New (location specific) photography direction:
Below: old branding.
I helped Gladys with new campaign creative, more tightly targeted at their target audience: daughters of elderly people, who want to find the best carers for their parents, to help them around the home. There were plenty of things I could have changed but I tried to use what they had in a new cleaner way, with the most significant change being a better font which their target audience may resonate with. I deliberately used one of their less frequently used, yet arguably primary, brand colours, which I felt would resonate more strongly with their audience while helping the campaign stand out.
My first inclination was also to lead with a very simple campaign message, "Need great carers?", which spoke directly to the audience, and subtly spoke to carers looking for work too. Alongside that, I introduced the CTA "Call Gladys" as part of the lead campaign headline, integrating the Gladys logo directly into the line so it felt more ownable and immediate. I also worked closely with the marketing manager on a compressed turnaround, developing new artwork at speed and refining the copy collaboratively as we went so the campaign could keep moving without losing clarity. Because the strategy was hyperlocal and the timeline was tight, I leaned on AI to create location-specific imagery which was otherwise very hard to find without paying for a great photographer to go around getting great shots with models, at a time of year when the weather wasn't even great. The result was better imagery which also spoke directly to the daughters who care dearly for their mothers, and potentially even to carers.
New (location specific) photography direction:
Below: old branding.
Testimonial
"Rory has a rare ability to take a brief that feels half-formed and turn it into something sharp, emotionally intelligent, and commercially useful. He understood very quickly what Gladys needed to say, who we needed to reach, and how to make the work feel more human without losing clarity or impact. What I value most is that he brings more than design taste. He brings judgement. He challenged weak assumptions, improved the messaging, and found creative solutions at speed when time and resources were tight. The end result felt more premium, more focused, and far more aligned with the audience we were trying to speak to. Rory is one of those people who quietly raises the standard of everything around him. When he is involved, the work gets smarter, the process gets easier, and the final output is always better than you expected at the start."
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