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Do you really want to delete project Waitrose Press Packs (Christmas & Spring editions)?
Do you really want to delete project Waitrose Monthly Recipe Cards - Concept / Art direction & Design?
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.Locked Pro Plan feature
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.
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.