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Do you really want to delete project Waitrose Monthly Recipe Cards - Concept / Art direction & Design?
Passionate in photographic art direction (food, lifestyle & interiors). I strive to achieve newness in every concept, visualisation and graphic design piece. I have a keen eye for detail, imagery and colours. Over the years, I have worked with some brilliant brands and teams and have built excellent supplier relationships. I am also experienced in post-shoot repro. Fluent in Cantonese & English. Instagram @jude_lui Pinterest: Jude L-P 'My work so far' board contains some of my art direction work. 'And still, I am learning.' -Michelangelo
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.
This role involved a combination of design management (team of 5 designers) and designing aspects for in-store, brochure, selected product prints and photographic art direction for sections of the brochure, as well as designing press launch invitation/books. Work involved project allocation/briefing/mentoring junior members of the team, liasing with external agencies and seasonal team reviews.
My work involved conceptual ideas for VM / shop windows and creative promotions tied in with seasonal campaigns, eg. London Fashion Week, Limited Collection launch, Christmas at M&S. We worked closely with an external consultancy and the visual merchandising team to bring the ideas to life.
This was a very exciting role for me as I was offered the opportunity to relocate from Hong Kong to the newly created London Image Head Office to work for the Esprit global brand. I saw this as a great challenge whilst experiencing a brand new city which I now call my home. Here I worked with the Creative Director to create seasonal concepts, brand guidelines, designing conceptual mood boards in preparation for seasonal or licensing photoshoots, post shoot imagery editing for print publications and repro of images.