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With over 13 years’ cross-disciplinary experience across the wider design industry, I am an articulate, enthusiastic and professional designer. Combining independent freelance studio work and inhouse collaboration, I am just as happy in a dynamic agency environment. Skilled in all stages of the design process and concepts, I am a confident presenter for client pitches and enjoy presentations, and able to guide teams through collaborative projects, giving constructive feedback where required. In a ten year freelance career in fashion and within agencies, I have worked with a roster of major brands, across all design processes and have an in-depth understanding across the varying audience levels of men’s and womenswear. Projects have ranged from trend prediction and analysis, re-branding and brand positioning, editorial, apparel graphics, illustration, packaging, and collection direction guidelines. Other industry experience includes marketing, advertising, bar & restaurant branding, designing new concepts for eCommerce sites, in store comms and customer interaction events. I am quick to grasp new ideas and concepts, developing innovative and creative solutions exhibiting key commercial market knowledge. I am constantly striving for original ideas and visual outcomes, with a very keen eye for detail.
Alongside freelance contracts, I have designed and co-run two independent clothing brands. Drawing on my industry experience and fuelled by a desire for free creative expression I was keen to grow a business. The labels combine an in-depth knowledge of the streetwear market and passion for outdoor sports and mountain lifestyle. As Creative Director I co-ordinated and designed four years of collections across all products including jersey, graphic tees, outerwear, swimwear, headwear and accessories. Created the logo and identity and brand direction, incorporating attitude and visual language. I formulated collection concepts and sku plans, garment detailing and trim design. I art directed studio and location photoshoots resulting in the design of lookbooks and marketing collateral, as well as eCommerce site design. I had sole control of critical paths and deadlines, garment sourcing and liaising with international factories. Running my own business has given me a first hand understanding of social media and promotional marketing, industry specific trend fluctuations, the sales and buying process, as well as retail and customer behaviour. In addition to this, I managed the financial side of the business in terms of regular admin, the setting of sales margins and the on going monitoring of revenue, cost and expenses.
Providing constant analysis on emerging future print & graphic trends, as well as designing original content for WGSN clients. Tasks Including: Research, development and creation of trend-related editorial reports across all categories including; Emerging Trends, Catwalk Print & Pattern coverage, Retail, Trade Shows, Street Shots and Close to Season Analysis. Guidance and collaboration of three person strong team and bank of freelancers across both Men’s and Women’s including – delegation of responsibilities, scheduling, analysis, quality control, editorial standards, communication, hands-on designing and continually produce the highest quality output of design solutions. Contributer to the twice annual company-wide forecast workshop on the direction of Print & Graphics, leading into big-picture thinking to formulate overriding themes. Based on the resulting main ‘Big Ideas’; formulate briefs to produce separate capsules that cater for all key areas of the market-place, that will provide a source of inspiration or to be used unabridged straight onto garments or in print. Monthly think tank presentations on new and exciting ideas in the creative field. Weekly reports on new sources of visual inspiration. Global tradeshow coverage representing WGSN by travelling to international tradeshows; liaising with exhibitors, strengthening client relations, and creating trend analysis reports.
For a self-published collaborative book of interviews by designers, of designers for designers.