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Karl.Works
Karl is a conceptual designer based in sunny London by the sea. He currently works on a freelance and contract basis, focusing on brand identities, design systems, user experiences and making things move in motion.
More about him ↘
Originally from Leicester, he moved to Melbourne where he became a designer at George Patterson Y&R, working on a wide spectrum of clients from the Australian Air Force to Cadbury to the Melbourne Metro. After that, he lived in Copenhagen, working at design and advertising agencies such as Saatchi & Saatchi, Zupa, and Wunderman, working on clients like Danske Bank, Bang & Olufsen, and Pandora. He then moved to Toronto and became Design Director of JWT Canada, overseeing the Air Canada and Tim Hortons clients. He now lives and works in London, operating on a contract basis. A full list of clients and agencies he’s worked at can be found on his LinkedIn.
Disciplines
Conceptual design
Branding & identity
Motion & visual effects
Web & user interface
Social content
Generative Ai
Clients
Latest Collaborations
Amnesty: Rights in older age
Agency: Distillery Disciplines: Art Direction, Design, Identity, Motion
The Challenge
Growing old gracefully is outdated when basic human rights are at stake. Elder abuse is a global violation, often overshadowed by stereotypes or pity. Yet, older individuals are leading advocates in movements like climate action, LGBT+ rights, and anti-disappearance campaigns, refusing to be silenced.
The Response
Amnesty International, in partnership with the agency Distillery, launched the "Age Loud" campaign to advocate for a UN convention protecting elder rights. We crafted a robust brand identity and a multilingual logo, alongside a showreel that spotlights the global challenges faced by the elderly. This initiative, already active in regions from Nigeria to South Korea, amplifies the voices of older human rights defenders worldwide.
Arsenal FC - Supporter banners
Agency: Arsenal FC Disciplines: Design
The Challenge
For Arsenal FC, the task was to redesign supporter banners that not only capture the immense passion of its global fanbase but also align with the team’s iconic brand. These designs needed to be suitable for large format printing, ensuring visibility and impact across the expansive Emirates Stadium.
The Response
In collaboration with Arsenal, I created designs for 187 banners and flags, representing 150 official supporter groups from every continent. The artwork embodies the vibrant enthusiasm of fans worldwide while staying true to Arsenal’s rich heritage. Each banner was meticulously handmade and photographed to capture an authentic, dynamic flag effect, echoing the historic language of football iconography that resonates deeply with both local and international supporters.
NSPCC: A safer way to play
Agency: Open Creates Disciplines: Design, Motion
The Challenge
The Game Safe Festival is our response to the growing need for a safer online environment for the 89% of UK children who play video games amidst increasing online harms. The festival aims to merge enjoyment with safety, addressing the urgent need for protective measures in the gaming world.
The Response
In collaboration with Open Creates, I developed a showreel that highlights the Game Safe Festival’s core themes: community, collaboration, and creativity. The storyboard features children of diverse ages, deeply engaged in gaming, capturing the excitement and promoting the festival’s commitment to safety. This engaging visual introduction emphasises the importance of protecting young gamers.
Sony — Social content creation
Agency: DentsuX Disciplines: Art Direction, Design, Motion, Social
The Challenge
An iconic Japanese electronics brand, managed by Sony and in partnership with agency DentsuX, faced the challenge of repurposing extensive above-the-line content for digital and social platforms. The task was to transform existing footage into engaging stories suitable for a global audience across multiple languages.
The Response
Collaborating with DentsuX, I spearheaded the creative transformation of traditional media into dynamic social content. My role involved crafting stories from the original footage, presenting these concepts to Sony, and directing the art for various campaigns. Additionally, I contributed directly by creating master templates, ensuring consistency and quality across all digital platforms. This approach not only maximized the reach of the content but also enhanced its impact across diverse global markets.
Fortell.ai
Agency: Fortell.ai Disciplines: Art Direction, Design, Identity, Product, Motion
The Challenge
Fortell.ai aimed to develop a brand identity for their innovative AI character, designed to communicate across diverse languages and cultural backgrounds. The avatar’s purpose is to engage with underprivileged communities, addressing medical and societal questions and needs.
The Response
I crafted a visual identity centred around the concept of two overlapping speech bubbles, symbolising the transparent and collaborative interaction between the avatar and its users. This design choice reflects the seamless integration of diverse voices and perspectives. The overall brand identity was kept clean, simple, and modern, ensuring it was approachable and relatable to all audiences.
BIP — Cardless Credit
Agency: DentsuX Disciplines: Design, Motion, Social
The Challenge
Bip.credit stands out as the only cardless banking app on the market, characterised by a minimalist and sharp brand identity with a select palette of contrasting colours. We were tasked with creating a social campaign that aligned with this distinct style.
The Response
We centred our campaign on the simplicity and essential nature of the cardless concept, emphasising how Bip.credit eliminates unnecessary complexities. The creative direction focused on the theme of “you and the card,” pairing this idea with minimalist visuals to highlight the streamlined experience and direct connection between the user and the app.
Nokia: No Time To Die
Agency: Grey Social Disciplines: Art Direction, Identity, Design, Motion, Social
The Challenge
Nokia’s 007 movie social campaign faced delays due to the pandemic, requiring an adaptive approach. With a new premiere date set, we launched real-time social stories featuring Nomi’s mission across various cities, all captured using the Nokia 8.3 5G.
The Response
We developed a mini-social-series allowing audiences to follow Nomi’s mission live as she traveled through four cities worldwide. We filmed key scenes with Lashana Lynch in a single day, portraying Nomi, and supplemented these with curated stock footage to complete the narrative. We integrated UI elements from the Nokia phone in scenes where 007 utilised the device, seamlessly blending the campaign with the product’s features.
