The document provides information on Andrew O'Sullivan's background and experience working on brand development projects for various clients. It summarizes his work developing branding strategies and visual identities for companies like Bentley, Fila, Electrolux, and Craft. For each client, it lists the types of branding work he led, such as global branding strategy, creative communication, digital strategy, product design innovation, and more. The summaries are concise, highlighting the key details about Andrew's role and responsibilities for each client engagement.

1. Case Studies
Andrew O’Sullivan (GBR)
Director, Brand Development
Mathematics (BSc)
Andrew has lived and worked in a combination of agency
and client-side roles in Sydney, London, Osaka and
Stockholm. He specialises in Ultra Premium, Automotive
and Sports Lifestyle Branding.

2. Andrew O’Sullivan Director, Brand Development Client Case Summary
• Global Brand Strategy
• Visual Language Design
Developed and activated the 2020 Bentley Brand Strategy, through the integrated • Creative Communication
launch of 3 new cars (Supersport 2008, Mulsanne 2009, Continental GT 2010). Led • Brand Story & Activation
the conceptual design and execution of all Bentley printed, digital and 3D/experi- • Digital Strategy
• Brand Experience & Retail
ential communications. • Integrated Marketing Plans
• New Product Launches
• Internal Branding Tools
• Advertising
• CRM & Direct Marketing
• PR & Social Strategy
• Photography Production

3. Andrew O’Sullivan Director, Brand Development Client Case Summary
Developed a unified Global Brand Platform including an evolved Brand Language • Global Brand Strategy
• Brand Language Design
and Product Design Philosophy for Fila. Drove implementation through a new • Brand Story & Activation
Communication Concept, a Brand pop-up store in Corso Como (2009), an awarded • Digital Design
European website (fila.eu) and Key Account event experiences. • Retail & Packaging Design
• Communication Concept
• Event Concepts
• Sales & Marketing Toolbox
• Internal Branding & Culture
• Photography Production
• Product Design Innovation

4. Andrew O’Sullivan Director, Brand Development Client Case Summary
Directing a holistic 5-year Brand Development partnership, launching three new • Global Brand Strategy
• Visual Language Design
product concepts (Elementum (2009), M-Series (2010), Ambit 2012), and leading • Creative Communication
responsibility for the strategic, conceptual design and production of all permanent • Brand Story & Activation
(identity, product, environments, culture&people) and periodic (online, events, • Digital Strategy & Design
• Brand Experience & Retail
advertising, PR, brochures, film, packaging, POS) brand communication. • Integrated Marketing Plans
• New Product Launches
• Internal Branding & Culture
• Advertising
• Photography Production
• Product Design Innovation

5. Andrew O’Sullivan Director, Brand Development Client Case Summary
Ongoing strategic and creative brand development partner for all Electrolux Global • Global Brand Strategy
• Visual Language Design
Brand assignments including the definition and documentation of the Global Brand • Creative Communication
Platform, and vibrant evolution of the Electrolux Visual Brand Identity. Holistic • Brand Story & Activation
internal activation through 4D Event Experiences, Digital Brand Portal design and • Digital Strategy & Design
• Brand Experience & Retail
numerous consumer insight, brand and management consultancy assignments. • Integrated Marketing Plans
• New Product Launches
• Internal Branding & Culture
• Photography Production
• Product Design Innovation

6. Andrew O’Sullivan Director, Brand Development Client Case Summary
Directed the complete, end-to-end Brand Innovation assignment to create and launch • Brand Creation
• Global Brand Strategy
Electrolux Grand Cuisine – the only Michelin star kitchen system designed for the world’s • Visual Language Design
most exclusive homes. From original strategic brand and business logic proposals through • Creative Communication
to the product and offer development, naming, identity and visual language, communica- • Brand Story & Activation
• Digital Strategy & Design
tion concept, naming, retail design, integrated planning and final execution of all sales and • Brand Experience & Retail
marketing launch material across 2D, 3D and digital communication. • Integrated Marketing Plans
• New Product Launches
• Internal Branding & Culture
• Photography Production
• Product Design Innovation

7. Andrew O’Sullivan Director, Brand Development Client Case Summary
Long term holistic consultancy partner, working on high-level brand, business and • Global Brand Strategy
• Visual Language Design
design concepts. Our single-minded focus is to bring Helly Hansen’s brand drama alive • Creative Communication
through a relevant and motivating online experience, integrating brand and eCommerce • Brand Story & Activation
to commercialise the Helly Hansen offering in digital, mobile and social channels. • Digital Strategy & Design
• Brand Experience & Retail
• Integrated Marketing Plans
• New Product Launches
• Internal Branding & Culture
• Photography Production
• Product Design Innovation

8. Andrew O’Sullivan Director, Brand Development Client Case Summary
Managed the transition from a Seattle-based golf brand to launch a Pacific Northwest • Global Brand Strategy
• Visual Language Design
inspired global fashion lifestyle brand. Directed the strategic positioning and develop- • Creative Communication
ment phase, creating and documenting a new Brand Platform, Visual Brand Identity • Brand Story & Activation
and Product Design DNA. Full activation through a series of internal tools and external • Brand Architecture
• New Product Launches
Brand Design and Communication executions (Labelling, On-Garment branding, Film/ • Internal Branding & Culture
Photography Production, Product Catalogues, Look Books, Retail Design, Advertising) • Photography Production
• Product Design Innovation
all bringing alive the Genuine Spirit of the Pacific Northwest. • Badging & Labelling
• Product Naming

9. Andrew O’Sullivan Director, Brand Development Client Case Summary
Lead the strategic brand and conceptual design development of ISS communication to • Global Brand Strategy
• Brand Language Design
build a sharper, more cohesive and consistent brand globally. Created a completely new • Creative Communication
advertising concept, and launched it through a senior management event experience • Brand Experience & Events
and internal brand brochure. Working collaboratively with regional marketing teams to • Internal Branding & Culture
• Event Concepts
activate the new concept through a marketing toolbox designed to unleash ‘The Power • Marketing Toolbox
of the Human Touch’. • Advertising
• Value Proposition Dev

10. Andrew O’Sullivan Director, Brand Development Client Case Summary
Focused on creating one Global EF brand; delivering conceptual creativity anchored • Global Brand Strategy
• Visual Language Design
in coherency, continuity and cumulative value. Providing strategic creative vision • Creative Communication
through tangible activations and executions (Logo development, Brochure Cover • Logo Development
Design, Photography style, Signage), and delivering a higher level of brand consis- • Brochure Design Evolution
• Photography Production
tency through creative expression within defined brand boundaries (ILC Catalogue). • Signage & 3D

11. Andrew O’Sullivan Director, Brand Development Client Case Summary
Leveraged the potentially damaging and costly legal dispute over product naming • Global Brand Strategy
• Visual Language Design
to strengthen and broaden the appeal of the Craft brand as a whole. Evolved the • Creative Communication
visual language and identity to reflect a more progressive and premium positioning, • Brand Story & Activation
and executed this strategy through a new Layer 1 product naming system, packag- • Product Naming
• Brand Experience & Retail
ing design and retail experience. • Internal Branding & Culture