A graphic design and new media professional, I specialise in branding, print, packaging, and PoSM as a lead design and brand director for well-known brands. I have the keen ability to break through communications barriers, gathering key insights and translating brand requirements into inventive campaigns, relaunches, and rebrands.
My innate creativity, confidence to think outside of the box, and deliver innovative solutions has culminated in a 15-year career spanning a multitude of industry, from beauty, technology, and retail to real estate. To date, I’ve managed end-to-end projects for top brands, including Dermalogica, Johnnie Walker Blue Label, Ciroc Vodka, O2 and Benefit Cosmetics.
I go above and beyond leading teams of diverse professionals, freely sharing my knowledge, encouraging the brainstorming of ideas, and proving motivation as a mentor and coach. This entails simplifying complex information into understandable terms, whilst clearly communicating my expectations and shaping inclusive, high-performing work environments.
Work history
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Design & Brand DirectorIIAA
- London, United KingdomFreelance
Heading the design and branding team, I refreshed the Advanced Nutrition Programme™, Environ® and Jane Iredale lines, improving their recognisability and market outreach. This included generating new, creative ideas and managing full-scale projects that complimented the brand’s vision. At the same time, I refreshed IIAA’s existing social media assets, making them more modern and dynamic.
I took two creative team members under my tutelage, providing coaching and guidance, whilst mentoring the senior designer to become IIAA’s current head of design. I routinely liaised with senior management, actively listening to their ideas and translating them into creative solutions.
Along the way, I developed amicable relationships with the marketing department’s brand managers, whilst establishing open, two-way communications with the marketing, education, and sales departments.
Notable Contributions:
⚬ Launched and managed ‘The Bulletin,’ an internal monthly newsletter designed to keep employees up-to-date and connected.
⚬ Rebranded the Annual Beauty Awards ceremony, breathing fresh life into the event.
⚬ Infused launch campaign of ‘Skin Youth Biiome’ with creativity; product sold out within two weeks.
⚬ Originated, designed, and rollout ‘Skin,’ - a new beauty magazine targeting beauty salon clients aged 18 to 55; printed an initial 4500 copies at £5 each, which doubled upon request from IIAA’s clients.
⚬ Delivered process improvements, including a streamlined briefing document and process for the marketing team.
Design DirectorVCCP
- London, United KingdomFreelance
Providing creative direction for one of VCCP’s key clients, O2, I managed multiple, end-to-end creative projects, including rebrands, campaigns, and strategic concepts. After establishing a solid-working relationship with O2, I delivered a series of engaging pitches and presentations, ultimately winning the client and obtaining approval over my final designs.
I worked hand-in-hand with the design team and senior creative directors, ensuring we were all working towards the same end goals. Throughout this time, I led and inspired two creative teams inclusive of copy writers, account handlers, and strategists at the senior level, shaping an inclusive environment.
Notable Contributions:
⚬ ‘Your Phone Your Way’ campaign: heightened interest in a new, innovative product that enabled customers to tailor their contracts based on their needs via a sliding toolbar device. Marketed a novel digital tool on screen and through printed customer touchpoints
⚬ ‘iPhone X’ campaign: leveraged creative design concepts to market the launch of the new iPhone and influence existing and prospective customers to select O2 as their carrier of choice. Called attention to incentives, including a free bespoke iPhone case and priority tickets
⚬ ‘Breathe it all in’ campaign: designed eye-catching retail displays and communication materials in accordance with brand standards
⚬ O2 Retail Theatre: rebranded theatre, strengthening the launch of the TV campaign by designing the retail theatre for 500+ stores, including a ‘one size fits all’ proposition
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Skills
- Graphic Design
- Art Direction
- Brand Development
- Campaign Management
- Brand Activation
- Shopper Marketing
- Brand Awareness
- Rebranding
- Marketing Branding