Fruit Tank
Fruit Tank
Motion & Graphic Designer
Motion & Graphic Designer
2019 - 2020
2019 - 2020
I set up Fruit Tank to deliver branding, web design, and motion graphics for small businesses and projects like Edinburgh Hogmanay with media coverage in The Guardian and The Times.
Animation
Graphic Design
Web Design
Motion Graphics
Branding
Starting Up
I set up Fruit Tank, my own independent design studio offering brand, design and web services. The main reason for wanting to start my own thing was because I wanted to prove to myself that I could win work, manage client relationships and deliver projects without the structure of an agency behind me. It also gave me the freedom to work across a wide range of industries and creative disciplines.
I won clients through a mix of networking and cold outreach after researching companies, identifying creative challenges and reaching out with ideas rather than a sales pitch. The hit rate was low, but it worked, and the clients I won were genuinely interesting to work with.
Starting Up
I set up Fruit Tank, my own independent design studio offering brand, design and web services. The main reason for wanting to start my own thing was because I wanted to prove to myself that I could win work, manage client relationships and deliver projects without the structure of an agency behind me. It also gave me the freedom to work across a wide range of industries and creative disciplines.
I won clients through a mix of networking and cold outreach after researching companies, identifying creative challenges and reaching out with ideas rather than a sales pitch. The hit rate was low, but it worked, and the clients I won were genuinely interesting to work with.
Edinburgh Hogmanay: Message From the Skies
The standout project of my time running Fruit Tank was a commission from Edinburgh Hogmanay to produce one of their installations for their annual Message from the Skies event, where poets write about themes important to Scotland and artists bring them to life through videos and animations that are thn projection mapped onto landmarks across the city.
My piece focused on climate change and the ocean. The poet gave me the freedom to interpret the work in my own way, which I used to experiment with how the animation and the water could work together (since the piece was projected onto the Union Canal), I wanted the design to move a lot so that when it reflected in the water in the dark (the event takes place in winter, in Scotland, so darkness was pretty much guaranteed) it would become part of the installation and make it a bit more immersive.
Edinburgh Hogmanay: Message From the Skies
The standout project of my time running Fruit Tank was a commission from Edinburgh Hogmanay to produce one of their installations for their annual Message from the Skies event, where poets write about themes important to Scotland and artists bring them to life through videos and animations that are thn projection mapped onto landmarks across the city.
My piece focused on climate change and the ocean. The poet gave me the freedom to interpret the work in my own way, which I used to experiment with how the animation and the water could work together (since the piece was projected onto the Union Canal), I wanted the design to move a lot so that when it reflected in the water in the dark (the event takes place in winter, in Scotland, so darkness was pretty much guaranteed) it would become part of the installation and make it a bit more immersive.
The installation ran with my name credited on the piece itself and promotion material that was up around the city. It was covered in The Guardian, The Times and The Scotsman.
Watching people stop, in the cold, to read the poem and watch my animation was one of the highlights of my career.
The installation ran with my name credited on the piece itself and promotion material that was up around the city. It was covered in The Guardian, The Times and The Scotsman.
Watching people stop, in the cold, to read the poem and watch my animation was one of the highlights of my career.
Working Across Brands and Industries
One of the most valuable and fun things about running Fruit Tank was the variety. Working across multiple clients simultaneously meant I was constantly adapting and creating different brand voices, audiences and creative briefs. I got to experiment a lot and be part of the growth phase for a lot of clients to help them shape their visual identity.
Working Across Brands and Industries
One of the most valuable and fun things about running Fruit Tank was the variety. Working across multiple clients simultaneously meant I was constantly adapting and creating different brand voices, audiences and creative briefs. I got to experiment a lot and be part of the growth phase for a lot of clients to help them shape their visual identity.
For Money Dashboard, I produced motion graphics and social content promoting their integrations with Monzo and Starling Bank. The work had to sit seamlessly within three distinct brand identities simultaneously — Money Dashboard's own visual language, plus the established styles of two of the UK's most recognisable fintech brands. It meant deconstructing other designers' work and producing something that felt native to all three, which was a genuinely interesting creative challenge.
For Money Dashboard, I produced motion graphics and social content promoting their integrations with Monzo and Starling Bank. The work had to sit seamlessly within three distinct brand identities simultaneously — Money Dashboard's own visual language, plus the established styles of two of the UK's most recognisable fintech brands. It meant deconstructing other designers' work and producing something that felt native to all three, which was a genuinely interesting creative challenge.
