My core design strengths.
See where I make the biggest creative impact
My core design strengths.
See where I make the biggest creative impact
Introduction
Creative leader with 12+ years of experience delivering global campaigns, scalable design systems, and high-impact brand work.
Currently Head of Design at Omnicom Production, I lead multidisciplinary teams across campaigns for brands including Expedia, Pepsi, Electrolux, Kenvue, Kraken, and Philips. My experience includes brand identity, art direction, digital design, and Figma-based design systems — across web, CRM, OOH, display, and motion.— across web, CRM, OOH, display, and motion.
I’ve built everything from localised campaign ecosystems to multi-market toolkits, helping global brands scale without losing creativity. Whether it’s a complex 960-frame Figma banner system for Kraken or an Electrolux template system built to solve global brand consistency, I bring structure, clarity, and creative flexibility to complex design challenges.
I combine strategic direction with hands-on execution — building systems and stories that move fast and deliver results.
Creative leader with 12+ years of experience delivering global campaigns, scalable design systems and high-impact brand work.
Currently Head of Design at Omnicom Production, I lead multidisciplinary teams across campaigns for brands including Expedia, Pepsi, Electrolux, Kenvue, Kraken and Philips. My experience includes brand identity, art direction, digital design and Figma-based design systems across web, CRM, OOH, display and motion.
I’ve built everything from localised campaign ecosystems to multi-market toolkits, helping global brands scale without losing creativity. Whether it’s a complex 960-frame Figma banner system for Kraken or an Electrolux template system designed to solve brand consistency, I bring structure, clarity and creative flexibility to complex design challenges.
I combine strategic direction with hands-on execution, building systems and stories that move fast and deliver results.
Where I make an impact
01
Design Systems (Figma-Based)
Building modular Figma systems that scale across platforms, teams and markets. Focused on structure, consistency and production efficiency.
01
Design Systems (Figma-Based)
Building modular Figma systems that scale across platforms, teams and markets. Focused on structure, consistency and production efficiency.
02
Digital & UI Design
Creating responsive, high-performing websites and interfaces with a focus on clarity, usability and brand alignment.
02
Digital & UI Design
Creating responsive, high-performing websites and interfaces with a focus on clarity, usability and brand alignment.
03
Creative Concept & Ideation
Generating ideas rooted in insight and execution. From platform-first thinking to campaign and product concepts across digital and brand environments.
03
Creative Concept & Ideation
Generating ideas rooted in insight and execution. From platform-first thinking to campaign and product concepts across digital and brand environments.
04
Design Leadership
Building and managing cross-market teams, including offshore support. Skilled in hiring, mentoring, and leading designers through fast-paced delivery. Focused on creative quality, consistency, and scalable workflows.
05
Art Direction
Defining the visual tone, creative direction and design language across digital, brand and campaign work from concept through to final delivery.
06
Presentations and Pitches
Creating and delivering clear, compelling presentations for internal teams and client-facing work. Experienced in pitching creative concepts, campaign thinking, and design systems to senior stakeholders across global markets.
07
Brand Indenity
Building clear and flexible brand systems including logos, type, colour, tone and guidelines. Applied consistently across print, digital and product.
08
CRM & Display
Designing large-scale CRM and display assets including email templates, HTML banners and dynamic campaign content across multiple formats and platforms.
09
Out-of-Home & Experiential
Creating high-impact visuals for environments and public spaces, including station takeovers, digital screens, projection mapping and large-format installations. Focused on visibility, technical precision and strong brand presence.
10
Motion Design
Creating motion work from concept through to build. Experienced in storyboarding, designing and producing animations, with a solid understanding of complex frame structures in After Effects. Strong focus on timing, transitions and adapting motion for different platforms.
04
Design Leadership
Building and managing cross-market teams, including offshore support. Skilled in hiring, mentoring, and leading designers through fast-paced delivery. Focused on creative quality, consistency, and scalable workflows.
05
Art Direction
Defining the visual tone, creative direction and design language across digital, brand and campaign work from concept through to final delivery.
06
Presentations and Pitches
Creating and delivering clear, compelling presentations for internal teams and client-facing work. Experienced in pitching creative concepts, campaign thinking, and design systems to senior stakeholders across global markets.
07
Brand Indenity
Building clear and flexible brand systems including logos, type, colour, tone and guidelines. Applied consistently across print, digital and product.
08
CRM & Display
Designing large-scale CRM and display assets including email templates, HTML banners and dynamic campaign content across multiple formats and platforms.
09
Out-of-Home & Experiential
Creating high-impact visuals for environments and public spaces, including station takeovers, digital screens, projection mapping and large-format installations. Focused on visibility, technical precision and strong brand presence.
10
Motion Design
Creating motion work from concept through to build. Experienced in storyboarding, designing and producing animations, with a solid understanding of complex frame structures in After Effects. Strong focus on timing, transitions and adapting motion for different platforms.
04
Design Leadership
Building and managing cross-market teams, including offshore support. Skilled in hiring, mentoring, and leading designers through fast-paced delivery. Focused on creative quality, consistency, and scalable workflows.
05
Art Direction
Defining the visual tone, creative direction and design language across digital, brand and campaign work from concept through to final delivery.
06
Presentations
Creating and delivering clear, compelling presentations for internal teams and client-facing work. Experienced in pitching creative concepts, campaign thinking, and design systems to senior stakeholders across global markets.
07
Brand Indenity
Building clear and flexible brand systems including logos, type, colour, tone and guidelines. Applied consistently across print, digital and product.
08
CRM & Display
Designing large-scale CRM and display assets including email templates, HTML banners and dynamic campaign content across multiple formats and platforms.
09
Out-of-Home
Creating high-impact visuals for environments and public spaces, including station takeovers, digital screens, projection mapping and large-format installations. Focused on visibility, technical precision and strong brand presence.
10
Motion Design
Creating motion work from concept through to build. Experienced in storyboarding, designing and producing animations, with a solid understanding of complex frame structures in After Effects. Strong focus on timing, transitions and adapting motion for different platforms.
Brands I've worked with lately
Over the past 3 years, I’ve worked with Expedia to create scalable design systems including brand guidelines, OOH standards, motion principles and app store optimisation across iOS and Android. The focus was on building adaptable assets that ensure consistency across markets and formats.
Over the past 3 years, I’ve worked with Expedia to create scalable design systems including brand guidelines, OOH standards, motion principles and app store optimisation across iOS and Android. The focus was on building adaptable assets that ensure consistency across markets and formats.
Led the design of a modular Figma system for Kraken’s global launch campaign — building a scalable banner and HTML asset framework across 8 languages and 10 creative variants. Delivered over 960 unique frames, achieving a 75% production time saving. The system was built for rapid localisation, performance, and creative consistency.
Led the design of a modular Figma system for Kraken’s global launch campaign — building a scalable banner and HTML asset framework across 8 languages and 10 creative variants. Delivered over 960 unique frames, achieving a 75% production time saving. The system was built for rapid localisation, performance, and creative consistency.
Developed a full Figma-based design system for Electrolux’s Black November D2C campaign, covering web, CRM, digital display, and out-of-home formats. Built a modular framework adaptable across two brands (Electrolux and AEG), 10 markets, and 20 languages — with a focus on brand consistency, efficiency, and long-term scalability.
Developed a full Figma-based design system for Electrolux’s Black November D2C campaign, covering web, CRM, digital display, and out-of-home formats. Built a modular framework adaptable across two brands (Electrolux and AEG), 10 markets, and 20 languages — with a focus on brand consistency, efficiency, and long-term scalability.
Adapted PICO 4’s 60-second launch video into a full suite of digital and print assets — including DOOH, HTML banners, and social. Designed creative around three brand pillars: “More Real, More Comfort, Much Clearer.” Delivered assets for retail, performance, and platform marketing.
Adapted PICO 4’s 60-second launch video into a full suite of digital and print assets — including DOOH, HTML banners, and social. Designed creative around three brand pillars: “More Real, More Comfort, Much Clearer.” Delivered assets for retail, performance, and platform marketing.
Created Amazon content assets for Aveeno’s Calm + Restore and Age Renewal ranges. Designed responsive, brand-led layouts tailored to e-commerce environments — optimised for product storytelling, consistency, and conversion across Amazon's platform.
Created Amazon content assets for Aveeno’s Calm + Restore and Age Renewal ranges. Designed responsive, brand-led layouts tailored to e-commerce environments — optimised for product storytelling, consistency, and conversion across Amazon's platform.
Developed a modular banner design system in Figma for Bacardi’s digital campaigns. The system supported multiple product ranges and was built for efficient rollout across formats and platforms, ensuring visual consistency and production speed.
Developed a modular banner design system in Figma for Bacardi’s digital campaigns. The system supported multiple product ranges and was built for efficient rollout across formats and platforms, ensuring visual consistency and production speed.
Worked across multiple brand campaigns for Sony, including the launch of new Bravia TV models and home cinema systems. Delivered creative across digital, social, CRM, and retail — aligning global brand assets with campaign-specific storytelling.
Worked across multiple brand campaigns for Sony, including the launch of new Bravia TV models and home cinema systems. Delivered creative across digital, social, CRM, and retail — aligning global brand assets with campaign-specific storytelling.
Created launch assets for Philips OneBlade across environmental and digital formats — including full train station takeovers in London and Stockholm, 3D DOOH executions, and packaging mock-ups. Built a visual toolkit to maintain consistency across markets and formats.
Created launch assets for Philips OneBlade across environmental and digital formats — including full train station takeovers in London and Stockholm, 3D DOOH executions, and packaging mock-ups. Built a visual toolkit to maintain consistency across markets and formats.
Created Amazon content assets for Aveeno’s Calm + Restore and Age Renewal ranges. Designed responsive, brand-led layouts tailored to e-commerce environments — optimised for product storytelling, consistency, and conversion across Amazon's platform.
Created Amazon content assets for Aveeno’s Calm + Restore and Age Renewal ranges. Designed responsive, brand-led layouts tailored to e-commerce environments — optimised for product storytelling, consistency, and conversion across Amazon's platform.
Developed a modular banner design system in Figma for Bacardi’s digital campaigns. The system supported multiple product ranges and was built for efficient rollout across formats and platforms, ensuring visual consistency and production speed.
Developed a modular banner design system in Figma for Bacardi’s digital campaigns. The system supported multiple product ranges and was built for efficient rollout across formats and platforms, ensuring visual consistency and production speed.
Worked across multiple brand campaigns for Sony, including the launch of new Bravia TV models and home cinema systems. Delivered creative across digital, social, CRM, and retail — aligning global brand assets with campaign-specific storytelling.
Worked across multiple brand campaigns for Sony, including the launch of new Bravia TV models and home cinema systems. Delivered creative across digital, social, CRM, and retail — aligning global brand assets with campaign-specific storytelling.
Created launch assets for Philips OneBlade across environmental and digital formats — including full train station takeovers in London and Stockholm, 3D DOOH executions, and packaging mock-ups. Built a visual toolkit to maintain consistency across markets and formats.
Created launch assets for Philips OneBlade across environmental and digital formats — including full train station takeovers in London and Stockholm, 3D DOOH executions, and packaging mock-ups. Built a visual toolkit to maintain consistency across markets and formats.
Over the past 3 years, I’ve partnered with Expedia to develop a wide range of creative systems — from global out-of-home guidelines and core brand documentation to motion standards and app store optimisation (ASO) across iOS and Android. My role focused on creating scalable, adaptable assets that deliver consistency across markets and formats.
Over the past 3 years, I’ve partnered with Expedia to develop a wide range of creative systems — from global out-of-home guidelines and core brand documentation to motion standards and app store optimisation (ASO) across iOS and Android. My role focused on creating scalable, adaptable assets that deliver consistency across markets and formats.
Led the design of a modular Figma system for Kraken’s global launch campaign — building a scalable banner and HTML asset framework across 8 languages and 10 creative variants. Delivered over 960 unique frames, achieving a 75% production time saving. The system was built for rapid localisation, performance, and creative consistency.
Led the design of a modular Figma system for Kraken’s global launch campaign — building a scalable banner and HTML asset framework across 8 languages and 10 creative variants. Delivered over 960 unique frames, achieving a 75% production time saving. The system was built for rapid localisation, performance, and creative consistency.
Developed a full Figma-based design system for Electrolux’s Black November D2C campaign, covering web, CRM, digital display, and out-of-home formats. Built a modular framework adaptable across two brands (Electrolux and AEG), 10 markets, and 20 languages — with a focus on brand consistency, efficiency, and long-term scalability.
Developed a full Figma-based design system for Electrolux’s Black November D2C campaign, covering web, CRM, digital display, and out-of-home formats. Built a modular framework adaptable across two brands (Electrolux and AEG), 10 markets, and 20 languages — with a focus on brand consistency, efficiency, and long-term scalability.
Adapted PICO 4’s 60-second launch video into a full suite of digital and print assets — including DOOH, HTML banners, and social. Designed creative around three brand pillars: “More Real, More Comfort, Much Clearer.” Delivered assets for retail, performance, and platform marketing.
Adapted PICO 4’s 60-second launch video into a full suite of digital and print assets — including DOOH, HTML banners, and social. Designed creative around three brand pillars: “More Real, More Comfort, Much Clearer.” Delivered assets for retail, performance, and platform marketing.
Contact Me
Let’s start a conversation
Looking forward to working with you!
Useful links
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© 2025 Matthewdaledesign.
Contact Me
Let’s start a conversation
Looking forward to working with you!
Useful links
Follow
© 2025 Matthewdaledesign.
Contact Me
Let’s start a conversation
Looking forward to working with you!
Useful links
Follow
© 2025 Matthewdaledesign.