A driven Department Head focused on strengthening relationships between businesses and their audiences. Drawing on a visceral understanding of style, Maxwell has honed an intuition for recognising meaningful creative opportunities. By pulling together inspiration, business objectives and story-telling, Maxwell has a reputation for delivering value to businesses by converting communications opportunities into compelling and powerful experiences for some of the world’s leading brands. If you’d like more information or to discuss commissions and collaborations, please don’t hesitate to reach out.
- L'Agent by Agent ProvocateurEvolving a wholesale range into a credible brand Diffusion line L’Agent by Agent Provocateur is aimed at a wider, more price-sensitive audience than its “elder sister” brand. When I joined the company in autumn 2013, stand-alone boutiques and e-commerce had been directed to launch within a year. A logo and core colour, brand advocacy website and campaign photography had been established that did not adequately meet the demands of a retail brand aimed at a savvy, 20-something audience.
- Agent Provocateur – Wanted BadlyA Valentines mystery Agent Provocateur’s S/S 2015 collection borrows inspiration from the mercurial female characters of crime thrillers by David Lynch and Brian de Palma. Casting Naomi Campbell in the role of femme fatale, the campaign art direction follows her trail as she executes a crime of passion.
- Umbro Speciali '92 CollectionRedefining a British footballing icon 2012 marked the 20th anniversary of iconic football boot, the Speciali. Recognising an opportunity, Umbro designer Dan Farron and I teamed up to present a campaign proposition to the brand's creative director. Selecting five silhouettes from the Umbro archive, we presented a premium leather collection that would align Umbro’s long-term “Tailored By” strategy while celebrating the craft, innovation, and history of the boot that embodies Umbro’s approach to the beautiful game.
Projects credited in
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- Marketing PR
- Print Design
- Art Direction
- 360 Branding
- Brand Creative Strategy