I’m Catherine Archer Underwood
CREATIVE LEAD | BRAND STRATEGIST
I help brands to cast a creative vision and bring it to life. Specialist in rebranding, campaigns and digital content.
PORTFOLIO
Here’s a snapshot of some of my work and the brands I’ve partnered with. I have worked client-side, as a consultant as well as providing agency-side services. I’ve worked for both major blue chips and boutique brands.
CLIENT SIDE BRAND TRANSFORMATION
Europa Capital, 2022-2024
I led the creative direction and development for a large-scale rebrand and roll out for this private equity firm, based in London. As overall project-lead, I oversaw the work of external suppliers, freelancers and agencies, along with cross-functional in-house teams. My work included strategic consultation with the Exec team, internal and external launch campaigns and in-person activations in London and Cannes, as well as multiple photoshoots including on-location in France and Germany.
Brand
Europa
Year
2023 (launched)
Role
Creative Director and overall project lead.
Overseeing brand strategy development. Brand Personality development in-house.
Internal stakeholder management and comms, inc. developing a new staff newsletter and delivering company-wide presentations.
Creatively direct the brand identity development in tandem with a new investment strategy (navigating significant change).
Creative Direction across all visual language and touch points: website, slide decks, events, email templates, social media, office branding and all launch activations.
Brand video story arc and script.
Photoshoot creative director and producer, across multiple shoots with multiple photographers (London x 3, Paris, Dusseldorf)
Website copy mostly written in-house.
Event activations and events communications planning and execution.
Roll out and adoption.
Europa | Marketing Campaign and Sub Brand
From concept to execution: Email marketing and event series
Client
Europa
Year
2024
Project
To communicate our investment strategy through this event, using wine tasting and creative storytelling. The rationale was to make the investment approach engaging and immersive, while also enabling us to nurture in-person relationships.
Marketing campaign and sub-brand development
Concept creation, development and final execution
Copywriting
Results monitoring and adapting based on performance
Cross-functional team internally plus external graphic designer
Credits:
Designer:Faye Brown
Photographer: Janie Airey
BRAND IDENTITY AND STRATEGY
Freelance Creative Director and Brand Strategist, 2016-2021
I founded my own boutique brand consultancy working across sectors, from wellness to interiors and personal brand. Branding clients hired me to develop their brand strategy and oversee the full identity development and creative execution. I partnered with freelance creative resource through a remote team-structure. As project lead, I researched and hired the creative team balancing styles with strategic goals, budgets and timelines. Here’s a small selection of work (full brand style guides or detail on request).
Brand
Old Farm Cottage
Year
2019
Role
Interviews, research and strategy
Mood board creation
Creative brief, hiring the creative team
Overall project lead
Creative Direction across identity, website, photoshoot, brand film and additional video
Film story arc/story boards
Film producer
Photoshoot producer
Consultation for brand launch comms
Brand
Rebecca Lockwood
Year
2016
Role
Interviews, research and strategy
Mood board creation
Creative brief, hiring the graphic designer
Creative Direction and lead for the brand identity
Brand
Colorous
Year
2020
Role
Interviews, research and strategy
Mood board creation
Creative brief, hiring the creative team
Overall project lead
Creative Direction across identity, website, photoshoot
Photoshoot producer
VISUAL AND STRATEGIC CONSULTING
Freelance brand consultancy and client-side Head of Marketing roles
I have taken a creative and strategic consultancy roles with many businesses rebranding, launching or repositioning themselves. In these cases, I’ve not led the projects but provided creative direction, process guidance or positioning support such as brand naming, taglines, communications planning and launch strategies.
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Brand Identity | Environmental Consultancy B2B
Consultancy and coaching:
Renaming and reposition the brand
Sourcing a graphic designer and briefing
Creative consultancy throughout brand development and final execution
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![rose & glow brand identity]()
Brand Identity | Wellness B2C
Consultancy for:
Naming and launching this new wellness brand
Creative briefing
Identity development process and final execution
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Brand Identity | Real Estate B2C
Consultancy with the operating partner (Native) and creative agency for this new Buy To Let building in Manchester:
Brand identity and voice
Initial website design
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![sales pages]()
Sales pages | Stylist B2B
Consultancy and coaching:
Launching a new digital product - concept, strategy, naming and branding
Creative consultancy for this sub-brand
Tone of voice and sales copy
Sales page, email, promotional graphics
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![Stationery brand mood board]()
Brand Direction and Brief | Stationery B2C
Consultancy and coaching:
Positioning
Creative Direction
Sourcing and briefing a graphic designer
CLIENT SIDE BRAND LAUNCH
ONLE Networking 2022-2024
As a co-founder and Director, I developed the business proposition, positioning and brand strategy, working alongside my business partners. In a pre-covid world, ONLE was one of the early adopters of online networking via Zoom (launched as ONLE Virtual), as well as an online Members Hub.
Brand
ONLE Networking Ltd
Year
2018-19
Role
Brand strategy
Creative brief and mood board
Developed the brand identity with graphic designer
Creatively directed its execution
Overseeing brand roll out across multiple touch points, including video
Subsequent sub-brand development
PHOTOGRAPHY DIRECTION AND PRODUCTION
First shoot at The AA - in 2011 approx, regular shoots since then through to 2024
In most of my marketing roles and as a Brand Consultant, I have directed and produced photoshoots. From setting the visual story, to sourcing the best photographer, making shot lists, prop lists and shoot schedules, and being on-site to give direction on the day, I’m experienced in a wide range of brand photography. My marketing background enables me to tie the relevant messaging and emotion and format into a commercially focussed, creative shoot. I’ll always play a role in editing and curating images too.
Video and Film
My favourite kind of video is a brand story. There are two examples below - one was filmed on location and I took the role of Creative Director and Producer (Old Farm Cottage), as well as crating the initial story arc and concepts. The other (Europa) was in partnership with an agency, using stock footage. I wrote the script and story as well as providing visual direction throughout. I have created, or been part of a team creating, many more videos in my corporate positions.
OTHER CREATIVE WORK AND CAMPAIGNS
Marketing campaigns, app design and social media
A small sample of other projects spanning creative development and content creation.
I have also designed many landing pages, social ads and email marketing campaigns but have not been so great at maintaining a portfolio for these!
Apps, graphics, website and plastics
Visual language and content
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![AXA Wealth website]()
AXA Wealth | Website | 2014
Led website redesign, including full copy re-write and UX overhaul.
Led microsite development.
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![social graphics]()
Social Media Graphics | 2016-2023
Directly created or consulted/coached others to create visual graphics libraries
Typically used for Instagram, LinkedIn, website design, or video thumbnails
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![The AA Credit Card design]()
The AA| Banking App & Plastics | 2011-12
Client-side lead for a new credit cards mobile app, covering design, functionality and UX. Working alongside JV Partner, Bank of America.
App launch comms and tutorial videos (apps were new then).
Oversight of plastics design, with brand sign off at the manufacturing unit.
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![digital products]()
Digital Product & Course Design | 2020-22
Podia, Teachable and Kajabi course graphic design and consulting
Supporting launch comms
Supporting video content
For my own products as well as consulting clients and people in my Branded Me Membership
