Design with character. Crafted with intent.

Design with character.
Crafted with intent.

// About

Rubber Penguin grew out of a desire to work differently.

After years of working within agencies and in-house studios, I had a desire to head back towards independence – more freedom, more family time, and a chance to focus on work that genuinely matters to me. That shift eventually took shape as Rubber Penguin.

Rubber Penguin grew out of a desire to work differently.

I’m Dan Bailey, an award-winning UK-based designer and illustrator with a career spanning more than two decades. I believe bold character and strong storytelling are what give design its impact. Considered, crafted visuals don’t just look good – they help people understand who you are and why it matters.

My journey began in an in-house studio before I initially stepped into freelance life. A move to a London agency followed, where I grew into a creative team lead role. Eventually, the pull of working on my own terms brought me full circle.

Today, through Rubber Penguin, I partner with people, brands and agencies who choose courage over conformity. Every project is rooted in problem solving and storytelling, using considered design to communicate what makes each brand unique. A strong sense of creative curiosity continues to shape my work, driving me to explore ideas, ask better questions and find the most meaningful way to tell each story.

If you've got a project to discuss or would like to work together, I'd love to hear from you.

Get in touch

// Core capabilities:

Brand identity & roll-out / art direction / campaign creative / illustration & character design / marketing design / OOH / retail & shopper marketing / visual identity design

– Select brands experience:

Arc, Anderson Norton, Baber Smith, BD Network, Bezier, Brave, Creo-UK, Design House, DraftLine, FCB Inferno, FRUKT, Geometry, Haygarth, Hogarth, Hope, Hype, Imagination, Iris, Lloyd Northover, LRS, LSE, Lucky Generals, M&C Saatchi, Marks, McCann London, Mars Y&R, Mesh Marketing, MRM Meteorite, Naked Communications, Once Upon A Time, Prodigious, RPM, Saatchi & Saatchi, Social UK, TracyLocke, Truant, Wasserman and Wild Things.

– Select brands experience:

AB InBev, Adidas, Arla, AstraZeneca, Bacardi, BMW Group, Cadbury, CaféPod, Chivas Regal, Coca-Cola, Co-op, Costa Coffee, Diageo, Disney, eBay, EE, Emirates, Footlocker, Halewood, Lucozade, Mars, McDonald’s, Moss, Natwest, Nike, Nintendo, Panasonic, Pfizer, Ribena, SC Johnson, Subway, Thornton’s, Tiger Beer, Turner, UEFA, Unilever, Universal, Virgin Media, Visa, Warner Bros, William Grant & Sons, Wrigley’s, Xylem and Yorkshire Tea.