30 Years of Ted

Role: Lead Designer
Client: Ted Baker
Scope: Campaign Concept, Art Direction, Copywriting, Design, Print, OOH, Digital & Retail
Campaign: 30th Anniversary

Campaign concept and art direction for Ted Baker’s 30th anniversary.

Starting with the playful idea of drawing glasses and moustaches on models in the newspaper as a child, I developed a campaign around doodling on Ted Baker imagery. The idea brought a deliberately irreverent tone to the anniversary and helped the brand stand apart from more polished, serious campaigns.

As the lead designer, I developed the campaign concept, art direction, design and copy, creating a visual language that could work across a wide range of physical and digital touchpoints.

The campaign rolled out across London buses, black cabs, the London Underground and in-store digital screens, alongside print, magazine placements and a guerrilla flyposting campaign. In-store postcards turned customers into part of the campaign too, inviting them to doodle on Ted imagery themselves.