Purpose driven thinking,
for purpose driven brands

Profile

Helping people grow their businesses, and businesses grow their brands.

Al has over 25 years experience positioning, launching and growing businesses. He spent 15 years in brand, marketing and creative roles at Sky PLC in the UK, helping to build Sky Bet from a valuation of £500 million to £3.4 billion. He is currently working with B2B and B2C brands and organisations.

A seasoned, results driven consultant, Al has particular strengths in Commercial Planning, Product and Service Delivery, Brand Management, Marketing Strategy, Creative Development, People and Company Culture.

Al is founder and director of Studio Parker, a collective of experienced marketing specialists, designers and content creators.

Collaborating with organisations, initiatives and individuals in pursuit of ‘positive impact’

Strategy

Developing unique, ownable products
and services. Writing brand and
comms strategy.

Purpose

Surfacing the brand mission.
Establishing values. Building brand
personality and tone of voice.

Identity

Creating brand identity. Developing
brand and campaign logos, visual
language and guides.

Delivery

Ideation of campaigns.
Art directing creative. Optimising
engagement.

Work that works, for

Corporate companies
with a positive purpose

Early stage startups
making a difference

Non-profit organisations
in environment and eduction

Purpose & Profit

Recent work

Talta

Al is Partner and Creative Director at Talta.

A boutique guesthouse, design atelier, test kitchen and music studio located in Santa Gertrudis, Ibiza. Al is responsible for developing the overarching proposition, overseeing the creative output of the atelier, creating the visual identity and establishing multiple revenue streams for growth.

Talta.co

Legendary Motorcycle Adventures

LMA provides off the beaten track experiences designed to ‘reconnect’. Al led the strategy and creative direction of the inaugural Campfire Sessions, in partnership with Belstaff, Royal Enfield, Hole & Corner, Hoxton Radio, Beavertown and Southern Comfort.

Click image to play video.

Studio Society

Studio Society is an immersive fitness studio combining sight, sound and smell with innovative classes: the most compelling group exercise experience in the UK.

Al led the strategy for the studio’s relaunch. Brand guides, acquisition campaign, refer-a-friend scheme, digital and outdoor advertising, direct mail and the design of immersive projections.

studio-society.com

Tiny Leaf

London’s first food-surplus fine dining experience, Tiny Leaf was a 3 month pop-up located in London’s Notting Hill.

Al led the development of Alice Gilsenan and Justin Horne’s zero waste concept, creating the overarching proposition and identity, setting the direction for interior styling, food offering and cocktail bar.

Nativo

Nativo is a specialist developer focused on cutting edge hospitality projects. Crafting impeccably stylish and brilliantly planned schemes, Nativo blends genuinely luxurious hotel services and amenities with residential spec properties.

Al created a disruptive and confident brand with a fresh and contemporary edge. Most recently he directed the investor sales campaign for Nativo’s latest project.

Ibiza Preservation

Ibiza Preservation works to preserve Ibiza and Formentera’s land and sea. It’s vision is for the islands to be a model of sustainability, where the preservation of the islands’ exceptional natural beauty and resources contribute to local well-being and prosperity.

Al is a board member, working with the exec team on strategy, partnerships and fundraising. He is currently leading a 3 year growth strategy.

Brimsdown

Brimsdown is a community Primary and Nursery School taking children from 3-11 years, based in North London.

Al was strategy director on a repositioning project with the objective of attracting exceptional teaching staff and inspiring pupils of all ages to learn and develop. The project led to the creation of a playful new identity inspired by nature, a new set of values and series of initiatives designed to engage parents and governors.

The Great Reserve

TGR is on a mission to leverage the planet’s most powerful carbon capture tree, locking up carbon and helping to protect the future of the Giant Sequoia species.

Al leads on business development and brand strategy, working closely with founder Henry Emson, on commercial modelling, brand development and marketing. Most recent project delivered a record response via a LinkedIn lead-generation initiative.

Nagel

Nagel is a sustainable eyewear brand. Handmade, luxury sunglasses designed to last a lifetime.

Al was asked to review the growth potential of Nagel, which led to the development of a new proposition aiming to deliver a wider range of lifestyle and homeware products, cabins, furniture, lighting and accessories. Now in development under the Talta brand.

Kit & Kin

Kit and Kin makes natural, gentle and sustainable products for families.

Al led the content creative, using video and animation to introduce the benefits of a new sustainable nappy. The campaign featured Co-founder Emma Bunton from the Spice Girls. Working closely with design agency B&B and animation agency FOTW.

Summer Sunset

Summer Sunset was a music event set in a magical forest location at Wasing Park Estate, Berkshire. Founded in 2000 at the start of the festival explosion in the UK.

Al was founder and creative director of this annual music event, overseeing music strategy, production, promotion and stage management. The event ran for 10 years and kick-started the hosting of many other events and festivals at Wasing Park.

Where it began

Sky PLC

Sky is a dynamic, creative and commercial business with one of the most compelling missions in the world, ‘Believe in Better’.

Al worked at Sky for 15 years at mid and senior levels. Working on brand positioning, product launches and campaign optimisation. Recruiting and managing agencies and internal creative teams. Creative strategy and brand management of paid, owned & earned communications. Evolving collaborative and impactful ways of working and defining company culture.

Al worked across multiple business areas including Sky Sports, Sky Broadband and Sky Mobile. He helped to take Sky Bet to no.1 in the market, establishing it’s mission to make ‘Betting Better’ and helping to build the company from a valuation of £500 million to £3.4 billion in 5 years.

A notoriously challenging large corporate environment, Sky has a no nonsense results-driven culture. It set the foundation for Al’s ‘purpose & profit’ approach.