weServed™

The brief

weServed™ exists so Veterans and their families don't have to work hard to find help after service ends: employment, healthcare, wellbeing, community and offers, brought under one roof. weServed™ was co-founded by Hugh Andrée and Annabel Jamieson, and is chaired by Brigadier (Retd) Ed Butler CBE, DSO.

The approach

I lead brand, UX, content and creative operations, having helped take the platform from MVP to full launch alongside a small founding team and offshore development support. Brand guidelines now run consistently across product, web, social, email and campaign material. Helped build organic audience growth without reliance on paid acquisition as weServed™ progressed from early proposition and MVP through national launch into an evolving multi-service platform. My scope has also included investor decks (built from information supplied by the founding team), showreels, and visual design for crowdfunding campaigns.

AI-enabled production

On the production side, I built and run a small AI-enabled creative operation: reusable prompt systems, QA passes and a structured workflow across Figma, Premiere Pro, Photoshop and current-generation AI video and voice tools. The system helps produce campaign-grade content efficiently for a sensitive, purpose-led community while keeping the tone human and appropriate.

What I delivered

• Brand and product identity carried from MVP through national launch.
• UX, content and creative direction across product, web, social, email and campaign material.
• Brand Guidelines v2.0 — a full system for logo usage, colour, type, voice and UI patterns.
• Investor decks, built from information supplied by the founding team.
• Showreels and visual design for crowdfunding campaigns.
• A governed eight-stage creative lifecycle — ideation through archiving — so brand, product and campaign work is reused rather than reinvented per brief.