World Duty Free is the largest UK travel retailer, offering premium products from fragrances to fashion accessories. WDF needed a retail communication strategy and accompanying look and feel for their 2015 retail activity.

Leading a team of creatives we developed a campaign around the proposition that 'WDF has the products, staff and prices to make you wish you could shop there all the time.' There's always a reason to want to shop at WDF - '101 reasons' in fact.

Each piece of promotional activity carried a reason number i.e. NO. 34 - 'Because you won't find this anywhere else.' These were all compelling statements that underscored the core benefits the retailer has to offer.

The look and feel centred around a series of bold colourful triangles that could be structured differently each time, and could animate with each digital promotional video that was produced to accompany each promotion.

 

 
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How do you connect with a younger audience?

 

Sheila Henry is an established beauty salon in North Yorkshire offering an extensive range of beauty services aimed at women of all ages. Whilst they had a strong and loyal customer base, they found that the majority of their clients were middle aged professional women. They realised that they needed to appeal to a younger demographic in order to increase their client base.

We decided to create a sub brand that connected with a younger audience. A brand that spoke in a different tone and adopted imagery with more of an edge. The younger market in this area is cash rich but time poor, and so 'Fix' was born - 'Quick Fix Beauty For Girls On The Go.'

The final deliverables included a logo, brand guidelines including tone of voice, press ads, social ads and a single page website.

 

 
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