Luke Ridgway

We took Dixon Baxi F1 strip mark and created 6 F1 sub brands from it. I was leading a team of 3 designers and myself as i am very hands on. This was an incredible branding project for one of the coolest brands i have had the privilege to work on. The work was so loved we got more work from it and is being showcased to clients as what we can do for this type of work.

This has picked up awards in all the major awards shows, it was a dream job. I was so involved from the beginning and a big part of every stage. From creating double entendre gardening vocabulary to art directing the shoot.

With the biggest rise in sexually transmitted infections being among the over 65s, how do you convince the notoriously difficult to-persuade age group that, despite what they were taught in schools, condoms aren’t just for stopping pregnancies? By going after their No2 pastime: gardening. We created limited edition condoms in the guise of seed packets, distributing them through garden centres and online.

I treated all the type to give each one its own personal style. I also added texture to the artworks to give them a more authentic garden seed packet look and feel. There are hidden little design gems in all the packets

This has had so much amazing coverage and been on National TV shows and picked up by all the major papers.

This was my first fully AI campaign. From art direction prompting and retouching setting the type and layouts, overseeing all the digital assets that went along with this campaign and creating a series of moving assets. There was also a fully AI film created.

This was a pitch winning branding idea. We were not asked to do a rebrand but i had some spare time and though i could do something fresh for the category.
The brackets for me did a lot for the brand not only in its most simple form did it look like a symbol for a breast it worked for protection and care which is a massive part of who they are it highlights certain issues when used and also leans into the science of how they write formulas out it had lots of design thinking to its simplicity. I also worked on a arresting OOH campaign that would lead into all socials.

A brand launch idea i had was to create a logo for all skin types it would never exists in the same colour it would appear as representative as possible as that was a factor that some ethnic groups didn’t think that it could effect them.

Art Direction & Design & AI
I manipulated the type how i wanted it in illustrators then with AI help and reference created some amazing 3D type.
This was a Coke GB pitch that we won with my art direction and type treatment. Knowing the Coke brand i wanted the designs to be fresh looking and the product at the core of the idea.
The coke filled type was created in Firefly.

Jameson first global launch. Brand creation for Original, Orange and Black Barrel.

This was a fun proactive idea working with creatives.
Creating a fluffy Crocs logo creating social and AI motion video for the new Crocs. These were made in real life but unfortunately not my size.

This was the first poster that started it all off. Save the Children were looking for a new fundraiser, and my idea of a Christmas Jumper Day was sold in as a fun festive charity event. It is still the biggest STC fund raiser. They raised over 4million last year.

This started with very little budget and has now grown into a day for everyones calendars.

While I was in control of the project it made a TV spot, broke into the US plus other countries and had huge celebrity endorsements. This event is gathering momentum every year.

2016 we picked up a Gold IPA effectiveness award.

Typography & Design

This was an amazing thing to be apart of. To help change todays culture is so powerful. The only UK Glass Lion this year and an abundance of other accolades.

My idea of creating the type from the abusive words and sentences from the film, helped me storyboard and create the Piccadilly take over animation.

‘Have a word with yourself, then your mates’ is a simple but powerful behavioural science insight that gives men a practical and easily achievable role in solving the problem. It was important not to alienate men, but for them to feel like they were allies.

The campaign came from the Mayor of London but it soon spread far and wide – from France, Italy and Sweden to Australia, Singapore and Brazil. Schools incorporated the film into their curriculum. The UN is including it in education and training materials being rolled out to millions of men.

Design and Typography, art direction and retouching. These are Exhibition posters, social and museum content for IWM on the 20th anniversary of 9/11.

This work was so much fun, unfortunately the 2 Smiths did not see Bill to Bill and the work did not go ahead.

Have you ever dressed a Swan, yes is my answer, I photoshopped Mr Swan into Paul Smith multiple suits, and gave him a personality with strong new poster designs.

Hand drawn and photoshop crafted balloon typography poster.

My love of typography in all its forms.

Typography & Design.
Picked up Silver and Bronze Lions.

We went through a lot of type styles and options. I am glad to say that this choice was in my first round of work i felt it was sensual, it felt like it had body shape qualities and fitted the images and concept perfectly.

1.5 Billion Impressions in under a week. Ranking Photography, it was a joy to create typography for such a great campaign.

It had a huge outdoor and national newspaper media spend.
I crafted every last detail out of these including going to multiple test sights to make sure colours, type and images works across all digital sites.

These were huge poster sites for F1 city takeovers. I hand crafted and brushed in all textures for 5 bespoke posters.

The brief was to make something cool that would attract youth. Art Direction, design and digital storyboarding.
This initiative is from Ogilvy to get young and diverse applicants to join advertising.

Here is a selection of my creative vision for the big Asics brief i was apart of. The idea was brightness that you find when you exercise.

Using the Asics spiral to connect the brand and the mind with the light felt like a winning formula and they look pretty cool to if i do say so myself.

The work at the bottom is the stuff that actually run.

This has been a really fun project. The Swan is a great character. Typography and design. We had a larger than life statue made of him loads of merch and a website. He was a poster boy and and a very funny tennis player.

When I was on the Sunsilk pitch and was waiting for work, I started to create things and play with the brand. I created the iconic Sunsilk spike into 18 different hair types, and designed bottles that made it through to the final pitch and even though the client didn’t pick the agency they were in talks to buy the Spike hair styles.

As lead designer on all Halifax at the time I was overseeing everything and involved at all points. I love detail and craft and made sure we indulged in the beauty of this great work.

Hand Drawing 4 fonts and seeing them plastered all over London is a dream job.

A London Café branding project. I commissioned a driftwood artist in L.A. to create this beautiful striking signage.

Here is a collection of things that I get up to.

Design Lead, Art direction.

New look for the 2017 Radio1 Xtra Live gig in Manchester.

Creative & Designer.

The launch of a new luxury magazine. I Worked with the incredible people at The Operators to bring my vision to life.

Logo concept. Typography & Design.

Creative & Designer.
To launch this new flavour we had to create beautiful ways to show off the product. From shoot to visualising and storyboarding all digital animation.

Typography & Design
6 Posters all with bespoke headline designs. Large outdoor run.

Lead Designer on all aspects.

For the 150 Years Campaign I created totally bespoke social badges and banners for all platforms.

Creative Brief. Personal interpretation of a Film Poster, mine was the 1992 American Horror Film, Candyman. The Font is the same as the film title.
In the film saying Candyman into the mirror 5 times, that is when he appears and attacks. I sprayed the letters in Red Gloss onto a mirror to give it a blood horror feel giving the 5th one a splattered effect to feel like he appeared.

Typographer & Designer.
I gave each Ad created its own bespoke texturing.

A branding job for a luxury balloon company. When i take on a branding job i like to give people more than they have asked for.

While Neglect Marmite Advert was running there was a twitter reaction to #babyone so I created the type for this one off jar.

Typographer, Designer, Retouching.

Typogrpahy & Design.
Big Award.

Typographer & Designer

I was tasked with creating a brand for Decade of Health. I created all digital flats and animation concept style, overseeing website build, plus all OOH media. This had led to 2 other Decade of Health projects off the back of the success of this.

This is a working file that i presented with my thoughts.

I love detail, I amended the typeface to have smooth curves and added a Royal bank note texture to the background .

Art Direction Creative & Designer.

Launching a new range of luxury hire cars. Logo design. Outdoor, Digital, Press and store design.

In no way am I an animator but I do like to test myself and learn new things so when I have time I like to animate some of my designs.

IDEA
With the ever rising knife crimes reported today, my idea is to shock everybody that picks up a Metro throughout the day. With this idea it will give the illusion that everyone is carrying a knife. There are very worrying statistics at the amount of people that are carrying  knives in London.

I feel it is everyones responsibility to make this stop. Parents of these adolescents that are arming themselves need to do more and seek help for their children. And everyone else needs to be aware and not turn a blind eye, thinking it wont happen to them.

Exicution
Placing knives on the front and back of the paper in the most common way that people hold a newspapers or Magazine will give the illusion of people holding a knife.

Throughout the paper it would have shocking ads showing statistics and images of recent knife crime stories from the families that have had their worlds turned upside down. We could collaborate with Ads thought the paper that would be willing to change their ads to help this cause.

All photography credits @Gettyimages