THG | AXS Creative

Client: THG / Myprotein

Sector: Sports Nutrition

Services: Creative Lead support

I supported THG / Myprotein as a freelance senior creative lead for 5 months. Over the course of the contract, I helped the team with various projects including pitch ideas, presentations for campaigns, storyboarding, concepts and digital creative, retail space concepting, brand evolution and much more...

Myprotein Retail Toolkit

One of my first projects was helping the team to finalise the Retail Toolkit for Myprotein. I came in halfway through this project, which had already stalled and was in bad shape, so we took it right back to the drawing board. I helped to redesign and craft the whole comprehensive guide intended for designers and marketing professionals in the retail sector. Including producing mockups and concept visuals instore.

Its primary purpose was to aid in the identification of essential assets and provide a clear direction for messaging and visual strategies throughout the shopper journey. The toolkit was to help with crafting in-store displays or digital marketing materials, this toolkit served as the go-to reference for aligning work with the brand’s ethos and objectives.

An invaluable resource for ensuring consistency, creativity, and effectiveness in all retail-focused design and marketing initiatives.

Myprotein Pillar Graphic Evolution

Brief: On some assets, the new pillargraphic system overlay was not interacting with the imagery as set out in the comms guidelines. The original intent was that the pillargraphic should create some level of disruption on the image below, e.g. Blur, zoom, different lighting treatment, sharper or softer focus etc.

I was tasked with creating a simple guide for the artwork team to guide them on how to use the new system more creatively and effectively using some basic techniques, through visual examples and guided explanation.

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Myprotein 20 Year Sizzle Video

Brief: To celebrate 20 years of Myprotein, I was approached to help create a fast turn around LinkedIn sizzle video. Working with the video editor we put this together in two days. I supported the project by creating the graphic style, picked the soundtrack and helped with the visual composition. With help from the copywriter and marketing teams we smashed the target to deliver this in time and to post on the day of the anniversary.

Myvitamins Q1 Campaign

I joined this project about half way through to help with getting it across the finish line. Myvitamins which is a sister brand to the My family was needing the creative campaign for the first quarter, just a couple of weeks from deadline. I helped with finalising the logo, email creative, social storyboarding and helping craft the campaigns look and feel to get the creative deck approved on all levels.

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THG Presentation Slides

Slide titles for an internal presentation to showcase new happenings within the company. Compositing, cutting out and applying various effects to the imagery.

Myprotein ORIGIN OOH Activation

ORIGIN had recently had a rebrand (not by myself). For this project they needed a fast turnaround to brand an exclusive activation with Spanish influencers attending, it was hosted at an exclusive gym somewhere near Valencia. This was only a day or twos work as the turn around time was so tight. Thinking of how to brand the venue was the main focus for this one. I also produced some artwork using the style guide that was previously created, such as the Influencer posters.

Myprotein Impact Week

Impact Week is an exclusive week of impactful discounts to grab the best deals with MY brands. Continuing to make Impact Week an ownable event and drive volume to site. I worked with several creatives on this one, going through numerous revisions to get the look and feel right. The client added a curve ball during the creative to add a disruptive thumb stopping element, which took us back to the drawing board and to re-think. This was the latest answer to the brief. My contract came to an end before this work was approved.