Brand Strategy

I like to get under the skin of a business and find what makes it tick - and then I turn that into strategic and creative expressions that cut through the noise, and captivate the audience.

The ultimate objective, is to help the brand stand out, shake off the conventions of the category and amplify the return on every euro spent, through smart, interesting and entertaining communication. If we can do that, we’re making a real difference to the business.

Here are a few examples (I can share more in person.)

Night city street with blurred people and buses, large digital billboard displaying the word 'brand' in the center, surrounded by illuminated buildings and lights.
E-Mobility Start Up brand strategy presentation featuring text about designing and manufacturing foldable three-wheel scooters, branding consultation, and elements of the brand essence and proposition with images of people using scooters.
Infographic with "Line at a Glance" title, featuring text blocks under "Let," "the journey," and "unfold" headings, describing relaxed vibe, freedom to move, and transformation. Background image of a person with arms outstretched towards the sun.
Presentation slide about CityPirate brand with overlapping circles containing images of scooters and urban scenes. Text reads: "The three wheels that drive the CityPirate brand" with sections labeled "The Promise: Be your own captain," "The Proposition: Let the journey unfold," and "The Benefit: Expand your range of possibilities."
Bugaboo brand strategy presentation with stroller image, text on brand essence and strategic framework. Includes "Designed for discovery" slogan next to stroller illustration and a pyramid diagram outlining brand elements.
ING banking playbook with images and text for business and retail propositions, including communication strategies and brand promise descriptions.

Content Strategy

Infographic titled 'Content and the B2B Funnel' showing a funnel diagram with stages: Awareness, Consideration, Conversion, Loyalty, Advocacy. Keywords like 'Hero,' 'Help,' 'Heart,' 'Happy,' and 'Human' label different parts. A person is sprinting on the right side. Dated 25th Feb 2024 and credited to Chris Baylis.

“Chris has a sharp eye for understanding the essence of brands and translating it into creative concepts across media. His expertise pushes the creative boundaries of brands and he is an exceptional partner in navigating the complexities of multinationals.”

Dominic Tremblay
Senior Global Brand Strategist
ING Group