I was working with M&S to bring their fashion imagery up to date; creating work for in-store, windows, brochures, digital displays and overseeing a range of new sustainable packaging. My co-owned agency were then asked to help create an interim logo as an example of a brand relaunch for a shareholder's meeting. Our simple M&S logo was so well-received that it ended up as the new brand mark across the company – leading to the high-profile retail rebrand, for which we created the guidelines.

This led to us being asked to help create a corporate responsibility (CR) brand aimed at an internal audience. 'Plan A. Because there is no Plan B’ became the rallying cry for the campaign based on the fact that there was no alternative but to change things for the better. We created internal comms collateral which helped the initiative become part of the language at M&S. Deloitte, at the time, calculated that Plan A delivered £160m to the bottom line while raising £50m for charity.