Art Direction
Brand Development
Point of Sale
Exhibition & Events
Office Environments  

© Copyright 2014 Alexander Dale.
All rights reserved.

Background and experience

It's my 14th year in the industry this year and wow, how time has flown. This is a brief background of me and my experience. I won't go into too much detail, just enough to give you an idea of who I am and what I've done.

After graduating from Sheffield Norton Centre of Excellence in Design Communications, my work was spotted at my end of year show by Leeds based agency Comms Design. This was a great opportunity for me as the agency had a fantastic client list. Big brands such as BT, Adidas, Flymo, Phillips to name a few. I took the role of Graphic Designer with open arms, and for the next few years I started to learn and gain the experience I required.

In 2001, I decided I wanted a new challenge, a challenge with more responsibility. Because of the experience I had gained over the last few years, I was offered a position as Art Director at an agency in Leeds called EHS Brann. A large advertising and direct marketing agency with a client list to match. This agency created the Tesco ClubCard and worked with other clients such as Pirelli, Next, Grattan, Brittania Music, Electrolux to name a few. My role certainly was a step up, working in a two man team with a copywriter, it was our responsibility to receive a brief, come up with a concept, work with formats and innovative ways to make the creative look interesting and provoke response. The role at EHS Brann was superb and I look back now and realise that the experience I received was absolutely priceless.

In 2004, after three and half years at EHS Brann, I decided I wanted a big change. Should I look for a new role or go it alone? I chose the latter and decided to go freelance. A massive step, but certainly one in the right direction. I was busy, not only working at agencies throughout Yorkshire, but was also working on my own clients and their projects too. I found it amazing within the first year how many people contacted me because they knew a friend of a friend. Word of mouth really is the best form of advertising, and within the first year I had managed to pick up six new clients and I helped Westfield promote their £20million food court in Belfast.

Over the next few years I continued to develop these relationships and in 2010 I was voted in the top 100 freelance designers in the UK by The Drum. This achievement was voted for by my clients and the agencies I work for.

So that's a brief introduction to me and my background. If you would like to know more.....we'll have to have a chat.