I’m a translator. A connector. And ultimately a creative brand leader.
I partner with smart people in ambitious businesses to help translate their strategic goals into potent consumer stories and in-turn thriving brands.
I specialise in driving the work that gets us to the end goal - delivering creative platforms - from final go-to-market brand storytelling, brand identity systems to marketing execution - that empower activation for internal teams and external partners.
Having lived at the intersection of product marketing, consumer marketing, UX design and engineering - whilst managing and leading a creative brand studio - I bring an inclusive approach and informed perspective.
Harnessing two decades of global brand experience at Microsoft, Nokia, Getty Images and Abbott - whether rebranding, relaunching or envisioning brand stories for new products - I have a passion for leading brand briefs and connecting multi-disciplinary teams across complex organisations, inspiring stakeholders and collaborating with agency partners towards a common goal.
Depending on the scope of a project I can lead complete end-to-end brand development through to more compact brand identity and design assignments.
If you would like to discuss a brand consultancy opportunity, please reach out at: ashworth.work@icloud.com
Case Studies
Below are snapshots of global brand assignments for Windows, Microsoft Surface and Abbott - more comprehensive examples are available on request.
Microsoft Windows Rebrand
A strategically evolved product experience with a business goal of migrating 1.5bn Windows users spread across a host of legacy operating systems onto one new Windows 10 platform needed a compelling and effective brand idea.
Through internal research, focus group conversations and competitive analysis - strategic insights were developed into 4 potential brand narratives for testing.
3 decades of heritage as the go-to platform for global productivity inspired a reimagined Windows as the place to do great things.
Project deliverables: Brand idea/story/positioning/identity/guidelines through to final asset production and marketing executions for launch.
Microsoft Surface Brand
A rapidly expanding hardware business needed a brand idea to encapsulate a portfolio of unique products and fuel the launch of new ones.
Strategic thinking uncovered an insight around a ‘sea of sameness’ in the retail aisles and online channels. A brand story was developed and launched around the iconic Microsoft Surface design DNA that was anything but ordinary.
Project deliverables: Brand idea/story/positioning/visual look and feel, identity/guidelines through to final asset production and marketing executions for launch.
Microsoft Windows 11 Launch
In a post-pandemic world Windows 11 doubled-down on designing an experience that put people right at the center of what matters most. An iconic - visual and verbal - brand story that resonated globally was needed.
An inspirational ‘Bloom’ hero image - both natural and digital - was created and became a symbolic and global visual vernacular that embodied a closer Windows experience.
Project deliverables: Brand idea/story/positioning/visual look and feel, identity/guidelines through to final asset production and marketing executions for launch.
Microsoft Edge & Microsoft 365 Rebrands
In a world where browsers hadn’t evolved and kept pace with our daily lives - Internet Explorer was reimagined for today’s digital era and reborn as Microsoft Edge. Repositioned around ‘making the web work for you’ and securing No.2 global browser with a year.
Microsoft Office was re-envisioned as Microsoft 365. Expanding from its deep roots in ‘business and work’ to a richer evolved suite of apps for life.
Project deliverables: Brand idea/story/positioning/visual look and feel, identity/guidelines through to final asset production and marketing executions for launch.
Abbott CES24
Briefed to activate Abbott’s brand story from touchdown at Las Vegas airport through to the physical event space at CES24 driving active engagement within the booth and social amplification beyond. I led the creative direction from brand story, to look and feel through to physical creative execution in partnership with Abbot’s in-house creative studio, leadership team and event agencies.
Project deliverables: Brand idea/story/positioning/visual look and feel, identity/guidelines through to final asset production and marketing executions for launch.
I also provided brand and creative leadership in the definition of Abbott’s brand story as part of their global rebrand in partnership with their lead brand agency and Abbott’s senior leadership team.
Microsoft Windows Rebrand: Creative Direction by Chris Ashworth in collaboration with MLS&D Studio, Windows Product Marketing and GMUNK. Microsoft Windows 11: Creative Direction by Chris Ashworth in collaboration with MLS&D Studio, Windows UX Design, SixNFive and Relate. Microsoft Surface Brand: Creative Direction by Chris Ashworth in collaboration with MLS&D Studio, Surface Design UX. Abbott CES24: Creative Direction by Chris Ashworth in collaboration with Abbott Creative Studio, Envy and Catalyst. Nike Air Adjust Force Campaign: Creative Direction and design by Chris Ashworth in collaboration with Danny Demers at Nike Tokyo. Microsoft Windows Campaign: Creative Direction by Chris Ashworth in collaboration with MLS&D Studio. Microsoft Surface Narrative Brand Book: Creative Direction by Chris Ashworth in collaboration with MLS&D Studio. Bush Greatest Hits: Creative Direction and design by Chris Ashworth in collaboration with Gavin Rossdale. SOON Book: Interior design by Getty Images Creative Studio. Edited by Lewis Blackwell. Cover Production by Daniel Mason. New Order, LA Homefarm, Madre and Monster Children design by Chris Ashworth.