jon daniel book

jon danielideas | design | direction



bio:

Classically trained as a graphic designer,Jon has worked primarily as an art director formany of London’s leading advertising agenciesin a career spanning over twenty years.

Creating effective and award-winningcampaigns for clients including: IBM, NestleRowntree, COI NHS Careers, Inland Revenue,Drink Drive, The ICA, Philips, Virgin Direct…

Currently Jon is responsible for leadingebb&flow’s creative and multidisciplinary team,delivering branding, graphic and digital design,communications strategy and implementation,web design and development, photographicand film production.

Collaborating with a diverse range of corporate,commercial, cultural and governmentalorganisations to create innovative and effectivesolutions that meet commercial objectivesand deliver tangible results.

intro:

This document features a brief overview of thecommercial creative work of the designer andart director, Jon Daniel.

Contact Information:

email: [email protected]: +44(0)7717 304 271skype: jondaniel66linkedin: uk.linkedin.com/in/jondaniel

View Work:

current: www.ebb-flow.comportfolio: www.behance.net/jondaniel66showreel: www.vimeo.com/jondaniel


recognition:

2008:

Design for Dwell - Product Design CompetitionHighly Commended‘Light & Shade’ Folding Eco Desk Light.

CBS Outdoor ‘Underground Writer’ FinalistKeep Child Alive ‘Syringe’

2005:

D&AD (Design & Art Direction) - In BookNHS Careers ‘Steps’

British Television Advertising Awards - DiplomaNHS Careers ‘Steps’

2004:

Sharks Festivals - Bronze AwardNHS Careers ‘Steps’

2003:

Commission for Racial Equality (CRE)‘Race in the Media’ Advertising AwardCamden Council ‘Making Black History’

2003:

British Television Advertising Awards - SilverNHS Careers ‘Smile’

British Television Advertising Awards - BronzeNHS Careers ‘Smile’

2002:

New York Festivals - Bronze World MedalNHS Careers ‘Smile’

2001:

New York Festivals - Silver World MedalECPAT (UK) ‘The Salesman’

APG - Bronze Planning AwardNHS Careers

1997:

APG - Gold Planning AwardInstitute of Contemporary Arts ‘Living Art’

1994:

Campaign Press Awards - Best of CategoryIBM AS/400 ‘Slave’

New York Festivals - Campaign Best Art DirectionFinalist - IBM AS/400 ‘Slave’ ‘Army’ ‘Generation’


current work : ebb&flow® | 2005 - present

ebb&flow® is a boutique branding company.

Specialising in brand strategy, designand communication.

Driven by a passion for products andservices that challenge convention.

Collaborating with progressive clientswho demand creative solutions that meetcommercial objectives.

Bringing initiative, dynamism and versatilityto all we do.

www.ebb-flow.com

Right:A selection of our brand identity designs.

A feature from The Power List; a widelycirculated publication featuring Britain’s100 most influential Black people.

http://issuu.com/ebb-flow/docs/ebb_powerlist09_article?mode=embed&layout=http%3A%2F%2Fskin.issuu.com%2Fv%2Fcolor%2Flayout.xml&backgroundColor=000000&showFlipBtn=true


KEEP A CHILD ALIVE:

Keep a Child Alive (KCA) is a groundbreakingand influential charity founded by Leigh BlakeAnd Alicia Keys. Their purpose; providinglife-saving anti-retroviral treatment, care andsupport services to children and families whoselives have been affected by HIV / AIDS in Africaand India.

‘Let’s Start A Virus to End a Virus’ wasour inaugural campaign to launch thisgroundbreaking charity, leveraging Alicia Keys2007 UK tour.

We created a viral campaign with bluetooth,digital, print and web media supported bya text donation mechanism.

The campaign has run in both the UK andIn the US market where KCA broke ground bybeing one of the first advertisers to exploitdonation by text.

Above:Text ALIVE Appeal on American Idol

Left: ‘Africa vs. AIDS’ campaign.One of several print ads featuringleading premiership African footballersshot by the renowned photographer,Rankin. The ads were displayed atThe 2010 World Cup in South Africa.


ESPOSITO GLOBAL | CORPORATE REBRANDING:

Esposito Global is a financial securitiesand trading company based in Dallas, TX.

Based on a brief of creating a designer brandidentity to reflect the Esposito client lifestylechoices and values, we brought a stylishmonochromatic 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 inspiredby the horns of a bull.

We want to

be The Armani of

The Markets.Mark Esposito, President

Esposito Global LLC

“”


GOVERNMENT | 1824 COLLECTIVE CAMPAIGN

An innovative approach to youth voterregistration utilising music industry vernacularand media.

The campaign was delivered through differentmedia, including a website, text messaging,radio ads and posters at over 2,000 Undergroundand bus sites, as well as A4, CD and creditcard-sized flyers distributed by local authorities,community groups, youth groups, educationinstitutions and student unions.

The campaign brought together young, up andcoming London artists into an urban music collective,The 1824 Collective.

The 1824 Collective produced their own single,using their own words, with the message of theimportance of registering to vote.

The track ‘5 Million Strong’ reached Channel U’sTop 40 Chart.

The campaignresulted in anincrease in voterregistrationamongst thetarget audienceof over 16%.


CHECKATRADE.COM:

Checkatrade is a company thatprovides consumers with a direct channelto vetted tradespeople.

Our rebranding of the companyincluded the redesign of the company’sbrand identity, corporate literatureand marketing materials which included aTV commercial and radio adverts runningprimarily in the company’s heartland ofthe southern english Meridian TV area.

MOVIES 24:

Movies 24 is a 24 hour satellite tv channelspecialising in ‘made for TV’ movies.

ebb&flow devised the strategy andlaunch campaign encompassing a TVcommercial, six sheet posters and smallspace ads targeting the movie goerand ‘armchair critic’ in all of us.

Checkatrade TV CommercialMovies 24Adshel Poster


GREENPEACE | ENVIRONMENTAL CAMPAIGNS

The Light Brigade campaign:

This ambitious campaign’s aim was to getall retailers to replace the eco unfriendly CFLlightbulbs with new energy-efficient ones.

The campaign strategy and execution tooka different approach from previous Greenpeacecampaigns, creating an outlaw renegade groupcalled, ‘The Light Brigade’. Under this pseudonym,‘light brigadiers across the country hit storesand commandeered their stock of CFL’s,sectioning them off and placing relevant stickerson the boxes to target both store and shopperwith the message.

World Bank ‘Congo Con’ campaign:

This campaign sought to highlight the fact thatWorld Bank policies were funding logging companieswho in turn were exploiting the rainforest communitiesin the Congo and devastating the region in the process.

In true Greenpeace style, the campaign took aguerrilla approach, draping the message over WorldBank offices in Paris. All timed to coincide with aglobal summit of the World Bank members at thesaid location.


past work : mainstream advertising | 1994 - 2004

View Showreel:www.vimeo.com/jondaniel

COI | NHS CAREERS CAMPAIGNS | 1999 - 2004

The aim of this campaign when I startedworking on it in 1999 was to restorethe general public’s appreciation of the NHS,raise staff morale and recruit more nurses.

By the last campaign in 2004, it had wonseveral awards and been hailed as the mostsuccessful recruitment campaign ever, withthe ‘Steps’ TV commercial generating morethan 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

“

”


Some examples of the national print adsthat ran over several years.

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

“

”


ICA | ‘LIVING ART’ CAMPAIGN | 1994

At the time of this campaign, there was noTate Modern.

The Institute of Contemporary Arts’main point of difference was that it only everexhibited the work of living artists.

To promote this fact we literally created acampaign of 'living ads'.

Human press ads, a six-man rotavisionbillboard poster, ‘direct males’ and acinema commercial shot by experimentalfilmmaker, Edmundo were all designed withthe sole aim of provoking debate, confrontingattitudes and attracting consumers intovisiting London’s most avant-garde, andcontemporary arts institution.


The HumanRotavision Poster


INLAND REVENUE ‘MRS DOYLE’ CAMPAIGN | 2002

This campaign unleashed 'Mrs Doyle', the madhouse keeper from the acclaimed TV comedy series,'Father Ted' on an unsuspecting public who voted thecampaign one of the most irritating adverts of the year.

However, the campaign was successfulin reversing a downward trend in filedtax returns for the first time infive years.

Mrs Doyle also made it ontothe Accountancy Age Top50 Most Influential list.

The most irritating advertisementof the year…

Marketing Magazine | January 2002

“”


ECPAT (UK) CAMPAIGNS | 1996 - 2000

E.C.P.A.T. is an acronym that stands for End ChildProstitution, 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 thatdid not prosecute its subjects who committed sexualoffences against children abroad.

Each campaign was specifically devised to targetMP’s prior to the reading of a particular bill.

MP’s were sent a copy of the cinema commercialand we produced a collection of postcards whichwere sent to every MP by the charity’s database.

We also co-ordinated screenings of the commercialsat the House of Commons. The campaigns havebeen fundamental in helping introduce new lawsand several amendments to The Bill of Rights. Thelast commercial filmed in 2000, ‘The Salesman’ isan award-winning commercial shot by the acclaimedmaverick film director, Tony Kaye


The campaigns have been fundamentalin helping introduce new laws and severalamendments to The Bill of Rights.

The campaignsfocused on taking atwo pronged attackconsisting of cinemacommercial andpetition postcards


IBM AS/400 CAMPAIGN | 1994

The IBM AS/400 is a computing systemdesigned for business.

Driven by the celebrated maverick IBM client,Malcolm Haines this campaign broke all thecorporate and restrictive rules of IBM at the time.

Introducing a bold innovative approach, that wasrewarded both in sales and recognition, making itone of the most profitable divisions in IBM.

The campaign kicked off with a guerilla styleteaser campaign on national billboards andculminated in a very colourful and striking campaignin consumer business press titles aimed atcorporate decision makers.

The 'Slave' execution won a Campaign Press‘Best of Category’ Award.

IBM AS/400 salesincreased by20 percent that year


DFT DRINK DRIVE CAMPAIGN | 2000

The idea behind this campaign was tohighlight the many excuses drivers use tojustify drinking over the limit.

The campaign comprised a hard-hittingTV commercial, ‘urban poetry style’ radioads written in collaboration with theAcid Jazz singer songwriter, Gallianoand a poster campaign which was thefirst ever to commission the services ofan official courtroom artist.


‘Bicycle’ National TV Advert

National Press & Poster campaign


VIRGIN DIRECT CAMPAIGN | 1995

This campaign to launch the Virgin DirectCorporate Bond Pep was designed to causemaximum impact.

The campaign consisted of a TV advert thatfeatured a shady looking businessman whowas revealed as Richard Branson.

And a press campaign which targeted the bigbanks and building societies, succeeded ingenerating lots of column inches due to itsIrreverent treatment of their company logos.

Consequently, many letters of protest from theaggrieved parties ensued.

Precisely the publicity the client wanted.

The response to the commercial was so high ithad to be withdrawn to allow the company timeto cope with the consumer demand.The response to the commercial was so high, it had

to be withdrawn to allow the company time to cope withthe consumer demand.


contact:

Direct Contact Information:

email: [email protected]: +44(0)7717 304 271skype: jondaniel66linkedin: uk.linkedin.com/in/jondaniel

To view further examples of work:

current: www.ebb-flow.comportfolio: www.behance.net/jondaniel66showreel: www.vimeo.com/jondaniel

jon daniel book

Documents

web design

digital design

dad design art direction

coi nhs careers

campaign press awards

child alive kca

leadingebbflows creative

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