Navigating the realms of creative vision, art direction, and strategy, I've steered the course for a myriad of clients—ranging from ambitious start-ups to well-established brands—across diverse industries like beauty, jewellery, accessories, and the lap of luxury.
With a robust decade-plus experience, I specialize in crafting brand narratives, identities, and campaigns that not only strike a chord with consumers but also propel business growth.
My passion? It's ignited by sustainability, innovation, collaboration, and an undeniable love for a good challenge. In this ever-evolving landscape, I'm on a perpetual quest to deliver solutions that are not just original and relevant but leave a lasting impact. 💡🌿🚀
www.katie-rowland.com
WhyNot?
Work history
Design DirectorNot Actual Size
- London, United KingdomFull Time
In my role at a purpose-led B-Corp creative agency, I led a strategic brand refresh and repositioning effort, managing a team of six designers and supporting five editorial professionals. I crafted comprehensive brand guidelines, refining elements like logo design, typography, color palette, and art direction. Collaborating with internal and external teams, I reshaped the agency's Tone of Voice and successfully repositioned our brand in the market.
My leadership approach focused on mentorship and coaching, nurturing creative thinking and leadership skills within my teams. I guided the newly formed Creative Production team, fostering WoWs and collaborations with external partners, influencers & agencies. Working closely with the Strategy Team, I facilitated creative strategic thinking, ensuring our work was both innovative and impactful.
I worked closely with esteemed clients such as Dove, Dove Men+ Care, Roche Healthcare, Collection Fashion Justice, and Kids Club Kampala overseeing global creative, digital and social content initiatives.
Highlights include directing Dove Men+ Care’s inaugural global digital-first omni-asset talent shoot and spearheading the 'Creative Direction and Strategy for Dove Men+ Care ‘Winning in Social’ Brand Vision 2023 and beyond’, propelling the brand's dominance in the digital landscape.
I conceptualized and led the global Creative Direction and Best Practice Guidance for Dove 7OA (Omni-Asset) 2023 visual refresh. This encompassed every facet of the product, from visually captivating product shots to in-use visuals, benefits demonstrations, texture displays, and the representation of talent across all product lines for e-commerce and digital platforms. I also led their social campaign ‘Cost of Beauty’ across Instagram and TikTok. The campaign achieved remarkable metrics, boasting an average reach of 3.47 million, an engagement rate of 4%, 44.5 million video views, and the acquisition of 75,000 new followers, driving societal change.
Head of CreativeAstley Clarke
- London, United KingdomFull Time
As Head of Creative, I orchestrated a brand refresh & growth strategy, reporting to CEO & Board, with a dotted line to Aeturnum Holdings' Board Chairman. I managed a dedicated team of 13, overseeing every aspect of the brand's evolution with a £750k budget.
🎉 Brand Revival: Led brand overhaul, managing image direction, marketing assets, and messaging across all touchpoints, from in-store to online platforms.
🌱 Sustainability Focus: Forged a sustainable creative vision, integrating eco-friendly packaging and materials into the brand's core identity.
🎨 Comprehensive Marketing: Directed all campaigns, content creation, brand partnerships, and influencer programs, ensuring a unified brand voice.
🛍️ Omni-Channel Brilliance: Aligned brand touchpoints, launching the Covent Garden flagship store and managing visual merchandising strategies.
♻️ Product Innovation: Drove new product direction, emphasizing recycled materials, reshaping bestsellers, and aligning products with sustainability goals.
🏢 Flagship Success: Launched Covent Garden flagship store within £80k budget, showcasing efficient financial management.
🌟 Innovative Campaigns: Pioneered impactful 360° campaigns, like 'Christmas Made Precious,' generating a 27% sales uplift, and 'Your Story. Beautifully Told,' driving a 51% AOV increase.
👩👩👧👦 Influencer Excellence: Implemented successful influencer affiliates initiative, reducing Cost Per Acquisition by 46%, enhancing traffic and conversions.
🏅 Sustainability Recognition: Conducted sustainability audit, adopting ethical practices, resulting in Responsible Jewellery Council (RJC) certification.
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Skills
- Art Direction
- Creative Direction
- Branding
- Strategic Marketing
- Content Creation
- Campaign Concept
- Product Design
- Ideation
- Brand Strategy
- Business Acumen
Education
U
U
Brand Management: Aligning Business, Brand and Behaviour courseUniversity of London and London Business School
- London, United Kingdom
D
D
De Beers Diamond Foundation CourseDe Beers Group
- London, United Kingdom
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Awards
G
G
Graff Jewellery AwardGoldsmiths' Crafts & Design Council
R
R
Finalist UK Jewellery Awards - Designer of the YearRetail Jeweller
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