Discreet Luxury Living
The Hempel Collection – British Land
The create a unique brand for the meticulously redevelopment of Anouska Hempel’s renowned Bayswater hotel, into an exclusive collection of private residences, each with access to a beautiful private garden.
The strategy was to create a collection of names under the master brand, which gave the marketing the flexibility it required for the various bespoke offerings and the phased roll out.
A private gated garden in London is such a unique and privileged benefit. This was heroed this in the graphic language through a bespoke botanical illustration, which made a perfect complement to the contemporary brandmark. As a digital first brand, several pre-completion marketing films were created to highlight the craftsmanship behind the redevelopment, enticing discerning individuals with a glimpse of the refined luxury that awaits them.
advertising / art direction / Brand Strategy / Brand Toolkit / brand identity / films / email campaigns / Overseas and UK marketing suites / PR /pre+post-completion campaigns / site signage / websites
You have been a valued partner and should be incredibly proud of what has been achieved by your unswerving commitment to high quality design and innovative thinking.
Hilary FORRESTER – Marketing Director, British Land
Redefining Modern Luxury Living
The Bryanston – Almacantar
The Bryanston is a luxury residential development overlooking Hyde Park, envisioned by the esteemed architect Rafael Viñoly. This prestigious development encompasses an 18-story residential tower, boasting breathtaking panoramic views of Hyde Park. To distinguish it from conventional luxury property marketing, the challenge lay in unveiling its impending arrival with a fresh and innovative perspective.
The key lay in the unrivalled 360-degree vistas, bestowed by the extraordinary curved architecture. This presented a remarkable opportunity to captivate the younger Ultra High Net Worth Individuals (UHNWI) – individuals with an affinity for the worlds of art and fashion – through a daring and audacious approach. Embracing the building’s wireframe structure, an array of extreme camera angles was explored, giving birth to a dynamic and avant-garde visual language.
With this unconventional yet alluring presentation, the Bryanston effortlessly entices the most discerning clientele, offering not just a residence, but an artistic and visionary lifestyle experience.
Brand toolkit / gantry wrap / press packs / social media films
Serenity of park living with the vibrancy of city life
50 St Edmund’s Terrace – CIT
Squire and Partners’ architectural and interior teams collaborated meticulously to design a premium development that offers residents at 50 St Edmund’s Terrace a seamless and elegant living experience. From the picturesque driveway leading to the main entrance, to the thoughtfully planned library spaces, spa facilities, charming pocket gardens, and unique apartments, every detail was carefully crafted, including the textured wallpapers and custom-made primrose-motif door handles.
In creating a distinctive brand for the development, the goal was to immerse residents in the captivating landscapes of Primrose Hill and Regent’s Park while acknowledging their easy access to the vibrant life of London. The brand strategically blends the tranquility and natural beauty of the surrounding areas with the dynamic energy of urban living, offering an unparalleled lifestyle that captures the best of both worlds.
art direction / Brand identity / film / Hoarding / Marketing campaign / marketing stationery / Marketing suite / Social media campaign / Website brochure / Workshop
Having wanted to work with Malcolm and his team for a while, I was delighted when we appointed him for our prestigious 50 St. Edmunds Terrace project. He fearlessly brought innovation, pushing the boundaries of property marketing, leading to a refined and valuable campaign.
Chris Richmond – Associate Director, CIT Real Estate
Transforming preconceptions in St. James
Stirling Square – Quintain
Stirling Square is a rare redevelopment of a large 14,269 sq ft full-floor opportunity on Carlton Gardens in St James’s. The architecture boasts a commanding postmodern style, surrounded by lush greenery, providing a serene and peaceful ambiance just a stone’s throw away from The Mall.
However, the unique postmodern design was proving to be a challenge for leasing, as it differed from the more modern-looking offices that were in demand. To overcome this obstacle, a clever strategy was devised to transform this perceived negative into something distinctive and one-of-a-kind.
Inspired by the renowned architect James Stirling, after whom The Stirling Prize for architecture is named, the project embraced his vision for a powerful and unforgettable arrival experience. Utilising sculptural forms from this very experience, a distinctive monogram was created, adding a touch of exclusivity and uniqueness to the development. Moreover, to complement the dynamic digital pre-completion communications, the completion brochures were thoughtfully wrapped in traditional bookbinding fabric, adding a tangible and tactile element to the overall presentation.
art direction / Brand identity / Brand strategy / brochures / on floor marketing / website
Shifting Perceptions
The Wimpole Building – Royal London Asset Management
The Wimpole Building represents a significant renovation of CBRE’s former headquarters, aiming to completely transform the public perception of this well-known structure. The main challenge was to overcome the preconceived notions associated with the preserved listed frontage. While the frontage was elaborate and visually appealing, it hindered the leasing of modern office spaces due to the belief that the floors were small and dimly lit.
Architecturally, this issue was addressed by a comprehensive redesign of the entire space. A lightwell was incorporated to facilitate more natural daylight, creating a brighter and more inviting atmosphere for the offices. Additionally, the roof was extended with a contemporary metal and glass construction above the traditional slate mansard, effectively expanding the available floor area for lease.
From a strategic perspective, the building’s brand was positioned to align with traditional Mayfair aesthetics, embracing its classic charm. Simultaneously, new and dynamic modern expressions were introduced, exemplified by the animation of light that fills the open floors. This combination of traditional elegance and contemporary vibrancy brought the branding and campaign to life in an engaging way.
art direction / Brand identity / Brand strategy / brochures / website
With what you have produced for us on Wimpole, we have been able to achieve a single HQ let at a premium price point. We are extremely pleased.
Keith Miller – Senior Fund Manager, Royal London Asset Management
Brand building for contemporary womenswear
Deborah Lyons
Inspired by the rich history of British tailoring, Deborah Lyons is founded on transitional, timeless, and effortless styling, exclusively made from the best British and European fabrics. The label is known for its strong silhouettes and modern femininity. I was engaged to shape the brand communications to reflect this ethos and position it as a contemporary forward facing brand.
This case study documents five season’s work.
art direction / films / lookbooks / social media materials / website
Working with Malcolm was like “finally, someone who gets me and delivers”. With his extensive fashion art direction experience, I was able to relax and focus on my role and then be surprised by what he delivered. Each season was a joy and it didn’t feel like work.
Deborah Lyons – Founder and Designer
Moving from functionality to a realm of aspiration
Business Class – Samsonite
After collaborating with Samsonite for an extended period to enhance and categorise their product range, a new task arose: repositioning their Business Class collection. Past campaigns had been somewhat inelegant, focusing too much on the products and lacking the finesse that matched the quality of their offerings.
To address this, we adopted a strategic approach by incorporating storytelling into the campaigns, allowing the art direction to convey a convincing narrative. We chose the iconic Grand Central Station in L.A. as the backdrop to infuse the visuals with a sense of refined elegance. By conducting all talent and product shots on location, a harmonious composition was achieved and made the most of the stunning fixtures and textures within the space.
Brand positioning / digital templates / Global campaign art direction / on-product application / POS templates / retail experience
Testimonial – LA was fun, the art direction is the best we have done yet – so thank you!
Richard Brett – Global Vice President marketing communications, Samsonite
Reasserting a Pioneering Attitude
Virgin Atlantic
During my consultancy with the London advertising agency, Lucky Generals, I was given the exciting task of devising two fully integrated campaign solutions for Virgin Atlantic. The goal was to cut through the existing marketing confusion and align with their new strategic brand platform, “The Original Pioneers.” This provided a fantastic opportunity to enhance the campaigns’ art direction and leverage the iconic branding.
For the primary brand campaign, I observed that the art direction had grown somewhat predictable and clichéd, which was unexpected for such an adventurous brand. To address this, I decided to centre the campaign around captivating destination imagery that would resonate with customers on an aspirational and emotional level, all while maintaining an authentic approach. By incorporating the branding in a proud and innovative manner, we aimed to create a leading edge for the brand.
As for the sales campaign, the solution seemed evident right in front of me. By transforming the Virgin Atlantic tailfin into a symbol of endorsement and reassurance, placed strategically to overlap the art direction and messaging, thus providing a clear ‘seal of approval’ for the brand’s quality and offerings.
Brand audit / campaign creation / digital brand guidelines / EDMs / OOH UK print and digital advertising campaign templates
You have recognised the challenge and brought the core brand back to life with confidence and fresh innovation. It looks fucking amazing! Thanks so much for all your hard work.
danny hunt – CREATIVE director, Lucky Generals
Psychological Action Thriller Titles
You Were Never Really Here – Lynne Ramsay
Written and directed by Lynne Ramsay and based on the Jonathan Ames book, You Were Never Really Here is a film staring Joaquin Phoenix as a traumatised mercenary hired to break a human trafficking network. It won awards for Best Screenplay and Best Actor at the Cannes Film Festival.
Having previously collaborated with Lynne on the title design for her debut feature film, Ratcatcher, I was approached once again to contribute to this dark yet visually stunning masterpiece. The film’s essence demanded a sequence that could effectively convey the protagonist’s troubled state of mind.
Lynne, always seeking creative surprises, found inspiration in a particular scene where a taxi driver silently mouths the film’s title, blurring the lines between reality and imagination. This served as the ideal backdrop to craft the captivating intro sequence. On the other hand, the end titles were designed to convey a more optimistic and satisfying conclusion to the film’s narrative.
Film title sequences / Festival Posters
Intro film titles
End film titles
Journey beyond the ordinary
Vertu x Bentley
Having already worked for Vertu, they invited me to propose a film concept for the launch of their new Bentley Signature Touch handset. A collaboration with the luxury car brand, where buyers get a choice leather colours and 16 stitching options and a Bentley app, which gives access to exclusive content and events.
Vertu’s vision is the become regarded as the leading luxury mobile phone brand in the world and this film was an opportunity to reach a wider audience than it’s usual customer base.
Objectives for the film were, it needed to connect in an emotional and luxurious way, whilst portraying contemporary elegance and luxury performance materials
‘Journey beyond the ordinary – in a Bentley you arrive, in every sense of the word’. And with Vertu, you gain access to the world’s most exclusive destinations, at the touch of a button. The concept captured moments of arrival. Aesthetically warm, rich and deeply emotive. (All footage is existing.)
Film title sequences / Festival Posters
