DJ helps brands unlock their creative potential, partnering with founders and guardians to find their unique story and language.


Derek Johnston

Brand Narrative Lead

Close-up black-and-white portrait of a middle-aged man with short hair, beard, and mustache, resting his chin on his hand.

All the world’s best brands have a compelling, memorable story to tell. In my opinion, there’s a missing link between great strategy and great creative—that is, great narrative.

I use ‘creative narrative’ to bring about commercial success for brands - from proposition building, naming, ownable language, and crafted copy.

Creating something new in any market is really tough - most categories are saturated with derivative ideas and unremarkable stories. But I love making hard work seem easy.

Book cover of 'Brave New World' by Aldous Huxley, featuring a graphic illustration of the earth with a plane flying overhead against a blue background.

  • Creative briefs

    Great briefs are short and focused on desired outcomes. 100 page ppt decks are not…

     

    Crafted Brand propositions

    A great brand proposition shouldn’t just be a functionally tapped out value statement, it should be nuanced, carefully written ‘promise with passion’

     

    Naming

    Finding a name is tricky - availability and luck are the key factors to securing a good one, but on-brand thinking and creativity will help find your Deeply® ReBorn Yup® or DUG®



    Brand lines

    Just Do it: Think Different. A great brand line is Finger Licking’ Good. I can help you find yours - Because You Are Worth It.


    Copy

    There are more than 136 million books in the world. But there’s still space for your story to be told in your unique way.

  • https://www.linkedin.com/in/dj-johnston-a6337112/

  • dj@familyandfriends.uk.com

    07852970356