Part Thinker, part Designer, all Maker: With 20 years’ experience in the creative industry, most recently 3.5 years at Futerra, I have worked both within brands and across a wide variety of agencies. From global consumer brand communications to crafting start-up strategy; I bring my depth and breadth of experience from across the creative spectrum to produce engaging work that turns heads and changes perceptions.
I know the importance of creating a coherent identity backed up by strong brand values, relatable campaigns, film, digital interaction, customer journeys, social communication and product marketing.
I have had the privilege of being asked to be on the D&AD judging panel for the New Blood Awards, and have been interviewed as an expert on positive impact in the creative industry for their Masterclass course.
Projects
Work history
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Creative DirectorFuterra
London, United KingdomFull Time
Director
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.
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Skills
- Apparel
- Branding
- Print Design
- Art Direction
- Websites
- Typography
- Brand Design
- Brand Identity
- Editorial
- Illustration
- Logo Design
- Illustrator
- Indesign
- Photoshop
- Creative Direction
- Creative Stragegy
- UX
- UI
- Scamps
- Pitching
- Presenting
- Creative Leadership
- Packaging
- Trend Analysis
- Trend Forecasting
- Campaigns
- Startup Development
- Customer Analysis
- Market Analysis
- Leadership
Education
Graphic Design
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Graphic Design
Design Technology Medieval History Geography
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A Levels