Mark Willey for Profiles Creative

Client: Mediacells

Audience Engineering

Initial concepts were developed by the client using Midjourney, ChatGPT, and a selection of bespoke brand development AI apps. I then took this content (the basic logo) and developed the brand with the client and a copywriter. At the heart is the concept and creation of five sequential isometric illustrations which represent the core values of the proposition. These are produced as vector files in Adobe Illustrator for use across multiple platforms, including animation. As featured in New Digital Age

to create an information architecture that standardises data

Mediacells Audience Engineering™ ensures that data is always fit for purpose.

For each client organisation, our data design and information architecture grow from a detailed understanding of business objectives and operational requirements.

In defining policies, procedures, models and technologies, and in collecting, configuring, storing, supplying and visualising data, we factor in the expectations and needs of every client stakeholder.

to create and maintain algorithms and models that make data valuable

Mediacells Audience Engineering™ generates long-range insights through the application of expertise in mathematics and data theory.

It makes optimum use of statistical modelling, algorithms and AI to put our clients in a position of strength as they drive business performance – evaluating metrics, predicting and steering behaviour, shaping content and conceiving campaigns.

to extract, transform and load error-free data at scale

Mediacells Audience Engineering™ ensures that our clients can rely on consistently clean, accurate data that is instantly available to all stakeholders – whether in analytical, operational or strategic roles.

Integrity is our imperative at every stage of the data lifecycle, however the data is structured and consolidated, and whatever its scale.

With APIs and pipelines tailored to the specific needs of our client’s business, Mediacells’ systems streamline crucial processes for data science and analysis.

Mediacells Audience Engineering™ illuminates the route to decisions that drive performance with data analytics.

Expert designed and automated dashboards translate complex data sets to measure performance, reveal trends and insights as operational input for the daily business to use.

Bespoke algorithms and models focus on specific business issues - either with a customer or operational focus.

to measure and illustrate performance, reveal trends, insights and make data accessible

Client: FIFA.com

Design of a full-page press ad for insertion in the official programme of the FIFA World Cup, Brazil, 2014.

Subsequent supply of over 1,000 instant-response graphics for upload to Twitter and Facebook following strict branding guidelines for FIFA and FIFA stakeholders. This involved immediate turnaround following live action during the tournament. Once signed-off the graphics were translated into five languages and circulated worldwide.

Client: Blind Veterans UK

Blind Veterans UK helps vision-impaired ex-Servicemen and women to rebuild their lives after sight loss.

Design of promotional material from raw manuscript through concept, development, workflow and supply of press-ready files. Included pic research and print management.

Client: Mediacells

Club Social

Creation of a monthly online journal that needed to be simple enough for non-design professionals to edit and populate content in-house using InDesign. Included colour guides and comprehensive but clean and easy to understand user guides and stylesheets.

mediacells

Summer of Sport Edition

Euro 2020: Soles mi, optur? / Iquam alisquae nonecto qui rendendam, to cus soluptur, si quiam / Num eos ullate nis aut la pro

Olympic Games Tokyo 2020: Enimod est omni rerum utem et ulparunt / Num eos ullate nis aut / Iquam alisquae nonecto eum qui blantia spiduntium,

Copa America: Et volupta temquissi ut hitibus andaepero / Num eos ullate nis aut la pro tota audi dolupti beatur?

Tokyo Paralympics 2020: Quaeper ioribus aceatio / To cus soluptur, si quiam et que plitatatem

Club Social

Euro 2020

Id essitet aceribus accaturem eario. Sitatin raecaepe plignim aximinv ellatur?

Necus et aut ea consequam dolorrum corem vellace rferrumqui dolorest, vellab ius mod quo blab iliquam net inia quam reri rem. Natem etur aut harchiliqui alibus, od et et utet repudam hitio p4 ius velendis plabor res rest, cum que nimaxime etur re et que es explitium alis dunt am, ium et audi consequasi con p7 ni odia qui doluptiosa nis quibusa corit omnihitisqui vellat quam quo blam re, undi commo volo odi unt

Olympic Games Tokyo 2020

Id essitet aceribus accaturem eario. Sitatin raecaepe plignim aximinv ellatur?

Necus et aut ea consequam dolorrum corem vellace rferrumqui dolorest, vellab ius mod quo blab iliquam net inia quam reri rem. Natem etur aut harchiliqui alibus, od et et utet repudam hitio p4 ius velendis plabor res rest, cum que nimaxime etur re et que es explitium alis dunt am, ium et audi consequasi con p7 ni odia qui doluptiosa nis quibusa corit omnihitisqui vellat quam quo blam re, undi commo volo odi unt

Instagram engagement euro 2020

13.5k

Hero post 94% Follower growth

Ronaldo was a sensation on and off the pitch at Euro 2020 and is the most engaging playerinfluencer of the tournament. CR7 trended on Twitter after he cancelled a soft drink placement at a UEFA press conference. The incident resonated with his 550m social media followers and highlighted the risks of clumsy product placement in the social media age. As the tournament developed and Portugal were knocked out, the captain took to Instagram to celebrate his 11-yearold’s birthday and scored the highest post engagement of any player, team or federation associated with the event.

When Danish footballer Christian Eriksen collapsed after a cardiac arrest during the Group B match against Finland in June - messages of support and empathy from fellow players inundated all social media channels. On Instagram the attacking midfielder posted a recovery message from his hospital bed and recorded the highest growth rate of 94%+ followers.

Euro 2020 for the girls

FeatureThroughout the UEFA Euro 2020 tournament, the social media platform, TikTok was an official sponsor. TikTok created a hub where fans could celebrate and engage with football content on a global scale.

There was a combination of official and unofficial voices expressing their passions, interests and reactions towards the European Football championship through short video clips.

TikTok enabled a base for audiences of different demographic profiles especially breaking the stigma that football is only of male interest.

Analysis into TikTok audiences during the Euro2020 tournament highlighted the new fan communities that were established.

The female fan community on TikTok emerged a new experience of football, where girls can share their interests towards the games and players in a unique form.

Popular hashtags within female fan engagements like #EurosForGirls and #girlsfootball attracted

Client: Pearson Education

I managed and produced the creative for this flagship English Language course for Pearson in association with the BBC. Responsibilities included pic research, art commissioning and management of other designers and illustrators to carry out page production following strict working guidelines and to tight deadlines. A three-year contract started just before lockdown and publishing now in 2023.

Client: The Royal College of Pathologists

Brand identity

Creation of a modern identity that reflected the College’s positive and dynamic stance within the field.

Two very recognisable images, the DNA double helix and The Staff of Aesculapius, which represents medicine and appears on the College crest, were combined to create a simple and elegant design.

Comprehensive brand guidelines were supplied to ensure consistent use throughout.

Client: The Royal College of Psychiatrists (RCPSYCH)

Exhibition design. International Congress, London Excel and ICC Birmingham, 2014–2019.

Design and supply of all graphic systems for the Congress hosts (RCPSYCH) and associated stakeholders. • Programmes and posters

• Roll-up banners

• Penguin banners

• Large scale pop-ups

Lecturns

Ppt screensavers • Static and projected signage • Shell schemes

Examples shown from ICC Birmingham 2018

Client: The Royal College of Psychiatrists (RCPSYCH)

Rebranding and ongoing supply of event literature and general promotional material

Client: Pharmaceutical Press

Series branding, promotional material and below-the-line advertising of PhP’s publications and speciality products over an extended period of time.

Client: Pearson Education

PTE Academic (Pearson Test of English Academic) is an English language test used to assess UK Visa applications.

Total re-design involving:

• Course-rebranding

• New suite of logos and icons

• Interpretation and presentation of language concepts

• Page production – fast track

Considering the daunting prospect of learning a language, the designs are friendly and unthreatening. A student character is colour coded and flies through the content navigating the user through the different sections. Clear signposting and direct and unfussy graphics aid teaching concepts throughout.