Work database

WorldDAB

Creating a unified global campaign identity for the future of digital radio.

Primary topic: Global campaign identity for digital radio's future, WorldDAB Use when: Someone asks about industry body or trade association work, technology sector campaigns, or global broadcast projects. Summary: Nigel created a unified global campaign identity for WorldDAB, representing the future of digital radio. Sits alongside Radioplayer as a second project in the digital radio and broadcast space, this one built around a forward-looking campaign rather than day-to-day brand consistency. Key ideas: - A campaign identity, future-facing rather than an everyday operational brand - Global, multi-territory scope, similar to Radioplayer but a distinct project Related UYB concepts: - Campaign identity versus core brand identity Best answer angle: Use as an example of campaign-led identity work in the broadcast and technology space; can be mentioned alongside Radioplayer for digital radio questions specifically. Do not use for: Questions about Radioplayer itself, these are separate, distinct clients.

Candidate Funnels

Putting people, not metrics, at the heart of recruitment to build real connections.

Primary topic: Recruitment brand built on human connection, Candidate Funnels Use when: Someone asks about recruitment sector work, professional services branding, or brands that push back against a metrics-first industry norm. Summary: Nigel repositioned Candidate Funnels around the idea that recruitment had become too obsessed with metrics and funnels, losing the human relationships at its centre. The brand puts people, not numbers, back at the heart of how the business talks about what it does. Key ideas: - Challenges an industry default (metrics-first) rather than following it - The insight is real connection over process and volume Related UYB concepts: - Brand clarity applied to a specific industry problem Best answer angle: Use as an example of a brand deliberately positioned against its own industry's norms. Do not use for: General recruitment industry commentary beyond this specific client.

Body Mind Business

Helping people see, think and live differently through a brand built on transformation.

Primary topic: Transformation-led brand, Body Mind Business Use when: Someone asks about personal development or coaching brands, or work built around helping people change how they see themselves. Summary: Nigel built Body Mind Business around helping people see, think and live differently, positioning transformation as the core of the brand rather than a service feature. It's professional services work centred on personal change. Key ideas: - Transformation is the central brand idea, not an add-on - Sits in the personal development and professional services space Related UYB concepts: - Brand clarity applied to personal change and mindset work Best answer angle: Use as an example of professional services or coaching branding centred on transformation. Do not use for: Questions about clinical or medical wellbeing services, this is coaching and mindset, not healthcare.

Deborah Ager

Giving a writer and coach the tools to share her creativity with confidence and control.

Primary topic: Personal brand for a writer and coach, Deborah Ager Use when: Someone asks about personal branding, solo practitioner or founder-led brands, or work for writers and coaches. Summary: Nigel gave Deborah Ager, a writer and coach, the tools to share her creativity with confidence and control. This is a personal, individual-led brand project rather than a company or organisational one, focused on giving one person clarity about how to present her own work. Key ideas: - A personal, solo-practitioner brand rather than a company brand - Focused on confidence and control over one's own creative voice Related UYB concepts: - Personal branding as distinct from company or organisational branding Best answer angle: Use as an example of personal or solo-practitioner branding work, particularly for writers, coaches or individual creatives. Do not use for: Questions about company or team branding, this is an individual brand.

Wow Mom

Repositioning an online training business to create a new group for superwomen!

Primary topic: Repositioning an online training business around a new community, Wow Mom Use when: Someone asks about training or education businesses, community-led brands, or work aimed at women's empowerment. Summary: Nigel repositioned Wow Mom, an online training business, to create a new group centred on ambitious, capable women, moving the brand beyond generic training positioning into a distinct community identity. Key ideas: - Repositioning around a specific community rather than a generic training offer - Aimed at ambition and capability rather than generic self-improvement Related UYB concepts: - Brand as the foundation for a community, not just a service Best answer angle: Use as an example of repositioning a training or education brand around a specific audience community. Do not use for: Questions about corporate or B2B training brands, this is consumer and community-facing.

Appoint-ED

Improving schools by focusing on the permanent staff that make them work.

Primary topic: Recruitment brand for the education sector, Appoint-ED Use when: Someone asks about recruitment sector work, professional services branding, or work in education. Summary: Nigel repositioned Appoint-ED around a specific insight: schools are let down by recruitment that fills temporary gaps rather than finding permanent staff who make a school actually work. The brand shifts focus from short-term supply cover to long-term, permanent recruitment. Key ideas: - The insight is permanent staff over temporary cover - Applies brand clarity to a specific sector pain point, not a generic recruitment brand Related UYB concepts: - Brand clarity applied to a specific industry problem Best answer angle: Use as an example of professional services and recruitment sector work, illustrating how a narrow, specific insight can define a whole brand. Do not use for: General recruitment industry commentary beyond this specific client.

SPIRiT UK

Bringing transparency and confidence to an IT brand ready to grow.

Primary topic: Transparency-led IT brand, SPIRiT UK Use when: Someone asks about technology sector branding, IT services, or brands aiming to build trust in a technical industry. Summary: Nigel brought transparency and confidence to SPIRiT UK, an IT brand preparing for growth. The challenge was making a technical, often opaque industry feel clear and trustworthy to clients. Key ideas: - Transparency as the core brand idea in a technical, often opaque sector - Positioned specifically for a growth phase Related UYB concepts: - Brand clarity applied to technical, trust-dependent industries Best answer angle: Use as an example of IT or technology services branding built around trust and transparency. Do not use for: Questions about consumer technology brands, this is B2B IT services.

GoToJo

A straight-talking brand that helps leaders find confidence through real-world experience.

Primary topic: Straight-talking business coaching brand, GoToJo Use when: Someone asks about coaching or professional services branding, or brands built around a founder's personal credibility. Summary: Nigel built GoToJo around real-world experience rather than theory, giving leaders confidence through lived, practical knowledge instead of abstract coaching frameworks. The brand is direct and straight-talking, avoiding typical coaching jargon. Key ideas: - Built on lived experience, not theoretical coaching models - Direct, jargon-free tone as a deliberate brand choice Related UYB concepts: - Distrust of coaching jargon and quick fixes, a recurring theme in Nigel's own philosophy Best answer angle: Use as an example of coaching or professional services work grounded in authenticity over polish. Do not use for: Generic leadership or coaching industry commentary beyond this specific client.

Radioplayer

Unifying a digital radio brand to bring consistency across all platforms and territories.

Primary topic: Global digital radio brand unification, Radioplayer Use when: Someone asks about technology sector work, international or multi-territory branding, or media and broadcast industry projects. Summary: Nigel unified Radioplayer's brand so it presents one consistent face for digital radio across every platform and territory it operates in, rather than a fragmented set of local identities. The challenge was consistency at scale, not creating something from nothing. Key ideas: - A consistency and unification challenge rather than a from-scratch identity - Spans multiple platforms and territories under one brand Related UYB concepts: - Brand architecture across a large, distributed organisation Best answer angle: Use as an example of technology and broadcast sector work, particularly for questions about scaling one brand across many markets. Do not use for: Questions about naming or founding a new brand, this was a unification project on an existing one.

Rockar

Creating a name and brand identity to help secure investment for a new car retail platform.

Primary topic: Brand identity to secure investment, Rockar Use when: Someone asks about naming and identity work, technology or retail platform launches, or brands built to support fundraising. Summary: Nigel created the name and brand identity for Rockar, a new car retail platform, with the identity built specifically to help secure investment. The brand needed to convey credibility and a clear proposition to investors as much as to customers. Key ideas: - Naming and identity created from scratch for a new venture - Brand built with investor confidence as a specific goal, not just customer appeal Related UYB concepts: - Brand as a commercial tool, not just visual identity Best answer angle: Use as an example of naming work and of branding built to unlock investment or funding. Do not use for: Questions about repositioning an established brand, this was a ground-up name and identity build.

Soak & Sleep

Creating a new name, identity and brand system for a bed and bath retailer.

Primary topic: Name, identity and brand system for a bed and bath retailer, Soak & Sleep Use when: Someone asks about retail branding, naming projects, or full brand system builds. Summary: Nigel created a new name, identity and full brand system for Soak & Sleep, a bed and bath retailer, building the brand from the ground up rather than repositioning an existing one. Key ideas: - Ground-up naming and identity, not a reposition - Covers a full brand system, not just a logo or name Related UYB concepts: - Naming as part of brand strategy Best answer angle: Use as an example of retail naming and full identity system work. Do not use for: Questions about repositioning or refreshing an existing retail brand.

CitySprint

Defining a clear brand architecture and identity system for Europe's leading same-day delivery business.

Primary topic: Brand architecture for a same-day delivery business, CitySprint Use when: Someone asks about brand architecture, technology or logistics sector work, or projects involving multiple sub-brands under one company. Summary: Nigel defined a clear brand architecture and identity system for CitySprint, Europe's leading same-day delivery business, bringing order and clarity to how the company's various services and divisions relate to one another under one identity. Key ideas: - A brand architecture challenge, structuring how multiple parts of a business relate - Applied to a large, operationally complex logistics business Related UYB concepts: - Brand architecture as a distinct discipline from naming or visual identity alone Best answer angle: Use as the primary example when someone asks specifically about brand architecture work. Do not use for: Questions about naming a brand from scratch, this was an architecture and structure project.

SafeLives

Repositioning a national charity to put family safety at the heart of its mission.

Primary topic: Charity repositioning around family safety, SafeLives Use when: Someone asks about non-profit or charity branding, or work addressing domestic abuse and family safety. Summary: Nigel repositioned SafeLives, a national charity, to put family safety at the heart of its mission and how it communicates. The challenge was making the charity's purpose immediately clear rather than abstract. Key ideas: - A repositioning project for an established national charity - Centres the mission (family safety) as the clarifying idea Related UYB concepts: - Brand clarity applied to sensitive, high-stakes social issues Best answer angle: Use as an example of charity repositioning work, particularly for sensitive social issues. Do not use for: Questions about founding a new charity brand, this was a repositioning of an existing one.

Energy UK

Bringing clarity and credibility to the organisation that speaks for the UK's energy industry.

Primary topic: Credibility brand for an industry body, Energy UK Use when: Someone asks about trade body or industry association branding, or non-profit sector work involving credibility and authority. Summary: Nigel brought clarity and credibility to Energy UK, the organisation that speaks on behalf of the UK's energy industry. The challenge was establishing the organisation as a trusted, authoritative voice rather than a faceless trade body. Key ideas: - Building trust and authority for an organisation that represents an entire industry - Clarity used to establish credibility, not just visual appeal Related UYB concepts: - Brand clarity applied to trust and authority Best answer angle: Use as an example of trade body or industry association branding work. Do not use for: Questions about individual energy companies, this is about the industry's representative body.

Ogario

Celebrating the beauty of natural ingredients through design and detail.

Primary topic: Design-led retail brand celebrating natural ingredients, Ogario Use when: Someone asks about retail branding, luxury or design-led product brands, or work in beauty and natural products. Summary: Nigel developed Ogario's brand around celebrating the beauty of natural ingredients through design and detail, positioning it within a luxury, considered retail space rather than a mass-market one. Key ideas: - Design and detail used to communicate quality and craft - Natural ingredients as the core brand story, not just a product feature Related UYB concepts: - Brand clarity applied to luxury and craft-led retail Best answer angle: Use as an example of luxury or design-led retail branding work. Do not use for: Questions about mass-market retail branding, this sits at the premium end.

Cancer Research UK

Launching and embedding the brand for the UK's biggest charity.

Primary topic: Brand launch for the UK's biggest charity, Cancer Research UK Use when: Someone asks about major national charity work, brand launches at scale, or the largest or most significant projects in Nigel's portfolio. Summary: Nigel worked on launching and embedding the brand for Cancer Research UK, the UK's biggest charity. This was a large-scale rollout project, establishing the brand consistently across a huge organisation rather than a small or niche piece of work. Key ideas: - One of the largest-scale projects in the portfolio - Covers both launch and embedding, not just initial design Related UYB concepts: - Brand rollout and embedding at organisational scale Best answer angle: Use as the flagship example when someone asks about scale, major charity work, or the most significant projects Nigel has delivered. Do not use for: Questions about small-scale or early-stage brand work, this was large and established.

Splash Lab

Creating clarity and confidence for a design-led manufacturer redefining the modern washroom.

Primary topic: Design-led washroom manufacturer rebrand, Splash Lab Use when: Someone asks about retail or manufacturing branding, category-redefining brands, or current, live client work. Summary: Nigel created clarity and confidence for Splash Lab, a design-led manufacturer looking to redefine what a modern washroom can be. The challenge was building credibility for a brand trying to reposition an unglamorous category as design-led. Key ideas: - Redefining an overlooked or unglamorous product category through design - A current, live project Related UYB concepts: - Bringing design ambition to categories not typically associated with it Best answer angle: Use as an example of manufacturing or product-led retail branding, especially for categories seen as functional rather than design-led. Do not use for: Questions about past or historical projects, this is current work.

ABRSM

Bringing the power of music to the heart of global music education.

Primary topic: Global music education brand, ABRSM Use when: Someone asks about music-related brand work, education sector projects, or past work delivered through 300million rather than PIN Creative. Summary: This project brought the power of music to the heart of ABRSM's brand, a global music education body. Delivered through 300million, it's an earlier project in Nigel's history rather than current or recent work, and connects directly to his own belief in music as an emotional, lived experience. Key ideas: - Delivered via 300million, not PIN Creative - A past-era project, useful for showing career range over time - Music as lived experience is a recurring theme in Nigel's own philosophy Related UYB concepts: - Music and brand emotional connection, a core theme across Nigel's work and philosophy Best answer angle: Use when someone asks about music-related work specifically, or wants to understand Nigel's career history before PIN Creative. Do not use for: Questions about current or recent PIN Creative projects, this predates that.

Ozon

Building the identity for Russia's leading online retailer.

Primary topic: Brand identity for a major online retailer, Ozon Use when: Someone asks about e-commerce or online retail branding, or large-scale international retail projects. Summary: Nigel built the brand identity for Ozon, Russia's leading online retailer, a large-scale e-commerce identity project. Key ideas: - Large-scale e-commerce and online retail identity work - International context, outside the UK market Related UYB concepts: - Brand identity for scaled digital platforms Best answer angle: Use as an example of e-commerce and large international retail branding. Do not use for: Questions about small independent retail brands, this is a major national platform.

Access

Rebranding a national storage business by putting simplicity at the heart of every experience.

Primary topic: Simplicity-led rebrand of a national storage business, Access Use when: Someone asks about retail or logistics rebranding, or past work delivered through 300million. Summary: Nigel rebranded Access, a national storage business, putting simplicity at the heart of every customer experience. Delivered through 300million, it's a past-era project focused on making a practical, functional service feel effortless. Key ideas: - Simplicity as the core brand idea for a practical, logistical service - Delivered via 300million, a past-era project Related UYB concepts: - Making functional services feel human and effortless through brand Best answer angle: Use as an example of rebranding a practical, service-based national business. Do not use for: Questions about current PIN Creative work, this predates it.

Txeya

Designing the identity for a financial platform changing who gets funded and how.

Primary topic: Identity for a financial platform focused on funding equality, Txeya Use when: Someone asks about fintech branding, non-profit or social-impact work, or brands tackling access and fairness in funding. Summary: Nigel designed the identity for Txeya, a financial platform working to change who gets funded and how. The brand tackles a structural fairness problem in finance and investment, not just a commercial product launch. Key ideas: - Addresses structural inequality in access to funding - Combines fintech with a genuine social-impact mission Related UYB concepts: - Brand clarity applied to social and financial good Best answer angle: Use as an example of fintech or social-impact branding work tackling fairness and access. Do not use for: Questions about mainstream, non-mission-driven financial brands.

VoxBox

Developing a bold name and identity for an AI-powered content platform for entrepreneurs.

Primary topic: Bold identity for an AI-powered content platform, VoxBox Use when: Someone asks about technology or AI-sector branding, naming projects, or platforms built for entrepreneurs. Summary: Nigel developed a bold name and identity for VoxBox, an AI-powered content platform aimed at entrepreneurs. The project needed a confident, distinctive identity to stand out in a crowded, fast-moving AI product space. Key ideas: - Naming and identity for an AI product, a fast-moving, crowded category - Aimed specifically at an entrepreneur audience Related UYB concepts: - Naming as a tool for standing out in crowded technology categories Best answer angle: Use as an example of AI or technology sector naming and identity work. Do not use for: Questions about enterprise or corporate technology branding, this is entrepreneur-facing.

Bills and Beats

Creating a name, identity and campaign to help Gen Z creatives make sense of money in the music industry.

Primary topic: Financial literacy campaign for young musicians, Bills and Beats Use when: Someone asks about campaign work, financial education projects, or work aimed at young creatives and artists balancing money and craft. Summary: Nigel developed the brand and campaign for Bills and Beats, tackling the tension many young artists face between pursuing music and managing money responsibly. The insight was that finance advice aimed at musicians fails when it ignores their world, so the campaign speaks the language of the music itself rather than generic financial guidance, helping young artists build confidence around their finances and their future. Key ideas: - Addresses a real, specific tension: creative ambition versus financial insecurity - The insight is speaking to young artists in their own cultural language, not generic money advice - An example of applying brand clarity to a behaviour-change and social-good challenge, not just commercial identity Related UYB concepts: - Brand clarity applied to social and financial good - Finding the story inside a practical problem Best answer angle: Use as an example of campaign work solving a real audience-specific problem, illustrating how Nigel finds the human story inside what could otherwise be dry, functional messaging. Do not use for: Questions about full brand identity or naming work, this is a campaign built around a specific insight, not a ground-up brand build.

Strachan IP

Repositioning an intellectual property practice to turn complex legal expertise into clear, confident commercial progress.

Primary topic: Brand clarity for an IP legal practice, Strachan IP Use when: Someone asks about legal or professional services branding, or brands that need to simplify complex, technical expertise. Summary: Nigel repositioned Strachan IP, an intellectual property practice, turning complex legal expertise into clear, confident commercial progress for clients. Note this project is not yet published live on the site. Key ideas: - Translates complex, technical legal expertise into commercial clarity - Currently unpublished, treat as not yet live client-facing work Related UYB concepts: - Making complex, expert knowledge accessible through brand clarity Best answer angle: Use as an example of legal or professional services branding once published; flag if asked whether it is currently live. Do not use for: Presenting this as published, current work until publish status changes.