NICK GRIFFITHS CREATIVE · IN DEVELOPMENT
Building an original proposition into a scalable content system.
CUTLAB · Brand & content strategy
CUTLAB is an independent creator-education project developed through Nick Griffiths Creative. It turns broadcast storytelling experience into a distinctive proposition for people making social video.
01 / THE CHALLENGE
The problem to solve
Creator education is crowded with broad tips and software instruction. The opportunity was to define a more specific audience promise: practical storytelling principles that help creators earn attention and sustain it.
02 / MY RESPONSIBILITY
My responsibility
I originated CUTLAB and defined its audience, proposition and brand identity through Nick Griffiths Creative. The promise is ‘Edit like television. Perform like social.’, organised around four pillars: Hooks, Story, Retention and AI.
03 / CREATIVE DECISIONS
The creative decisions
I defined the positioning, voice and editorial system, then translated them into repeatable carousel and video formats. Each lesson starts with a single creative problem and gives the audience one usable change to make. The identity and tone connect that practical promise to my television experience.
04 / CONTENT & PRODUCT SYSTEM
The content and product system
I designed a content and product path connecting short social lessons to a planned playbook and course. The aim is to move from a useful first encounter to deeper learning, with a consistent audience promise across the formats.
05 / THE WORK
What the work demonstrates
A defined brand, repeatable content formats and a planned learning-product path. CUTLAB is an independent project in development: it demonstrates my ownership of an original proposition and the creative system behind it, with commercial results still to be established.
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