Most of these slides and decks are not the finished designed up versions because I think it’s important to acknowledge the reality of how strategies build.

AlUla

Challenge

AlUla is a key tourism destination for Saudi Arabia as part of the Vision 2030 plan to make KSA “the heart of the Arab and Islamic worlds, an investment powerhouse and a hub connecting three continents.”

This includes diversifying the economy bringing tourism to the fore.

The aim for AlUla is to attract affluent tourists and premium hospitality/tourism brands to the region. To achieve that, the theme of ‘innovation’ needed to be far more integrated into internal and external storytelling and values. But was, as yet, almost entirely absent.

My approach

Create a storytelling tool kit that could be used to educate, inspire and connect internal teams as well as provide a creative platform for external-facing creative comms.

To do this, I used a mix of historical research, stakeholder interviews (designed and conducted by me) across government, management, agency and partner institutions in hospitality, events, archaeology and museology.

From that I created the comms JTBD, the underpinning narrative and the creative guidelines for all teams to use.

BASE

Challenge

I conceived, wrote and designed this deck and business plan.

We needed an investor deck that could be used both for crowdfunding purposes and, with some additions, also for angel investors.

Investor decks need to pithily capture the market opportunity, how your business solves the particular associated problem, and then show convincing evidence of traction with a clear growth plan toward exit.

Gillette x Hypebeast

Challenge

Produce three rich strategic territories that the creative teams can use to activate the partnership between Gillette and Hypebeast in key media and retail environments.

My approach

Finding the overlap between Gillette’s brand values, those of Hypebeast and the key customer goals in those environments.

I need to articulate the current market, consumer dynamics and habits at that particular moment in time.

Then I dramatised that space using creative platforms that both inspire the creative teams and will lead to visually striking, effective activations.

For the creative team, I wanted to provide initial visual stimulus to spark their imagination.

Citalia

Challenge

Citalia, one of the brands in the Travelopia group, lacked clear direction and effectiveness in their organic social media activities with little engagement or growth.

My approach

An audit and evaluation of Citalia’s own channels, the work of competitors and the strategic recommendations from the platforms themselves.

This included data analysis from social listening tools like Talkwaker and Sprinklr as well as the native analytics from the platforms themselves. It also included customer and internal stakeholder interviews.

I articulated and mapped out what the core customer journey was and identified the needs at each stage and how content could provide value at each stage.

Then I created the central, differentiating editorial proposition which still laddered up to Citalia’s brand strategy but would serve as a richer territory for the internal and agency teams to plan and create content.