About me

I have over 16 years experience shaping fashion and lifestyle brands, specialising in brand strategy, art direction, identity, packaging and crafting retail environments. Working with a string of high-street names on their most creatively and strategically challenging projects, I love shaping unusual brand narratives and creating beautiful imagery.

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Projects

• 7

  Primark — Denim Co.Reinvent denim across all categories whilst creating destinations within the store. Starting with a new brand identity that gave cohesion to the range, followed by an impactful launch campaign, with POS that could be updated throughout the season to call out new and hero lines. 
• 6

  Clarks — Sportswear Womens CollectionColour popping look book shoot for Clarks Sportswear AW13 Women's Collection, styled by Susie Lau – renowned stylist, global fashion blogger and influencer. Reinforcing the streetwear, sports luxe and colour blocking trends visible in the product and art direction.
• Clarks — TrigenicThe launch of a pioneering footwear range. Taking cues from the fusion of engineering technology with traditional construction, to create branding and excitement that really told the story of the detail behind this innovative new product offer.
• Primark — Spring 15Fast fashion at it's best, quick turn around product shot with some attitude. Spring 15 continued to build the fashion credentials of Primark. 
• 1

  Primark — Lingerie BasicsFollowing the success of the first phase first phase of the Primark lingerie campaign, phase two required something more vibrant and playful to showcase it's t-shirt bras, with bold separates brilliantly clashed against bright coloured backgrounds.
• Primark — FarrellPrimark’s first foray into a premium men’s collection became the relaunch of Robbie Williams’ range; Farrell. Inspired by his late grandfather, ‘a notable dresser’ therein followed a journey to tell the brand story with the grit and humour it deserved. The window, digital and bespoke instore area was true to the brand heritage.  

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Work history

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Creative DirectorAwkward Wolf Atelier
Oct 2017London, United KingdomFreelance
Freelance packaging design, shoot production and creative direction for retail brands.
Creative DirectorDRY UK
Jun 2010 - Jan 2017London, United KingdomFull Time
Creative Director and partner, managing client relationships, winning new business and responsible for all creative output of the studio.

Skills

• Art Direction
• Brand Strategy
• Brand Identity
• Campaign Shoots
• Fashion Retail
• Shoot Production
• Label Design
• Retail Branding
• Retail
• Packaging Design

Education

Social Media MarketingUniversity of The Arts London (UAL)
Jul 2018 - Jul 2018London, United Kingdom
Fashion Brand Management, Marketing and CommunicationsLondon College of Fashion, UAL
Mar 2008 - Sep 2008London, United Kingdom

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