Camilla Grey, Strategist
Now working independently, I was previously a strategist for leading creative consultancies Wolff Olins, Digit/Brand Union, and Moving Brands. I’ve helped to establish small Silicon Valley start-ups, and I've led the transformation of large global brands.
Pure Sports Medicine — forging alliances
Pure Sports Medicine are a leading, London-based clinic specialising in health and fitness. With four successful clinics across central London, a loyal customer base, and a well-oiled team of expert employees, PSM are in an enviable position of strength. They came to me in need of a brand and communication strategy that was aligned to their long-term business goals of continued expansion and growth.
I interviewed leaders and practitioners across the business, surveyed customers, and worked closely with their Marketing Manager over a two-month period to develop a full stack strategy based on the central idea of "alliances". My work encompassed brand purpose and positioning, brand architecture, personas and user journeys, all brought to actionable life with a communications plan and roadmap. In April 2017 I was invited to present my recommendations to PSM's leadership group in order to ensure high-level buy-in and sign off.
In August 2017, I returned to PSM to define a launch campaign and marketing plan for their two new Central London clinics opening in early 2018.
Facebook — defining the world's best known brand
As Facebook continues to grow and expand, so the limits of the brand are stretched and extended. With so many new applications to consider, and an ever increasing list of partners to brief and guide, Facebook needed to update their brand guidelines and draw a line in the sand for what was ‘Facebook’ and what wasn’t. I worked with creative director, Marian Chiao, to assess Facebook’s existing brand assets and define guidelines for everything including tone of voice, moving image, photography, illustration, colour palette and emojis. Don’t forget the emojis.
Marian and I regularly collaborate under our virtual studio, Work We Do. Together, we've since gone on to work with the Facebook brand team on a variety of projects. Contact me to find out more about our transatlantic approach.
Marvel App — nurturing a content culture
I’ve been an informal part of the Marvel gang since September 2015. Working closely with Marvel’s CEO and co-founder, I put together their content strategy, led the development of key content including their case studies and State of The Digital Nation, and recruited and coached their marketing team.
Within 60 days of starting to work to the content strategy, Marvel had tripled every content metric and traffic from social channels had doubled. They also saw a 1.6% increase in sign ups to the product from the blog. In December 2016, Marvel secured £4 million in Series A funding, and continue to go from strength to strength.
Summary of other work, 2015 - present:
Brand and content strategy for...
- Ally Coffee
- Adaptive Lab
- Ayuda Heuristics
- Graphcore (w/ Pentagram)
- Soda (w/ Pentagram)
Product and offer definition for...
- Intercontinental Hotel Group
- The National Lottery (w/ Wolff Olins)
- Orange (w/ Wolff Olins)
- Nike (w/ Wolf & Wilhelmine + On Road)
- Brand Union
- KBS Albion
This is just a small selection of recent work. To discuss your specific project, please get in touch via the Contact page