Slendertone needed to make itself relevant again by appealing to a new, broader audience with a redefined proposition.

Working closely with the marketing and leadership team, we shaped a new positioning and visual language for all consumer

touch points. I was later asked to direct the TV spots to support the US relaunch.

Recognising the need for ALS patients to perceive themselves as active partners in the research mission - on an equal footing to clinical investigators and drug developers, we developed the tools to enable a more open conversation. The concept, named FOCUS365 could be accessed via a magazine style web portal, embedded with up to date news and conversations. The site would guide eligible site visitors to register as potential research participants

OPIOID DEPENDENCY APP: People become dependent on opioids through a wide variety of circumstances and therefore have different experiences, motivations and paths to recovery. Relapse is a natural experience during the journey and during these times patients need ready and ongoing access to support.


The brief was to develop branding for a program, including a website and an app, for people trying to overcome opioid addiction. The program provides information, insight and a personal place for each patient to capture inspiration and motivation to support their recovery.


The approach was to focus on a personal space - that is always “within reach” - where the participant can be in their own private “headspace” to help them reframe their thinking and behavior. An integrated brand for the website and app “inreach” - for your journey” shows that the program provides a safe and familiar place to the support and resources each person needs, no matter the time or place. The work received 'best integrated communications' at the New York RX awards.

Many people have been touched by Alzheimers disease, particularly those with a family history. Early detection can maximise the benefit of therapeutic intervention. The approach was based on the idea that the better insight into the origins of Alzheimer's

depends on the shared mission in which patients and researchers work closely together.

The approach depicted seemingly minor changes to everyday objects, which reflect the onset of Alzheimer’s.

Quintiles combine the most advanced technology, analytics and human intelligence to the advances in data science the developments of human science.

This idea spoke directly to the human benefit, highlighting the importance of clinical trials in the search and advancement of therapies. By reminding us that together, we possess the power to contribute towards future, medical outcomes.