Bringing a new brand to Britain.

When Orange and T-Mobile came together to create EE, it was one of the biggest brand launches in UK telecoms. And I was lucky enough to be right in the middle of it.

As Studio Lead, I met with the team at Wolff Olins, who had developed the new brand identity and above-the-line creative. They gave us the starting point for the retail communications, and from there it was down to us to take that thinking and run with it.

Working under strict NDAs in a private, secure studio, I led a team of creatives tasked with developing and rolling out the new identity across the entire retail estate. We took the original creative direction and expanded it into a complete suite of in-store communications, from large-format graphics and window displays to the smallest pieces of POS.

The work went well beyond the stores, too. We produced everything from national press advertising to London Underground takeovers and double-decker buses, bringing the new brand to life on a huge scale.

It was a massive undertaking, with tight deadlines, a lot of moving parts and absolutely no room for mistakes. My job was to lead the team, develop the creative, keep everything moving and make sure the new brand looked and felt consistent wherever it appeared.

Not every day you get to help launch a brand that suddenly appears everywhere you look.