Integrated Strategy | Experience Design

Versatile ex-head of strategy and experience design with a rich multidisciplinary skill-set, now available for freelance work.

SENIOR MANAGEMENT

As a head of department and business owner, I've met & managed ambitious targets, budgets, & teams of over 25 people; working directly into the board.

PLANNING & STRATEGY

With 14+ years experience, I've worked in everything from brand, advertising, content, CRM and loyalty to experience design, social media and digital.

EXPERIENCE DESIGN

I’ve built experience design depts from scratch; leading projects in service, product, UX and UI design for some of the world’s most complex organisations.

Get in Touch

“We brought Joe in to help us win our first six-figure pitch and build more in-house service capabilities. Three years, several six-digit wins and 2 new service offerings later, all I can say is that he’s surpassed our expectations and delivered beyond the brief. If you want your business to grow, Joe is an absolute no brainer.”

— Fred Moore, Chief Operating Officer, Matter Of Form

WORK & PROJECTS

Featured

Dr. Martens

Make Your Mark

When Dr. Martens asked for advice on how they could better leverage eCommerce to differentiate themselves, we tapped into a simple product truth...

Experience Haus

Service Design Course

Between March 2020 and June 2022 I created and delivered a range of different service design courses and curriculums for Experience Haus, a design and creative skills training provider based in London…

Lloyd's of London

Top Tasks Analysis

Founded in 1686 and famous for insuring unconventional items like the Titannic, Keith Richard’s hands and David Beckham’s legs, Lloyd's of London is the world’s leading specialist insurance marketplace. Providing direct and indirect services to thousands of businesses in hundreds of countries and territories…

Unicef

Improving Creativity in Developing Nations

From 2014 we worked with Unicef to help plan, prototype, test and deliver the ‘Adolescent Kit for Innovation and Creativity’: a set of physical and digital tools, workshops and protocols designed to boost the economy of the world’s most impoverished nations—by increasing the levels of entrepreneurialism and opportunity amongst its young people…

WTW x NatWest

Digitising Pensions

The world of pensions has always been a bit wary of digital transformation, with many believing the complexity of the schemes and constantly changing regulatory environment making it too difficult to deliver a simple, sustainable and scalable digital product that members would actually want to use…

Samsung

Don’t Just Watch

Over the past decade smartwatches have moved from niche gadget to must-have accessory, and in doing so become a major source of revenue for consumer electronics brands. However…

Sophie Hulme

What Lies Beneath

Known for her slightly irreverent take on luxury design, and direct relationship forged with her fans through social media, we developed a vision for her new eCommerce proposition that was both innovative and category-defining...

Kellogg's Krave

Tweet When You Eat

In Summer of 2013 we were briefed by Kellogg’s to get teens talking about Krave cereal. To do this we teamed up with some of the biggest vloggers on YouTube...

HSBC

Jade

Jade is HSBC’s purpose-built product for high-net-worth individuals, combining best-in-class banking and wealth management with a suite of lifestyle benefits: from 24-hour luxury concierge services to exclusive dining, hospitality and retail experiences with the world’s most sought after brands…

Microsoft

The Campaign Google Couldn't eadRay

When the Global CMO of Microsoft briefed us to develop a compete campaign against Google in 2014, we knew we had to be smart...

Teva Pharmaceuticals

Transforming Global Healthcare

In-and-around 2016, a handful of pharmaceutical brands decided to reposition themselves as healthcare providers and invest in building direct relationships with consumers, in a bid to grow market share of their products and lock-in more sustainable profits…

Wolford

Tailored to You

To celebrate their new, highly personalised, ‘second nature’ brand positioning, Wolford asked us to help tell their story across the customer experience...

O2 Priority

Like a Star

Priority is one of the UK’s most iconic loyalty programmes, serving millions of O2 customers every week. However, by 2019 the initiative had grown arms, legs and multiple heads; with the platform being used more for promotional discounts and affiliate marketing than a space with real purpose and meaning…

Chanel

Privé

Luxury fashion brands are built on their ability to establish, maintain and get the most out of their high-net-worth relationships. However, increasingly this challenge is becoming more complex, as clients come to expect more intelligent use of data from the brands they spend time with, but in-store fashion advisers withhold such information because of the exclusive commission value it presents...

Experience Haus

Strategy & Storytelling Masterclasses

Between 2019 and 2021 I wrote and delivered a series of introductory courses and one day masterclasses for Experience Haus, a London-based training firm…

Aman Resorts

The Destination is in the Detail

Aman Resorts is the most revered luxury hospitality brand in the world; able to turn even the most rural, arid and innocuous of destinations into the greatest ‘raw luxury’ experiences...

Rosewood Hotels

The $76m Opportunity: A CRO Review

In 2015 I produced a wide-reaching piece of customer experience work for Rosewood Hotels, looking at how to improve the performance and consistency of their global business online...

Kellogg's Krave

Summer Unleashed

In 2012 we pitched for, and won, one of the most ambitious briefs ever put out by the Kellogg’s kids portfolio. The project, first initiated by the US team, but quickly considered globally, asked agencies to help the ‘Krave’ brand use mobile to engage teens over the summer holidays...

World Economic Forum

Accelerating Investment in African Agriculture

In 2013 we were contracted to work on ‘Grow Africa’, a World Economic Forum initiative seeking to accelerate investment in African agriculture. With over 20 different stakeholder types—from rural farmers in Rwanda to the White House,— the initiative had become overly-complex and politicised, and the team were struggling to capitalise on opportunities and work together effectively...

N Brown

Perfectly Fitting Fashion

N Brown is a top 10 UK clothing and footwear retailer, responsible for plus size fashion brands like Simply Be, Jacamo and ‘over 50s’ brand JD Williams…

Saga

Best. Time. Ever

For around 70 years Saga has provided finance, insurance, holidays and magazine content to millions of customers within the over 50s audience segment. However, the organisation’s view of what it means to be an over 50 has not kept pace with modern society. And as such, the company has struggled to maintain its relevance…

Rice Krispies Squares

The World’s First Sound You Can Taste

To build awareness of Kellogg’s Rice Krispies Squares’ new Rocky Road flavoured product online, we leveraged it’s popular ‘It’s All Lies’ campaign to create one of the most successful viral ads of 2011...

BT Sport

(Astro) Turf Wars

When BT first won the rights to show premier league matches on TV, we needed to catch people’s attention and let them know that a new player was in town. To do this we devised the ‘turf wars’ proposition, purposely placing us head-to-head with Sky in order to generate buzz and word- of-mouth for the new product...

PlayStation Plus

Game Life

PlayStation is for real gamers. Not those who dabble every now and then with their friends and family but those who take it seriously. The types of people who don’t just game in the virtual world, but in the real world too…

Jim Beam

Bringing People Closer

When you’re a global brand with hundreds of local markets it can be hard to provide adequate inspiration and guidance on the design, development and delivery of effective partnerships and strategic alliances…

Affordable Art Fair

From Analogue to Post-Digital Business

Affordable Art Fair is an internationally renowned series of events, taking place in 13 locations across Europe, Asia and North America. In 2015, founder and CEO Will Ramsey asked us to bring his fast-growing yet hard-to-scale business model into the 21st Century - by updating it’s existing analogue delivery infrastructure with a new, more efficient post-digital service...

Gymshark

Tribe 2020

In 2012, two 19 year-old friends started printing and selling fitness T-shirts from their parents’ garages; posting many to their favourite YouTubers in the hopes that they might wear and promote them on their channels. It worked…

Lindblad Expeditions

Experiences That Stay With You

Lindblad Expeditions are unlike any other travel provider. Capable of turning ordinary, everyday people into the most inteprid of adventurers: visiting the remotest regions, and interacting with the most unpredictable wildlife, this planet has to offer…

MoneySuperMarket

Money Mates

Ironically, the people who would benefit most from using price comparison websites are the least likely to use them. Research shows…

Bugatti

Mind Over Matter

Bugatti’s are the fastest, most expensive, and most exclusive new road-legal production cars on the planet: created in very limited quantities at a cost of millions to achieve world-record speeds of over 300mph…

View All Projects

“Joe’s a sponge. Not a 99p economy sponge, not a more expensive jumbo sponge but one of those new breed of super double ply woven numbers that never loses a drop. Joe constantly absorbs new sources of information, new ways of answering problems and new tech capabilities. He’s a virtual bank of information. You want an answer. Joe has it.”

— Andrew Smith, Chief Strategy Officer, Engine Group