Role: Art direction + design. Work made at Semi-famous

Semi-famous recently developed and delivered an integrated brand campaign spanning three businesses for Bloomberg Industry Group.

“The difference is” campaign is driven by a simple, strong, premise that delivers a powerful flexible product story and takes aim at the competition.

This framework allowed Semi-famous to develop compelling messaging for Bloomberg Government, Bloomberg Tax and Bloomberg Law – all businesses with complex stories to tell, each to very specialised industries.

With products that offer customers everything from real-time tracking of state-by-state marijuana legislation, to access to tenders to build submarines for the Pentagon, we had to get into the weeds and still craft a simple story.

The team produced over 60 video assets, and hundreds of print and digital assets - all driven by one narrative.

Creative Director: Damian Totman
Project Managers: Laura Bailey, Dan Heighes
Words: Nat Whitten
Art Direction: Craig Baxter
Design: Gene Chen / Graham Handley
Animation: Ultra Studio
Editing: Rob Ward

Initial sketches and concepts.


Role: Art direction + design.
Website, branding and presentation design for photographer and director, Philip Lee Harvey. Visit to see more of his amazing work. 


Role: Art direction + design.
Semi-famous helped CBRE rebrand their templates for CBRE’s proposal-to-client material, to be used both in print and digital. 

New grid systems, bold typography, a strong focus on photography and intelligent use of color gave the material a modern structure and ensured ease-of-use for the team of designers using it on a day-to-day basis.

Creative Director: Damian Totman
Project Manager: Dave Cockayne
Art direction: Craig Baxter
Design: Gene Chen  / Graham Handley


Role: Design + storyboarding.
Semi-famous designed the digital screen content for CBRE’s new headquarters in Central London, Henrietta House.

The high-resolution digital ‘archway’ is over 8 metres wide, and carries a giant variety of text, image, infographics, brand and live data content.

Creative Director: Damian Totman
Project Manager: Laura Bailey
Design: Craig Baxter / J-P Stanway  / Graham Handley
Animation: Ivan Brou

A versatile but disciplined design system allows for maximum variety and mix-ability across different content types within playlists.

The team designed simple, yet sophisticated motion language that unifies content and creates a gentle ambient feeling that co-exists with the contemporary building interior – engaging passersby and dwelling visitors from multiple angles.


Role: Art direction + design.
An editorialised dashboard and portal for investment agents.

Scope of work included a logo, printed ‘newspaper’ with pull-out centrefold for stats and sensitive information, a password-protected portal for investors to review latest client information, an app with the same, as well as a few nice ideas around packaging (heat sensors, blind embossing, wax seals) that fell by the wayside. 

Print cover photograph by Benjamin Lowy