hello

Ray Leek | Portfolio | ray@rld.uk.com | 07956 589 078 I have over 10 years experience in providing creative solutions that exceed clients’ objectives.

My expertise includes a detailed understanding of brand strategy, how this can be applied to businesses using well crafted creative ideas and when to utilise campaigns in digital, broadcast and print channels to catalyse commercial success.

Clients have range from start ups to leading international organisations, specialist sectors include Tech, B2B, Broadcast, 3rd Sector and Innovation. I have won a BAFTA for graphic design and received nominations for RTS and BAFTA design awards. The work featured in this portfolio remains the copyright of Ray Leek and his clients 2016© all rights reserved.

branding

Arqiva – brand strategy and messaging The challenge – Having grown through acquisition, Arqiva’s brand position and sales messages were in disarray. Clients complained that Arqiva was difficult to understand and difficult to do business with. They lacked a single story, instead offering multiple and sometimes conflicting views of who they were, what they did and what made them different. “Our brand should be telling the combined Arqiva story but it’s not” John Cresswell, Arqiva CEO The solution – We created a new brand positioning and a unified set of sales messages to communicate the core propositions from a customer perspective. We brought consistency, making connections between business divisions and presenting a combined story for the first time. From these core ideas, we created a tool kit for elevator pitch, boiler plate, web copy and sales presentations. “We’ve now got a framework that unifies the whole business” Sally Robins, Group Marketing Director

Brand migration decision tree This guidance is provided to help business units understand the principles of for brand migration and exceptions, and to shape their practical implementation.

Decisions on exceptions and migration options will be made by the Arqiva Marketing team following consultation with the relevant business stakeholder.

Brand migration decision tree

Is independence fromthe Arqiva brand identity

necessary in maintaining the commercial position of the

acquired company?

Retain the visualidentity of the acquired brand

YES

NO

NO

Switch to Arqiva brandwith immediate effect(migration option A)

Has the brand beenacquired to break into newcustomer markets and/or

to enhance the Arqiva brand?

Phased transition to the Arqiva brand

(migration option B)

YES

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Contents Visual elements Bringing it all to life DigitalA few practical applicationsOverview

Option B: “Phased Migration”

The Arqiva Wide Reveal is used and the acquired company is replaced by a descriptor.The company’s descriptor is set in FSAlbert Bold and the font’s X height is the same as the Arqiva Mark’s X height and coloured Arqiva Red.The visual lock up between the compnay name and the Arqiva Mark conforms to Arqiva mark’s exclusion areas and is defined in the diagram below:

Stage 3: Name only (within 12 months)

“The Arqiva brand now takes priority, with only the name of the acquired company retained”

Replace logotype of acquired company with standard Arqiva font

Introduce Arqiva brand reveal and use visual lock up between Arqiva brand reveal and acquired company name

Full use of / alignment with Arqiva brand photography, tone of voice, messaging etc

Stage 4: Completion (within 18 months)

“Company name no longer used. Migration is complete.”

Replace acquired company name with offering descriptor in standard Arqiva format

Offering descriptor will use the same Arqiva font and at same point size

No visual design changes from Stage 2 will be made at this stage on any channel

The Arqiva Wide Reveal is used and the acquired company discards its logotype (word mark).The company’s name is set in FSAlbert Bold and the font’s X height is the same as the Arqiva Mark’s X height and coloured Arqiva Red.The visual lock up between the compnay name and the Arqiva Mark conforms to Arqiva mark’s exclusion areas and is defined in the diagram below:

08

Contents Overview Bringing it all to life DigitalA few practical applicationsVisual elements

Arqiva – brand architecture The challenge – With no brand architecture in place, Arqiva’s sales and marketing communications were in disarray an inconsistent approach to communicating service and value propositions to the market a growing number of conflicting internal sub-brands following a spate of acquisitions, no agreement on how or when to incorporate these brands into the Arqiva brand family “We see our market place evolving so that previous distinctions are blurring and merging. This implies a single brand.” John Cresswell, Arqiva CEO

The solution – worked to define brand architecture, sub brands and naming conventions based on customer needs. This was supported by new brand components, visual guidelines and a decision matrix to capture the principles for managing the brand portfolio over time. “We now have a single monolithic brand with enough flexibility for commercially driven exceptions.” Stuart Cockburn, Strategy and Business Development Director

Positioning, brand architecture and branding The challenge – How do you create a brand for a new organisation born out of the union of EAN & UCC, the world’s largest supply chain standards organisations, with over 120 independent membership offices worldwide? The solution – In consultation with the board we created a new brand positioning and service and product brand hierarchies. This initial consultation was concluded by globally market testing a short list of new names, along with the chosen brand hierarchies and positioning. The success of the initial work achieved total buy-in from the global membership and so formed the basis for our single brand identity and guidelines. The identity has now been implemented worldwide by more than 120 membership organisations and today GS1 is recognised as the global supply chain standards authority.

http://www.gs1.org

Innovate UK and Nesta workshops branding

Innovate UK’s Newton Fund in partnership with Nesta targets innovation and start-ups in South American and Pacific rim countries. A pilot accelerator project involving 20 Columbian start-ups and innovation organisations was run in London by 100% Open. Having run the strategic branding workshops for the pilot project, I was then asked to develop the positioning and branding for a new Policy Accelerator for Government innovation ministers and organisations of the participating countries.

“A fuel cell in every home and business”

CeresPower – brand strategy, messaging and visual language CeresPower is the disrupter in the fuel cell market, but they needed a new positioning to reflect the maturity of their technology and market readiness. Having refreshed their logo and messaging, their new investor and customer presentations are helping to deliver new growth, while ongoing development of their visual language is providing new ways to talk about their technology.

Positioning, naming, branding and messaging United by Design is a new UK distributor of modern bespoke children’s furniture sourced from around the world. Launching in Autumn / Winter 2016 they will supply premium children’s furniture outlets and high end brands such as the Conran Shop… “We love beautiful, sustainable and original kids furniture and exist to bring it to those in the UK market that love it too”

digital

Drop4drop – positioning, naming, branding

Drop4drop is a charity who’s mission is to alleviate the worldwater crisis by leveraging businesses to match their water usageto the volume of water supplied into the developing world. The logo was designed as a "kite mark” for drinks brands to use to communicate their charitable guarantee. Drop4drop has so far provided in excess of 1 billion litres of clean water supply to communities worldwide by digging wells in remote regions around the world. It will dig 300 wells this year and it’s annual World ater Day awareness campaign, started in 2013, reach over 500 million people .

http://www.drop4drop.orghttps://www.facebook.com/drop4drop/https://twitter.com/drop4drophttps://www.youtube.com/user/drop4drophttps://www.instagram.com/drop4drop/http://drop4drop.orghttps://www.instagram.com/drop4drop/

Brand refresh, website UI & UX design & creative direction nubie is one of the UK’s leading premium children’s home furnishing e-retailers, but they were failing to increase revenues due to their website being in need of modernisation and re-design. Along side the dedicated web developers we developed the UX, I created UI design and ran the front end development which has seen a 70% increase in sales.

http://www.nubie.co.uk

We Are Adult – Web site design and strategic creative direction Adult is a new agency focused on technology start-ups, having worked with them as an associate creative director on their clients’ strategic branding, they asked if I would create their website. We created a positioning that reflected their offer of “ hands for technology”, which has helped them win projects for many start-ups as well as refreshing commercial offers for the likes of Baringa and Anthesis.

http://www.weareadult.agencyhttp://www.weareadult.agency

video content

NET-A-PORTERIdent and channel branding

NET-A-PORTER had been creating more videocontent for their site in response to usersviewing an increasing amount of videos.

My team and I created NAP’s motion and sonicbrand ident, consulted on NAP’s netcastchannels and created its first mini featureseries “Fashion Countdown” a concept whereshowcasing classic moments in fashion wouldprompt users to search and buy contemporaryequivalents on NAP’s web site.

NET-A-PORTER now has a dedicate videochannel and creates hours worth of fashioncontent per year and boosts their on-lineluxury fashion sales.

http://www.rld.uk.com/NET-A-PORTER_LBD.mp4http://www.rld.uk.com/NET-A-PORTER_LBD.mp4

Sony Ericsson - make.believe

An amazing meal, going to a match, your favourite band’s gig...

Sony Ericsson wanted to capture the atmosphere, the sounds,the people, the moments in time, as the spirit behind theirmake.believe campaigns.

We were asked us to bring this brand essence tolife via series of brand videos.

The videos then formed both the guidelines andseed from which Sony Ericsson's awardwinning make.believe campaignswere born.

http://www.rld.uk.com/SonyEricsson.mp4

Positioning for the UK Public Health Sector

Salesforce wanted to create a thought leadership Piece and campaign to engage UK’s Health Sector decision makers. The Challenge – how to position the overtly commercial and American culture of Salesforce to a UK Public Health Service. The Solution –Using the UK’s public health charter as a guide to adapt Salesforce’s vernacular. Then finding a health issue with a narrative that could showcase all that Saleforce has to offer for both the public’s and health service’s benefits. The positioning and design of the thought piece was received so well that it has now become Salesforce’s core messaging for the UK Public Health Sector. The design elements are being used across all their communication materials and the campaign has already helped them win several large contracts.

http://www.rld.uk.com/SF_healthcare.mp4

DEALERSHIPS EXPERIENTIAL LAUNCH CONCEPT MINI wanted a concept for their new MINI Hatch. The brief was to create a concept that would work at Mini’s birth place, the T-Building in Oxford, and bring to life the Hatch’s tagline… “The New Original” The concept was so well received, that it was showcased to the wider BMW group and helped Smyle Creative win ongoing business from both Mini and BMW.

http://www.rld.uk.com/MINI_THEME_MOVIE.mp4

broadcast

WALLANDER

The concept was to create a TV brand that,while echoing clean Swedish Bauhaus design,pointed at Swedish society’s melancholy,troubled and sometimes disturbed underbelly.

The organic development of the music withcomposer Martin Phipps exposed EmilyBarker as a new singing talent. The titleswere nominated for a BAFTA and theseries is attributed to starting the“Scandi” trend in TV dramas.

http://www.rld.uk.com/Wallander.mp4

LIP SERVICE – The brief was to make a title sequence true to Merchant City, the lesbian andgay centre of Glasgow and to celebrate lesbian sexuality... I wanted to highlight these strands by using different camera’s to capture them. The productions 2nd unit captured iconographyfrom the show for me, and I shot the exteriors on a hand-held mini HD walking around the streets, the sensual scenes were shot in a London studio with a 4K red crew. My team and I then created the graphics, cut, treated and graded the final sequence.

We also photographed the stills; created the key imagery for the production; delivered marketing and press materials for the BBC; created the sales, exhibition graphics and promo for the distributor DRG, as well as commercial deliverables such as the DVDs and adverts for NBC Universal.

http://www.rld.uk.com/Lip_Service.mp4

http://www.rld.uk.com/RayLeek_Titles_Reel.mp4

BBC Branding

Having provided a high performing brand video and motiongraphics service to Interbrand, when they were invited topitch to become BBC’s branding agency, Interbrand asked formy broadcast expertise and knowledge of the BBC to help.

My “Power of II” was chosen as the lead concept, I then co-creative directed a combination of Interbrand's and my owndesign team, to deliver the winning pitch.

http://www.rld.uk.com/BBCII_FIREWATER.mp4http://www.rld.uk.com/BBCII_The_Death_of_2.mp4http://www.rld.uk.com/BBCII_Roar_Laugh.mp4http://www.rld.uk.com/BBCII_The_Stig.mp4

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