Helping wonderful brands do wonderful things.
I’ve been lucky enough to make a difference to some brilliant brands over the years. Here’s just a few that I’ve recently worked with.
Transforming the nation’s favourite retailer
I played a key role in the recent transformation of the M&S brand, resulting in Food sales outperforming the market in 2023 and a growth in Clothing sales of 11.5%*
Included:
M&S Food brand refresh and new store design driving customer reappraisal and stimulating a rapid increase in sales market share
M&S Bank biggest ever campaign launch
M&S Sparks brand relaunch
M&S Clothing & Home new store design
* while leading Whippet London.
The Plant Prep - From kitchen table to award winning food business
Michelle founded The Plant Prep to help people transform the way they eat. By delivering plant-based and planet-friendly meals directly to her customers’ doors she made it easier for people to eat well and ‘fuel good to feel good’.
I developed a positioning based on a gap in the market for convenient plant based meals combined with bespoke nutritional coaching. This resulted in a strong, defendable territory that places The Plant Prep front of mind for her target audience.
As a result Michelle won multiple awards and was shortlisted for a space in Selfridges Food Hall. A rare thing in a highly competitive industry.
Included:
Customer & competitor research
Brand audit
Brand positioning
Brand personality and tone of voice
Creative assets
Brand Vivid Vision
Panoptic Cyber - Defining and protecting a position in the Cyber Security Industry
Following research, it was clear that the Cyber Security industry offered two main types of providers - the main ‘big 4’ consulting brands or smaller, less qualified independents.
Panoptic Cyber offered the best of both worlds. So, I developed their strategy to reflect their difference from the competition and play to their strengths.
The result was a brand positioned to attract clients who were looking for a combination of highly skilled Cyber Security Specialists with a flexible and human approach. A rare thing in the Cyber Security industry.
Included:
Brand audit
Brand values
Brand positioning
Other brilliant brands I’ve helped
* while leading Whippet London