Ascot Lloyd (via Libertine Creative Agency, London)
Financial Services & Investment
To explore visual and strategic brand directions for Premier Miton that challenged category norms and broadened the agency and client’s creative conversation, with sensitivity to regulatory constraints and market expectations.
Working closely with the Libertine creative team, I developed a set of high-impact exploratory directions that expanded the visual possibilities available within a conservative financial services category. Each concept intentionally tested typography, composition, hierarchy, and visual tone to explore emotionally confident yet credible brand language. These explorations were structured to provoke discussion, inform better strategic decisions, and strengthen the creative brief, ultimately elevating the brand conversation even without direct adoption.
The exploratory concepts played a valuable role in broadening Premier Miton’s creative vision and informing subsequent development. By challenging category norms and demonstrating alternative visual territories, this work helped the agency and client make more confident, informed choices about visual language and strategic positioning. The project exemplifies how inventive thinking can add strategic value in regulated sectors, supporting stronger brand outcomes even when concepts are directional.
