Summary: As the UK’s population ages, more people lose the daily mobility they’ve taken for granted. TGA is a brand that values design and personalized solutions to mobility issues. The problem is, our audience was uncomfortable confronting their disability, hesitating to look for mobility solutions before it was too late. We had to help break down the stigma around disability solutions to help enrich the everyday.
Responsibilities: In a hybrid role, I was led both strategy and creative for TGA, overseeing the development of the brand’s platform, leading marketing transformation and creating a content system for efficient asset creation.
Credits: Account: Gugs Sarna, Liz Silvane | Strategy: Yasir Alani | Creative Direction: Matt Gilbert, Dave Tokely
Brand Platform Development
TGA had big ambitions– it wanted to be seen as the Jaguar of mobility solutions. The problem was, it did not have a clearly defined brand. I helped define TGA’s positioning, develop its vision, solidify it mission and establish a clear personality.
Impact: For the first time, TGA had a clear direction. We created a brand bible which helped inform everything from advertising communications to training for the customer relations and sales team. We created in-office collateral that helped every level of the business align to the brand’s strategic direction.
Creative Transformation
Feel Moved was a platform built on celebration– of life, of movement of getting out into the world. Vibrancy, support and diversity were at the core of the creative transformation.
To bring this platform to life, I created photographic and video guidelines. I oversaw still and video production, leading conceptual ideation, scripting, storyboarding, retouching and distribution.
Impact: The creative resonated with the audience and led to record click-throughs to TGA’s website. The competition took notice and quickly launched copy-cat creative to catch-up to TGA’s marketing leading position.
Content Design System
To build awareness, find new customers and drive sales, TGA had a clearly defined media plan to achieve its objectives. The only problem, production budgets and capabilities were limited.
To overcome this challenge, I worked with the creative teams to design and execute a modular content system that allowed for quick, efficient creation at scale.
Impact: The content design system simplified asset production, enabling high-volume asset creation. Multi-copy variants were easily deployed to respond to different paid target audiences, while adaptable imagery and backgrounds ensured brand consistency across touch points– including social, email, digital/seo, web, print and even industry conventions.