Fifteen years inside the work.

I’m Christie Gray. I’m Global Head of Brand Identity & Design at Arbex, home to some of the world’s most recognised consumer brands, including Andrex (No.19 in Britain’s Greatest Brands) and Kleenex.

I’ve spent fifteen years building brands. Brands with a clear identity, a story worth telling, and the kind of trust that compounds over time. Andrex. Kleenex. OVO Energy. Carlsberg. Coca-Cola. Clarks. Minute Maid.

I’ve spent all of it inside the work: the briefs, the boardrooms, the quiet decisions that decide whether a brand actually means something. That’s what Field Notes of a Creative Director is about: brave brand work, the cultural fluency it takes to make it land, and the recognition dynamics that decide which people get seen for it.

Sharp thinking on brave brands, and the clarity it takes to build them.