Work
Most of the following projects are highlights from my current in-house role as Senior Graphic Designer at GSA, a UK housing association. See the About section for details.
Embedding culture and behaviours
Brief: To create a distinct identity for ‘The GSA Way’ that would foster a shared culture and values among a newly merged, diverse workforce.
Approach: I developed a vibrant visual system using geometric shapes and a bold palette. ‘Growth’ is a key theme, so I created an organic yet graphic motif to illustrate the organisation’s aim for its own evolution and staff development in a way that felt actionable and modern. A suite of icons was developed to illustrate each specific behaviour. A truly multi-channel campaign, other work included a browser-based game, a new hub on the SharePoint intranet, environmental graphics, direct mail to staff at home, email campaigns and PowerPoint presentations.
Outcome: This project solidified a sense of belonging across disparate teams, directly contributing to improved internal morale and staff retention rates. It provided GSA with a tangible cultural framework, making the abstract concept of ‘company values’ feel real and accessible to every employee. My work was designed to permeate the daily workspace, keeping the culture ‘top of mind.’
Launching a five-year business strategy
Brief: To transform a complex corporate strategy and ongoing progress reports into an engaging and accessible visual narrative for colleagues and stakeholders.
Approach: The strategy has four main objectives, so I created a single identity with four colour-coded elements, allowing each objective to be ‘split out’ and reported on separately. By breaking down complex strategic goals into digestible infographics and clear milestones, I ensured the information was inclusive and easy to follow. Assets included interactive PDFs, motion graphics for a televised presentation, and regular update decks and reports.
Outcome: This approach drove significantly higher engagement compared to redundant, pre-merger strategies, ensuring that both colleagues and stakeholders felt aligned with the new corporate vision. For GSA, this meant improved transparency and a more informed workforce. The project won Gold in the Best Business Change category at Communicate Magazine’s 2024 Internal Comms & Engagement (ICE) Awards.
Moving to a new head office
Brief: When GSA consolidated its legacy offices and moved into a new, single head office at ‘X Brindleyplace’, I was tasked with creating a project identity and accompanying campaign that would unify a transitioning workforce within a cohesive, professional environment.
Approach: My creative process mapped the user journey. The main focus was on an interactive colleague guide that explained the benefits of the new space alongside clear logistical info, such as workspace layouts, transport links and new desk/room booking tech. Alongside the guide, I created intranet and social media assets that teased the move and generated excitement. I also joined the moving committee and helped to host open mornings at the new space.
Outcome: An immersive campaign that successfully fostered a sense of identity and pride among colleagues during a major transition. By delivering a high-impact, consistent campaign, I reinforced GSA’s brand value of ‘business-minded for social purpose’ and directly supported a smooth transition, allowing colleagues to ‘hit the ground running’ on moving day.
Tenant Annual Report
Brief: To transform a year of complex performance data and social impact stories into a cohesive, accessible narrative for GSA’s tenants.
Approach: I implemented a ‘people-first’ design, using quality photography and video footage I had commissioned throughout the year for various PR and tenant projects. Typographic hierarchy and user-friendly infographics demystified any technical or financial information. By balancing corporate professionalism with a warm, human-centric aesthetic, I ensured the document remained engaging while adhering to evolving brand guidelines.
Outcome: The report enhanced GSA’s transparency, strengthening trust with tenants. Ultimately, the report serves as an accessible tool that underscores GSA’s social value and reinforces its reputation as a transparent leader in the housing sector.
The GSAs
Brief: A celebratory yet prestigious brand identity for 'The GSAs' (Gold Star Awards), GSA’s inaugural colleague awards ceremony.
Approach: I provide the event with its own distinct, elevated personality. I created a versatile design toolkit that ensures a seamless brand experience across every touchpoint, from high-impact video editing for the live ceremony to tactile, keepsake items for the winners. I promote the event internally with posters, office screens and intranet assets, and I print-manage all medals, trophies and certificates. I also help to host the event in-person.
Outcome: The resulting identity gives the awards a professional and uplifting backdrop that fosters a shared sense of pride among 1,600 colleagues, directly supporting cultural integration and employee engagement. This strengthens colleagues’ grasp of the GSA brand and, in turn, transforms a standard staff event into a powerful tool for retention and advocacy.
The Trials of Mrs. Tranter
Brief: Develop an immersive engagement tool to bridge the empathy gap between colleagues and the lived reality of complex tenant issues, specifically regarding damp and mould.
Approach: To move beyond passive slide-based training, GSA’s Director of Comms gamified the learning process and briefed me to design a high-fidelity ‘evidence pack’ inspired by murder mystery games, featuring meticulously recreated call logs, system screenshots, and correspondence. My design logic focused on absolute realism, ensuring that the training felt authentic and high-stakes so participants could clearly see how small administrative delays ripple into significant human consequences. By using narrative-led design rather than instruction, I forced an active, detective-style investigation that compelled colleagues to confront the impact of their decisions.
Outcome: The Trials of Mrs Tranter has been ‘played’ by over 500 colleagues to date. 94% report a clearer understanding of their role in tenant complaints. It has contributed to a 43% reduction in customer complaints, making it a high-impact, low-cost alternative to traditional corporate training. The project’s success not only fostered a deeper culture of accountability within GSA but has since been adopted by other housing associations (including Magna Housing and Nottingham Community HA), establishing GSA as a leader in innovative employee engagement.
Logos
My creative approach with logos begins with an immersion into the client’s/project’s values, vision and audience, using a brand questionnaire I devised myself. I prioritise 'visual longevity' over design trends, and I take a pragmatic approach to ensure clarity across different touchpoints and colour modes. What I enjoy most about logo design is communicating value at a glance and having my work nurture brand growth and long-term recognition.
Bidding for an international audience
I joined AECOM’s UK Major Pursuits team in 2017 as a bid designer. Tasked with elevating their competitive edge in the global infrastructure market, I led the creative strategy for high-stakes, multi-billion-pound international bids, mostly for transport and water projects. I transformed complex technical data into visually intuitive narratives that resonated with clients in various regions and industries. I ensured that dense engineering content remained both accessible and highly persuasive by consulting closely with bid writers and engineering experts within the bid team. My creative work on AECOM’s bids provided a significant commercial advantage, differentiating the firm from competitors and instilling immediate confidence in potential clients. Ultimately, my designed submissions streamlined the decision-making process for evaluators and played a critical role in securing major global contract wins.
1990s music lyrics poster
I regularly enjoy design as a hobby. This typographic poster was designed to be displayed in my home next to my record player. It lists lyrics from every UK number one song of the 1990s. Each lyric is accompanied by the track name, artist, and the number of weeks the song spent at the top of the chart. Warning: ear worms below!
Rapid-fire book covers
I love to read. When I finish a book I’ve enjoyed, I challenge myself to design a new cover in under 30 minutes, using my own photography where I can.
