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Achievements
A self proclaimed ‘Creator of choice’, Pete mixes strong conceptual ideas for brands with solid strategic thinking supported with trends and innovation. With over eighteen years of industry experience coaxing and cajoling consumers, many Supermarket and corner-store shelves have seen his work from local regional european markets (Central and Eastern) to a global level.

He has a broad range of experience directing and developing creative solutions for consumer, corporate and environmental brands with the likes of Procter and Gamble, Kraft, Numico, Unilever, BAT, Carlsberg, Coca Cola, Cadbury Schweppes FIFA, Swissski and European Patent Office.

Prior to to joining G2 as Head of Brand Identity, Pete worked for a year at SiebertHead as Group Creative Director between London and Warsaw. This was preceded by over three years at Landor in Hamburg were he was the Creative Lead for all consumer branding and European Creative head for Kraft.

He currently teaches Brand Creation and Design at Miami Ad School to german and international students. Serjeant studied for four years at Falmouth School of Art and Design in his native Cornwall in the south west of England were he achieved two merits in Design and Illustration.

Thinking
The renovation of brands is sometimes simply not sufficient, is it right to just decorate? Or do we need a major overhaul? Or does the internal part of the brand need a tweak and how big should it be?.

How do you visualise an insight? How can a offer from a complex brand look simple? How do we make brands 'stand out, yet fit within’...does it do what it says on the tin?

We must discover unique and strong but relevant ideas that are exclusively linked to the products own unique insight. This in turn will continues their existence and develop our clients business

In his current goal, he strives to improve fusion between graphic brand solutions, structural design and communication for his various clients