for Snug

As Creative Director at SNUG, I led the internal creative department in developing a national OOH and digital campaign for the modular sofa brand, working in partnership with agency Krow. Building on the brand guidelines and visual system I had already set for SNUG, I helped shape the core idea and creative territory, making sure every execution stayed true to the brand we had built.

The campaign centred on the line “Sofas to fit big, little or awkward spaces”, a simple articulation of SNUG’s DNA that could flex across formats. The visual language combined confident typography, product-led compositions and a calm, optimistic palette drawn from the brand toolkit.

Working closely with Krow and media partners, we adapted the system for key London sites, Underground placements and digital formats, ensuring the idea held together at every size and in every channel. The result was an OOH and digital campaign that reinforced SNUG’s positioning as the smart, space savvy choice for modern living and provided a strong framework for future communications.