ROYAL BRITISH LEGION

For the Royal British Legion, leading the Design and Art direction development of a new brand platform created to broaden understanding of the organisation and make its support feel relevant beyond Remembrance Day. Working across brand strategy, design and tone of voice, I helped shape For Better Days, a unifying idea that connected remembrance, support and community through real people and everyday moments. The art direction spans across campaign design, photography, motion, social and outdoor. The visual approach focused on authentic, candid storytelling, with generative AI used during development to explore characters, scenarios and campaign ideas. The result was a more contemporary and emotionally engaging platform, built to work consistently across every channel.