Hyundai has changed faster than its reputation. This independent Formula 1 concept reframes entry into the sport as a public proof system, using competition to make the brand’s engineering progress visible. I developed the creative strategy, positioning and identity around one idea: Progress Under Pressure.

I built Silent Hillside from scratch into a global niche media brand with a £0 marketing budget, leading its creative direction, brand strategy, audience strategy and content model. By August 2026, it had generated more than 13.3 million views, around 1.3 million watch hours and over 45,000 subscribers through earned attention and audience-led creative decisions.

I developed Clifton Wealth Partnership’s brand system, evolving an established identity into a clearer, more accessible and scalable creative framework. The work set brand direction, visual standards and practical tools used across client communications, digital content, workplaces and regional marketing, giving teams greater consistency without losing local relevance.