tim’s cvmb march15

tim riches - senior creative

So, which six words best describe me?

I think... zealous, versatile, instinctive, expressive, supportive and sincere.

Using all the knowledge and insight gained over the last 25 years, I strive to create effective and engaging communication solutions that establish rational and emotional bonds between brands, their products and customers.

I have experience across many different industry sectors, from automotive, healthcare and financial services to foods and fmcg, working closely with start-ups through to established global brands delivering above, below and through the line integrated creative solutions.

Still a hands-on designer, I’ve also managed teams, lead new business pitches and presented to clients at every level, home and abroad.

Not only have I enjoyed all the challenges been set, I’ve learned something new from every one of them. And as a result, I have developed a diverse portfolio of work, experience and skill sets. What’s not to like?

079795 48689 [email protected] timriches.carbonmade.com

depth & breadth

employment

Ogilvy Healthworld Advertising - October 2014 - PresentSenior Art Director (Freelance)

Senior Freelance Creative - May to October 2014 Ciklum - House brand development.

Serious - GOSH, UEA, NBS, Vanguard.

OUNO - Farnborough Airshow - NHS (HSCIC).

Collider - Epson Inkjet for Business. Lime - Stena Line, ICMA, FT.com, Optimum IT.

Valiant - January to April 2014Design Director (Freelance)

Working closely with the MD and creative team to refresh and inject new creative momentum. Drove the new Valiant brand refresh and worked with clients including Sony, Novus Interiors and Cameron Theodore.

FST Marlow - May to November 2013 (6 month contract) Art Director Team leader responsible for developing accounts including Avis, Visa Asia Pacific (Singapore) and Rentokil Initial Workwear.

FST are building a Singapore agency to manage Visa and other ‘local’ clients including Bridgestone. As part of the process I came in to cover until a Design Director was appointed in Singapore.

Apart from directing the creative I mentored my team and got involved with reviews and appraisals CDD - January 2010 to March 2013 Creative Director

Working closely with the MD, my responsibilities include developing the creative output and new business opportunities in a wide variety of industries and disciplines including: fmcg, automotive, energy, private investment, sport and fashion. Clients include: Aggreko, Aquila Design, ASDA, BLOC sunglasses, Filofax, House of Dorchester, Le Creuset, Loseley Ice Cream, OVS Capital, The Royal Ballet, TMD Friction and Yamas! Greek cheese.

Senior Freelance Creative - July 2008 to December 2009 Wunderman: Ford, Land Rover. Bang!: NHS, European Medicines Agency, Ordnance Survey.

Tiley Woodman: Manor Royal Business Village.

Defacto: Healthcare Commission, Chem Spider.

K4 Creative - September 2006 to July 2008Design Director

As Design Director, I was responsible for the development and success of a small, independent creative consultancy based in Holland Park. This role allowed me to develop my skills as a team leader and become very involved in the day-to-day business issues and the direction of the company. I had the satisfaction of rebuilding the creative team and developing K4’s core proposition an creative development. Clients included: Cass University, City University, Credit Suisse, Fidelity International, GMAC RFC, Barclays iShares, Lion Capital, Penrose Financial PR and Powerday.

Mirror Image - June 2001 to August 2006 Lead Creative

As second to the Creative Director, I further developed my skills as a conceptual, hands on designer contributing to the development of the creative output of the team.

Clients such as BOC, Microsoft, Cisco & HP, Skandia, Wasps RFC, QPR FC and Vodafone developed my skills including branding, packaging, POS, DM and internal comms.

AMD Brand Evolution - March 2000 to June 2001 Lead Creative

Brand Evolution was the successor to Smithfieldesign and allowed me to develop my experience in the property development sector.

Clients included: ASDA Property, Berkeley Homes, St. James Homes, Marketbet, The Engineering Council and The British Museum.

Smithfieldesign - January 1997 to March 2000 Senior Designer

Identity design and management, annual reports, corporate and financial literature and property promotions.

Clients included: Friends Provident, Audit Commission, Securicor, Sun Life, AXA and Pentland. Gavin Anderson & Company - June to December 1996 Senior Designer

Corporate brand design and development.

Clients included: Xenova plc, Development Securities, Austin Reed,The Reuter Foundation, Merita Bank, and Unichem.

Grandfield (Rork Collins) - October 1989 to June 1996 Senior Designer

Corporate financial literature and advertising.

Clients included: Amersham International, Eagle Star, Debenhams, Barclays Private Banking, Midlands Electricity, Trade Indemnity PLC, Morgan Grenfell Asset Management, Celltech.

professional skillsOver 25 years’ experience covering many industry sectors, brands and products, producing creative brand development and integrated marketing campaigns.

Creative, instinctive and zealous team player. Good knowledge of CS (InDesign, Illustrator, Photoshop).

Creative and art direction for print, video and digital.

Client interaction, creative presentations and general contact on a day-to-day basis.

Commissioning and working with photographers, illustrators, copywriters, digital media artists, DOP’s and producers. Permanent, freelance, and managerial experience. Team mentoring, interviewing and hiring employees at various levels, and conducting ongoing appraisals.

Overseas and timezone issues: Working in and remotely for clients in Europe, Ukraine, Dubai and Singapore.

design educationEpsom School of Art and Design. 1982-86

Godalming College. 1980-82

refereesAdam Lach-Szyrma, GCD - Ogilvy Healthworld: 07717 701842

Camilla Rossi, AD - Ogilvy Healthworld: 07768 293506

Nigel Edginton-Vigus: Head of Copy - Blue Hive: 07711 459296

Steve Radjen, MD - CDD: 07768 934503

Libby Temperley-Shell: ex AD - Pauffley: 07976 899336

tim riches - senior creative079795 48689 [email protected] timriches.carbonmade.com

le creuset

Le Creuset Stainless Steel range brand definition and online social activity

If you think Le Creuset, you probably see an orange. heavy cast iron casserole pot.You may not think beautifully made, high quality 3 ply polished stainless steel.

This exercise, as part of pitching for online social engagement, was to understand the Le Creuset brand and the issues this relatively new range (launched 2002)has in competing in a saturated steel market, a credible alternative to the cast iron option, and to attract new customers to the brand.

I proposed a new, relative identity for the range which suggested the product type but sat perfectly with the original mark, but also to take it a step further by creating a name for the range, again empathetic to the original brand and the French origins.

Le Creuset = The Crucible/Melting Pot Acier = Steel Le Acier, Le Creuset

Creating a character for the range was an important distiction. We identified a target market of A, B, C1’s, Le Creuset ‘disciples’ and young professionals.

Subsequent defining creative routes were developed, leading to online social engagement, product information and purchasing guides, see below.

Analogy of a Le Creuset Stainless Steel Saucepanas a coveted ‘trophy’, or objet d’art.

Le Creuset cooking from around the world. New recipes, new locations emphasising range of use.

By integrating the product in a country’s landscape gives recognition to the global brand and becomes the cookwear of choice to a wider market.

Encourage Le Creuset ‘disciples’ to engage with each other by sharing experiences of the rangeand their own recipes from their travels as part of an online community initially via Facebook.

Online social competition campaign concept - ‘Where in the world is Le Creuset today?’

This aims to enhance the awareness of Le Creuset’s global presence to Facebook

• Competitors will gain access to the campaign with a ‘like’

• Users will be required to guess the location of a daily image • Traffic will revisit each day to increase their chances

• The hook will be a Final Prize draw to win product or visit and cook in a global region of choice

• Socially an image can quickly go viral

Parallax micro-site concept: ‘Learn more about Le Creuset Steel’

Scrolling vertically, an animated saucepan rotates to reveal design qualities, cooking benefits, finally revealng the full range and purchasing information.


loseley ice cream

Loseley Ice Cream Brand Development.

Loseley dairy products are ‘artisan quality’ and generally found in deli’s, farm shops, theatre’s and outdoor events. An established premium brand, certainly in the South of England, Loseley want to establish themselves nationally and naturally increase sales to compete with direct competitors including Haagen Daz.

Prior to a full brand and product audit and subsequent development, Loseley urgently required an interim (possibly permanent) creative direction for their ice cream range to launch in Spring 2011. Existing Loseley ice cream packaging had 2 major flaws: an inability to distinguish one flavour from the next, and very poor freezer presence.

By developing its main identifiable asset, the Jersey Cow, I created a considered, contemporary take on the existing tired packaging by combining the core ingredient of each variety with a new illustration of the cow.

There was also a requirement to refresh the Loseley identity whilst retaining the integrity of the existing mark.

Before and afterAs illustrated, the new pots deliver a sympathetic nod to the old styling but now, the product is clearly expressed, the cow is very engaging and the Loseley logo has added quality.


rentokil initial workwear

Stage 1 ‘Premium’ range campaign development

Rentokil Initial plc is one of the largest support services companies in the world, operating in all of the major economies of Europe, North America, Asia Pacific and Africa. Initial ‘Premium’ is a new, engineered range of workwear developed to deliver optimum performance, protection, comfort and functionality. It is the top of the range option in the workwear ‘Keep me Clean’ category and has a requirement to distinguish itself from the other available Initial options but act as a leading brand in the workwear industry as a whole.

Illustrated, are excerpts from the first, second and third stage developments including moodboards, naming exercises and concept expressions, through to the final creative.

Concept 1. Expressive attitude

The canvas and the ‘hero’ represent the campaign theme of ‘a new expressive attitude to workwear.’

Right illustrates stage 1 top level creative. Represented here as a poster, the Initial and Textiles branding is very consistant, but the powerful visual avant garde style shows the distinction between not only the Initial Universal styling but also direct competitors.

Literature cover examples

With the creative direction established, it is now applied. The flexibilty allows distinction between ranges, gender, and industry etc.

‘Artisan Works’ has now evolved as a potential range name and underpinned by ‘more than workwear’.

Concept 2. Engineered Workwear

This concept represents an intelligent, high specification range of workwear.

The photographic styling adds to the attitude of the range, and allows the possibility to extend the range beyond the workplave and into the retail arena. Dickies workwear is a brand to aspire to.

Concept 3. Freedom of movement

Majoring on the materials, new functions and cut of the overalls, jackets and trousers etc, this concept shows abstract movement photography to act as strong visual stimulus.

The principle of this concept was then progressed to the final direction shown below.


novus interiors

New identity and full integrated brand development

Established interior design firm Novus are now benefitting from a stronger more cohesive and confident visual brand to take the business forward beyond the UK and into Europe.

Specialising in commercial property, Novus is quickly establishing itself as a major player in the competitive world of office design and fitting services.

Above: A selection of case study and testimonial brochure styles.

Right: Initial identity use guidelines illustrating the basics of the identity, literature and digital and photographic styles.

Below:First stage responsive website/holding page examples.


tmd friction - textar

Textar: braking with tradition for 100 years

New braking performance that’s out of this world

From Textar, the makers of the world’s best O.E. brake pads, comes the best O.E quality brake rotor to form the

perfect braking partnership.

• New to the US market

• Engineered to match your cars original braking system

• High carbon content

• Anti-corrosion coated

• Perfectly complements Textar O.E. brake pads

• Performance without the compromise

www.textar.com

New braking performance that’s out of this world

From Textar, the makers of the world’s best O.E. brake pads, comes the best O.E quality brake rotor to form the

perfect braking partnership.

• New to the US market

• Engineered to match your cars original braking system

• High carbon content

• Anti-corrosion coated

• Perfectly complements Textar O.E. brake pads

• Performance without the compromise

www.textar.com

Textar: braking with tradition for 100 years

Character building for a premium brake friction brand

Textar is TMD Friction’s flagship brake brand. It is O.E. (original equipment) quality with primary markets in prestige cars and C.V. (commercial vehicles)

Our first brief for Textar was to create an integrated awareness campaign highlighting the issues of non regulated C.V, brake friction flooding the European market.

It was designed to implicate fleet decision makers including MD’s (right), fleet managers, distributors and drivers. A hard hitting campaign, it was very unique in the marketplace and caused a lot of interest.

Advertising, literature, direct mail, safety video and ipad presentations were developed for TMD’s Automechanika (world’s largest automotive and component expo) stand in Frankfurt.

The subsequent success of this initial job for TMD resulted in a great relationship and allowed us to develop other campaigns off and online for Textar, and other TMD brands and divisions (automotive and industrial).

The direct mail piece blow illustrates the campaign in its entirety, showing the negative situation combined with the benefits of Textar O.E. quality.

Left and above, part of a conceptual advertising, campaign launching Textar brake pads and discs into the American market.

Right, final styling for specific brake disc campaign for America.

Above, promotional literature for ‘epad’ a specific Textar product developed for its performance, low noise and low dust output.

The ceramic based formulation offers a holy grail to drivers who won’t compromise on performance, a particular interest in the American market.

Right, online interactive Textar garage, created for mechanics and customers to either learn about the products, access to product catalogues and

ordering options.

Far right Textar Marketing on Demand portal for garages to order product and marketing elements

which are designed to be dual branded.

Elements including offer posters, literature and branded clothing and be ordered simply and

cheaply. This obviously benefits both parties: added exposure for the band and professional,

consistent marketing for the garage.


pharma/healthcare

tim riches - senior creative

Various examples.

Identity and product materials for BOC Medical Speciality Gas Heliox.

BOC is an international gas company supplying industrial, medical and scientific gases and equipment in 30 countries.Heliox is a gas developed specifically for rapid relief in patients with respiratory problems prior to entering hospital.

As part of a repositioning programme, the Heliox brand is represented by a leaping archer through an aperture and underpinned by the strapline -Vital Breathing Space - and illustrates the point of targeted relief.

A comprehensive list of marketing materials were produced including technical literature and healthcare press advertising.

Concepts for a brand refresh and marketing for a new online search engine pre-online application. ChemSpider is a free chemical structure database providing fast access to over 22 million structures, properties and associated information.

Connecting Chemists,advancing knowledge

High Quality Care for All was the theme of Lord Darzi’s year long review of the NHS for 2012.

The purpose of the review was to consider the potential to unite everyone working in the NHS.

These are first stage concepts to deliver the concept and message in an aspiring and intelligent.

079795 48689 [email protected] timriches.carbonmade.com

aggreko

Winning pitch presentation examples

Aggreko is the world’s largest temporary power supplier to; global industry including mining and oil & gas, events Olympics, World Cups and music festivals, and disaster relief in Japan.

We pitched specifically for Aggreko International’s (based in Dubai) business covering Africa, Middle & Far East and Australasia.

Illustrated here are examples of progressing the brand through various above and below the line channels including advertising, literature, online activity, direct mail and CSR exposure.

The majority of the examples concentrate on the mining industry and expressing Aggreko’s capability in delivering energy and temperature control to the most remote and difficult situations.

Development is progressing and rolling out in phases beginning Q1 2013.


tim’s cvmb march15

Documents

creative director

creative team

creative solutions

senior freelance creative

design director

creative output

k4 creative

new creative momentum