jon daniel ideas | design | direction
jon daniel ideas | design | direction
intro:
bio:
This document features a brief overview of the commercial creative work of the designer and art director, Jon Daniel.
Classically trained as a graphic designer, Jon has worked primarily as an art director for many of London’s leading advertising agencies in a career spanning over twenty years.
Contact Information: email: mobile: skype: linkedin:
jon.daniel@ebb-flow.com +44(0)7717 304 271 jondaniel66 uk.linkedin.com/in/jondaniel
View Work: current: portfolio: showreel:
www.ebb-flow.com www.behance.net/jondaniel66 www.vimeo.com/jondaniel
Creating effective and award-winning campaigns for clients including: IBM, Nestle Rowntree, COI NHS Careers, Inland Revenue, Drink Drive, The ICA, Philips, Virgin Direct‌ Currently Jon is responsible for leading ebb&flow’s creative and multidisciplinary team, delivering branding, graphic and digital design, communications strategy and implementation, web design and development, photographic and film production. Collaborating with a diverse range of corporate, commercial, cultural and governmental organisations to create innovative and effective solutions that meet commercial objectives and deliver tangible results.
jon daniel ideas | design | direction
recognition:
2008:
2003:
1994:
Design for Dwell - Product Design Competition Highly Commended ‘Light & Shade’ Folding Eco Desk Light.
British Television Advertising Awards - Silver NHS Careers ‘Smile’
Campaign Press Awards - Best of Category IBM AS/400 ‘Slave’
British Television Advertising Awards - Bronze NHS Careers ‘Smile’
New York Festivals - Campaign Best Art Direction Finalist - IBM AS/400 ‘Slave’ ‘Army’ ‘Generation’
CBS Outdoor ‘Underground Writer’ Finalist Keep Child Alive ‘Syringe’
2002: 2005: D&AD (Design & Art Direction) - In Book NHS Careers ‘Steps’
New York Festivals - Bronze World Medal NHS Careers ‘Smile’ 2001:
British Television Advertising Awards - Diploma NHS Careers ‘Steps’
New York Festivals - Silver World Medal ECPAT (UK) ‘The Salesman’
2004: Sharks Festivals - Bronze Award NHS Careers ‘Steps’
APG - Bronze Planning Award NHS Careers 1997:
2003: Commission for Racial Equality (CRE) ‘Race in the Media’ Advertising Award Camden Council ‘Making Black History’
jon daniel ideas | design | direction
APG - Gold Planning Award Institute of Contemporary Arts ‘Living Art’
current work : ebb&flow® | 2005 - present
ebb&flow® is a boutique branding company. Specialising in brand strategy, design and communication. Driven by a passion for products and services that challenge convention. Collaborating with progressive clients who demand creative solutions that meet commercial objectives. Bringing initiative, dynamism and versatility to all we do. www.ebb-flow.com
Right: A selection of our brand identity designs. A feature from The Power List; a widely circulated publication featuring Britain’s 100 most influential Black people.
jon daniel ideas | design | direction
KEEP A CHILD ALIVE: Keep a Child Alive (KCA) is a groundbreaking and influential charity founded by Leigh Blake And Alicia Keys. Their purpose; providing life-saving anti-retroviral treatment, care and support services to children and families whose lives have been affected by HIV / AIDS in Africa and India.
Above: Text ALIVE Appeal on American Idol
‘Let’s Start A Virus to End a Virus’ was our inaugural campaign to launch this groundbreaking charity, leveraging Alicia Keys 2007 UK tour.
Left: ‘Africa vs. AIDS’ campaign. One of several print ads featuring leading premiership African footballers shot by the renowned photographer, Rankin. The ads were displayed at The 2010 World Cup in South Africa.
We created a viral campaign with bluetooth, digital, print and web media supported by a text donation mechanism. The campaign has run in both the UK and In the US market where KCA broke ground by being one of the first advertisers to exploit donation by text.
jon daniel ideas | design | direction
ESPOSITO GLOBAL | CORPORATE REBRANDING: Esposito Global is a financial securities and trading company based in Dallas, TX. Based on a brief of creating a designer brand identity to reflect the Esposito client lifestyle choices and values, we brought a stylish monochromatic approach and luxury feel, more akin to the world of fashion than finance. Drawing on the company’s texan heritage, we designed a stylish, simple logotype inspired by the horns of a bull.
jon daniel ideas | design | direction
“
We want to be The Armani of The Markets.
”
Mark Esposito, President Esposito Global LLC
GOVERNMENT | 1824 COLLECTIVE CAMPAIGN An innovative approach to youth voter registration utilising music industry vernacular and media. The campaign was delivered through different media, including a website, text messaging, radio ads and posters at over 2,000 Underground and bus sites, as well as A4, CD and credit card-sized flyers distributed by local authorities, community groups, youth groups, education institutions and student unions. The campaign brought together young, up and coming London artists into an urban music collective, The 1824 Collective.
The campaign resulted in an increase in voter registration amongst the target audience of over 16%.
jon daniel ideas | design | direction
The 1824 Collective produced their own single, using their own words, with the message of the importance of registering to vote. The track ‘5 Million Strong’ reached Channel U’s Top 40 Chart.
CHECKATRADE.COM: Checkatrade is a company that provides consumers with a direct channel to vetted tradespeople. Our rebranding of the company included the redesign of the company’s brand identity, corporate literature and marketing materials which included a TV commercial and radio adverts running primarily in the company’s heartland of the southern english Meridian TV area.
MOVIES 24: Movies 24 is a 24 hour satellite tv channel specialising in ‘made for TV’ movies. ebb&flow devised the strategy and launch campaign encompassing a TV commercial, six sheet posters and small space ads targeting the movie goer and ‘armchair critic’ in all of us. Checkatrade TV Commercial
jon daniel ideas | design | direction
Movies 24 Adshel Poster
GREENPEACE | ENVIRONMENTAL CAMPAIGNS The Light Brigade campaign: This ambitious campaign’s aim was to get all retailers to replace the eco unfriendly CFL lightbulbs with new energy-efficient ones. The campaign strategy and execution took a different approach from previous Greenpeace campaigns, creating an outlaw renegade group called, ‘The Light Brigade’. Under this pseudonym, ‘light brigadiers across the country hit stores and commandeered their stock of CFL’s, sectioning them off and placing relevant stickers on the boxes to target both store and shopper with the message.
World Bank ‘Congo Con’ campaign: This campaign sought to highlight the fact that World Bank policies were funding logging companies who in turn were exploiting the rainforest communities in the Congo and devastating the region in the process. In true Greenpeace style, the campaign took a guerrilla approach, draping the message over World Bank offices in Paris. All timed to coincide with a global summit of the World Bank members at the said location.
jon daniel ideas | design | direction
past work : mainstream advertising | 1994 - 2004
COI | NHS CAREERS CAMPAIGNS | 1999 - 2004 The aim of this campaign when I started working on it in 1999 was to restore the general public’s appreciation of the NHS, raise staff morale and recruit more nurses. By the last campaign in 2004, it had won several awards and been hailed as the most successful recruitment campaign ever, with the ‘Steps’ TV commercial generating more than 94,000 responses.
“
This is a thing of beauty… Get yourself a copy of this film - if only to remind your relatives that there's more to our profession than a gormless little brat of indeterminate parentage spouting "zoom zoom", every 15 minutes. Night night.
”
Trevor Beattie, Campaign Private View | 1 March 2002
View Showreel: www.vimeo.com/jondaniel
jon daniel ideas | design | direction
“
The brilliant insight here is to reel off a role call of all the trained professionals it requires to put one small boy back on his feet.
�
Tim Mellors Private View | 17 March 2000
jon daniel ideas | design | direction
Some examples of the national print ads that ran over several years.
ICA | ‘LIVING ART’ CAMPAIGN | 1994 At the time of this campaign, there was no Tate Modern. The Institute of Contemporary Arts’ main point of difference was that it only ever exhibited the work of living artists. To promote this fact we literally created a campaign of 'living ads'. Human press ads, a six-man rotavision billboard poster, ‘direct males’ and a cinema commercial shot by experimental filmmaker, Edmundo were all designed with the sole aim of provoking debate, confronting attitudes and attracting consumers into visiting London’s most avant-garde, and contemporary arts institution.
View Showreel: www.vimeo.com/jondaniel
jon daniel ideas | design | direction
The Human Rotavision Poster
INLAND REVENUE ‘MRS DOYLE’ CAMPAIGN | 2002 This campaign unleashed 'Mrs Doyle', the mad house keeper from the acclaimed TV comedy series, 'Father Ted' on an unsuspecting public who voted the campaign one of the most irritating adverts of the year. However, the campaign was successful in reversing a downward trend in filed tax returns for the first time in five years. Mrs Doyle also made it onto the Accountancy Age Top 50 Most Influential list.
“
The most irritating advertisement of the year…
”
Marketing Magazine | January 2002
jon daniel ideas | design | direction
ECPAT (UK) CAMPAIGNS | 1996 - 2000 The campaigns focused on taking a two pronged attack consisting of cinema commercial and petition postcards
E.C.P.A.T. is an acronym that stands for End Child Prostitution, Pornography And Trafficking. It was formed out of a coalition of several charities, including, NSPCC, Christian Aid and WorldVision. At the time of starting work with the charity, the UK was still one of the only western countries that did not prosecute its subjects who committed sexual offences against children abroad. Each campaign was specifically devised to target MP’s prior to the reading of a particular bill. MP’s were sent a copy of the cinema commercial and we produced a collection of postcards which were sent to every MP by the charity’s database. We also co-ordinated screenings of the commercials at the House of Commons. The campaigns have been fundamental in helping introduce new laws and several amendments to The Bill of Rights. The last commercial filmed in 2000, ‘The Salesman’ is an award-winning commercial shot by the acclaimed maverick film director, Tony Kaye
View Showreel: www.vimeo.com/jondaniel
jon daniel ideas | design | direction
The campaigns have been fundamental in helping introduce new laws and several amendments to The Bill of Rights.
IBM AS/400 CAMPAIGN | 1994 The IBM AS/400 is a computing system designed for business. Driven by the celebrated maverick IBM client, Malcolm Haines this campaign broke all the corporate and restrictive rules of IBM at the time. Introducing a bold innovative approach, that was rewarded both in sales and recognition, making it one of the most profitable divisions in IBM. The campaign kicked off with a guerilla style teaser campaign on national billboards and culminated in a very colourful and striking campaign in consumer business press titles aimed at corporate decision makers. The 'Slave' execution won a Campaign Press ‘Best of Category’ Award.
IBM AS/400 sales increased by 20 percent that year
jon daniel ideas | design | direction
DFT DRINK DRIVE CAMPAIGN | 2000 The idea behind this campaign was to highlight the many excuses drivers use to justify drinking over the limit. The campaign comprised a hard-hitting TV commercial, ‘urban poetry style’ radio ads written in collaboration with the Acid Jazz singer songwriter, Galliano and a poster campaign which was the first ever to commission the services of an official courtroom artist. ‘Bicycle’ National TV Advert
View Showreel: www.vimeo.com/jondaniel
jon daniel ideas | design | direction
National Press & Poster campaign
VIRGIN DIRECT CAMPAIGN | 1995 This campaign to launch the Virgin Direct Corporate Bond Pep was designed to cause maximum impact. The campaign consisted of a TV advert that featured a shady looking businessman who was revealed as Richard Branson. And a press campaign which targeted the big banks and building societies, succeeded in generating lots of column inches due to its Irreverent treatment of their company logos. Consequently, many letters of protest from the aggrieved parties ensued. Precisely the publicity the client wanted.
The response to the commercial was so high, it had to be withdrawn to allow the company time to cope with the consumer demand.
jon daniel ideas | design | direction
The response to the commercial was so high it had to be withdrawn to allow the company time to cope with the consumer demand.
contact:
Direct Contact Information: email: mobile: skype: linkedin:
jon.daniel@ebb-flow.com +44(0)7717 304 271 jondaniel66 uk.linkedin.com/in/jondaniel
To view further examples of work: current: portfolio: showreel:
jon daniel ideas | design | direction
www.ebb-flow.com www.behance.net/jondaniel66 www.vimeo.com/jondaniel
jon daniel ideas | design | direction
jon daniel ideas | design | direction