I was given full creative ownership of the 2014 Christmas campaign for National Express, including concept development, strategy, copy, illustration and artwork production. The campaign was built around genuine user-generated quotes from customers about their Christmas travel. To gather authentic material, I ran a small competition earlier in the year, which provided us with real stories to feature across the creative.
The design relied heavily on typography, chosen specifically because the campaign needed to scale across national outdoor placements, large window displays and vehicle wraps. Photographic material often failed quality tests at the sizes required, so a typographic approach ensured clarity and consistency across all formats.
This project was rolled out nationwide across stations, coaches and digital channels. It remains one of the pieces I am most proud of, both for its creative clarity and for the level of responsibility I was trusted with early in my career.
