Hello Amber

I run Tuna, an innovation and creativity consultancy obsessed with making the best products and experiences for people and brands.

Here is a selection of the Creative Strategy work I have led throughout my career with a focus on distilling a brand essence into a line or platform. The Last example for AGL demonstrates how I’ve delivered that message internally.

Enjoy.

Christopher Costuna

Emirates / Hello Tomorrow

The brand was reframed around what the airline was actually doing each day: stitching the world together. “Hello Tomorrow” positioned Emirates as a global enabler for a connected and culturally rich world. Most importantly, it captured the optimism of the time of the Emirates. “Hello Tomorrow” became Emirates' marketing platform for roughly seven years, with the TVC running across global markets as the brand's flagship work. My role was creative direction and writer of the line.

WeTransfer / The easiest way to send large files

Before sharing files online was easy, it was tedious: sign-ups, attachments, compression, failure. A small Amsterdam start-up thought the problem could be solved by removing nearly everything.

The guiding decision was restraint: remove everything that wasn’t essential to sending a file, and make the remaining moments feel effortless. The brand platform was simple - the easiest way to send large files. I led the birth of the brand, it’s positioning and creation of the platform.

five:am / it’s about time…

The yoghurt category is packed with brands making health claims. five:am was different, it was genuinely about a different outlook on life - one where everyone could make a positive change for themself. “It’s about time…” was an invitation to make that change. My role in writing this is simple - I wrote this as the creative director.

Stomping Ground Brewing Co. / For all walks

Three founders walked into the studio with a brewery, a clear point of view, and not yet a brand. The strategy anchored the identity around two things the founders already had: a postcode and an open door. “For all walks” positioned the brand as the beer and place for everyone. Again, my role in writing this is simple - I wrote this as the strategist director.

AGL / CX Loop

This brand delivery framework aka the CX Loop was developed for AGL in order for employees to understand their role in delivering the brand promise to market. This is still what is used internally today. I lead the creation of this platform.