I have an interest in human habits and how people consume media.
With a background in content creation, photography and videography, and having created and grown over 15 Social media pages, I combine my experiences into one comprehensive social media service. Allowing my clients to free their time up and focus on the core of their business.
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I have an interest in human habits and how people consume media.
With a background in content creation, photography and videography, and having created and grown over 15 Social media pages, I combine my experiences into one comprehensive social media service. Allowing my clients to free their time up and focus on the core of their business.
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E-FWD
The UK's fastest growing energy network
The company
The biggest esports event in Scotland, in it's 4th year was preparing for the announced Dundee Esports Arena. The brand needed to reflect the intent of the league and make a more engaging spectator experience across the 5 games being competed in.
The execution
The identity required a colour & logo system for all imagery to be synonymous with the brand in all its facets. We also wanted to make the league feel inherently scottish but not overtly so took inspiration from national symbols of the saltire and stags.
My Role
Head of Content & Creative Director
At Esports Scotland, the nations biggest esports events company - I oversaw all content and managed the content team. Alongside this I was Creative Director for the Scottish Esports League and other IP. In addition I secured and maintained partnership relations with sponsors including Lenovo Legion, Currys, Irn Bru, and more.
Strategy & Branding
My processes leverage world-class expertise, utilizing the frameworks created by Grammy award-winning studio ‘Blind’.
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Developing the Strategy
Discovery is where we get to understand your business, your goals, and your customers.
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Defining the brand
Through a series of exercises in the strategy session, we were able to extract and refine the key pillars of the brand. This defined the brand’s personality: how it should look, sound, and act
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Knowing the customers
User profile create a north star for the project ensure all desicions go back to: “what would get them excited?!”.
It’s not about us it’s about them.
![bus stop ad mockup 1_0 [no logo].jpg](https://static.wixstatic.com/media/19672a_a58a2e28456a4b04803f8f7a8115c7d7~mv2.jpg/v1/fill/w_491,h_347,al_c,q_80,usm_0.66_1.00_0.01,enc_avif,quality_auto/19672a_a58a2e28456a4b04803f8f7a8115c7d7~mv2.jpg)
Impact
Engagement
5x Increase in Attendence
Increased press coverage including BBC, STV, The Courier, The Sun & more.
Received organic coverage from Scottish celebrites with no prior contact / connection.
Sold out 3 day event with 3000+ atendees
Increase Signups by 180%
Increased demand so much, project scope was increased to accomidate.
Commercial
Inbound 6 figure sponsorship offers with no paid ads or outreach post rebrand.
Secured the extension of existing sponsorship deals
Multiple new commercial partnerships started after the event as a result of success.
Following the project's success, Esports Scotland was commisioned for mutplie white label events.
The Team
Creative Director - Dale R Murray
Graphic Designer - Michael Philips
Graphic Designer - Liam Dargie
Event
SEL4 Finals - November 2022
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Client
Esports Scotland & Dundee City Council