Made.com brand Identity

Joining as employee number one of the founding team; I worked directly with the CEO and CCO on the creative expression of all things Made.com - Values, visual identity, product design, visual merchandising, art direction and marketing.

Project Highlights

• A brand identity that has helped an unknown start-up become a European business which reports £315m (2020) and reached a £775m valuation (IPO 2021).
• Building a passionate team of brand custodians, from 0 to 35 across product design, brand design, content, shoots and creative services operations.

Made.com Site

Partnering with the CEO and CTO. We worked together to define the UX and visual design of the site from start up to year 5 of trading (Turnover of £64m, 2015).

Project Highlights

• Remained hands-on visual lead until the creation of a dedicated Product Experience team.
• Continued to collaborate with the Product design team, consulting on all aspects of brand proposition on site.
• Member of the Senior Site Steering advisory team where roadmap and site strategy was defined.

Made.com Tone of Voice

Briefed tone specialists to create detailed guidelines covering key aspects of communication.

Project Highlights

• Led stakeholder workshops with senior and wider teams within the business
• Empowered interdepartmental team champions with ‘train to be a trainer’ workshops to consolidate tone.

Made.com Studios

Oversaw the build of Made’s own internal creative services team - building studios, team structure, interdepartmental workflows and visual guidelines.

Project Highlights

• An international, production team that steamed through 45,000 assets per annum - inclusive of national campaigns, e-commerce, social and editorial assets (UK and Shanghai).
• Collaborating with Product Insights and Buying team members to test asset variances. Helping line reports create bespoke shot lists to overcome purchase barriers for each respective product category.
• Management of brand creative production budget - £1.4m.

A start-up in a start-up

Made.com is a parent brand designed to house future sub-brands. Made for work (office furniture), Made for sleep (mattresses) and Made for little ones (nursery furniture)... You get the picture; the potential and scope were pretty expansive.

Sub-brand development would start as a test-and-learn case study. The task would be to launch MVP and brand assets at speed to test business performance. Working in small cross-functional teams, squads would be given the freedom to operate like a seed stage team without the rigour and lengthier processes of a C Series setting.

Project Highlights

• The onebymade mattress was Made’s ‘ultimate’ mattress. Developed to compete with the wave of mattress start-ups capitalising on the market opportunity.
• Enjoyed working with digital agency Wearecrew on the UX and UI; whilst the internal team handled the shoot, packaging and marketing launch.
• Post-launch the mattress represented 70% of all Made.com mattress sales and the sub-brand developed as a core sleep offering.

Made.com Advertising

Made.com has always been a brand delivering creative on its own, whilst collaborating with a few trusted external partners. This created an environment that stretched the team to get stuck in all things - strategy, ideation, copywriting, art direction, production, set builds and more.

Project Highlights

• Campaign creatives measured for growth in brand awareness, consideration, sentiment and organic traffic.
• Producing European campaigns from a range of budgets, everything from £5k - £200k.
• Global creative management of campaigns. Presenting in-house concepts to C Suite and Country P&L owners, fielding and addressing concerns. Accountable for management and results of agency partners.

made.com vault

Powering through four pan-European national campaigns, year after year.

MADE X COLLABS

Project Highlights

• With British Institutions - TFL and V&A.
• With the ICA - featuring artists such as Damien Hirst and Ai Wei Wei.
• With emerging and established designers.