What Falling Short Taught Me About Moving Forward

What Falling Short Taught Me About Moving Forward

As I look back on 2025, I could be forgiven for seeing the first quarter as something of a false start. A process that began in 2024 led to the opportunity to train as a Driving Examiner with the DVSA. While valuable in many ways, the experience was not entirely positive and ultimately didn’t lead to success.

For someone who is naturally driven by goals and measurable progress, falling short was disappointing. But with time and perspective, I’ve come to recognise the importance of framing outcomes within the context of what they teach us.

Reflecting on both the result and the journey, it became clear that the goal wasn’t achieved because the direction of travel wasn’t right for me. The opportunity simply didn’t align with who I am or what motivates me, and as a result, I couldn’t fully commit to it.

What initially felt like failure has since revealed itself as clarity: a reminder that success isn’t just about reaching a destination, but choosing the right path in the first place.

As one door closes, another opens.

As if to underline this shift in perspective, an alternative development opportunity presented itself almost immediately. Joining the Devon Cricket Foundation to support the growth of recreational cricket allowed me to align a lifelong passion with my professional development.

Sport—and the learning, confidence, and sense of belonging it has given me—has shaped my life in profound ways. That influence has fuelled my commitment as a volunteer coach over many years, and it continues to inspire how I show up for others.

The chance to bring my skills, experience, and enthusiasm into a professional role at the Foundation feels both exciting and deeply fulfilling. It represents not just a new direction, but the right one: a path that connects purpose, passion, and impact in a way that feels genuinely meaningful.

My family and creative skills remain key.

Throughout all of this, my freelance graphic design work has continued to be a steady and rewarding constant. The support and faith shown by my family have helped keep doubt at bay and reminded me of the value of staying true to my strengths.

I’ve come to appreciate that my creativity and problem‑solving abilities are just as relevant and powerful, no matter the context or challenge. Each experience—successful or otherwise—has taught me something meaningful about who I am and how I work.

As I reflect on the year, I can see an ever‑evolving version of myself taking shape: more self‑aware, more adaptable, and more confident in the direction I’m choosing.

Devon U15 Girls Sri lanka Tour Brochure Cover design - shows a group of happy and positive Devon U15 girls team walking from the field of play.
Devon U15 Boys South Africa Tour Brochure Cover designs - shows the tour group sat on the field of play with saky and mountains behind and an indivudual batter raising his bat to acknowlege success.
Sri lanka U15 Girls Tour Brochure - inner spread design
Travels, Challenge and Decisions – Being true to your Brand

Travels, Challenge and Decisions – Being true to your Brand

2024 was busy, and not all for positive reasons. The year began with a family vacation to the Nordic island country of Iceland in early Spring. This was both a challenge and a positive experience. Iceland is on a rift between tectonic plates, and its geologic activity includes geysers and frequent volcanic eruptions. This was a stark and beautiful land of snow and ice that was happy to show its unforgiving nature at every opportunity. We loved exploring the southern coastline, but we were left with no doubt of the inner steel of the Icelandic people in this extraordinary land.

When the challenge is unexpected

Our return home brought less happy and more challenging times for the whole family. A seemingly routine visit to the hospital for a minor operation was supposed to see my wife home on the same day. Complications turned a routine visit into something that presented a challenge that tested us all. A long eight weeks followed, and when my wife finally arrived home, our life perspective profoundly changed.  

The impact of these events acted as a catalyst for a new chapter. Being brave and embracing change is hard. We are not always ready to embrace the challenge in front of us and move forward into a strange place we do not know. It can take a significant event to shake you into seeing that need for change.  

Even having decided upon a new direction, it does not automatically follow that all will go smoothly. Confronted with many choices and decisions at any given moment, we evaluate, draw conclusions, seek counsel and trust our judgement. But even then with the best intentions, new directions can prove false. Having recently confronted such a dead-end new direction it has been important to remind myself of advice I might give my children.

” Life can be tough. Achieving requires hard work and effort. Sometimes we get knocked down. It is then that your true self will be shown. Will you get up and set off again towards the mountain top, or accept you will always remain hidden in its shadow”

ECOPROTEC Brand Identity – Evolution

Launched in 2015 and like many young brands, ECOPROTEC began to evolve in 2022. A new and extended exterior range was launched to a receptive market. Growth in marketing activity led the in-house team to recognise the need for refreshed Brand Guidelines to help control the delivery of the brand image.

This simple guide aims to provide the basic framework for creating marketing messages without being prescriptive and restricting creative thinking.

Review the full project via this link >>

ECOPROTEC Brand Image
ECOPROTEC Brand Colours<br />

Building relationships with people and projects I feel a genuine connection to is at the heart of what I do.

Devon Cricket Foundation

Building on a relationship formed in 2022, it was a genuine pleasure to again assist in the design and production of brochures to support Devon’s under-15 tours to South Africa and Sri Lanka in 2024/25. Styling was refined and improved as the presentation evolved to keep it fresh and contemporary.

View the full design layouts here >>

Devon Cricket Foundation Brochure Covers
Devon Cricket U15 South Africa Brochure Cover
Devon Cricket U15 Sri Lanka Tour Brochure<br />

ECOPROTEC – Interior Range 2025

Building upon the success of the redesigned and extended exterior range in 2023 the time was right to develop plans for a specific range of interior products. A range of label designs aligned with the existing exterior products while creating a unique range personality.

Review the full project via this link >>

ECOPROTEC Interior Natural Stone Sealer
ECOPROTEC Interior Natural Stone Sealer

The Tree of Life – ac4designs review of 2023

The Tree of Life – ac4designs review of 2023

As I reflect on a busy 2023, it is hard not to be distracted by the conflicts around the world. History tells us that statistically, we live in a far less dangerous world as individuals. Despite this it is hard not to feel the danger to humanity itself is real. I like you continue to recoil at the despair faced by some. 

My response to 2023 was a digital representation of the Tree of Life. A symbol found across history, cultures, and religions. It represents, at times, the source of life, a force that connects all lives, or the cycle of life and death itself. I hope my daughters can take hope for the next generation, that despite the seemingly endless differences we seem to have, there is common ground at the very centres of our souls. If we can forge a society that places the mighty tree at the centre of all things, perhaps there is hope to reconnect with our planet and ourselves.

Bradnich & Kentisbeare Cricket Club – Badge

Helping to merge two cricket clubs with more than 200 years of combined history while adding a modern twist required a delicate and considered approach.

There is always an additional pleasure when I can use my professional skills to support my favourite sport. It was an honour to assist as these two historic Devon cricket clubs joined forces for a brighter future. The objective was a modern identity that could engage the next generation and show due respect to the history that had gone before. 

Review how the project evolved here.

Bradninch & Kentisbeare Cricket Club Badge 2023

Fat Otter – A three-course website

When the successful event catering business Made By W’s needed to evolve, so did their online presence. Business owner Nikoleta decided to add a restaurant destination to her growing business – The Fat Otter, so a new and revised website was required. Investment in photography of genuine dishes prepared by Nikoleta added real value. Authentic imagery adds real personality and clearly shows the standard to be expected.

Visit the live Fat Otter website here.

Fat Otter Website Home Page

I took great pleasure in assisting Devon Cricket in producing brochures for their U15 junior cricket tours, in 2023 – the established boys’ tour to South Africa and the new U15 girl’s tour to Sri Lanka.

Devon Boys U15 Tour 2023 – Brochure

Generating sponsorship funding is vital for many of the boys who attend. Ensuring that tour brochure production is cost-effective and to the highest standard ensures that sponsors are keen to support the future of Devon Cricket. As a keen cricketer and an ECB-qualified coach, I take great personal pleasure in using my professional skills to help promote opportunities for young people to reach their potential. The positive feedback received from those who take part helps illustrate the impact the trip has on individuals. Helping not just their cricket development but also shaping them as people. 

See the full South Africa brochure design here.

Devon Cricket South Africa U15 Tour Brochure - Front Cover

Devon Girls U15 Tour 2023 – Brochure

With the growing profile of Women & Girls Cricket across the UK, Devon launched their first U15 all-girls overseas tour in 2023. This marked the next step in ensuring cricket in Devon provides equal opportunities for girls to develop. Ensuring a clear visual link to existing materials while providing a unique identity for the girls to own for themselves was a key task for the project. The project recognised the importance of presenting the game to women and girls as a sport for them. 

See the full Sri Lanka brochure design here.

Devon Cricket SriLanka Girls U15 Tour 2023 - Front Cover

Devon Identity – Logo Variations

In 2022, I was pleased to help Devon Cricket modernise its identity. As this rolled out in 2023, logo variation requirements were required to meet specific communication needs. 

Devon Cricket Foundation logo

Ecoprotec Social Media & Digital Assets

To support expanding online and social media marketing, a range of digital asset designs and adjustable templates were created. 

See the full range of designs here.

Ecoprotec Instore POS

Supporting independent retail outlets is vital to the ECOPROTEC brand marketing strategy. Delivering high-quality marketing materials to support growth was a key strategy across 2023.

Visit my portfolio here, to see this project and more >>

Devon Cricket SriLanka Girls U15 Tour 2023 - Front Cover

Stormy Seas – ac4designs branding 2022

Stormy Seas – ac4designs branding 2022

With a new year comes renewed hope. Despite the difficult times all have endured in recent years and the uncertain economic landscape that lies ahead, hope must remain as our guiding light. As the impact of COVID-19 fades and we brace for economic uncertainty, I am mindful of the words of American Founding Father and statesman, William Samuel Johnson.

“He knows not his own strength who hath not met adversity”.

As I reflect on the branding projects completed in 2022, I am hugely proud of my journey having travelled through my difficult times of uncertainty. The love and support of my family were the life buoy that helped me through the Stormy Seas. I will always be grateful for the support of those that matter. 

See my digital art project entitled Stormy Seas here: https://www.behance.net/gallery/161350587/Digital-Art-SeaInspired

Devon Cricket Branding Refresh

2020 began with a real highlight that I am proud to have worked on. Helping to modernise and update the Devon County Cricket Badge allowed me to combine my two greatest passions – Cricket and Graphic Design. 

As an ECB-qualified coach working with my local club Sidmouth, I was keenly aware of the challenges of promoting cricket to the modern world. Honouring the history of a brand identity or badge while creating a modern solution to engage the next generation is always a challenge. I hope that my efforts will prove successful in helping promote the ‘greatest game’ across Devon and beyond.  

A modern redraw of the ‘Devon Lion’, was supported by simple colour guides. A basecamp identity was created to provide Devon Cricket with a flexible tool to evolve its branding as it moves forward. Implementation included support in producing the U15 South Africa Tour brochure for 2022.

See the complete project to date here: https://www.behance.net/gallery/156468597/Devon-CC-Brand-Update

Devon 2022 U15 South Africa Tour Brochure
Ecoprotec YouTube Channel Web Banner

ECOPROTEC — Evolving a brand

2022 also saw me undertake one of my largest independent projects as a freelancer. Lionheart Treatment Products is the UK’s leading independent producer of cleaning, sealing and aftercare products for the stone and tile market. In 2020 they launched a unique eco focussed interior range of products branded ECOPROTEC. 2022 saw the range firmly established. Director, Mark Atkins was keen to develop the brand further – it was time for the range to evolve, grow up, and stand on its own two feet. 

A NEW BEGINNING

The solution was a revised brand identity and an extended product range, targeting new markets. A brand new e-commerce website also gave the company’s in-house team full control of online sales. Marketing support materials were produced, to launch the revised offer to the market. This included product images, print and web banners, sale brochures, flyers and advertising. 

See the complete project here: https://www.behance.net/gallery/160150861/Ecoprotec-Evolving-a-brand

Ecoprotec products

Websites galore

2022 also saw several small business websites completed. First up came Made by W’s, a family-run catering business passionate about good food. A change of premises required a revamped and relaunched website. Key objectives were online booking and integrating better with social to assist event promotion. Visit the site here: https://www.madebyws.co.uk/… and I thoroughly recommend you try the food! 

Later in the summer, I was also able to assist the local charity Gateway.

Gateway helps those threatened with homelessness, or who are on the streets in the Sid Valley. It works with them, and a range of agencies, to access services, accommodation and solutions: https://www.gatewaysidmouth.org.uk/

 

Gateway Web Visual

To find out more about my work visit: www.behance.net/ac4designs or get in contact.

ac4designs project review, a look back at 2021

ac4designs project review, a look back at 2021

Project review of ac4designs work in 2021

As 2022 begins and we all hope and pray for a world where COVID does not disrupt our lives, it is time for me to reflect on the graphic design work undertaken in 2021, with a project review. I am blessed to work with and for great people. 2021 brought exciting opportunities to explore my craft. Here’s hoping for more of the same in 2022!

Sidmouth Cricket Club Brand Update

As the year began, I became involved in helping the historic Devon club tackle the challenges of marriage between the traditional and the modern. The club celebrates 200 years of existence in 2023. Impacted by COVID the club recognised a need for a modern identity fit for the digital world. Finding a balance between tradition and dynamic modern is often tricky. I hope I have helped establish a base for a modern identity that will inspire the next generation. Ongoing work in 2022 will see a digital adverting board launch in the clubhouse. Providing digital opportunities to communicate club and sponsor messaging.

LTP H20 Range Project Review

I have worked on graphic projects with my friends at LTP based in Wellington, Somerset, for over 20 years. 2021 happily saw that relationship continue. The early part of the year saw many projects, the most significant being an extension of the LTP Water-based Sealer Range. LTP MPG H20 and LTP Colour Intensifier H20 joined LTP Mattstone H20 as options in this range.

Al Findlay.com graphic projects

Working with local businesses is at the heart of what I do. So it was pleasing to work for and in collaboration with local, IT company Al Findlay.com. Advertising supporting the reopening of the business after lockdown included advertising and event graphics. 

Ecotecpro

Managed by my friends at LTP, this modern green-focused brand continued to expand its reach in 2021. As the product range expands sales materials are required to support business development.