we are

Proactive

Brand, Digital, PR & Events Management
Proactive was a North London-based recruitment and staff management firm providing customer service teams to the UK transport and events industries. Their unique approach combined a strong focus on staff welfare and training with powerful shift management software, ensuring seamless coverage of hundreds of shifts daily.

Clients included the London Olympics, Transport for London, Arriva, Ticketmaster, and Thames Clippers.

In early 2019, Proactive underwent a major rebrand as part of a strategic effort to position the business for future growth and potential sale. Although I initially joined as part of the operations and sales training side, I was soon brought on to oversee key aspects of the rebranding process including managing the brand rollout, developing both print and digital media, and delivering high-profile events, including the rebrand launch party.

In 2021, Proactive’s parent company, Sirenum, was acquired by its major competitor, marking the culmination of the company’s strategic repositioning.

The Rebrand Launch Event

Venue: House of St. Barnabas, Soho

Guests: ~100, including clients and industry media

My Role:
  • Full event planning & delivery
  • Venue and guest research, invitation system
  • Entertainment, catering & agenda planning
  • Hiring and managing a dedicated event team (photographer, technical assistant and guest liaison assistant)
  • Goody bag curation & production

The Rebrand Launch Event

Venue: House of St. Barnabas, Soho

Guests: ~100, including clients and industry media

My Role:
  • Full event planning & delivery
  • Venue and guest research, invitation system
  • Entertainment, catering & agenda planning
  • Hiring and managing a dedicated event team (photographer, technical assistant and guest liaison assistant)
  • Goody bag curation & production

Brand Identity & Digital Rollout

A new logo was developed in collaboration with design studio Polygon. Our creative brief asked for a design that reflected boldness, approachability, and a contemporary feel.

I nicknamed it "Lucky P"—a versatile icon that functioned as both a logo, badge, and mascot. It symbolized the company’s humanist values and digital capabilities, with the box design recalling both digital pixels, a 'plus' sign, hospitality and an "open box" ethos.

I implemented the rebrand across all media, ensuring a consistent look and feel across:

  • Website & digital presence
  • Print collateral, flyers & event merchandise
  • Presentation materials & corporate branding

Industry Events & Media Engagement

Beyond the rebrand launch, I led Proactive’s presence at key industry events, including:‍
  • The British-Irish Airports Expo
  • The Annual Rail Awards
  • The Aviation Reception
For each event, I provided detailed pre-event briefing packs for attending staff and post-event debriefs to maximize engagement.

Additionally, I managed media relations, securing Proactive’s featured publications in:‍
  • The Parliamentary Review
  • Recruiter Magazine
This involved copywriting, media production, and directing on-site photoshoots across London to showcase Proactive’s staff and expertise.

Industry Events & Media Engagement

Following the rebrand launch, I led Proactive’s presence at key industry events, including:‍
  • The British-Irish Airports Expo
  • The Annual Rail Awards
  • The Aviation Reception
For each event, I provided detailed pre-event briefing packs for attending staff and post-event debriefs to maximize engagement.

Additionally, I managed media relations, securing Proactive’s featured publications in:‍
  • The Parliamentary Review
  • Recruiter Magazine
This involved copywriting, media production, and directing on-site photoshoots across London to showcase Proactive’s staff and expertise.

Website Design & Digital Strategy

The new website was designed to reflect Proactive’s core values:

  • Extremely user-friendly
  • Approachable & professional
  • A dual purpose tool for both clients and candidates

Features included:

  • Client-facing sales tool
  • Candidate onboarding system
  • Integrated job site, connected to a custom Salesforce platform

Results & Impact

Working with Proactive during their rebrand was a pivotal experience that demonstrated my ability to manage large-scale, multifaceted projects spanning event management, branding, media production, and digital transformation.

The rebrand was a key part of Proactive’s strategy to position itself for acquisition, enhancing its market presence and aligning its identity with long-term business goals. In 2021, Proactive’s parent company, Sirenum, was acquired by its major competitor, marking a successful conclusion to the transformation.

From orchestrating high-profile events to delivering a user-centric website, I ensured that every brand touchpoint reinforced Proactive’s values of innovation, approachability, and human connection.

By implementing creative, cohesive solutions, I elevated Proactive’s public image and equipped them with the tools to better engage clients and candidates alike.