George Bull

As Creative Director at Foolproof, I focus on how brand and storytelling contribute to building meaningful connections with customers throughout their experience of a digital product or service.

Creative strategy captures the personality and behaviours that brands need to adopt to achieve today's business and customer goals, and my role is to help develop our practice in this area.

An analytical and conceptual thinker, I’ve worked on both client and agency side, and bring together skills in brand strategy, content design, and creative direction. I’m experienced at leading projects from formative research through to crafting strategic frameworks and brand narratives, and translating strategy into creative ideas. I’m happiest working as part of a tight-knit, multidisciplinary team.

I’m passionate about using metaphor and tone of voice to solve problems for users. And I consider writing a strategic tool in the design process: the language we choose to shape and define something can limit us – or set us free.

Prior to Foolproof, I set up and ran a writing and design consultancy. I was a consultant and copywriter for hire for agencies in London, Singapore and Hong Kong, and held senior editorial roles at narrative and content-marketing agencies. I started my 16+ year career in energy and I’ve since worked on projects in almost every sector.

When I’m not working, I’m training to be an executive coach. I find solace and inspiration in poetry (this by Ed Roberson); I can often be found running trails, swimming London’s lidos, or singing in mediocre covers band, The Rock Lobsters. Our debut album, At Boiling Point, is due out no time ever.