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.
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.
Energy Voice
The UK's largest energy news brand
The brand
Energy Voice is a digital and print news platform reporting on oil, gas, power, and the energy transition for a global audience. With over 250,000 monthly users across more than 100 countries, the brand has built its reputation on hard-hitting exclusives and interviews with industry leaders, including the CEOs of Shell, BP, Equinor, and Baker Hughes.
The Challenge
When I joined, Energy Voice was evolving—expanding beyond its Aberdeen oil and gas roots into renewables and becoming the lead energy brand within DC Thomson. This shift required a delicate balance: respecting its loyal oil and gas readership while making the brand feel modern, fresh, and relevant to new audiences across the wider UK energy market.
the tldr
250k monthly users
Across 100 countries
Largest energy news brand in uk
My Role
Art Director
I led the creative direction of Energy Voice, redefining its
visual identity and ensuring it resonated with a national
energy audience.
Beyond branding, I directed video content, informed content strategy, and managed the operations behind content delivery.
I also mentored and directed other creatives, aligning every touchpoint—from visuals to editorial—with the wider
business goals.
visual IDENTITY
To capture that balance, I worked with our marketing team to develop the concept of being on the “cusp of corporate”—professional enough to lead the conversation in energy, but with enough grit and personality to stand apart from sterile B2B brands.
This informed every design decision, from introducing brutalist textures and layouts, to weaving in tactile nods to print media. The result was a brand identity that felt authoritative yet grounded in the reality of energy: hardworking, imperfect, and undeniably human - grabbing attention not as a distraction, but because our voice is impactful.
Making Energy's voice Loud
Once the new identity was established, we launched Energy Voice’s first national campaign across digital and out-of-home. I created the concept of “Energy Rockstars”, celebrating the real people driving change across sectors and regions. By photographing everyday experts as rockstars, we empowered local audiences and stayed true to Energy Voice’s editorial roots of telling the stories that matter.
The campaign’s visual style was bold and eye-catching, complementing the new brand identity while pushing it further. It ran nationwide, promoting key events and sector coverage, and helped drive growth in new regions and readership, reinforcing Energy Voice as a confident, modern brand.
Complimenting the campaign, I co-directed a series of short documentary films, diving deeper into the stories of each rockstar we photographed. Each film showcased their work, personalities, and the impact they were making.
Working closely with the editorial team, I ensured each documentary was paired with a written interviews, providing three key pillars touchpoints. This integrated approach amplified engagement, reinforced the brand’s identity, and brought the “rockstars” concept to life across multiple channels.
Crafting the Narratives
Energy Voice had historically relied on stock imagery, which made the platform feel generic and undermined its value as a subscription product.
I introduced a new system of bespoke hero imagery for key stories, transforming the news feed into something more engaging, trustworthy, and worth subscribing to. By focusing on impact and adding a human touch, the imagery reinforced credibility at a time when AI-driven content risks making journalism feel less personal.
The system was designed for speed and scalability, enabling the creation of distinctive one-off visuals while also flexing to support sister brand E-FWD. The result was a consistent, modern editorial style that strengthened the brand’s identity, built audience trust, and delivered tangible value to readers.
Powering Presence
At major energy conferences, our booths had to showcase the brand, support commercial conversations, provide space for podcasts, and still allow journalists to work. Instead of hiding the media coverage—or treating it as an inconvenience—I turned it into the showpiece, putting live journalism front and centre to draw in passersby and reinforce Energy Voice as the place where stories happen.
Visually, I moved away from clichés like turbines and rigs; attendees were already surrounded by those. Instead, I brought people into the stories by blowing up headlines to three metres high, using the textures of words themselves as the booth’s design language. The result was an immersive, eye-catching environment that captured attention while staying true to the brand’s identity.
Voices That Persuade
I developed a new system and visual language for sales decks that quickly became the company standard, with every team adopting the structure and story pace I created.
From multi-million-pound proposals for some of the world’s biggest tech brands to everyday pitch materials, the decks consistently drove results—sales rose steadily after their introduction, and senior executives praised them as the most effective materials they’d worked with.
The DC Thomson Energy brands marketing team consists of
Art Director- Dale R Murray
Jr Designer - Anna Reus
Content Marketer - Niaomi Bell
Videographer - Angus Webster
Photographer - Eve Conroy
Senior Marketing Manager - Emma Lamont
Head of Marketing and Ops - Tim Mills