Simon Paterson

Paterson AS Ltd / London, England / UK
simon@patersonas.com
 
Simon is an independent brand strategist. He helps organizations understand their DNA and create brands with more authentic, distinctive and compelling forms of self-expression.
 
After a decade working in banking and broking in Brazil, London and New York, Simon has spent the past 23 years creating and redefining brands around the world. In recent engagements Simon has helped his clients develop brands that address the dominant global issues of financial innovation and the credit crunch; convergence in media, IT and telecoms; ethics, sustainability and climate change; and growth in the emerging markets of the Middle East and Asia.
 
In financial services he recently created a brand for a new Islamic bank in Ajman in the UAE; and he continues to advise Citigroup for whom he created the Citi brand together with Michael Wolff and Pentagram. In the past, he developed the enduring brand for First Direct.
 
In education, also with Michael Wolff, Simon redefined the INSEAD brand and both are currently working for the University of Oxford.
 
In energy he recently carried out a worldwide review of the Shell brand identity to help them make more effective use of their core visual assets.
 
He has also redefined the Schneider Electric brand, a world leader in electricity, energy and automation management. In cement he has developed a brand strategy for the global cement brand Holcim and its Indian subsidiary, ACC.
 
In telecoms–IT he has created a brand for Turkey’s leading wireless ‘quad play’ manufacturer, AirTies and the innovative UK based mobile internet operator Truphone, which brings internet telephony to mass-market mobiles including the the 3G iPhone.
 
In airlines he recently developed a brand personality for Emirates Airlines and previously created the Star Alliance brand and a brand strategy for United Airlines.
 
In addition to being a member of the Medinge Group, Simon has also served on the advisory board of the Glasgow Collection (part of Glasgow 1999—UK City of Architecture and Design) and has been a visiting tutor in design management at the Royal College of Art. During his career, Simon has worked for and with leading branding and design consultancies including Wolff Olins, Pentagram, Addison, and Brand Union. His experience and expertise is fueled by an innate curiosity about world business, society and culture, and a passionate interest in branding, design and communications.

Speaking

Financial services brands
Why aren’t there t many useful and attractive brands in the world of money?

Business education brands
Why the MBA needs to be redesigned and why creative and business people should be taught about each other’s worlds?

Airline brands
Why so few of them fail to understand that it’s about how people feel when they travel.