Brand strategist, creative idealist, wordsmith, team leader

Intro

Businesses are built, brands are crafted.

Businesses answer needs, brands live in the imagination.

Nick Jones has decades of experience working with businesses to define and express their brand. He consults and co-creates with his clients, and leads a bespoke team to bring their brand to life.

Approach

Whether for a new organisation, a new destination, or a product or service, the discipline and creativity of the branding process is the same. The simplest question to ask is: “What is the basis of the ideal relationship between your offer and the user”.

This becomes the foundation for building your brand identity.

The more unique that relationship is, the stronger your brand will be.

Brand identity

  • Met Office UK

    Major corporate identity programme to position the Met Office more effectively in the global market for meteorological data. Strategic consultancy by Nick Jones. Work produced by Corporate Edge.

  • A new type of housing provider

    A name was needed for a 50:50 joint venture between Hounslow Council and Ecoworld London - designed not just to create new homes for those in the borough but also to provide funds for new public amenities. This intention of increasing value to the public led to the name Kindred. Name created by Nick Jones. Work produced at Totality.

  • Turning a girls' school in South Sudan into a cause

    Nick has been working since 2014 with a charity set up to build and support a new girls’ school in South Sudan. During that time he has conceived the school emblem, created two fundraising campaigns, co-produced a film, and advised on marketing strategy. The film can be viewed HERE

  • A new forward-thinking company

    A new residential-led developer required a new name - reflecting a forward thinking perspective but also a company grounded in substance. Plus a name that was unique enough to command its own URL. The name Avanton combined the French ‘avant’ meaning of the new, with the ‘ton’ ending which means an old English settlement. The colon in the identity looks to what lies ahead. Name created by Nick Jones. Work produced at Totality.

  • Shining a light on the dark world of electronic trading

    The world of electronic trading can be murky. A new app to be launched on the Bloomberg trading portal would offer real-time analysis of trades to see if they achieved ‘best execution’. In contrast to many other arcane names in the industry, the desired name needed to be straightforward and descriptive of the app’s benefit, hence the name Tradelight, created by Nick Jones

  • Tackling the global waste problem

    In working on the investor pitch for a new technology to convert waste into a clean gas, it became clear that a new name would set it apart from all other existing technologies. The patented process involves a cyclonic method of breaking down the carbon molecules - this was captured in the recommended name Enruption, created by Nick Jones.

Place branding

  • New name for Tottenham Hale regeneration

    Argent Related are building a new central mixed use district in Tottenham Hale. They wanted to differentiate this area from competing schemes. Hence the name Heart of Hale - a figurative and literal point of difference. Name created by Nick Jones; all other work by Placebrand.

  • Transforming Elephant & Castle

    Lendlease is the lead developer transforming the Elephant & Castle area in South London. At the heart will be a large area of open parkland. This combined with Lend Lease’s carbon neutral aspirations for the construction, led to the name Elephant Park. Work produced at Totality.

  • A new destination in the heart of Liverpool

    A new 5-acre mixed-use leisure/retail destination centred around a new elliptical public plaza is being created behind the much-loved Lewis’ department store. The shape of the plaza and the role of leisure led to the name Circus - a place for those in Liverpool to come and enjoy. Name created by Nick Jones. Work produced at Totality.

  • A new beachfront on the Adriatic

    A new hotel and leisure district is being developed on the beachfront in Budva Montenegro. To set it apart from other international brands, the name needed to appeal to local audiences as well as Russian and European nationals. The name ‘Safiro’ is understood in four languages to mean sapphire - exemplifying the colour of the Adriatic Sea that forms the skyline vista. Name created by Nick Jones. Work produced at Totality.

  • A new residential quarter in North London

    A new residential quarter was to be built running parallel to Islington’s fashionable Upper Street, and either side of the highly regarded Canonbury Street. Linking to the latter, and incorporating the N1 postcode, the name Canonbury Cross was developed to create an appealing new sense of place. Name created by Nick Jones. Work produced at Totality.

  • A new home above the Royal Academy of Dance

    A new development incorporating the new London base for the Royal Academy of Dance also featured a new residential tower above. The tower required a name to distinguish it from the rest of the project, but link it to the Royal Academy. The name Coda is both a dance and musical term denoting the final flourish. Name created by Nick Jones. Work produced at Totality.

Brand Comms

  • Speedo Swimwear

    Award winning UK cinema and poster campaign. Concept creation and management by Nick Jones. Work produced by BBH.

  • Shell UK

    Integrated UK campaign for Shell UK retail. Strategic direction by Nick Jones. Work produced by Ogilvy.

  • Amnesty International

    Award winning and most effective ever ad campaign for Amnesty International UK. Management by Nick Jones. Work produced by CDP.

  • Asda Stores

    New and refurb stores ad campaigns. Management by Nick Jones. Work produced by BBH.

  • Scottish Enterprise

    Internal employee comms programme to bring the organisation’s values to life. Creation and delivery by Nick Jones.

  • HM Revenue & Customs

    New brand identity and comms campaign following HMRC merging with National Contributions Office. Strategic consultancy and team leadership by Nick Jones. Work produced by Corporate Edge.

Experience

Nick’s experience spans three decades in advertising, brand identity, product innovation, and place marketing.

He has worked at leading UK agencies including BBH and and Ogilvy. After completing the D&AD Young Creatives programme, he moved into brand strategy. Following an MBA at London Business School, he became Head of Strategy at Corporate Edge, leading project teams on major corporate identity programmes.

He then co-founded his own successful agency that specialised in place marketing, resulting in several industry awards for effectiveness, and reaching a turnover of £2m.

He now works as a brand and creative consultant, dividing his time between working with his own clients, and also supporting young people start their own businesses with the Prince’s Trust.

Contact

Phone: +44 7789 635736