Hello! I’m Dan, a Creative Lead in London with over 13 years experience and a passion for compelling imagery, story telling, and bold ideas that become a part of culture. My experience spans Creative Concepting, Copywriting, Art Direction, and Graphic Design of Advertising Campaigns with a focus on Digital Activations, Social Content, and Integrated Brand Experience for Global brands.
Experience:
Agency: Wieden & Kennedy, Dept, Ogilvy, VMLY&R, Havas, Impero, Hogarth Worldwide
Inhouse: Estee Lauder Companies, KraftHeinz, Unilever, Itsu, Wilhelmina Models, Alexander McQueen.
🏆 Awards:
-D&AD Wooden Pencil 2020
-Grocer Top Talent 2019
-Leonardo Da Vinci Grant 2013
Copywriting︎︎︎
Art Direction︎︎︎
Graphic Design︎︎︎
Illustration︎︎︎
Experience:
Agency: Wieden & Kennedy, Dept, Ogilvy, VMLY&R, Havas, Impero, Hogarth Worldwide
Inhouse: Estee Lauder Companies, KraftHeinz, Unilever, Itsu, Wilhelmina Models, Alexander McQueen.
🏆 Awards:
-D&AD Wooden Pencil 2020
-Grocer Top Talent 2019
-Leonardo Da Vinci Grant 2013
Copywriting︎︎︎
Art Direction︎︎︎
Graphic Design︎︎︎
Illustration︎︎︎
Itsu’s ambition to revolutionise the instant noodle category with healthier alternatives to Pot Noodle was being held back by low sales of their crystal noodle range. To address this, they developed a new recipe featuring rice noodles with hand-crafted miso broths, supported by packaging that could stand out against bold competitor designs while still feeling healthy, light, and authentically Japanese.
Initial concept sketches drew inspiration from Japanese brush paintings, calligraphy, and iconography, with a modular system of brushstrokes and colours that varied by SKU. Ultimately, the direction evolved into a more refined, standardised design: matte white card embossed with a delicate grid pattern, allowing subtle Japanese influences to come through in a way that conveyed both modernity and premium quality.
They developed a new recipe for rice noodles with hand-crafted miso broths which they wanted
to have a fresh packaging that helped compete with the bold designs of their competitor brands
whilst paying homage to the previous offering in terms of appearing healthy, light, and Japanese.
Initial concept sketches drew inspiration from Japanese brush paintings, calligraphy, and iconography, with a modular system of brushstrokes and colours that varied by SKU. Ultimately, the direction evolved into a more refined, and consistent design treatment: matte white card embossed with a delicate grid pattern, allowing subtle Japanese influences to come through in a way that conveyed both modernity and premium quality.
