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Alexandra Tyler
Creative Strategy Director

Communion Studio  MERCURY/13
Creating a new identity for FC Como Women, in a new era of football. Developing the platform ‘We belong here’ with a brand narrative that transcends football and positions the club as a leading voice for gender equality. Coupled with unexpected visual codes to engage more diverse audiences across political, fashion and Italian culture.

Stakeholder Interviews
Audience Research
Brand Strategy
Brand Positoning
Manifesto Copywriting
Strategic Design Direction




Communion StudioZEGNA
Collaborating closely with creatives to develop Zegna’s brand and seasonal campaigns, featuring Mads Mikkelsen. Highlighting the sensory qualities of the products and the uncomplicated style of the brand. Introducing a storytelling framework to create campaign continuity across all channels, including partnerships and retail. 

Brand Strategy
Creative Strategy
Brand Messaging
Creative Campaign Strategy

Communion StudioROSEWOOD
Developed a new brand positioning and strategy for Rosewood Hotels & Residences.

Brand Strategy
Brand Narrative
Brand Messaging
Tone of Voice 
Creative Campaign Strategy
Operational Brand Framework 

Stink StudiosWETRANSFER
Defining WeTransfer’s brand proposition by showing how the platform helps creatives get their ideas out efficiently and beautifully. Building on the insight that artists draw most of their inspiration offline, we developed a campaign that rejects mindless scrolling in favour of real world experiences that inspire genuine creativity.

Stakeholder Interviews
Audience Research
Business Strategy
Product Strategy 
Brand Strategy
Brand Positioning
Creative Campaign Strategy




Stink StudiosWETRANSFER
Giving the humble file sharing service a voice in its first-ever brand campaign by demonstrating how the platform supports artists throughout the ebbs and flows of their creative journey. Highlighting their work, while peeking into their process, to contrast the simplicity of WeTransfer with the complex, nonlinear journey of creativity.

Stakeholder Interviews
Audience Research
Business Strategy
Product Strategy 
Brand Strategy
Brand Positioning
Creative Campaign Strategy
Stink StudiosTATE
Successfully won a competitive pitch to be Tate's appointed agency by developing a strategy for Tate Britain, redefining what Britishness means to a younger generation. ​​The first brief took their Life Between Islands exhibition, centered around British-Caribbean culture, outside the gallery walls to engage new audiences, in unexpected places.

Strategic Pitch Presentation
Audience Research
Brand Positioning
Creative Campaign Strategy

Media MonksGUCCI
Collaborating with designers and technologists to position and develop Gucci’s NFT gallery platform, making them the first brand in the world to own its own primary web3 marketplace. Understanding the rapidly evolving metaverse to carve out a space that was culturally, technically, environmentally and commercially viable for the brand. 

Competitor Analysis
Cultural Research
Audience Research
Brand Positioning
Product Strategy
Experience Strategy

Stink StudiosGOOGLE
Re-imagining the brand, design, and user experience of Google Bug Hunters, an initiative that incentivises developers to report bugs in Google code. Focusing on building community and making the platform more fun and user-friendly, we added dynamic gamification elements, as well as a competitive leaderboard.

Stakeholder Interviews
User Research
User Testing
Product Strategy
Experience Strategy
Brand Strategy

Phantom StudiosGOOGLE
Leading the strategic development of Market Finder, a free, government supported tool that helps businesses identify new markets to expand into worldwide. Identifying what insights were most useful to businesses, we integrated Google’s proprietary data to deliver tailored guidance for businesses looking to expand globally. 

Brand Strategy & Messaging 
User Research
Product Strategy
UX Strategy

Rehab StudioGOOGLE
Leading the research and strategy of a year long innovation project with Google Media Labs - a series of design sprints to identify innovation opportunities in media. One of which led to a campaign for Chromecast, leveraging second screen behaviour to engage an entire arena of NHL fans in New York to play a game against one another.
 
Cultural Research
Innovation Workshops
User Research
User testing
Experience Strategy
alexandrakatetyler@gmail.com