Simon is the Creative Director of Populous’ specialist brand activation and experiential design group, working within the sports and entertainment sector. He has been instrumental in delivering major projects including brand work for London’s O2 Arena and Manchester’s Co-op Live. He has also led multi-venue wayfinding for the London 2012 Olympics, and wayfinding and brand activation for Tottenham Hotspur Stadium. More recently, Simon has led brand development projects for FC Troyes and Brand Activation at Everton’s new Hill Dickinson Stadium and Arena Milano.