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.
- 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.
- 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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Creative DirectorAwkward Wolf Atelier
London, United KingdomFreelance
Freelance packaging design, shoot production and creative direction for retail brands.
- Art Direction
- Brand Strategy
- Brand Identity
- Campaign Shoots
- Fashion Retail
- Shoot Production
- Label Design
- Retail Branding
- Packaging Design
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