Brand Strategist Will Fletcher
Will Fletcher is currently residing in the beautiful Lake District, an area in Northern England famously associated with poets, painters and the miles of national parks filled with fells and wandering ponies...
And for some strange reason HotHouse has managed to con Will into moving to the other side of the world, here to Nelson, to work for us at HotHouse as Brand Strategist.
Up until we managed to convince Will to work for us, he has been a freelance graphic artist & brand strategist with wide ranging creative expertise - from large to small scale consumer branding and packaging, corporate sector, digital, environmental interior, artist publications, and illustration.
Some of the brands he has worked with are household names, the likes of Speights, Coca-Cola and DB Export to name a few. Other work includes complete re-branding for one of the UK's most awarded artisan bakeries 'More? Artisan'. Leo Houlding, a Britsh Adventurer needed proposal materials aimed at the prospective sponsorship community for his biggest expedition yet, Will helped put together an extremely sleek and compelling series.
But, being typical nosy Kiwi's, we wanted to know whether this Brit was prepared for living in the sunshine capital Nelson, New Zealand? Can he handle the "yeah-nah" conversations and what will he think of how partial we are to craft beers, home spun jerseys and the never ending paddocks of sheep? I put a few questions to him prior to arrival in August:
Ali: Heading to the land of the long white cloud and leaving the Beautiful Lake District, what are you looking forward to the most here in sunny Nelson?
Will: Exploring some of the best back country riding on the globe. Watching my daughter grow up barefoot. Growing my own veggies.
Ali: Nelsonian’s are a pretty active and social demographic, are you ready to be inundated with mountain biking banter and craft beer tasting?
I was born ready! Are Nelsonian's ready to be inundated with questions about (or better still show me) the the best trails and breweries in town?
Ali: You have worked with some pretty big brands. How do you think that compares to working with smaller companies and what has been your favorite so far?
Working for the big brands is great for exposure and learning about the very best ways to bring a brand to life, but transforming a small brand into something amazing feels altogether more satisfying.
I believe that small, adaptive businesses and brands are going to be a big part of our future, and helping to shape and bring success to them is what drives me.
My favourite projects; I've been working with a local bakery (More? Artisan) in the Lakes for a few years now - they bake some of the best sourdough and most delicious cakes in the country. Their offer was a mixture between using the finest ingredients and delivering naughty/indulgent treats.
I came up with the brand essence of 'Heavenly baked, Hellishly good' - which gave us a really rich visual playground to extend across the brand.
Ali: So that we know you’ll cope when you arrive and are subjected to the boss' music, give us a few items on your current playlist
Will: The soundtrack to Frozen is pretty big in our house at the moment (comes with territory of a 4 year old daughter) - so whatever Allan has up his sleeve I'm sure I'll cope ;)
When I get half an hour to myself, it would be Last Shadow Puppets, Protoje, Nextmen Podcasts, or Talking Heads.
Images: Will Fletcher