Mark Willey for Profiles Creative

portfolio Mark Willey mark@designersed.co.uk www.designersed.co.uk 07961359958

1

Mark Willey

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.

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

2

Mark Willey

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.

3

Mark Willey

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.

4

Mark Willey

Club Social / Septem

mediacells

Summer of Sport Edition

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.

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 / September 2021 / Summer of Sport Edition

Club Social / September 2021 / Summer of Sport Edition

3

10

Club Social

mber 2021 / Summer of Sport Edition

Euro 2020

Olympic Games Tokyo 2020

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

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

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

Club Social / September 2021 / Summer of Sport Edition

Euro 2020

Instagram engagement euro 2020

13.5k Hero post

Euro 2020

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.

growth

Instagram engagements. June 11 - July 11 2021 Pos

Club Social / September 2021 / Summer of Sport Edition

Euro 2020

Feature

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.

94% Follower

5

Organisation

COUNTRY

#Followers Follower Growth %

Hero Post

1

Cristiano Ronaldo

Portugal

313,362,731

6%

13,500,000

Engagements Posts per Post 7,615,797

26

Hero post link https://www.instagram. com/p/CQNt2D2AsRO/

2

Christian Eriksen

Denmark

4,003,406

94%

7,400,000

4,504,827

2

https://www.instagram. com/p/CQIbbREAXo5/

3

Kylian Mbappé

France

54,126,592

5%

7,000,000

3,024,362

10

https://www.instagram. com/p/CQrpin5lbT8/

4

Eden Hazard

Belgium

27,112,802

0%

1,400,000

1,159,500

3

https://www.instagram. com/p/CQqLscLNC6f/

5

Karim Benzema

France

40,445,620

3%

2,100,000

954,550

17

https://www.instagram. com/p/CQs7BukrLUV/

6

Paul Pogba

France

45,927,241

3%

2,300,000

920,945

21

https://www.instagram. com/p/CQ9ygADFnLA/

7

Luka Modrić

Croatia

19,646,430

1%

1,200,000

810,892

4

https://www.instagram. com/p/CQO7Qh_rsHW/

8

Kevin De Bruyne

Belgium

14,481,874

4%

1,400,000

729,323

12

https://www.instagram. com/p/CQO5-9gDRqh/

for the girls re atu e F

T

hroughout 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

7

5

Mark Willey

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.

6

Mark Willey

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.

7

Mark Willey

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

8

Mark Willey

Client: The Royal College of Psychiatrists (RCPSYCH)

Rebranding and ongoing supply of event literature and general promotional material

Be the brightest Be the best Be a psychiatrist

careers@rcpsych.ac.uk

9

Mark Willey

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.

4674 - PP - BNF Inforgraphic_A4_AW_V2.pdf

Your

phar a y

knowledge

isn’t complete

without mc Produced and updated by Pharmaceutical Press

Complete your digital library with one click at:

medicinescomplete.com 3389 - MCP - Brochure 8pp_AW.indd 1

02/09/2014 16:46

1

17/08/2016

16:22

10

Mark Willey

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.