My role as Creative Lead at The Idle Man was to define and maintain design standards relating to all visual aspects of the brand. Other strategic areas I was involved included art directing newsletters, lookbook campaigns and launching our Channel 4 advert.
Building the brand identity required me to understand the essence of the founders’ vision and an unhealthy eye for detail. To differentiate The Idle Man from the other menswear retailers out there, I strived to come up with creative projects that engaged and grew our audience. Many sites including Hypebeast, GQ and END clothing featured our Sneaker History interactive timeline project.