I’m a creative ideas person with a passion for art direction and ability to conceptualise creative solutions that effectively communicate the strategic objective from initial brief to final execution. Having gained an intimate knowledge and solid understanding of the creative process including, strategy, advertising, online, environmental, identity, design, photography, moving image, experiential and activation over a career of working in fashion, lifestyle and sports.Locked Pro Plan feature
Running my own creative consultancy specialising in creative communication solutions for fashion, sport and lifestyle brands. Delivering creative direction, visual strategies, branding, design, graphic solutions, art direction, photo shoots, video direction, advertising and environmental design. Achievements - Icebreaker NZ, brand positioning projects. - Dune London, consultant. - Defining and producing the photographic guidelines & brand campaign for Pure Gym. ‘My Body. My Gym.’ - Identity and branding for “HappyKids”, a new children’s multi brand retail chain of stores in the middle east.
10 month contract working as creative lead and ambassador ensuring all creative output adhered to the brand guidelines and strategy. Working with the Visual Merchandising, Retail and Marketing teams providing creative guidance and graphic design solutions, including the sourcing of print and installation. Achievements - Overseeing the SS17 campaign, ‘#aloveaffairwith...’ & AW17 campaign, ‘Find Your Dancing Feet’. - ‘25 Years of Dune London’. Identity and creative direction
Managing the creative vision and art direction ensuring strong design and effective communications across all media. Planning, managing and evolving the companies creative look and feel, photography and moving image.
Managing a small team of creatives delivering a fully integrated creative service for the brands owned or licensed by Pentland: Speedo, Kickers, Ellesse, Lacoste, Kangaroo, Mitre, Berghaus, Brasher, Boxfresh, Ted Baker and Red or Dead. Including Branding, stratagy, creative & art direction, photography, moving image and advertising. Achievements Speedo - Delivered global brand strategies, campaigns and seasonal photo shoots for over 10 years. - ‘GetSpeedoFit’- creatively supported 3 year initiative, growing share in a $2.4bn global market. - Launch and stewardship of ‘SpeedoSculpture’ a concept specifically designed for women. - Managed successful marketing launch for Speedo’s entry into the triathlon market, TriathELITE. - Core team member working on identity and launch activity for 3 Olympics including Athens 2004, Fastskin FSII ‘shark’ campaign, the ‘Vitruvian Man’ Michael Phelps iconography of Beijing 2008 and the London 2012 Fastskin FS3 identity and look & feel. Ellesse - Overseeing global brand visual communications and brand guidelines 2009 - 2014. - Global brand campaign ‘Sport Della Vita’, a PR hit; commissioning world renowned illustrator Robert McGinnes, known for the 1961 ‘Breakfast at Tiffany’s’ and the James Bond franchise film posters of the 60’s and 70’s. - Integrated marketing campaigns shot by fashion photographers Nick Clements and Elisabeth Hoff. - Designed the 50th Anniversary exhibition and party working in collaboration with external events management team (Gun Ho) for a global media event, exhibition and party held in Rome. Kickers - Responsible for ‘The Feelgood Revolution’ and ‘Fit in. Stand out’ campaigns. Connecting with the Kickers consumer in a fun and engaging way, bringing their stories to life in an authentic manner.
Through the line design agency, with accounts including: Camelot (The National Lottery), Sainsbury’s, Argos, Casio and Woolworth General Store. Achievements - Sainsbury’s Christmas in-store campaign 2002. - ‘Rollover’ & ‘Hot Picks’ identity for The National Lottery. - Launch advertising for Casio Exilim digital camera.