BLOOMBERG CONNECTS. 2025. I supported Bloomberg Connects’ in-house marketing, creative, and design teams by shaping a global brand strategy rooted in research on arts and culture engagement. Together, we positioned the app as a trusted companion in spaces where phones aren’t always welcome, and I guided the rollout with a refreshed visual identity and global launch campaign.
SABLE BIOTECHNOLOGY. 2024. I helped Sable Biotechnology define customer and user segments and refine their pitch, developing a clear value proposition and messaging framework that secured £1.5m in pre-seed funding for their AI-driven drug safety testing platform.
‘Leo's strategic work was instrumental in transforming Bloomberg Connects' brand story. His work united the team, aligning efforts and propelling our vision for the brand forward. Despite a complex process, Leo's insights have been invaluable, successfully selling securing stakeholder approval.’
Global Creative Director, Bloomberg Connects
ON RUNNING APPAREL. WEBBER REPRESENTS. 2023 I supported the launch campaign for On Running’s apparel line, working closely with a leading photographer on a creative approach that brought to life the core strategic thought: feel nothing, so you can feel everything. The result was a striking campaign that expressed lightness, freedom, and sensory immersion, establishing apparel as an extension of On’s brand.
J&M DAVIDSON. 2024. I worked with investment and operating teams to uncover a core audience insight that shaped a complete overhaul of the brand’s marketing. By rethinking pricing, e-commerce, retail experience, design, and communications around this audience, we relaunched the business with a clear focus which returned it to growth in the first year.
DEBEERS GROUP. RANKIN CREATIVE. 2023. With Rankin Creative, I helped De Beers’ in-house teams streamline sub-brands into a coherent system, linking sustainable mining to the finished product and re-establishing natural diamonds’ value with a new generation of clients. This drove significant internal efficiencies and empowered brand managers with a singular, clear story about DeBeers’ unique proposition.
BBC SOUNDS AND RADIO. 2020. I worked with BBC Creative and the Sounds and Radio marketing teams to engage youth audiences by rationalising the portfolio and delivering innovative campaigns across Sounds, station brands, and flagship shows. This included brand architecture, visual identity, brand lines, and communications, raising awareness of BBC Sounds by 20% and increasing talkability among 16–24-year-olds by 80%.
BOILER ROOM X BALLANTINE’S. M&C SAATCHI. 2022. I led strategic planning for the Ballantine’s x Boiler Room True Music partnership, a global collaboration making music culture more inclusive. I defined how it could deliver its mission in more places worldwide by creating a scalable framework that helped expand its reach and impact while staying authentic to both the brand and underground music communities.
BBC ONE. 2021. I worked with BBC Creative to refresh BBC One’s brand identity with ‘idents’ rooted in a brand strategy to reflect the diversity of British life. As the UK’s most viewed TV channel, the brand had licence to showcase authentic scenes of people and communities, strengthening brand awareness, audience affinity, and BBC One’s role as a unifying national broadcaster.
BBC NATURAL HISTORY. BBC CREATIVE. 2022. I led the launch of the BBC’s Green Planet, reframing plants from the lowest to the highest of species. This bold repositioning challenged perceptions, captured younger audiences’ imagination, and helped double the relevance of Natural History programming among 16–24 year olds.
‘Leo is a rare strategist that can distill complex ideas into a clear strategy and take this further into showing actionable initiatives. We trusted Leo to work on one of our newest and biggest clients within a tight time frame. He’s collaborative, a problem-solver, and quick moving.’
Business Director, M&C Saatchi
CLIMEWORKS. RANKIN CREATIVE. 2023. I worked with Climeworks, a scale-up pioneering carbon removal, and Rankin Creative to define the brand for senior B2B audiences and produce its first campaign, Remove to Zero, at COP28. This drove understanding of the technology and secured new deals including a 15-year partnership with BCG, and contributed to Climeworks being named one of Fast Company’s Most Innovative Companies of 2024.
OUR PLANET NOW. BBC CREATIVE. 2021. I launched the BBC’s first dedicated climate change sub-brand, shifting it from a previously neutral stance to a bold, irreverent presence within the organisation. With a disruptive identity, the brand debuted by hijacking Attenborough’s A Perfect Planet campaign, most memorably by ‘burning down’ a billboard to deliver 50m impressions and doubling the relevance of the BBC’s Natural History programming among 16–34 year olds.
FRIENDS OF THE DART. 2023. I created the brand for Friends of the Dart, uniting a grassroots movement into a nationally recognised voice for river health. The brand, and ongoing campaign, continues to engage local people in hands-on monitoring and has achieved unprecedented national success by securing record numbers of bathing water status designations. This set a new benchmark for community-led action on water quality.
INTELLIGENT GROWTH SOLUTIONS. BRILLIANT NOISE. 2022. I helped IGS analyse the vertical farming sector. While many competitors focused on tech innovation, few addressed the commercial realities of scalability and profitability. This analysis reframed key aspects of technology and informed future B2B marketing activity.
‘Leo revolutionised our long term brand strategy. As a result of his work, we’ve been able to build a consistent approach across all our campaigns. The brand has significantly and steadily improved its scores on distinctiveness and perception through time and implementation of the strategy.’
Creative Director, News, BBC Creative
LANGAN’S BRASSERIE. 2021. I repositioned Langan’s Brasserie, the iconic Mayfair restaurant once famed for its high-class hedonism, by evolving its story into a modern promise of curated escapism, tapping into today’s desire to disconnect from the everyday. This strategic shift informed interiors, food and drink, service, entertainment, and communications, reestablishing Langan’s as a timeless London destination with contemporary resonance.
QIDDIYA COAST. ERA-CO. 2024. I aligned diverse stakeholders on a unifying vision for Qiddiya Coast, a coastal extension of Saudi Arabia’s Qiddiya giga-project blending leisure, culture, and nature. Through structured workshops and cross-disciplinary integration, we translated that vision into actionable principles that balanced cultural authenticity, environmental stewardship, and commercial viability.
THE OUTSIDE. IDK STUDIO + FOUNDER. 2020. I helped shape The Outside in Devon, an outdoor community space for learning, play, and wellbeing, by identifying how what was an open field could be transformed into something that served local needs through research and collaboration with architecture studio IDK. Rooted in environmental, social, and economic sustainability, the project won the RIBA J MacEwan Award for architecture for the common good.
‘Leo brings a layer of creativity to his strategic thinking. We have been delighted to have him work on our brand marketing campaign’
Founder, Meet Genie
MANIFATTURA TABACCHI. SAINT LAZARE. 2019. I researched Florence’s cultural and economic context to position Manifattura Tabacchi as a mixed-use cultural centre, transforming the former industrial complex. This positioning guided strategies that wove together heritage preservation, creative industries, and placemaking. In doing so, we balanced authenticity with long-term cultural and commercial sustainability.