With over 25 years’ experience leading branding programmes, Simon is a leading creative and strategic consultant that aligns brand strategy with brand identity, and creates meaningful change through branding programmes that helps buisnesses adapt, grow and be their best futureself. Simon and business partner Celine Dee established RichardsDee in 2012. The agency specialises in brand strategy, brand design, brand engagement and brand communications – helping businesses to build their reputation, navigate change and reach their full potential by connecting brand to business strategy. The agency creates new brands, reposition brands as they evolve, and refresh brands in times of transformation – partnering with multinational businesses across energy, agriculture, infrastructure, health, food, professional services and travel industries.Simon has delivered projects that include brand strategy, identity and experience projects for BASF USA, Alltech, Dublin Airport, Dublin Bus, Energia, Failte Ireland, Irish Water, Kerry, NBI, Terraplex, and UNWomen.RichardsDee has consistently won awards at Transform Europe, in which they received the highest accolade of Gold in 2024, and in 2023 they were named design agency of the year by Institute Designers Ireland.Simon was part of the team to work with Dublin Bus, and Transport for Ireland on a consultative approach to Public Transport branding in Ireland. Simon is a passionate design industry advocate, he is on the steering group for the Design Enterprise Skillnets and member of ICAD, IMI, and the IDI. He has been awarded nationally at ICAD, GDBA, IDI and internationally at the ISTD awards and Transform Awards. Since 2017 he has been one of the small team behind the annual Design Leader Conference.