Background: Stephen Windsor, an electrician with twenty years experience approached me with an idea. His idea was to compile a nationwide database of bad customers. This database would be compiled by tradespeople for tradespeople.
Brief: To optimise the idea and promote it in a positive way.
Approach: Complaining about bad customers is negative. I pushed to make sure that the business would create a positive experience and made two key recommendations:
1. The business should market itself as insurance against loosing money from bad customers (the professional non-payers).
2. Building the database should come from encouraging tradespeople to get their bad experiences off their chest.
Results: The brand name Onyx comes from the quartz crystal of the same name that absorbs bad energy and emits positive energy. The business launches in Spring 2010.
Background: Parajet are world leaders in the growing aviation sport of paramotoring. I have worked with them since 2006 (marketing materials and the front end 'look' of their website). This 2009 brochure project has been the pinnacle of our graphic design relationship.
Brief: Parajet required a world class brochure to reflect their status in the personal aviation industry.
Approach: I was assigned with managing the entire project, planning the brochure layout, writing the copy, arranging the studio photography and managing the print production. (I must admit that for research purposes I flew one of the amazing machines myself... quite an experience).
Results: The brochures (with their spot UV glossy covers) were delivered on time for Parajet's Spring 2009 factory open day and have been used to boost awareness of the product at aviation shows since.
"In the seventeen-years that I have been running my business I have come across many charlatans who say they will do this and that for me. Will Baxter is the real deal."
Martin Cox, Managing Director, Oaktree Joinery.
Background: Oaktree Joinery manufacture timber windows and doors. They had just invested heavily in machinery and had limited internal resources to bring the rest of the business up to speed.
Brief: To take the business to the next level.
Approach: I took on board the best of what branding they had and optimised it by simplifying their logo, re-naming their product range and taking control of their website.
Results: Their updated and consistent brand now works in harmony with their new machinery and has optimised the business.
“We chose Will because he provides an innovative and bespoke service. He's designed our complete portfolio of marketing communications including our corporate brochure, our direct mail-outs and the exhibition stand that we used at Earl's Court."
Mark Rosenberg, Managing Director, Mail Workshop, Nottingham
Background: Mail Workshop is a Nottingham based parcel and catalogue distribution company. Founded in 2002, they have doubled their turnover in each consecutive year. They contacted me because they wanted their marketing and promotional material to reflect the standard of their expanded business.
Brief: To design their complete marketing portfolio. Including a brochure, direct-mail outs and exhibition stand.
Approach: Through discussion I learnt that the majority of their larger clients were direct-mail catalogues. Taking in to consideration the responsibility that Mail Workshop has to deliver their clients parcels and catalogues I recommended that use blues and blacks for the brochure to reflect on their professionalism. I then added the design details: the small font size, the highlighted spot UV printing and that the opening edge on the brochure be cut on an angle to aid ergonomics.
Results: Mail Workshop continued to grow exponentially to a £3.4million turnover in 2009. I have since designed a host of adverts for them and completed a couple of smaller projects.
2010 
