Studio notes
Studio Notes is a space for thinking out loud about the work behind the work.
It’s where creative direction, culture, and brand decisions are explored through a practical lens. Not as trends or hot takes, but as reflections on what shapes the stories brands tell, how meaning is built over time, and why certain ideas land while others don’t.
You’ll find perspectives on clarity, creative judgement, and storytelling, from how strategy turns into visuals, to how brands show up when identity, culture, and intent start to matter more.
It’s part reflection, part working notebook. Always considered, always grounded in purpose, and written for people navigating real decisions rather than looking for quick answers.
Making recruitment feel human during growth
Reflecting on a people-led recruitment campaign developed during a period of organisational growth, focused on showing what working at Petrofac actually felt like.
Create a movement
Some brand videos are unforgettable. Others? Meh. The difference? Storytelling. If your content isn’t connecting, converting, or building a loyal audience, chances are you’re just selling products instead of telling stories. In this video, I explain a simple four-part storytelling framework to help you engage, inspire, and convert viewers into loyal customers.
Topshop's comeback
Once the epitome of cool Britannia, a slice of London style for the masses, Topshop (and Topman) fell into the abyss after parent company Arcadia's collapse in 2020. While ASOS has kept the brand on life support, it's relaunching to the world with a familiar face at its centre. But can it reclaim its cultural relevance with a new generation?