Gravitas London

Why Gravitas?

In a word: experience.

We have all worked in the creative and account handling side for some years, but are still passionate about the whole marketing mix, and we never forget that a great idea is still the backbone of a great campaign.

So if your campaign needs gravitas, you’ve come to the right place. Why not take a look around the site…

About us

Gravitas – refreshingly different

We are a collection of creative directors, design directors, developers, SEO experts, PR people and account directors with more than a few year’s experience and knowledge.

We are well equipped to sort out the actual brief from a rack of information, and able to assemble a rack of information if the brief is somewhat thin.

We can spot a good idea and make it great, and know how to present those ideas at a high level.

In a word, we’re flexible. In two words we’re experienced and knowledgeable.

And in a lot of words we’re – well, why not take a look round the site and make up your own mind.

To see examples of our digital, design and branding work download the portfolio or feel free to contact us

Meet the team

Experienced creatives and account people

Here are a few mini profiles:

George – Founder and Creative Director

George is the founder of Gravitas aiming to bring heavyweight creative and marketing people to supplement agencies as a freelance operation, or to work directly with end clients. He has a wealth of experience in well known London agencies as an art director and creative head. He has run his own design consultancy and most recently headed a 28-strong integrated agency in London as Design Director and Head of Digital.

Mick – Well-seasoned art direction

Mick has worked as an art director, designer and creative head at some of the most respected integrated agencies and design groups in London. With a wide and varied experience in all aspects of design, building brands and delivering integrated award winning campaigns both online and offline, he has a great eye for detail and of course possesses the essential Gravitas approach in ‘getting it just right’.

Jennifer – Multi-faceted brand communications

Jennifer is mad keen on understanding a client’s brand interface with its stakeholders, then communicating the brand effectively at all levels. Her client-side expertise in B2C and B2B, together with an understanding of how organisations and people tick (she is a business psychologist!) means she understands the challenges clients face in today’s multi-faceted world of business communication.

Mark – Concepts and copy

Mark has worked in the agency world across all areas and is at home starting from a blank sheet of paper. Apart from being able to distil the essential USPs from complicated and disparate B2B briefs, then find ways of getting the messages across in a compelling way, he is also an accomplished TV and film scriptwriter.

Kevin – Copywriter and technology whizz

Kevin is a highly experienced copywriter who actually worked for many years at Microsoft as an account manager, so he really knows his tech stuff. He is adept in taking the really, really complicated and making it understandable to people without a specialist degree in the subject!

Chris – Communications specialist

Chris is another old hand in the game with masses of experience in corporate communications and tone-of-voice and, of course, a creative lead on hundreds of advertising campaigns.

Ramon – UX and UI 

A rare to find expertise. Our uber-geek Ramon researches, analyses and defines the best user experience for the customer’s target audience following best UX practices in the market and delivers interactive and functional specifications for our designers and developers. Magic stuff!

Tom – Digital account director

Tom heads up the development team and is able to talk ‘geek’ in at least three languages. So far, nothing that we have chucked at him has fazed him, and as the person at the end of the supply chain is often responsible for turning work round to the tightest of deadlines. Every year he takes two weeks off to catch up on lost sleep.

Jan – Digital account director

Like Tom (above) Jan is the other driving force behind the digital side, and like Tom, he never rests when there is a deadline looming. Every year he too takes two weeks off to catch up on lost sleep, but not at the same time as Tom does.

If you’d like to join Gravitas get in touch here.

What we do

It’s impossible to make a list of everything we can do (a quick look around the site should give you a pretty good idea of our collective skillset) but if in doubt, get in touch and we can tell you there and then if we can do the work you have in mind.

We offer expertise in the following areas:

Creative concepts, pitching and new business backup

Art direction and copywriting

Marketing and strategy

Account handling and client services

Web and digital all round expertise






Our experience covers international brands to niche markets, established companies that want a rethink on their marketing, and start ups that want help from the word go (or even before they press the start button).

We can build a brand right from the start (and that includes naming and logo design of course) and help you set the style for all your communications. Or we can work within whatever style guidelines you may already have.

Whichever way you want to play it, we can fit in seamlessly.

Seeing the wood from the trees

Do you feel that sometimes your creatives or account managers have great ideas but don’t know how to get them over? Do they still work in silos, probably well aware of what is going on in the digital world, but not communicating this to their fellow workers?

Gravitas have the skills to make the most of your people. Whether it’s mentoring or encouraging, or having someone who can understand a complicated brief and then get the  most out of your team.

You might need senior level experience from time to time. We are all used to talking and communicating with senior management at board level and have the experience to make them feel at ease.

Presentation skills take time to learn and we have had that time.



Is UX making everything “Me Too”?

December 19th, 2016    by George Foster


I recently completed a course on WordPress for designers that meant I could use pre-formed templates without having to know coding.

For designers who aren’t also geeks, that’s an attractive proposition, and although I was required to learn some of the basics of how a site is delivered, I could concentrate on the visual side and not worry about exactly how it worked, because some nice geek had already done that hard bit for me!

So with this system, I could adapt a massive variety of templates and revise all the elements until I was happy with what I wanted.

I did get concerned at the beginning that although I was being offered these smart templates to work with, they all looked a bit ‘familiar’.

Call me an old sceptic but I often find so many websites hard to tell one from the other.

In the end, you are constrained by the format of a smart phone, tablet or desktop. You basically have a rectangular space to play with and the smaller you go, the harder it is to make it look different from the rest.

Sure, you can use good photography, sensibly cropped and edited, good typography with a myriad of web fonts, and attractive colourways and graphics. But I was still slightly uneasy about the results.

Looking for inspiration, I came across this nicely designed site by Jacinthe Busson, and had a quick trawl through its archives. It got me thinking.

Uxtimeline takes a number of brands that have been on the net for a few years now (AirBnB, Uber, Spotify and others) and compares where they were then to where they are now. It’s a shame that the site doesn’t seem to have been updated this year but hey, it proves my point to some extent!

It’s fascinating to see how these brands all started their internet lives with quite distinct (if now dated) designs, but at least had a unique look and feel to begin with.

Now they’ve almost to a man gone for singular, scrolling sites with massive centralised images or video (almost all of a central casting approach depicting the users they are hoping to attract) and large text.

Of course, a lot is to do with much faster download speeds since the early days of the net, and making a site responsive. It’s driven by how it looks on a mobile first and then works backwards to the desktop version. But it does cause problems I think because after a while there are only so many things that one (visually) can do.

Yes, we all need to have a seamless and simple user experience, but are we in danger of making that experience the same wherever you go?

You can argue that a site simply needs to tell a story fast and let the user navigate quickly to the area that they want, with as little faff as possible. I’m all for that.

What I have not seen recently is a new site that really makes me go “Wow – that’s great!”

In the meantime… I still have the problem of how to design sites that have a unique look, but at least I am a bit clearer now about what is going to be there and what is not going to be “Me too”.

A great website design has to work on a small screen as well as a large one, and until we get phones that project on to the nearest surface or provide a head up display those constraints will at least make a good designer work that much harder to try and make the design stand out.

(This article is an updated version of one that I wrote on LinkedIn earlier this year).




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