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.

Templates for all design assets per channel | Adobe Express

Templates for all design assets per channel | Adobe Express

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.

Templates for all design assets per channel | Adobe Express
Change in creative direction to reflect and encourage engagement and retention | Focus on inclusivity, wellbeing and community

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.

Templates for all design assets per channel | Adobe Express

Structural amendments to lifecycle design to prevent drop‑off and confusion | Programme booklet 2023, 2024, 2025