lucid for linked in
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Lucid Communication Design credentialsTRANSCRIPT
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A short Lucid story...
Lucid: def. ‘shining, transparent, easily
understood, intellectually bright’
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If you are a client or agency who
needs...
A highly-experienced, strategic and
creative thinker to help you to conceive,
present and execute live events that make
a difference...
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The story so far…
A previous life as an actor helped me
understand the power of live events and
story-telling to inspire and engage
audiences
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The story continues...
1987: I join Commercial Presentations as in-house
writer, learning to write proposals that sell, and
events that excite all kinds of audiences
Amongst many corporate events I research and
write a piece of pure theatre for the Corporation of
London in Guildhall to celebrate a big anniversary –
800 years in one hour!
I am awarded the Freedom of the City of London
which I believe allows me to drive a flock of sheep
across London Bridge!
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Corporation of London: telling an 800
year story in one hour!
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The story continues...
1996: I join The Visual Connection
Highlights include two of the most popular
pavilions at Expo 2000 :
The 21st Century pavilion where we
present Shanghai to the world
Health Futures with the World Health
Organisation, designed by Toyo Ito.
Inside, we tell a purely visual story on the
world’s largest projection surface
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Expo 2000: putting health on the world
stage
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Expo 2000: 21st century pavilion:
presenting Shanghai to the world
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2001 - present: freelance
communication designer
PLAN
•Research & strategy
CREATE
•Concept development, pitch & presentation
DEVELOP
•Copywriting, facilitation
CHECK
•Measurement & evaluation
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A few of the agencies I work with
Acclaim
COI
Crown
Firehouse
George P Johnson
Imagination
innovision
Jack Morton Worldwide
Laing Gale
Lime
Live
Mongoose
Park Avenue
PCI: Live
Radical
RS>Live
Shelton Fleming
TBA
The Bank
Top Banana
Unspun
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And some clients
The Army,
British Airways,
BT,
Cabinet Office,
Cable & Wireless,
CERN,
Coca Cola,
CLG,
DCMS,
DECC,
DEFRA,
DH,
DWP,Ford,
Frazer-Nash,
Greater Manchester
Police,
Guinness,
HBOS,
HSBC,
Home Office,
KPMG,
Land Registry,
Land Rover,
Learning & Skills
Council,
LOCOG,
London Development
Agency,
Mazda ,
Morgan Sindall,
NHS,
QinetiQ,
Royal Navy,
SC Johnson,
Shell,
Sony BPE,
Visit London,
Vodafone,
Zain.
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Some awards
Freedom of the City of London
ITMA 2003
Platinum - Dealer Launch
Gold - Best UK Event
Gold - Best Product Launch
IVCA 2005
Communication Effectiveness
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And a few projects…
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Internal communications:
Cable & Wireless – „A New Way‟ (for TBA)
Global brand launch
Aim: build confidence & promote
behavioural change in an organisation
undergoing difficult & rapid change
Execution: a 2 hour experience with small
groups in highly interactive workshops
Achievement: positive engagement with
about 5,000 staff worldwide
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Cable & Wireless: internal global brand
launch : “A New Way”
“A new way for consumers”: „cool wall‟
links consumer viewpoint to brand
performance
“A new way for customers”: dramatised
video - audience vote on the outcome
“A new way for our business”: staff create
tomorrow‟s headlines
“A new way for ourselves”: making the
new values come to life
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Internal communications: DWP: senior
management conference (for COI)
Aim: stimulate fresh thinking & engage senior
managers in ‘making a difference’
Execution: breakout groups focus on behaviours to
bring values to life. Using a creative toolkit they
perform their ideas and vote on the best which are
showcased in plenary session
Achievement: real time voting reveals positive
opinion shift. A high proportion say the experience
would help make a difference
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Internal communications: DWP:
senior management conference
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Communication strategies: The Army: Defence
2004 (for COI & Shelton Fleming)
Defence 2004
Aim: develop a comprehensive face-to-
face communication strategy to ‘take
defence to the nation’
Execution: research & development. Reports
identify target audiences, methods, Army
agencies co-ordination and plan of action.
Achievement: enables COI to run an
industry tender for creative implementation
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Sales conferences: BT Wholesale
Markets (for Shelton Fleming)
Aim: motivate the salesforce in a tough
trading climate
Execution: move from a traditional, passive
conference format to a more open,
engaging one.
Achievement: audience evaluation
showed increased confidence in the
strategic direction set by senior
management
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BT Wholesale Markets: motivating sales
people in a tough climate
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Training & motivation: Home Office
„Together‟ campaign (for COI)
‘Together’ campaign (forerunner of ‘Respect’)
Aim: train and motivate 3,000 diverse practitioners
who deal with anti-social behaviour
Execution: Academy road show with ‘local heroes’
videos, specialist workshops & cross-functional
teams solving challenges and sharing thinking
Achievement: 88% say they are better equipped.
IVCA award for effective communication
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Home Office: „Together‟ campaign
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Retail environments: Army „showroom‟
(for COI & Shelton Fleming)
Aim: create an innovative environment for the Army
to engage with the public, including potential
recruits
Execution: bringing to life a proposition that the
Army stands for much more than people assume.
Displays, exhibits, interactives, video stories, all
support the opportunity to engage with real soldiers
Achievement: pilot store achieves recruitment levels
six times higher than comparative areas nationally.
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Retail environments: the Army
„showroom‟ (Shelton Fleming)
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Education: CERN travelling exhibition (for
Shelton Fleming)
Aim: inspire young people to learn about the origins
of the universe, particle physics & the value of
fundamental research
Execution: linked pods let visitors explore the Big
Bang, particles, mysteries of the universe, the Large
Hadron Collider & the achievements of scientists.
The story is experienced with film, graphics,
innovative interactives & sound domes
Achievement: extremely positive client and
audience feedback
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Education: CERN travelling exhibition
(Shelton Fleming)
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Global car launches: the new Range
Rover (for Park Avenue)
Aim: to excite international dealers and press about
the most advanced SUV in the world
Execution: communication and scriptwriting for an
employee experience, launch champions event,
international dealer launch (Italy), and international
press launch (Skibo Castle, Scotland)
Achievement: extremely positive dealer feedback
& press coverage. Multiple awards for dealer
launch, best product launch, best UK event
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Global car launches: the new Range
Rover
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Public consultations: DECC nuclear
national policy statement (for Acclaim)
Aim: communicate the national and local
relevance of a policy statement on a highly
sensitive subject, and generate feedback
Execution: interpret highly complex information
accessibly and accurately. Touch-screen
technology offers visitors access to a range of
topics. Multiple feedback channels provided at
local exhibitions and public meetings
Achievement: strong public interest in the content
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Public consultations: DECC nuclear
national policy statement
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Public events: Royal Navy - Trafalgar 200
(for innovision)
Aim: capture the historic importance of the sea and
the role of the Royal Navy, including its continuing
relevance today
Execution: an extraordinary piece of theatre in
Trafalgar Square, dramatising great sea actions,
from Trafalgar to today, narrated by an actor
playing Nelson
Achievement: watched by over 10,000 people live
and many more on national TV
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Public events: Royal Navy - Trafalgar 200
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So how could I help you?
As part of your team, offering as much or as little as
you need:
Research and communication strategy
Creative concept development
Pitch writing & presentation
Experience structure
Content production
Copywriting
Interviewing and facilitation
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Where could I help?
Conferences and meetings
Workshops
Exhibitions
Installations
Public events
Film
Digital media
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If you enjoyed the story and would like
to talk...
Please contact Stuart Blake:
P: +44 (0)20 8859 3137
M: +44 (0)7904 091 776