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HOTWIRE: TWO GLOBAL REBRANDS, TEAM SCALING & BRAND DIRECTORSHIP
The brief & leadership scope
As the UK Design Lead and European Brand Ambassador for Hotwire, Lucy was brought on to build the agency's design team and portfolio completely from scratch. Operating at a senior leadership level, she championed brand consistency across European markets while scaling creative capabilities. Centrally, she directed two major global rebrands: the first responding to a high-profile corporate acquisition, and the second executing a massive strategic shift from a 'Global PR Agency' to a 'Global Tech Consultancy'.
The challenge
Hotwire needed to shed its traditional PR image to compete with elite tech consultancies, requiring an immediate elevation of its global visual sophistication. Internally, the challenge was operational: there was no existing centralised design team or structured portfolio infrastructure. Lucy needed to establish creative processes, hire and mentor design talent, and simultaneously deliver a high volume of multi-market campaign assets under tight corporate timelines.
Solution & creative role
Lucy established a high-performing creative division while spearheading Hotwire’s global market repositioning:
REBRANDS & POSITIONING: Directed the end-to-end visual rollout of two corporate rebrands, successfully aligning Hotwire's visual identity with its new identity as an innovative, tech-first consultancy.
PRODUCT LAUNCHES & INNOVATION: Spearheaded the launch of new product offerings – most notably 'Interactive Content' – by designing a bespoke interactive sales hub that served as a high-conversion tool for global account teams.
GLOBAL CAMPAIGN ARCHITECTURE: Built high-performance content hubs for flagship global marketing campaigns (e.g. 'The Drop'), designed premium report systems for UK marketing peaks, and managed the continuous rollout of organic marketing, social, and web collateral.
NEW BUSINESS & PITCH ART DIRECTION: Art directed concepts and led presentation design for high-value new business pitches. She ensured Hotwire’s vision was communicated with distinct, tailor-made precision for each prospect, resulting in multiple landmark account wins against top-tier competitors.
This tenure highlights a rare blend of enterprise creative direction and operational leadership. By building a design team and portfolio infrastructure from the ground up, Lucy elevated Hotwire's European creative output, armed sales teams with high-yielding interactive tools, and successfully steered the visual identity of a global agency through two defining corporate evolutions.
