As in-house creative at AVK UK, a global leader in water and gas infrastructure and valve manufacturing, I was the sole graphic designer within the marketing team, responsible for shaping and executing the brand’s visual output across all touch-points.

Over 18 months, I worked within strict corporate guidelines to produce everything from motion and static graphics for web and social, brochures, exhibition stands, and even van livery. While the brand assets were rigid, I developed smart, adaptable systems that balanced visual consistency with clarity and functionality — all tailored to engineers, procurement teams, and government clients. The following examples are a curation of my favourite and most impactful projects completed whilst working within the business.

Repositioning AVK UK in the Contractor Market:

AVK UK faced a challenge: despite strong B2B contracts, their products were barely on the radar of contractors and tradesmen visiting distributors like Wolseley and Fusion Utilities. The brand’s public image had become stale, buried under corporate jargon that didn’t resonate with the people who actually use the products on site.

I led a bold shift in approach by designing a series of simple, striking posters aimed directly at contractors and tradesmen — a demographic that didn’t respond to the usual corporate messaging. I took inspiration from classic 90s car ads — the kind that mocked over-the-top sports cars in favour of practical, reliable alternatives (think cheeky Volvo parodies). Each poster featured a high-quality product shot and bold, no-nonsense type, with headlines like “If we can make great fittings in Britain, why can’t our competitors?” and “The most minimal effort required, without getting the apprentice to do it.” This campaign was a deliberate break from AVK’s usual style, focusing on clarity, humour, and directness to cut through the noise and stand out at point-of-sale locations.

The results were immediate and tangible: increased distribution orders, greater brand recognition on-site, and stronger presence at industry events. This project was a great example of how design can reshape perception and directly support sales by speaking the language of the customer.

Print Collateral Overhaul:

For years, AVK UK’s print collateral was weighed down by a mountain of bulky brochures — over 15 different titles — each packed with detailed product info but rarely used. Sales teams were spending time and budget producing materials that customers didn’t take or reference, and frequent product changes meant these hefty brochures were out of date almost as soon as they printed.

When I took on the project, I saw an opportunity to tell a better story through design. Instead of dozens of fragmented brochures, I created a single, 140-page Gross Price List (GPL) brochure to act as the master guide; a comprehensive, easy-to-navigate reference that could grow and adapt.

To complement the master GPL, I designed a series of nimble, focused trifold leaflets, each dedicated to specific product families covered in the GPL. These leaflets became quick-reference tools for sales reps and customers alike—easy to carry, simple to understand, and aligned visually with the GPL.

To call this a facelift would be a massive understatement. Colour-coded sections, custom illustrations, and clear typography transformed dense technical data into approachable content. QR codes connected print to digital, ensuring the information stayed fresh without constant reprinting.

This redesign cut costs, boosted usage, and made sales conversations flow naturally. More than just collateral, it became a storytelling platform—where design brought clarity, connection, and confidence to AVK’s technical communications.

AVK Horizon:

Designed for AVK UK’s annual sustainability publication, this brochure balances corporate clarity with a friendly, accessible tone. I adhered to AVK’s modular layout system that prioritises readability, punctuated with bold typographic gestures and vibrant imagery. The colour palette and visual cues lean into AVK’s brand identity while softening technical content. The design invites engagement from both employees and clients, aiming to inform without overwhelming. Page rhythm and hierarchy were carefully considered to support diverse content while maintaining a cohesive visual flow.