OBJECTIVE:
Be Game Changing
I’m Tommy, a visionary designer with over two decades of experience shaping iconic global brands through award-winning creative direction, brand strategy, and innovative design-thinking. With more than 50 prestigious international accolades across brand, product, and digital innovation, my work sets the benchmark for excellence, crafting transformative solutions that redefine customer engagement.
My leadership is defined by purpose, precision, and strategic insight, all underpinned by a “lead by inspiration” philosophy. Specialising in brand design (startups), product design, brand management and M&A strategies (corporations and scale-ups). I ensure businesses don’t merely adapt to market shifts—they lead them. Every project I undertake reflects my unwavering commitment to innovation, growth, and aligning design with long-term business success – always built around customer satisfaction. Below is a curated selection of my work, with further projects forthcoming.
BACKGROUND
Global Expertise, Driving Brand Innovation Worldwide
I’ve had the privilege of working with top global brands and agencies like McKinsey & Company, Ogilvy, Saatchi & Saatchi, and EY, driving brand strategy, creative direction, and product innovation for leaders like Volkswagen, Cisco, LG, and Samsung. With experience across 10+ countries, I’ve successfully navigated diverse markets and cultures, consistently delivering results. Having led global, remote teams throughout my career, I’m highly adept at managing time zones and remote collaboration, while also speaking a bit of multiple languages to strengthen connections worldwide.
How's it going?
I’m Tommy Rae Jnr. An experienced and passionate brand builder, creative director and lover of all things design and digital. I work with ambitious entrepreneurs, brands and agencies to create products services and experiences that people love*.
Photo: I only wear such shirts on Fridays. The smile, most days.
I specialise in brand management, marketing acquisition and creative direction. To date, I have received, in collaboration with world-class talent, 40+ national and international awards. I love film, theatre, Friday work-drinks and sliding on my kitchen floor like Tom Cruise in Risky Business 😂.
Case Studies
Case Studies - Coming Soon
Coming soon
SSE ENERGY
Launching a national campaign
adam&eveDDB has unveiled the latest chapter in SSE’s brand journey with a new spot featuring Maya, the beloved CGI orangutan, now welcoming an adorable addition to her family—Pixel. Set in London’s Greenwich Park, the baby orangutan plays with children in a beautifully realistic scene, crafted by The Mill’s exceptional VFX. This spot continues to elaborate on SSE’s evolving narrative, introducing their unique Boiler Rescue service.
MY APPROACH
Strategic Design Process
This project will be added soon. The website is currently being updated with new projects and stories covering all aspects of my work and career to date. Please check back or request this project separately.
DISRUPTIVE INNOVATION
Disruptive Innovation Weekend
This project will be added soon. The website is currently being updated with new projects and stories covering all aspects of my work and career to date. Please check back or request this project separately.
EMPLOYER BRANDING
Inspiring 300 Creators
This project will be added soon. The website is currently being updated with new projects and stories covering all aspects of my work and career to date. Please check back or request this project separately.
BACK IN THE DAYS
Curious creative
to brand leader
1989
A first paid creative job as a young actor in a local film age 9. That and more at vimeo.com/tommyraejnr
1996
Performed Scottish Youth Theatre’s adaptation of Pinocchio for 6 months in Russia. Cумасшедший times!
Amsterdam '98
Joined Brand & Marketing team at first European ISP
Copenhagen '08
Became Global CD for worlds largest sustainable
Munich '13
Promoted to Head of Brand and Creative at Designit
London '15
Managed SSE brand & arenas, 40+ awards
STORIES & IDEAS
Beyond the creative
As well as my work in the creative industries and my background in storytelling and performing arts, I have a keen interest in technology and entrepreneurship. Here are some of the other things I’m currently working on as well as little snippets of my adventures
PURPOSE
building brands humans love
Driven by a commitment to excellence, I believe true innovation stems from constant improvement and raising the bar with each effort. The most successful brands strike a balance between ambition and responsibility, achieving growth while embedding sustainability into their core practices. These brands prioritize their customers, ensuring that every promise is met, every interaction is meaningful, and each relationship is built on trust. Such brands not only succeed but lead, fostering loyalty through consistent delivery and strategic foresight.
Visionary & Innovative
Experience & Simplicity
Fun & Interactive
Empowering & Aesthetic
HOW I CAN HELP
Expertise and capabilities
I’ve had the privilege of working alongside some of the most talented individuals and teams in the industry, and these experiences have been instrumental in shaping my expertise. The mentorship and inspiration I’ve received have fueled my drive to continuously improve, acquire new skills, and refine those I’ve already mastered. This journey of growth and learning enables me to bring cutting-edge solutions and strategic insight to every project I undertake.
Building brands
I love to design, manage and build world class, high performing brands
Crafting campaigns
From insight to ideation and launch. I deploy campaigns that deliver the ROI
Designing products
Built around the customer, I design and develop products people love
Leading teams
Defining goals, empowering talent and over achieving are pivotal to success
Setting standards
World class execution and delivery isn't an aspiration it's my standard
Inspiring others
Always inventing and always inspiring. My passion drives not just me forward
BUILDING BRANDS
Experience: The Differentiator
What sets the good apart from the great is the experience. Consistency in delivery builds trust, and that trust evolves into something far greater. As a highly experienced designer and brand strategist, here’s a glimpse into how I’ve expertly navigated the intricate dance of consumer brand love and loyalty.
BRAND APPROACH
It Starts with a Promise and Culminates in Customer Satisfaction
In brand-customer interactions, the most crucial element is delivering on your promise. My approach—’deliver, delight, develop‘—fosters trust, deepens loyalty, and consistently ensures customer satisfaction.
It’s not always easy, but that’s what motivates me each day, enhancing customer experiences and driving the success of the brands I work with.
Brand activation – Product Market Fit – Scale, Grow and Manage.
Step II: Delight
Trust created. Now delight customers with great offers. Reward their loyalty.
CREATIVE APPROACH
Creating products, services & experiences
I wrote and directed this during my time at Designit, to help illustrate our Strategic Design Process for our clients and teams. A strategic, design-thinking approach to crafting solutions that deliver.
RECOMMEDATIONS
Lead by example
I hold the value of recommendations in high regard. They serve as the modern-day equivalent of word-of-mouth endorsements and offer a reliable and up-to-date character reference. I invite you to review the testimonials below, a reflection of my dedication and hard work.
Morten Albaek
SVP & CMO, Vestas Wind Energy
"Tommy Rae Jnr... proved to be the most idea rich and creative individual that I have ever met in my corporate career... He is an effective, firm but motivating manager to our global agencies and has delivered on all of his campaigns"
Mikal Hallstrup
Founder & CEO, Designit Worldwide
"Tommy is an ideas person who fills a room with energy, creativity, and personality... He changed our view on marketing, communications, branding, on-line strategies and social media. His work and presence gave a major boost to everything"
Fabrice Renucci
Head of Growth, Trussle
"...a whirlwind of exceptional creativity, a passionate, high energy brand strategist and a super empathic human being..."
Chris Dowdall
Design Manager, SSE Plc
"...a passionate, inspirational and true creative leader. He’s full of life, has a generous personality, a very big heart and is a great listener..."
Neil Cassar
Sales Director, Buzz
"...a creative visionary and brand guru. Too often, the word expert is thrown around but in Tommy's case, he literally is an expert in his field..."
James Arnold
CMO, SSE Plc
"...a true change agent with exceptional energy and warmth. He brought real design flair to the role. I’d happily work together again..."
AWARDS & RECOGNITION
Leading Teams To Victory
I feel privileged to have collaborated with world-class talent and leading brand, marketing, and design agencies throughout my career. Living and working in cities such as Amsterdam, Copenhagen, Munich, New York, and London has been a dream come true. I dedicate these awards to the exceptional teams of thinkers, creators, and doers I've had the pleasure of working with along the way.
Cannes Lions Awards Gold
British Arrow Gold
Grand LIA Gold
Visual Effects Society Gold
Creative Circle Gold
Eurobest Gold
- Global Awards for Brand Excellence - Brand Leadership
- Danish Internet Awards - Digital, Data & Pioneering
- Gold Internationalist - ‘Energy Transparency’ campaign
- DMA: Green Echo: - ‘Energy Transparency’ digital campaign
- DMA - Attention Creator, Integrated B2B & Direct Marketing
- AWEA - Wind Energy Advocacy
- Gold Internationalist Award - best B2B for CREX
- Gold Internationalist Award - Innovative Digital Marketing
- Silver Davey Award - Online Advertising and Marketing - B2B
- Outstanding Animated Performance in an Episode or Commercial
- SSE – 'PIER' Outstanding Visual Effects in a Commercial
- Cannes Lions Gold – 'PIER' - Best VFX
- Cannes Lions Gold - 'PIER' - Film Craft: VFX
- D&AD SSE – 'PIER' Special Effects for Film Advertising
- Creative Circle - 'PIER' Bronze - Best Animation
- Creative Circle - 'PIER' Silver - Best VFX
- British Arrow Gold – SSE 'PIER' VFX
- British Arrow Gold – SSE 'PIER' Storytelling
- LIA Gold – SSE 'PIER' - Best CGI
- LIA Gold – SSE 'PIER' - Best Animation
- Ciclope Gold – 'PIER' - Best Visual Effects
- Ciclope Bronze - 'PIER' Best Animated Series
FILM, THEATRE & RADIO
Keeping it fresh since '89
For as long as I can remember, I’ve always had a passion for the arts and great storytelling, enjoying theatre, film and radio as my first explorative steps, in what has become a career in all-things-creative. Check soon for this undoubtedly cringe-worthy content.
Performance
Under promise, over deliver
The success of a project and the achievement of company goals are critical benchmarks in my work. Consistently delivering the best results, regardless of the scale of the task, is a core principle. This commitment to excellence has been key to my recent accomplishments, some of which are highlighted below.
Average LP CVR
By improving customer journey: marketing > value prop > landing page.
CPA reduction
Redesigning marketing assets drove down Trussle's cost-per-acquisition significantly.
Growth MoM
For both Fintech brands I've managed. Both also maintain a consistent 5 stars on Trustpilot.
9Pts
Average NPS score
For 4/5 of the brands I’ve recently managed. One brand is 10
20M
Added brand value
Pre exit valuation of Design 65M, increased to 85M in 12 months
1.2M
Brand cost reduction
For SSE plc in first year by modernising retail and livery brand design
18M
Est. customers served
Across arenas, brands, startups and agencies globally (estimated)
Get in touch
Whether you want to start a new project, discuss an existing idea or find out more about how we can help each other – get in touch.