His career has focused on the creation, implementation and management of both B2B and B2C brands for major organisations. Prior to joining Nucleus, David worked for Landor and Citigate in associate and design directorship roles. Whilst at Nucleus, he has developed brand identities for companies such as UPC, Superdrug and Logicalis. He has also been closely involved with the development of the Cable & Wireless brand since 1997, which has spanned a comprehensive range of global brand strategy issues - including brand proposition, brand mergers and acquisitions programmes. His role within Nucleus also encompasses naming, brand audit and internal engagement programmes.