About me... I'M A Creative Director and I’ve been working in the fashion industry for over 20 years. My career started out in publishing, where I worked for Hearst Magazines as a Group Art Director – I had the pleasure of setting up the first art department, where I created tailor-made advertising pages and supplements for various brand leader’s campaigns. After a few years in the magazine business I moved on to working as a Creative Director for a number of fashion and retail brands including Me and Em, Pure Collection and The White Company. Of all of the projects I’ve worked on, one of my most memorable was working on the launch of Boux Avenue, a lingerie brand where I created the face and visual direction, taking the project from my initial concepts and bringing it to life. This is the way I like to work, I take a 360° approach, bringing together concepts, mood boards, graphic design and art direction for photographic and film shoots for use across all channels. There’s been lots of other exciting projects that have taken me all around the world – photo-shoots, brand re-launches, editorial commissions, and I’ve loved working on each and every one. I’m very passionate about what I do and I’d love to help with your next idea, campaign or photo-shoot – get in touch and let’s have a chat! What I do The brand. Brand strategy and visual identity, design and art direction ensuring brand consistency across all touch points. The concept. Creative art direction across all channels of visual communication – website, digital ads, social media, brochures, look-books, windows, POS, packaging etc. The team. Operating in-house or consulting, selecting and working with the best photographers, stylists, models, hair & makeup artists to deliver projects on budget and on time. Please send me an email and say hello!
- CASE STUDY: CREW CLOTHING COMPANY - BRAND STRATEGY AND REPOSITIONINGTo provide a 360º degree visual direction to ensure consistency across all channels - print, ecommerce and stores. THE CHALLENGE “We are awash in a sea of faded denim.” “To create British version of Ralph Lauren.” “To help make Crew Clothing customers look their best every day.” THE OUTCOME Brand positioning, Brand values, Brand Architecture, Brand Guidelines, Logo and Visual Identity, Multi Channel Marketing Campaigns, Visual Merchandising & POS, Brochure Design, Design System, Marketing Coll
- CASE STUDY: THE LAUNCH OF BOUX AVENUECreated the face and visual direction for Boux Avenue in just under 3 months from initial brief through to its launch. There are now 28 stores and a very successful e-commerce site. THE CHALLENGE “To launch a new brand producing beautifully designed lingerie, sleepwear a nd swim-wear in three months.” “To make every woman feel confident whatever her shape or style.” “Boux to be the go-to destination for your lingerie drawer must-haves!” THE OUTCOME Brand positioning, Brand values, Brand Archit
- CASE STUDY: PURE COLLECTIONCreative Director of the Luxury cashmere label Pure Collection. Where I worked closely with the founder on the vision of the brand. Creating all imagery, and maintaining a 360° approach. Bringing together concepts, typography, photographic mood boards and art direction of photographic/film shoots, for print, web and windows. (whilst working alongside the in-store and online teams). THE CHALLENGE “To bring back the forgotten clean aesthetic style, led by a relaxed, fresh lifestyle and editorial
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Projects credited in
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CONSULTANT CREATIVE DIRECTORFreelance
London, United KingdomFull Time
I am currently a freelance Creative Director working for a variety of Fashion and Lifestyle brands.
CREATIVE LEAD / ART DIRECTORVCCP
- London, United KingdomFull Time
VCCP a one stop shop retail creative agentcy for fashion and lifestyle, working across europe and beyond for international clients. Managing, directing and mentoring members of the creative team using my experience, skills and knowledge to create inspiring work. Ensuring consistency across all brand touch points.
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- Creative Direction
- Art Direction
- Abobe Creative Suite
- Team Management
- Production Budgets
- 360 Campaigns
- 360 Experience
- Window Concepts
- Retail Branding