Commercial work

Strategic creativity with a sprinkling of magic

My role is all about generating lots of ideas, solving problems, crafting solutions, checking, testing, checking again, and making sure the detail is perfect. 

I’m effectively a one man agency working with clients directly and pulling in specialist skills where and when required. I’ve worked across multiple industry sectors from private equity to central banking, automotive to education, tech start-ups to sports governing bodies. I unite strategic thinking with (hands-on) design craftsmanship that brings to life memorable brands, identities, visual identity systems, campaigns, and website interfaces.

Described as a true creative, my approach has always been highly collaborative and proactive. I lead projects from concept to conclusion ~ the goal is to bring out the best creative solutions whilst making the process productive, rewarding, and often educational. It’s a complex job that’s taken me years to master and make look simple.

I’m very lucky (and privileged) to love what I do for a living. I’ve been fortunate to work for highly respected agencies and organisations, working with great people on some truly amazing projects ~ here’s a few of them.

Case studies

Bank of England → Brand refresh
BAE Systems Hawk → Brand creation
ECB → Brand refresh
Ithra → Brand creation
Mitcham GC → Centenary emblem
Pebl → Rebrand

Archives

Global
National
Local

Achievements
→ Led the team that rebranded the Bank of England whilst working as a full-time employee for over two years
→ Captained the team that created three FIFA World Cup emblems (women’s 2003 & 2007, men’s 2006) whilst creatively leading on the FIFA account over a seven year period

→ Modernised the Hawk jet for BAE Systems which was reproduced as an airfix model kit (dream job next to the FIFA World Cup)
→ Personally illustrated the ECB’s three lions to give them more bite and roar (another dream job)

Accounts
Designed and creatively directed projects for Adecco, Adidas, Aramco, ArcelorMittal, Baker McKenzie, Bank of England, BAE Systems, BA London Eye, Cambridge University Press, Cinven, Clapham Common Golf Club, England and Wales Cricket BoardThe FAFIFA, FIFA World Cup (2002 & 2006), FIFA Women’s World Cup (2003 & 2007), Infineum, ICC Centenary, Jaguar Land RoverKing Abdulaziz Center for World CultureLiverpool FCMacmillan Cancer Support, Manchester City FCMitcham Golf Club, Pebl, Oneworld, Safaricom, UEFA, and Wembley Plc.

Specialisms
→ Animation
→ Brand identity creation
→ Brand refreshes
→ Campaigns
→ Design & art direction
→ Guidelines & artwork production
→ Illustration
→ Short film
→ Typeface design
→ Visual identity (VI)
→ Websites (UX/UI)

Benefits
→ Big agency thinking minus the big agency fees
→ Vast network of trusted creative professionals
→ Experience across many sectors
→ Quick, agile and reliable

Peter McCabe
Brand design & creative direction