Hello, I’m Sam; a London based Design Director ︎︎︎
A multi-disciplined ideas driven designer specialising in crafting best in class campaigns and executions across multiple channels.
VELO
Weirdly Wonderful
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Social Media Guidelines
Youtube Guidelines
Content Creator Guidelines
New Pack Migration
Campaign Activation
CRM
Weirdly Wonderful
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Social Media Guidelines
Youtube Guidelines
Content Creator Guidelines
New Pack Migration
Campaign Activation
CRM
VELO creates environments full of
unexpected paradoxes. Telling stories through reframed perspectives and
delivering with contagious confidence. Just a bit weird first, and then oh
so wonderful!
I reinterpreted the master brand identity and created social guideance documents that set out clear and concise rules & regulations for how the brand comes to life on Meta and You Tube channels. This was created to guide and empower global markets to bring to life the Weirdly Wonderful philiosophy. The documents outline tools of how to create a fully integrated & robust campaign across digital platforms. The campaign shines a light on the unique benefits of the product & brand and how to deliver in a cohesive look & feel for global markets.
I reinterpreted the master brand identity and created social guideance documents that set out clear and concise rules & regulations for how the brand comes to life on Meta and You Tube channels. This was created to guide and empower global markets to bring to life the Weirdly Wonderful philiosophy. The documents outline tools of how to create a fully integrated & robust campaign across digital platforms. The campaign shines a light on the unique benefits of the product & brand and how to deliver in a cohesive look & feel for global markets.
Global Social Media Guidelines
Global Youtube Guidelines
5-degree
WWangle
Velo Monogram
The Juxtaposer
VELO CITY LANDMARK
Native Handheld Footage Content
Art Direction & Concept
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A content series amplifying the city takeovers. Tapping into the world of native handheld footage content with CGI 3D objects in social media advertising. This is a powerful and increasingly popular trend that blends realism with digital creativity to gain eyeballs and drive talkablility.
At its core, this approach combines the raw, authentic feel of handheld video footage with the visually striking and often fantastical elements of CGI 3D objects.
We wanted to celebrate and amplify the takeover in a way that has impact and is relevant to the whole social following. The location pin runs through all city takeover assets.
By blending realism with digital creativity, we captured attention, increase engagement, and enhance Velo’s brand perception. Locations: Edinburgh, Shoreditch, Liverpool, Cardiff, Birmingham, Leeds, Brighton.
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Native Handheld Footage Content
Art Direction & Concept
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A content series amplifying the city takeovers. Tapping into the world of native handheld footage content with CGI 3D objects in social media advertising. This is a powerful and increasingly popular trend that blends realism with digital creativity to gain eyeballs and drive talkablility.
At its core, this approach combines the raw, authentic feel of handheld video footage with the visually striking and often fantastical elements of CGI 3D objects.
We wanted to celebrate and amplify the takeover in a way that has impact and is relevant to the whole social following. The location pin runs through all city takeover assets.
By blending realism with digital creativity, we captured attention, increase engagement, and enhance Velo’s brand perception. Locations: Edinburgh, Shoreditch, Liverpool, Cardiff, Birmingham, Leeds, Brighton.
Birmingham
Bristol
Shorditch
Liverpool
Leeds
Daily Mail Take Over
Anytime, Anywhere
Jan 27-29 on Website & App
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KPIs:
24.4M Impressions
30.1K Click Throughs
3.4M Unique Reach
Category Education
Paid Meida
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Multiple formats and adadapations were created for each Key visual, including Carousels, Teads, Youtube, Ozone skins, MPU's, DMPU's, multiple banner ads, HTML banners, Billboards and interscrollers. In motion and static.
Anytime, Anywhere
Jan 27-29 on Website & App
-
KPIs:
24.4M Impressions
30.1K Click Throughs
3.4M Unique Reach
Category Education
Paid Meida
-
Multiple formats and adadapations were created for each Key visual, including Carousels, Teads, Youtube, Ozone skins, MPU's, DMPU's, multiple banner ads, HTML banners, Billboards and interscrollers. In motion and static.
Always On
Month to Month Content Stream
Concept and Design
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The VELO Always On content stream is a project designed to engage followers through various evolving concept franchises around key cultural moments.
Never Miss a Moment - Functional benefits.
Pop, Tuck, Feel - Centers around the unique ritual of using Velo products.
Lifestyle Benefits - Anytime Anywhere
We land the Brand Culture - by celebrating the weird and wonderful. We pin point key monthly dates in the calendar that pair neatly with the W&W philosophy. For example, Gloucestershire Cheese Rolling later this month, replacing the cheese with a can of velo rolling down a hill, for April fools we created a fun new experimental flavour variant; Velo Garlic and for World Laughter Day we created a VELOL can.
The work stream aims to provide relevant and engaging content regularly on owned channel, but faces challenges in balancing brand messaging with audience interests and navigating very tight legal restrictions. Its key purpose is to establish VELO as an essential part of its target audience's lifestyle, connecting with them through shared values and experiences.
Month to Month Content Stream
Concept and Design
-
The VELO Always On content stream is a project designed to engage followers through various evolving concept franchises around key cultural moments.
Never Miss a Moment - Functional benefits.
Pop, Tuck, Feel - Centers around the unique ritual of using Velo products.
Lifestyle Benefits - Anytime Anywhere
We land the Brand Culture - by celebrating the weird and wonderful. We pin point key monthly dates in the calendar that pair neatly with the W&W philosophy. For example, Gloucestershire Cheese Rolling later this month, replacing the cheese with a can of velo rolling down a hill, for April fools we created a fun new experimental flavour variant; Velo Garlic and for World Laughter Day we created a VELOL can.
The work stream aims to provide relevant and engaging content regularly on owned channel, but faces challenges in balancing brand messaging with audience interests and navigating very tight legal restrictions. Its key purpose is to establish VELO as an essential part of its target audience's lifestyle, connecting with them through shared values and experiences.
LAUNCH ACTIVATION
Bus Takeover
PR Stunt
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During a Velo London advertising take-over, we set out an open top bus that become a full life size advert on wheels. A choir and Ayo Beatz created a disruptive juxta-poser underpinned by the WEIRD and WONDERFUL messaging bolted to the side of bus. An out of home advertising stunt that was eye catching and head turning in the weirdest and most wonderful of ways.
Bus Takeover
PR Stunt
-
During a Velo London advertising take-over, we set out an open top bus that become a full life size advert on wheels. A choir and Ayo Beatz created a disruptive juxta-poser underpinned by the WEIRD and WONDERFUL messaging bolted to the side of bus. An out of home advertising stunt that was eye catching and head turning in the weirdest and most wonderful of ways.
PACK MIGRATION
Guideline Document
CRM,Digital Comms
Market Guidance Document
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A campaign to alert consumers of a product rebrand. This is a digital comms pieces that helps clearly alerts consumers to the new look and reasure them that the product inside is very much remains the same. A guide line document of how to activeate for global markets and how best to create all digital comms surrounding the unveiling of the new packaging.
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Guideline Document
CRM,Digital Comms
Market Guidance Document
-
A campaign to alert consumers of a product rebrand. This is a digital comms pieces that helps clearly alerts consumers to the new look and reasure them that the product inside is very much remains the same. A guide line document of how to activeate for global markets and how best to create all digital comms surrounding the unveiling of the new packaging.
POINTS OF WONDERFUL
Content Guidance
Digital and Social Comms
Design Guidelines
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Creator formats are flexible, repeatable content formats that can be used across a variety of talent types and scenarios.
Points of Wonderful is a music and festival passion point for Velo. It takes us from content that just promotes a festival to content that promotes our brand. It is how the brand injects aspirational lifestyle and cultural moments in the music and festival environment, pairing these high energy moments with the brand.
POW features regularly on the global channel throughout the year for varying key dates and events. These episodes show our audience the most exciting, weirdly wonderful aspects of the festival, through the eyes of our Creators as they push themselves out of their comfort zone and explore everything the festival has to offer.
Throughout this document we have used influencers Dominik Steininger & Reece Davey’s travels as an illustrative example of how to execute our design guidelines for the passion point format. These core principles will be applied across every episode of Velo Points of Wonderful.
Content Guidance
Digital and Social Comms
Design Guidelines
-
Creator formats are flexible, repeatable content formats that can be used across a variety of talent types and scenarios.
Points of Wonderful is a music and festival passion point for Velo. It takes us from content that just promotes a festival to content that promotes our brand. It is how the brand injects aspirational lifestyle and cultural moments in the music and festival environment, pairing these high energy moments with the brand.
POW features regularly on the global channel throughout the year for varying key dates and events. These episodes show our audience the most exciting, weirdly wonderful aspects of the festival, through the eyes of our Creators as they push themselves out of their comfort zone and explore everything the festival has to offer.
Throughout this document we have used influencers Dominik Steininger & Reece Davey’s travels as an illustrative example of how to execute our design guidelines for the passion point format. These core principles will be applied across every episode of Velo Points of Wonderful.
Velo X Lab54 Collaboration
Content Guidance
Digital and Social Comms
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Velo's "Love Your Weird" campaign leverages a strategic partnership with Lab54, a key player in the music festival scene, to authentically connect with a trendy, music-loving audience at Tomorrowland Winter 2025.
By tapping into Lab54's established presence and following, Velo aims to embed itself within this subculture, celebrating individuality through on-site activations in many create ways. Many creator-led TikTok videos were also made to further amplify the message of self-acceptance, positioning Velo as a relevant brand for those who embrace their unique expression.
From a production standpoint, building the film and house party in 3D allowed for a remarkably fast turnaround, crucial for meeting tight deadlines and reaching a excellent level of quality. This approach facilitated the creation of a truly unique experience within tight budgets. The result is a visually compelling piece that effectively captures the energy and atmosphere of a house party, enhancing the overall impact of the Velo campaign. Engagement was impressive.
Content Guidance
Digital and Social Comms
-
Velo's "Love Your Weird" campaign leverages a strategic partnership with Lab54, a key player in the music festival scene, to authentically connect with a trendy, music-loving audience at Tomorrowland Winter 2025.
By tapping into Lab54's established presence and following, Velo aims to embed itself within this subculture, celebrating individuality through on-site activations in many create ways. Many creator-led TikTok videos were also made to further amplify the message of self-acceptance, positioning Velo as a relevant brand for those who embrace their unique expression.
From a production standpoint, building the film and house party in 3D allowed for a remarkably fast turnaround, crucial for meeting tight deadlines and reaching a excellent level of quality. This approach facilitated the creation of a truly unique experience within tight budgets. The result is a visually compelling piece that effectively captures the energy and atmosphere of a house party, enhancing the overall impact of the Velo campaign. Engagement was impressive.
VELO TOMORROWLAND SUMMER 2024
Campaign Art Direction
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Art Direction
Campaign Activation
CRM
Social Media
Tomorrowland represents a powerful way to connect authentically with a large audience and acquire new consumers for Velo. It’s a festival of creative expression, where our ambitious socials can embrace their weird by finding and celebrating the most weird and wonderful aspects of this unique and paradoxical festival.
The task was to create a suite of assets for a ticket giveaway competition for TML Summer ‘24. This is a key commercial driver as it allows the brand to capture data and expand its consumer database. This is a key objective for Velo because advertising is increasingly restricted. The challenge was to find a cohesive design world that combines our Limited Edition TML Pack look & feel with our wider brand ‘weirdly wonderful’ tonality and find a balanced unity. Multiple digital campaign assets were created across Paid Digital, Organic Socia, Competition landing page, Competition entry and CRM.
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Campaign Art Direction
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Art Direction
Campaign Activation
CRM
Social Media
Tomorrowland represents a powerful way to connect authentically with a large audience and acquire new consumers for Velo. It’s a festival of creative expression, where our ambitious socials can embrace their weird by finding and celebrating the most weird and wonderful aspects of this unique and paradoxical festival.
The task was to create a suite of assets for a ticket giveaway competition for TML Summer ‘24. This is a key commercial driver as it allows the brand to capture data and expand its consumer database. This is a key objective for Velo because advertising is increasingly restricted. The challenge was to find a cohesive design world that combines our Limited Edition TML Pack look & feel with our wider brand ‘weirdly wonderful’ tonality and find a balanced unity. Multiple digital campaign assets were created across Paid Digital, Organic Socia, Competition landing page, Competition entry and CRM.
