leerosney

At IOG, I provided creative support to the Cardano Ecosystem and Communities team, helping to elevate creative standards while ensuring alignment with brand guidelines. I developed themed hero and cover visuals for newly published research papers on blockchain technologies, alongside detailed technical diagrams and infographics designed to make complex subject matter accessible across digital channels and touchpoints. This work was delivered in both English and Japanese to support a global audience. In collaboration with the Events team, I also produced creative for international conferences and blockchain events, spanning promotional assets through to on-site branding and venue dressing.

Freelance contracts included: Levy Merchandising/Sudu Sportswear: Appointed to lead brand development for a premium sportswear brand (launching 2024). Delivered full competitor analysis, strategic positioning, and brand identity. Directed creation of digital and print guidelines, ecommerce UX/UI, and worked alongside web development partners to ensure seamless brand experience. ASICS: Created presentations for an internal conference, showcasing 2024 product launches and Olympic Games activation strategy. Llanidloes RFC: Developed the club’s brand across all channels, managing social media, sponsorship strategy, and the design and sourcing of kit and clothing.

As Creative Lead at Castore, I came into the business to improve its creative output, implementing a new user-journey-centric process, aligning our e-commerce and retail execution. With a focus on consistent execution across all touchpoints, creating adaptable, multi-use content across all our channels was essential to campaign success. With improved and consistent content, we gained traction with new customers and successfully launched partnership activations whilst running seasonal campaigns. This strategy produced notable results, particularly on Instagram, where followers surged from 23k to 135k, achieving 575% growth. This strategic shift led to a turnover of £31.8m, a 187% surge, and an £8.2m EBITDA profit. From concept to completion, my team and I created aligned seasonal promotions and kit launch activations for our e-commerce and retail channels and for our partnership clubs. Overseeing the entire process, from conceptual development, art direction for photoshoots, and crafting comprehensive campaign guidelines for the team to work to, this systematic approach not only streamlined content production but helped in the professional development of our junior design team, allowing them to take ownership of mini-campaigns within the over-arching campaign. Additionally, I developed and designed the inaugural Brand Guidelines and Business Pitch Deck for the brand, pivotal in securing multi-million-pound contracts with prestigious entities such as the English Premier League, International Cricket, Gallagher Premiership rugby, and Formula One racing teams. This strategic alignment propelled Castore’s valuation towards a billion pounds, currently around £750m, a monumental leap from its initial £9m valuation upon my arrival.