CREATIVE DIRECTION & CHANGE

Designing journeys that convert, retain, and compound

EVIDENCE ACROSS SYSTEMS

Creative direction is not about aesthetics.
It’s about making systems understandable, usable, and scalable.

Active Campus

Lifecycle design for participation, not promotion

Active Campus required people to return weekly — not just attend once.

I designed lifecycle loops that supported:

  • entry into activity

  • first participation

  • reinforcement

  • habit formation

Lifecycle system

  • Social discovery → QR registration → CRM confirmation

  • Pre‑event prompts focusing on ease and belonging

  • Post‑event follow‑ups reinforcing schedule continuity

  • Ongoing comms aligned to academic calendar

Measured outcomes

  • Thousands of verified registrations via QR capture

  • Sustained weekly participation across semesters

  • 77,289 impressions, 73,595 reach, 1.74% engagement rate

  • Behaviour normalised, not spike‑dependent

Lifecycle design turned activity into routine.

Screenshot of a digital workspace showing a project titled 'Active Campus' with a graphic design template of an event poster featuring a colorful illustration of a football and American flag. Various document thumbnails are visible below the main project, including posters and newsletters.

Templates for all design assets per channel | Adobe Express

Photo of a modern building with large black letters spelling 'AVA' on the facade. A colorful advertisement banner on the building promotes joining their active campus, featuring illustrations of people engaging in various sports and activities, including swimming and running, with a QR code and social media info at the bottom. The sky is clear with some clouds, and there are parked cars and a bus in the foreground.

Templates for all design assets per channel | Adobe Express

Nighttime billboard promoting becoming part of an active campus, with colorful illustrations of people engaging in sports and outdoor activities.

SportsDock

Retention and lifecycle clarity as growth strategy

Public membership decline at SportsDock was driven by:

  • inconsistent onboarding

  • fragmented messaging

  • unclear expectations after joining

Rather than focusing on acquisition, I redesigned the membership lifecycle.

Lifecycle system introduced

  • Clear discovery → visit → join → onboarding → retention journey

  • CRM‑driven communications aligned with in‑centre experience

  • Monthly governance of churn and Direct Debit

  • Retention treated as a first‑order metric

Measured outcomes

  • 50% reduction in cancellations (40 → 20 month‑on‑month)

  • +40 net live members in one month

  • £31,371 highest monthly Direct Debit achieved

  • Growth sustained without discounts or increased spend

Retention design created the growth inflection.

Screenshot of a Google Drive folder titled 'SportsDock - social media + print templates' with various preview images of social media and print templates, including event flyers, posters, and newsletters, primarily featuring teal backgrounds, sports themes, and one image of a man boxing. 
Templates for all design assets per channel | Adobe Express
Banners advertising the Sports Dock facility at the University of East London, highlighting amenities such as Olympic-quality facilities, a dance studio, fitness classes, a cycle studio, an innovation room, a personal training area, and court hire availability. The banners also indicate that the sports center is open to the public. 
Change in creative direction to reflect and encourage engagement and retention | Focus on inclusivity, wellbeing and community
Three digital billboards at night promoting SportsDock, a sports and fitness center. The left billboard shows a woman smiling, with advertisements for fitness classes and a QR code for booking an induction. The middle billboard advertises a gym membership deal for SportsDock, affiliated with the University of East London. The right billboard states the center is open to the public and offers a space for fitness and wellbeing, with a graphic of people working out.

Sport In Your Futures (SIYF)

Lifecycle governance at programme scale

SIYF was a long‑running, high‑complexity programme involving:

  • schools

  • pupils

  • teachers

  • partners

  • student workforce

Lifecycle design was essential to prevent drop‑off and confusion.

Lifecycle structure

  • Targeted school recruitment

  • Scarcity‑led Eventbrite listings

  • Automated confirmation and logistics emails

  • Structured follow‑up and re‑booking cycles

Measured outcomes

  • 1,730+ children engaged (target: 700)

  • 26 schools retained through repeat participation

  • 200+ workforce contributors

  • Year‑on‑year scale without re‑engineering workflows

Lifecycle governance enabled scale without chaos.

Screenshot of a computer screen showing a project management interface titled 'Sport in Your Future' with templates for event planning and digital displays, featuring illustrations of people and sports-related items.

Templates for all design assets per channel | Adobe Express

Promotional poster for the Summer Festival 2025 organized by East London Sport at the University of East London, featuring children and emphasizing sports in the future. 
Structural amendments to lifecycle design to prevent drop‑off and confusion | Programme booklet 2023, 2024, 2025
Promotional flyers for the 'Sport in Your Future' Summer Festival 2024 organized by the University of East London and East London Sport, featuring a large group of diverse children at an indoor sports event, some raising their hands and smiling, with colorful text and logos, including a QR code.
Poster for the University of East London's Summer Festival 2025 featuring the theme 'Sport in Your Futures', with logos, a dragon mascot, and event maps for activities like cricket, basketball, skateboarding, breakdancing, and jump rope.
Collection of posters promoting sports events and workshops for youth, including a workshop on breaking the cycle during the school holidays, a summer sports festival, and the Global Games at University of East London with images of children playing basketball.