Andrew Lloyd-Jones

Project: Brand language redevelopment
Client: Tate Gallery
Role: Brand writer

I worked with Tate to revitalize their membership language and communications – including posters in the galleries themselves, their website, membership pack, customer communications, and ambient messaging.

The concept revolved around some of the physical and emotional benefits of “being part of Tate” – being together, being involved, being proud, being pioneering, and so on - in other words, what it means to “Be Tate”.

The posters were designed by London design agency North, framing those benefits in a colorful and engaging way.

Project: Hakkasan Brand Guide
Client: Hakkasan Group
Role: Copywriter

Michelin-starred global restaurant group Hakkasan wanted to create a brand guide in keeping with their brand essence of "cinematic energy." I developed a narrative mystery set in a world of shadowy bars, magical gatekeepers, femmes fatale, and tantalizing clues - all leading to the heart of the Hakkasan brand.

Shot on location in Hong Kong and designed by London design house North, the guide was also produced as a boxed, leather-bound edition. 

Creative development + words.

Working with design agency North, I was asked to produce a guide that would bring to life Hakkasan’s exclusive bar brand, Ling Ling for staff and collaborators. Ling Ling was originally designed as a separate bar area for the Michelin-stared restaurant, but was then developed into a standalone restaurant/night club concept, with sites in Las Vegas, Marrakech, Oslo, and Mykonos.

Having spent a night at Ling Ling at the MGM Grand Las Vegas talking to (and drinking with) hosts and guests, I created a collection of stories which in turn I deconstructed and reassembled to produce a series of fragmented, evocative narratives that captured the chaotic, hedonistic essence of a night with Hakkasan’s “naughty little sister”.

The final version involved 10 different covers with five different spines representing 10 different narratives and consumer perspectives that represent the brand. The brand book went on to win the ‘Best in Digital Print at the Antalis Review.

Original text remixed using Text Mixing Desk from The Lazarus Corporation + text regenerative application Liptikl from Intermorphic.

Want to know how the book was printed? Find out here.

Project: Brand narrative development
Client: Liberty
Role: Brand writer

Following a major brand redesign, civil rights organization Liberty wanted to refine how they talked about themselves to better convey their values, history, and status as a vital membership organization as well as reach to a younger, more diverse and politically engaged audience. I developed an updated brand narrative, as well as a more confident, uncompromising tone of voice that reflects the essential role Liberty have played over the years in championing civil rights in the UK.

Project: Brand narrative development
Client: Friends of the Earth
Role: Brand writer

Working with their marketing team, I helped create a new story and tone of voice for Friends of the Earth – one which was more aspirational and empathetic.

Friends of the Earth is a global environmental campaigning community dedicated to the well-being and protection of the natural world and everyone in it. Over the years, they’ve been responsible for huge changes in the way people feel about the environment – they’re responsible for making recycling not just a household word, but a household habit.

The opportunity here was that they had not yet had a chance to tell their full story - and show that they’re not just a small group of concerned activists, but a grassroots movement of ordinary people from a wide range of communities, passionate about their environment.

The story had to both emphasize their achievements and reflect their heritage, while also setting out a clear sense of what they want and how they plan on getting there. “Together” was the end result - a rallying cry for everyone to ensure that the next generation will enjoy an environment that's getting better: a safer climate, flourishing nature, with healthy air, water and food.