Passionate in photographic art direction (food, lifestyle & interiors). You may have come across my work if you’ve picked up a Waitrose recipe card. I will work with you to creatively conceptualise and initiate ideas while I take your brief from start to finish. To put in simpler terms, I ensure your brief is translated into stunning imagery and design. I strive to achieve a unique freshness. I have a keen eye for detail, imagery and colours. Over the years, I've gained valuable experience working with some brilliant retail brands and have built excellent supplier relationships along the way. I am also experienced in post-shoot repro.
Projects
- Concept, art direction & design of Waitrose monthly recipe cardsThe Waitrose monthly recipe card set was an ongoing project whilst I worked for Waitrose & Partners. Liasing with the recipe editor, I would art direct a set of 9 recipe images to tie in with the seasonal mood. Shown here is the October set. Most significantly, I redesigned the cards to their now cleaner, contemporary look - the 'photo postcard'. This new design allowed the beautiful recipe image to be the true hero. The recipe, method & social information would be found on the back of the card
- John Lewis Foodhall - Art direction & design for Point of saleI was responsible for art direction and design for the John Lewis Foodhall (in partnership with Waitrose) point of sale imagery and signages. These were developed bi-monthly, based on product seasonality and promotions, until the Foodhall had built up a bespoke archive of images to be used all year round.
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Work history
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Creative Art DirectorLUI Creative
Twickenham, United KingdomFreelance
https://www.luicreative.ltd/
With over two decades of retail experience working with food, fashion & interior lifestyle brands (Waitrose, Esprit, Marks & Spencer & The White Company), I felt the time was right to expand my experience and contribute to a broader range of clients & brands.
LUI Creative Ltd specialises in the creative art direction of imagery (food, still life & home categories) for bespoke print and digital content. Services include conceptual briefing, scamps, photographic art direction through to client presentation and post-shoot repro.
A custom package can be catered for, from initial concept, moodboard/scamps to shoot brief, selecting & booking the best photographic team, art direction on set, editing, presenting to client, liasing with repro post-shoot and delivery of assets. Other standalone services include art direction on set (day rate), model casting, location search.
A full package including a design service is also available.
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Senior art director/designerWaitrose & Partners
- London, United KingdomFull Time
Concepts - Design - Art direction
• Waitrose & John Lewis Foodhall seasonal concepts in-store point of sale and imagery, art direction, design and promotional publications - liasing with Point of Sale and in house Design Team and eCommerce team
• Sushi Daily @ WR concessions - art direction and design for print and in-store - liasing with Marketing
• Video content for Little Waitrose (High Holborn)- art direction - liasing with Marketing & Point of Sale
• Waitrose Recipe Cards - art direction & design - including Heston and Delia campaign - liasing with Marketing, Publications
• Waitrose Flowers seasonal online image refresh - liasing with E-Commerce team
• Waitrose Cafe branding & in-store promotional imagery & graphic - liasing with Hospitality team & Point of Sale
• WR Seasonal Press Pack imagery - art direction - liasing with Press office (Communications team) & external agency
• WR Cook & Dine and WR Flower Garden product range photography for packaging - liasing with Design/Packaging team
• Commissioning external illustrators, photographers, food stylists and prop stylists. Liasing with external agencies on a regular basis
• Retouching and post shoot reproduction.
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Skills
- Concepts/conceptual/art Direction/creative
- Graphic Design
- Creating Moodboards
- Concept
- Photographic Direction
- Project Management
- Repro
- Print Publications
- Digital Content
- Creative Content
Education
MA Design StudiesUniversity of The Arts London (UAL)
- London, United Kingdom
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BTEC Higher National Diploma in Graphic DesignHK Polytechnic University - Swire School of Design
- Hong Kong