About me
I started my career in a VM role at the Allsaints flagship Spitalfields store and quickly moved into a Photographer position at Head Office. Within 6 months I was managing the fast paced photographic output. Working for AllSaints in its most exciting stage of mass growth, from retail to online, was an invaluable experience.
I joined Oliver Sweeney in 2011, a small team with big ambitions. Managing creative and PR, which developed into heading up brand and marketing. I had a blank canvas to set the visual identity and personality for a heritage brand that was modernising its product. Here I was able to create, experiment, build a team and grow a menswear network. Oliver Sweeney gave me opportunity and ownership. The brand and its people remain close to my heart.
Since 2015 I have been Creative Director at Long Tall Sally, overseeing all creative channels. From day one, I was set a challenge; to evolve the brand’s creative from a catalogue brand to a desirable, consistent and contemporary fashion brand, changing the brand perception and growing its global awareness. Together with my team, I embarked on a branding evolution, defining the creative and marketing strategy, leading a full rebranding project, developing the inhouse team and bringing them on the journey, redesigning the stores, creating brand guidelines, launching award winning brand awareness PR campaigns, growing the social, PR & influencer community. I have been lucky enough to travel the world art directing photoshoots and building creative teams. I continue to stay involved with Long Tall Sally as an Art Director and Creative Consultant.
I have now decided to venture out on my own, it is time put the past 10 years into practice for multiple brands working across all creative disciplines. I am a big believer in nurturing an environment where creatives and teams feel confident to experiment and make mistakes whilst evolving their style and skill set. I’m a communicator and I lead teams on the same level as everyone around me, being inspired by everyone involved, collaborating to deliver best in class creative.
Projects
- Epping CabinA unique and spacious cabin situated in the heart of Epping Forest, perfectly located as a shoot base for the forest as it's a short walk or to use as a location home, or both. The interior is an open plan cabin with a contemporary/modern finish, consisting of 2 bedrooms, 1 study, 1 large living room, 1 open plan kitchen / dining room and summer lounge with bi-fold doors and 1 bathroom. The front exterior of the cabin is a black wood with black brickwork at the back, the garden has a black decki
Work history
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Art Director & Brand ConsultantCamilla Treharne LTD
London, United KingdomFreelance
Creative Concepts
Developing creative concepts for all image types; location & studio -campaigns, lookbooks, ecommerce, still life and video. Creating visual plans for all brand content uses; media, social, website, print, in-store, CRM. Working to existing photographic guidelines or building new ones, ensuring all content is on brand, inspirational and emotive.
Pre Production
Working with inhouse teams to oversee the process or personally delivering the end to end shoot production including; casting, sourcing; crew, locations, travel, props, catering, budget maintenance, booking and invoicing.
On Set - Art Direction
Setting up every shot, directing the entire crew on set – photographer, videographer, stylist, hair & make-up.
Post shoot – Graphics Art Direction
Image editing and delivering final images with brief for retouching. Briefing and art directing graphic designers and creative teams to demonstrate how best to use imagery across all customer touch points – online, email, social, print, in-store etc.
Rebranding / Brand Guidelines
Defining the brands purpose, developing creative and branding guidelines including; photographic, graphics and tone of voice. Ensuring internal teams can consistently and confidently roll out guidelines across all customer touch points.
Seasonal Content & Strategy Planning
Facilitating idea generation sessions with internal teams to develop seasonal content calendars to create engaging and on brand content to be used across all marketing platforms. Planning brand awareness campaigns, content angles, product trends, PR stories, influencer programmes, digital content pages, paid and organic social media planning, online and offline creative execution & CRM planning.
In-house Creative Team Development
Working with creative teams to identify current challenges and opportunities, utilising & developing the team’s skill set to deliver the most inspirational creative for the brand.
Online Merchandising / Web Design
Online audits and launch plans to ensure all online content and products are displayed to inspire, increase conversion and provide an easy UX journey for the customer.
Store Design / Visual Merchandising / POS Design
Retail shop build & POS design, from concept to execution. Visual merchandising & window plans to ensure the brand is consistently presented in-store & always adhering to the brand guidelines.
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Creative DirectorLong Tall Sally
- London, United KingdomFull Time
• Transforming and modernising a global brand
• Brand guardian – responsible for creative, PR, social media, content, online and visual merchandising
• Managing the creative marketing team including reports of; Head of Creative Production, Head of Visual Merchandising, Head of Copy & Content, Head of PR, Head of Creative & Branding and Head of Online Design, as well external creative, PR and SEO agencies
• Presenting to a variety of private equity investors and the board / senior team
• Working across multiple territories including; North America, Germany, France, Australia,
Netherlands and emerging markets
• Responsible for the annual Creative budget
• Developing a brand new store design concept, rolled out across international markets – US, EU & UK
• Ensuring creative consistency across all touch points and developing a contemporary set of brand
guidelines
• Delivering the annual Creative, PR, Content and Visual Merchandising strategy
• Art Directing all photography and video from concept to execution for use online and in frequent
brand catalogues in the US, EU & UK
• Working with the Head of Visual Merchandising to create monthly window themes and in-store
displays, in sync with the product input and marketing strategy
• Directing and leading PR, search and marketing campaigns to drive inbound links
• Producing and directing brand TV adverts for the UK and US
+ Show more
Skills
- Art Direction
- Creative Art Direction
- Marketing Campaigns
- Branding
- Marketing PR
- Content Creation
- Photographic Direction
- Graphic Design
- Creative Concepts
- Social Content Strategy
Education
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BA (Hons) Writing Fashion and Culture 2:1Southampton Solent University
Southampton, United Kingdom
A varied course giving an insight into all areas of the world of fashion cultural theory, consumerism, media, magazine production and fashion marketing.
Key units included; fashion history, magazine journalism, fashion PR, styling, visual merchandising and web design. Specialising in fashion photography in the third year, receiving a 1st class honours for final dissertation and photography exhibition