The relationship with LME began in the early part of 2015, in order to promote a set of initiatives to show how ‘monthly futures trading on their electronic platform LMEselect, became more liquid, transparent and accessible, as well as a lot simpler’. Don’t worry, it took me a while to understand all of this too! As with every new client, there’s a need from the outset to rapidly self-educate until it all makes sense.

Since then I have continued to launch further campaigns for the LME both on and offline. In addition, I created their visual guidelines for their new identity in 2016, when they became part of the HKEX Group, ensuring all marketing teams within and outside the LME implemented a consistent brand across all their media and marketing channels.

I have written well over 30 brand guidelines for businesses – both very lengthy and very short, for many business sectors. It’s a good way to understand how all the various touch points bring together a consistent brand and message.