About me
Dani Matthews is a freelance designer and art director based in London, specialising in fashion & luxury. Dani is also acting Visual Director for womenswear brand Finery.
Previously Art Director at Wednesday Agency working directly with the agencies founder and creative director.
Dani also worked as joint Art Director for Industrie magazine.
Clients include; Browns Fashion, Calvin Klein, De Beers, Finery, Galleries Lafayette, Gant Rugger, H&M, Jaeger, Theory, Net-A-Porter, Max&Co & Mr Porter.
Currently looking for new clients, projects & agency work.
Projects
- Theory Campaign SS15Art Director for Theory Campaign SS16. Managing the creative, Pre Production & Post Production. Creative Direction : Erik Torstensson / Wednesday Agency Photographer ; David Sims Stylist : Ludivine Poiblanc Hair Stylist : Paul Hanlon Make Up Artist : Yadim r Models : Natalia Vodianova & Clement Charbernaud
- Calvin Klein Push Positive CampaignIn 2012 Calvin Klein created a product “Push Positive” a comfortable wire-free bra, we were tasked with the digital launch. The challenge; to find a solution that felt intrinsically Calvin but ensured the product value was illustrated. As the creative lead I managed the project from both our London & NYC offices, developing and overseeing each element of the campaign. Creative Direction / Erik Torstensson @ Wednesday Agency Photographer / Steven Klein Stylist / Patti Wilson Hair Stylist / Ga
- Finery Forever PiecesCreative Direction for Finery Forever Pieces Campaign Spring 2016. Forever Pieces was a collaborative project between Finery and six women. Each woman was invited to create one piece inspired by their own wardrobe a Forever Piece. The project was designed to illustrate the process behind the creation of a garment and to also highlight the versatility of the brand and it's target customer. Photographer : Ilaria Orsini Stylist : Sara Gilmour Hair Stylist : Raphael Salley Make Up Artist : Mari Ohashi Set Designer : Janina Pedan Talent : Vicky McClure, Alice Levine, Polly Stenham, Polly Vernon, Agata Belcen & Nicki Bidder
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Work history
Visual Director & Art Director
Freelance Design & Art Direction. Independent projects & agency work. Acting Visual Director for Finery London.
Visual Director
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Dani joined the brand after their launch in February 2015. Since then she has been redefining the brands positioning, aesthetic and larger brand strategy. Focusing on what makes Finery unique within the market and why it is relevant.
This has included setting up the in-house art department, redesigning the e-commerce platform, art direction, advertising campaigns, brand strategy, branding, digital marketing, lookbooks, tone of voice, events, social media, casting, production, partnerships & collaborations.
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Skills
- Fashion
- Advertising
- Film
- Art Direction
- Picture Editing
- Post Production
- Pre Production
- Strategic Planning
- Creative Direction
- Online Campaigns
- Print Campaigns
- Indesign
- Photoshop
- Ideas Development
Awards
D&AD New Blood Yellow Pencil
Graphic Design, Book Design for a series by HG Wells published by Orion books.