Consumer & Retail · Multi-Brand · London
I'm good at getting inside a brand quickly — understanding what makes it distinctive, who it's for, and how to develop it consistently across every touchpoint.
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For the last seven years I've led creative direction across a group of five consumer gifting and experience brands — covering brand strategy, ecommerce, CRM, packaging and retail partnerships with Primark, Boots and Next.
In that time the business shifted from 70% physical retail to 70% digital. I built the creative function that made that happen, and I've kept building it through five more acquisitions since.
I don't separate brand, UX and marketing. From a customer's perspective they're one experience — my job is to make sure they work together.
A new millennial consumer experience brand built from scratch — discovery by city vibe, driven by a bespoke illustration system covering characters, city scenes and location icons.
Full brand identity for a privately funded property investment initiative — from strategy through to visual identity, bespoke illustration system and digital campaign. Two Essex Digital Awards 2016.
Packaging system for a Spanish haircare brand expanding into a full gender-inclusive range — flora photography as the primary visual language, designed for Amazon launch.
Full brand strategy, identity system and guidelines for a London fashion consultancy — from positioning and naming through to typography, colour palette, texture system and photography direction.