Whilst studying in my last year at university I was asked to model for the then upcoming clothing brand, Critics Clothing. I ended up playing tour guide for Samanah and treating her to a lovely McDonalds lunch, and showing her around Norwich city centre and it's clothing boutiques.
After a long day talking about the brand and it's future Samanah offered me a role as head designer to the brand, beginning with a slight change of the logo, which ended up becoming a complete rebrand. Followed up by designs for all future clothing prints. As Samanah has a very clear view of how she would like each design to look, I'm able to work closely with her in order to achieve the best outcomes possible.
I've created various original fonts for the brand to use, making sure I keep to the relevant design aesthetics in use at the time, as well as creating original artwork in the most recent collection. Since I began working with Critics I've felt that my ability had greatly increased and I have built up a better understanding of working to consumer needs.