Year 2023-Present
Role Creative Lead
Studio Latch
Client Wimpy UK
Since 2023, I’ve worked across Wimpy’s brand, creating campaigns for digital, social and print. From October 2024, I became Creative Lead on the account, overseeing quarterly campaigns, monthly social content and the 2025 and 2026 menu relaunches. One of the biggest challenges was redesigning the entire menu system within a three-month deadline, taking the project from initial concepts through to artwork ready for print across more than 60 restaurants.
Alongside the menu redesign, I led the creative across window graphics, A1 posters, table talkers, website assets, social media, email marketing and in-store digital screens. Working with freelance artworkers and photographers, I helped deliver a consistent campaign across every customer touchpoint while meeting tight production deadlines.
Fiesta El Muncho
A vibrant summer campaign celebrating Wimpy’s Tex Mex-inspired range. I developed the creative across social, digital, print and in-store marketing, creating a bold visual identity that carried through every customer touchpoint.
Wimpy Savers
A value-led campaign developed in response to the rising cost of living. I created the creative identity and rollout across digital, print and in-store touch points, helping drive over 14,300 sales in just 3 months and making the Saver Cheeseburger Wimpy’s 7th most popular burger.
2025 Menu Redesign
A complete redesign of Wimpy’s menu system, moving away from bundled meal deals to individually priced menu items that improved value perception while giving each product more personality. I designed the initial concept before leading the rollout across the wider team, taking the project from concept through to print across more than 60 restaurants.
As part of the menu rollout, I designed and animated a three-minute looping menu screen for selected Wimpy restaurants. With no self-service kiosks, the screens gave customers a visual way to explore the menu, showcasing every item in a clear and engaging format.
Wimpy Legends
To celebrate Wimpy’s 70th Anniversary, the brand brought back seven Wimpy Legends, each representing a different decade in Wimpy’s history. While every creative was unique, the motion needed to feel like part of the same anniversary campaign.
I animated each creative using Wimpy’s established motion style, helping create consistency across the year while giving each launch its own identity.
Mr Wimpy
During Wimpy’s 70th Anniversary campaign, we brought back Mr Wimpy. I brought the character to life through fun animations, creating a library of reusable poses and movements that made it easy to feature him consistently throughout the campaign. Following its success, Mr Wimpy became a permanent part of the brand and continues to appear across kids’ menus, activity sheets and seasonal campaigns.