It's not funny - TVL micro site with social media integration

Concept: Students didn't take TV Licensing seriously – they thought they won’t get caught. As part of the ongoing ‘it’s not funny’ campaign, this site sought to encourage students to compete for the title of the unfunniest uni, replacing the norm of evasion on the campus with TV Licence ownership.
This campaign in particular was supposed to:

• Extend the TV and print based campaign on the internet
• Introduce UCD element (Students send their own clips filmed on digi-cam or mobile phone.)
• Also supposed to send clips directly from phone after taking it and texting jokes in, etc (convergent media approach)

Award: This campaign won the top prize at the 2007 Institute of Direct Marketing awards. The programme was judged to have made “the most outstanding strategic contribution to overall business success in 2007”. This is in addition to the campaign winning the top honours at the Marketing Communications Consultants Association (MCCA) Awards and also being voted Best Integrated Communications Campaign for its “superb combination of creativity, media and outstanding results”. Source (page 4)

Year: 2006
Role: Senior UXA
Agency: Proximity

NEC 343i, IMode phone on O2

This small project for O2 required  re-architecting a few pages form the O2 corporate website for the NEC 343i as a showcase how a convergent solution could work for this site.

(BTW I fell in love with this little phone and bought one for £40 as a back-up phone. It's still ok for email and some basic web interaction (Google maps), and I love the fast access via keypad commands.)

Screen shot O2 corporate website 'Board of Directors'.

Screen shot wireframe example mobile website 'Board of Directors'.

Agency: Rufus Leonard
Client: O2
Year: 2006

Innovation centre project: Mobile shopping assistant

Rubus Innovation Centre project:

Concept: Develop ideas and strategies for M asp applications > shopping agent to be trialled at the Bluewater shopping centre. This solution connects local BLuetooth connectivity (e.g. offers from local shops) with general Internet connectivity (check and compare competitors offers, or order or pay via the phone).

Challenge: Use of latest mobile technology research (Bluetooth, sms,Wap), develop convincing strategy for a product with few existing market references.

Tasks: Market and technology research, expert consulting, brainstorm sessions, concept development, storyboard development, design brief for execution, testing and service development.

Agency: Rubus

Role: Creative Digital Consultant

Year: 2000

Wap @ IAA 2000, NWSS- Nokia Wireless services

Promotional campaign for London's fair for international advertisers 


Challenge: Introduce Wap service to a "print oriented" audience. Introduce Nokias 7110 As Wap device (also test 'Navi roller') Convince advertisers of Wap as a valid advertising medium. Position WAP as time sensitive dynamic advertising medium.

Solution: Extensive user testing of 7110, integration of findings in interface/gui solution Consistent use of Graphic elements (Banners, structural graphics, section header graphics). Reliable data performance was achieved by working with a mobile base station, present on-site.

Tasks: Requirements collection, client consulting, concept development, interface development, information architecture, documentation, on site user liasion, testing, phone set up

Agency: Satama

Role: Conceptual design lead
Year: 2000

Awareness campaign cell braodcasting

Innovation Centre project @ Rubus in conjunction with UCL, London:


Brief: Develop ideas and strategies how to promote cell broadcast services to various clients (retail/ telecom).

Idea: develop Cell broadcast treasure hunt over greater London. Users should in turn learn to recognise the various base station cells by the changing images on their  phones, as different base stations would transmit  Ascii style image to phone display. To give more visibility to the cell cast areas, the small screen images would be supported by billboard campaigns.

Challenge: Introduce novel use of latest mobile technology;  create cultural awareness in the UK market for extended use of mobile technology and interactions (beyond just making phone calls), and develop convincing strategy for a product with few existing market references.

Tasks: Market and technology research, expert consulting, brainstorm sessions, concept development, storyboard development, develop design brief for execution, testing and service development. 

Agency: Rubus
Role: Creative Digital Consultant
Year: 2000