Eddie Caldwell

Eddie Caldwell

Design DirectorLondon, United Kingdom
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Sophie Hutson
Grace Mostyn
Tim Smith
Eddie Caldwell

Eddie Caldwell

Design DirectorLondon, United Kingdom
Projects credited in
    REEBOK NANO 09 LIMITED EDITIONReebok and WIT gave us creative freedom to experiment with its design for the limited edition Reebok Nano 9 shoe, which was the first line of trainers to incorporate the re-introduced Reebok vector logo. We took the Nano 9 as a blank canvas, still in its initial sketch stage from Reebok, and infused the WIT 'stronger together' ethos. The material colours and finishes are inspired by steel, wrought iron and high impact rubbers which are juxtaposed against a vibrant orange. We created a bespoke a
    JOHN LEWIS WINTER CAMPAIGNJohn Lewis, working with advertising agency Adam & Eve, approached Fluoro to create a campaign with a modern and experimental direction. As Britain's most established high-end retailer, we wanted the campaign to reflect a business that is as relevant today as it was when it was founded in 1864. We believed this would help John Lewis reach new audiences as they focus on evolving shopping habits that live in the digital space. We developed their bold, new, graphic-led campaign to create an exciti
    CASIA INTIMATESCasia Intimates is an independent London based luxury lingerie company founded by Sita Wynne-Williams. The brand combines premium quality with a contemporary aesthetic which appeals to a modern mindset. Fluoro collaborated with Casia Intimates to create a dynamic moving image and stills campaign for their Sheer Excitement collection. The structured typographic animations were inspired by the minimal yet futuristic feel of the lingerie collection.
    WIT X ADIDAS – ADIPOWER 2The latest WIT x ADIDAS collaboration combines targeted foot support and stability to offer a new take on the original Adipower. As well as collaborating on the shoe design itself, we were commissioned to create the campaign to launch the Adipower 2. The creative approach was to use various lighting set ups within a static environment, in order to capture the drama of a heavy load workout and add gravitas to the shoe. The graphic identity system is based on the precision of lasers and was used
    LANSERRINGLanserring designs and manufactures custom-made kitchens, furniture and lifestyle products for discerning clients around the world. The company was born of the shared vision of some of the design industry’s most original thinkers and experienced artisans. Their passion for design and craftsmanship informs every facet of their work – offering a truly bespoke service. Working closely with the Lanserring team, we set out to build and reflect upon this story by creating an award winning visual dir
    HYBRID THEORYHybrid Theory challenge the practices and relevance of the ad-tech market. Previously Affectv they are a new breed of digital partner with offices in London, New York, Hong Kong, Singapore and Sydney. They came to Fluoro in order to help them create a visual language, brand identity and direction for representing their global ambition. We were tasked with creating a strategic concept that would re-position them as leaders within the industry. Fluoro worked closely with Hybrid Theory in order to
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Work history
    FLUORO.® logo
    FLUORO.® logo
    Design DirectorFLUORO.®
    London, United KingdomFull Time
  • Graphic Design
  • Branding
  • Brand Strategy
  • Creative Direction
  • Video Editing
    University of Dundee logo
    University of Dundee logo
    BDes (Hons) Graphic DesignUniversity of Dundee
    Dundee, United Kingdom