Prior to joining Identica Mike's career spanned almost 20 years, he has worked for some of the greatest and most iconic names within the design industry such as, Smith & Milton, Fitch, Brand Union and 20|20.   Mike has predominantly worked for brands in the Tobacco, FMCG and Retail sectors. He has worked for a broad range of clients that include Arsenal FC, Bacardi, BAT, B&Q, Cooperative Bank, Diageo, GSK, Morrisons, Nestlé, PepsiCo, Sony Ericsson, Tesco and Unilever. Mike has historically worked on projects that break the mould. Winning awards for innovative creations such as 451ºF, Lucky Strike’s flag ship store in Amsterdam and Cooke & Lewis, B&Q’s premium kitchen offer.   Mike’s desire is to work for clients of all sizes, from seeing opportunities to creating new ones, to re-invigorating the brands we all know and cherish. Ultimately, Mike’s passion is to help brands become greater!