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      <image:title>Creative Direction - The Economist: ideas</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/d4036dbb-907d-4e38-8fe2-9ca50df0f4c4/2d542e54bad3b13df398d37d257247dc.png</image:loc>
      <image:title>Creative Direction - The Economist: ideas</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://www.darren-smith.co.uk/creative-direction/sky-cinema</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2022-04-06</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/034592ed-516e-4f32-86b7-dd1a3dc53565/Sky1.png</image:loc>
      <image:title>Creative Direction - Sky/Cinema</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/cc0f5d24-e72a-4cbd-ae7e-c90a5505079d/Jackie-floorline.jpg</image:loc>
      <image:title>Creative Direction - Sky/Cinema</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/7d186cd9-0b33-48aa-83c0-fad240e89612/Sky2.png</image:loc>
      <image:title>Creative Direction - Sky/Cinema</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/0ac105c2-89fb-441d-b58a-f731f127510a/draft2_5+no+text+copy.jpg</image:loc>
      <image:title>Creative Direction - Sky/Cinema</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/2acc7e0b-3c78-4ba7-8b1d-6c8e258fba45/COVER.jpg</image:loc>
      <image:title>Creative Direction - Sky/Cinema</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/e2e69bf0-8d70-4f18-b447-f689bb24e838/sky5.jpg</image:loc>
      <image:title>Creative Direction - Sky/Cinema</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/daad37a3-518a-47f4-9a64-aed96a904b7b/sky4.jpg</image:loc>
      <image:title>Creative Direction - Sky/Cinema</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/1f0a0c37-e6cc-4d68-8c3f-0974f5cdd3b8/sky3+copy.jpg</image:loc>
      <image:title>Creative Direction - Sky/Cinema</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/76805a2a-48b9-4c02-9ad5-e13a1a482923/Sky_ST_Culture_online3x2.jpg</image:loc>
      <image:title>Creative Direction - Sky/Cinema</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/d516ffa2-d56b-4d52-b711-73c8b5483db8/Lionsgate+Sicario+TT03KX111111.jpg</image:loc>
      <image:title>Creative Direction - Sky/Cinema</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://www.darren-smith.co.uk/brand-strategy</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2022-04-02</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/35d304c1-4e06-45f9-bdc1-5d744e65e74a/Cokebrand.png</image:loc>
      <image:title>Brand Strategy - Message in a bottle</image:title>
      <image:caption>Building a brand is fundamentally about changing the way someone feels about your company, products and services in their heart – not in their head. By creating a meaningful emotional connection or purpose to your company strategy, you don’t just change the way people see you, or the way you work. You can transform the value of your company – and the positive role it plays in our society. Below are some examples of how I have transformed the brand and business strategy for companies in different sectors. For a more detailed breakdown, just get in touch on my contact page.</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://www.darren-smith.co.uk/brand-strategy/aplyid</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2022-03-31</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/75da0a79-5b27-44e9-b99b-f69ea2fd5b16/APLYID_slide.jpg</image:loc>
      <image:title>Brand Strategy - APLYiD: ending digital crime - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/bb7fa2f0-5e81-41dd-850c-c3efaeabaaca/APLYID_59.jpg</image:loc>
      <image:title>Brand Strategy - APLYiD: ending digital crime</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/91705faf-4527-4076-b48d-7677cd700427/APLYID_77.jpg</image:loc>
      <image:title>Brand Strategy - APLYiD: ending digital crime</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/4bf01d83-1b55-451a-aad0-deb2187ae1a2/APLYID_75.jpg</image:loc>
      <image:title>Brand Strategy - APLYiD: ending digital crime - APLYiD exists for one reason only: to end digital crime.</image:title>
      <image:caption>As a visionary company, APLYiD is well-placed to win business from companies that share their values and concern for the debilitating impact of fraud. Digital fraud and cyber crime costs people and businesses £26bn a year in the UK and over a trillion dollars worldwide. It wrecks lives and livelihoods. APLYiD can help.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/81114f5c-414f-4c00-a438-3418a45a2d93/APLYID_73.jpg</image:loc>
      <image:title>Brand Strategy - APLYiD: ending digital crime</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/ad330535-de87-466d-88e7-9593b7976a56/APLYID_104.jpg</image:loc>
      <image:title>Brand Strategy - APLYiD: ending digital crime</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/d9e8322c-3564-414f-b46e-f2a93de4786c/APLYID_80.jpg</image:loc>
      <image:title>Brand Strategy - APLYiD: ending digital crime</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/306fbff7-c8c2-472a-b3a6-75b553b5c619/APLYID_43.jpg</image:loc>
      <image:title>Brand Strategy - APLYiD: ending digital crime</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/a90b6c6c-d5ab-4d1a-a7a2-cfd97aec168d/APLYID_83.jpg</image:loc>
      <image:title>Brand Strategy - APLYiD: ending digital crime</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/917ca4fc-490f-40ba-b688-a4f644ca4542/APLYID_94.jpg</image:loc>
      <image:title>Brand Strategy - APLYiD: ending digital crime</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/53c9de9e-5cff-48b2-bb6c-e6ee0d5efc7f/APLYID_92.jpg</image:loc>
      <image:title>Brand Strategy - APLYiD: ending digital crime</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/7fdf7e64-fdae-4998-82fd-6276edc5129b/APLYID_2.jpg</image:loc>
      <image:title>Brand Strategy - APLYiD: ending digital crime</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://www.darren-smith.co.uk/brand-strategy/movember</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2022-03-30</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/440da489-691d-4473-a244-472ee432897b/Movember.jpg</image:loc>
      <image:title>Brand Strategy - The Movember Foundation - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/2f2e8be8-ca7e-4e4f-83a4-25499d9cd053/Movember_strat.jpg</image:loc>
      <image:title>Brand Strategy - The Movember Foundation</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/9a7b2a28-a8f3-4510-8b9b-7490d3c89ec1/Movember_strat2.jpg</image:loc>
      <image:title>Brand Strategy - The Movember Foundation</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/e57bb0a6-1341-424e-90d4-815884e76b15/Movember_strat3nbb.jpg</image:loc>
      <image:title>Brand Strategy - The Movember Foundation - Why are men killing themselves?</image:title>
      <image:caption>To take on this challenge we needed to understand it. We delved deep into the data – both from existing source material and by conducting additional research – to understand what common factors stop men from seeking help when suicidal or depressed.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/f09811cd-88f1-465a-b598-73607e05b3c2/Movember_strat4.jpg</image:loc>
      <image:title>Brand Strategy - The Movember Foundation</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/1bfea9a5-de8e-47a3-801c-2ce885928c3c/Movember_strat8.jpg</image:loc>
      <image:title>Brand Strategy - The Movember Foundation</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/1648740675215-H3RL9DPA09YXMH4NHA1M/pexels-hamid-tajik-10452216.jpg</image:loc>
      <image:title>Brand Strategy - The Movember Foundation</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/1648740820866-E2C9B0Q7EHZKE3LM3NNL/pexels-ketut-subiyanto-4307710.jpg</image:loc>
      <image:title>Brand Strategy - The Movember Foundation</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/1648741013280-A2N206WU1AHFNM5CN84P/pexels-cottonbro-5730292.jpg</image:loc>
      <image:title>Brand Strategy - The Movember Foundation</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/1648741259663-ZZSZ99UNKO5CQBADKSRO/pexels-frank-k-1820656.jpg</image:loc>
      <image:title>Brand Strategy - The Movember Foundation</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/71a2c533-9179-47f3-9207-9dd9726003cf/Movember_TT_Supplement_v13.jpg</image:loc>
      <image:title>Brand Strategy - The Movember Foundation</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/974264f7-8f2f-4f47-a829-7c05e7d9e4d8/Movember_strat5.jpg</image:loc>
      <image:title>Brand Strategy - The Movember Foundation</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/00ab3140-3bc2-4e2d-87af-c93b1acf5e6b/Mo_map.png</image:loc>
      <image:title>Brand Strategy - The Movember Foundation</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/4573ecec-73a2-4217-b8a4-d7e9d79122fb/Movember_strat6.jpg</image:loc>
      <image:title>Brand Strategy - The Movember Foundation</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/3af88289-9a40-453a-bc13-99063d046b16/Movember_TT_Supplement_v1.jpg</image:loc>
      <image:title>Brand Strategy - The Movember Foundation</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/3e574b6b-ea0b-49fc-a5e3-5e1e46932a95/Movember_strat7.jpg</image:loc>
      <image:title>Brand Strategy - The Movember Foundation</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/7db7da68-922d-46a6-ab63-3de91256888a/Movember+iPad2.jpg</image:loc>
      <image:title>Brand Strategy - The Movember Foundation</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/cb605413-c62b-43df-bdbc-9bde3d410442/Screenshot+2022-03-30+at+17.12.54.png</image:loc>
      <image:title>Brand Strategy - The Movember Foundation</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/8b4c9d14-5f8c-4b22-8426-60964de733c2/Movember+iPad1.jpg</image:loc>
      <image:title>Brand Strategy - The Movember Foundation</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://www.darren-smith.co.uk/brand-strategy/kiajourneys</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2022-03-31</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/b5924ea0-e477-4ae4-9376-3c66c4ad041d/TImes-KIA+XNeon.Landscape.Final+V4_lo.jpg</image:loc>
      <image:title>Brand Strategy - KIA: Journeys - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/a1df804f-6f9c-494a-bbb0-3e2df41b472e/Kia_slides_2022b.jpg</image:loc>
      <image:title>Brand Strategy - KIA: Journeys</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/2160b338-40c7-4b6e-b4e6-630b2d7bac55/Kia_slides_20222.jpg</image:loc>
      <image:title>Brand Strategy - KIA: Journeys</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/b53286fe-3244-4442-9d64-f2811dae55f0/Kia_slides_20223.jpg</image:loc>
      <image:title>Brand Strategy - KIA: Journeys</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/1648739543319-0NHG6F4XYXYYMKD41F1U/unsaid_BW.png</image:loc>
      <image:title>Brand Strategy - KIA: Journeys</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/1648739701665-Q5NB4IN28KM6TAL3BCJY/SachmumBW.png</image:loc>
      <image:title>Brand Strategy - KIA: Journeys</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/1648739790334-1IUK96CSXDQJ6YGZ4UBX/Shadow_boxing_1060_795_90.jpg</image:loc>
      <image:title>Brand Strategy - KIA: Journeys</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/1648739868073-7P5GQZ8Y2GMGZ43KA5JC/KIA+Floating+Balloon+Car+Final+V5_loBW.jpg</image:loc>
      <image:title>Brand Strategy - KIA: Journeys</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/59686a87-6fa8-48d3-b286-e7f5778387ef/KIA+Floating+Balloon+Car+Final+V5_lo.jpg</image:loc>
      <image:title>Brand Strategy - KIA: Journeys</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/1d4a83f7-48ee-4c12-8ec9-d2daaa060867/Times-KIA+ASTRO+X+Final+V4_lo.jpg</image:loc>
      <image:title>Brand Strategy - KIA: Journeys</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/9e92e107-d7ed-437b-9f8e-899ecabc8d56/KIA055.jpg</image:loc>
      <image:title>Brand Strategy - KIA: Journeys</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/6f3dc32a-2908-4dcb-9a49-b7f39e3989eb/KIA_TIMESMAG_PROCEED_DESING.jpg</image:loc>
      <image:title>Brand Strategy - KIA: Journeys</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/089c55f0-3949-4991-82e1-9bdd3612f0a0/KIA+Cover+Final+V4lo.jpg</image:loc>
      <image:title>Brand Strategy - KIA: Journeys</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/19ca1427-467f-4947-a98f-d133b0e752c5/CM_2804_Kia_DPS_V8+%281%29.jpg</image:loc>
      <image:title>Brand Strategy - KIA: Journeys</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/0f1fc2f4-2692-4668-a23c-920056b16f63/WKE_2302_KIAPROCEED_DPS_V22+2.jpg</image:loc>
      <image:title>Brand Strategy - KIA: Journeys</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://www.darren-smith.co.uk/brand-strategy/redbullstratos</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2022-03-31</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/6fca6f24-a427-4fe0-99b5-09ac58b12dea/3d2851c177e10197257c3e468d4a49bc.jpeg</image:loc>
      <image:title>Brand Strategy - Red Bull Stratos - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/72afe6ec-2751-4e19-a2a0-650843ff3527/e77472c045868d941e121e5f91990622.png</image:loc>
      <image:title>Brand Strategy - Red Bull Stratos</image:title>
    </image:image>
    <image:image>
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      <image:title>Brand Strategy - Red Bull Stratos - A leap of fame.</image:title>
      <image:caption>By jumping Felix Baumgartner broke 9 world records, including most concurrent views for a live event on YouTube and the largest audience for a livestream ad (getting bigger audiences even than Barack Obama’s inauguration ceremony; beat that, Donald). Felix became the first human to break the sound barrier (768 mph) in freefall and broke the record for the fastest speed in freefall.</image:caption>
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      <image:title>Brand Strategy - Red Bull Stratos</image:title>
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      <image:title>Brand Strategy - Red Bull Stratos - Red Bull Stratos won pretty much every award in the industry.</image:title>
      <image:caption>But the one I was most proud of was its Emmy Award for the live coverage of the event. My role in the campaign through TVC was just a small part of that achievement.</image:caption>
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      <image:title>Brand Strategy - Bridge Studio: AEM - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/624307dfe26fc444e65af6c9/bbfc4aa0-0a8c-475e-8cd0-1f73812d7172/Studio_Townhall_Purpose_310.jpg</image:loc>
      <image:title>Brand Strategy - Bridge Studio: AEM - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
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      <image:title>Brand Strategy - Studio PI: diversity champions - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
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      <image:title>Brand Strategy - Studio PI: diversity champions - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
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