B2C marketing & brand awareness

UK

Develop an idea that extends the Healthy Business TVC into a unifying creative concept, scalable across the Making Tax Digital for VAT (MTD for VAT) media plan, including OOH, direct mail, digital, and print. The concept should be designed for flexibility, enabling seamless adaptation across broader marketing objectives, including payments, promotional activity, and always-on brand communications, while maintaining consistency and effectiveness across all channels.

Market research identified the jetpack moment as one of the most memorable elements of the TV advertisement. Leveraging this insight, we evolved the idea by pairing it with a skywriting concept, creating a distinctive and flexible creative device that can be adapted to deliver a wide range of messages across different marketing objectives.

B2B marketing & comms

UK

Develop a refreshed image library for Xero’s accountant and bookkeeper audience that presents a bold, modern, and supercharged aesthetic while remaining grounded in relatable, real-world authenticity. The imagery should be designed for use across mid-funnel communications, ensuring consistency, cohesion, and strong visual alignment across the partner ecosystem.

To elevate the bold, quirky, and supercharged creative direction, we introduced more expressive wardrobe choices alongside brightly coloured props and devices. This approach added a controlled sense of surrealism, enhancing visual impact while maintaining authenticity and ensuring the work remained relatable to the audience.
 

B2C marketing & brand awareness

South Africa

Develop a high-impact introductory campaign for Xero in the South African market that builds brand awareness and clearly communicates Xero’s value proposition, while celebrating the resilience, capability, and strength of small businesses across the region.

Xero supports small businesses every day by providing the time, tools, and confidence they need to succeed. Their work is more than a livelihood, it is a passion. Guided by this insight, we sought to shift the narrative by reframing “small” businesses not by their size, but by their ambition and achievement, positioning them as self-made enterprises driven by purpose and determination. These businesses' aren't small.... they're self made.

B2B & B2C Marketing 

UK

Develop an integrated marketing campaign to support the rollout of Making Tax Digital for Income Tax (MTD for IT), targeting sole traders and landlords with qualifying income. The campaign should clearly educate audiences on the requirements to maintain digital records and submit quarterly updates to HMRC, while positioning Xero as the trusted, compliant, and easy-to-use solution for managing MTD for Income Tax with confidence.

Sole traders and landlords may feel uncertain, frustrated, or anxious about these changes, so the creative approach focused on shifting perceptions and building confidence. This insight informed a typographic-led visual system designed to clearly and dynamically represent a change in mindset, reinforcing clarity, reassurance, and control.

Brand identity & campaign

UK

Develop a clear and compelling brand identity and introductory launch campaign for Xero Go, a new free-to-use app designed to give customers a simple, top-level view of their side-hustle finances. The campaign should build awareness, clearly communicate the app’s value, and position Xero Go as an accessible, intuitive entry point into the Xero ecosystem.

As an extension of the core Xero product, Xero Go needed to sit seamlessly within the existing brand architecture while establishing its own distinct personality. This balance was achieved by adopting a lighter blue as the primary colour, complemented by bolder contrasting accents to create standout appeal, alongside a playful tone of voice using rhyme-based language aligned to “Xero Go” to enhance memorability.