I'm a creative leader with extensive retail experience for beauty and lifestyle brands. Now working on a freelance basis after 10+ years in house, my expertise lies in creative strategy, concept development, art direction and digital design for multichannel campaigns and product launches. Both creative and commercial, I am passionate about designing beautiful, usable brand experiences and have a particular interest in creative team building and localised visual strategy for emerging markets.
Projects
- Skincare by BEAUTY BAY RebrandBy BEAUTY BAY aimed to reposition its skincare line as an affordable yet science backed, results driven product brand in order to increase sales amid increasing market competition. It was my responsibility to direct the visual strategy and deliver a supporting 360 campaign. We developed a clean, formulaic design approach with hints of bold colour that honoured BEAUTY BAY’s existing brand guidelines, and used unfiltered models & influencers to normalise skin concerns and build relatability. The r
- AWGE BodegaSelfridges aimed to increase its brand awareness, in-store footfall, website traffic and social engagement through a 360 digital marketing campaign in support of the AWGE Bodega. This was a pop-up store created in partnership with A$AP Rocky. We collaborated with the in-store creative teams to conceptualise a digital experience that felt cohesive with the pop-up itself. Overcoming digital limitations and increasing usability posed challenges so aligning the brand’s physical identity with social
- Disney Colour X Beauty BayBEAUTY BAY and Disney Colour collaborated to create a make-up collection inspired by colours of classic Disney films and leverage each other’s audiences to create sales. I was responsible for directing the visual strategy and seamlessly blending each client's brand guidelines across all printed and digital collateral. We conceptualised a nostalgic aesthetic that fused scenes from key films with 90s motifs, resulting in a youth-focused collection and campaign designed to disrupt and generate hype
- Youtopia CollectionFor this project it was my responsibility to direct the creative route for packaging designs and launch assets for the Youtopia Summer Collection. The main business objective was to foster engagement within the target Gen Z audience and secure a strong market position as an affordable brand with premium formulas. The creative concept has its roots in the Biofantasy trend that inspired the shades and formulas - we drew inspiration from the rainforest to create a highly stylised experience that bl
- Haircare By Beauty BayFor this project, it was my responsibility to direct the visual strategy for a new haircare range for by BEAUTY BAY. A time sensitive project, the main business objective was to break into the hair category and create a results driven range that focused on the science-backed ingredients. The final creative approach emphasised the simplicity of the formulas with clean designs on packaging while still honouring BEAUTY BAY’s playful identity with complimentary colours and patterns used in digital c
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Work history
F
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Creative LeadFreelance
United KingdomFull Time
Working on a hybrid basis with brands and creators within the UK to define their visual brand strategy, conceptualise brand campaigns, produce style guides, establish creative processes and build internal teams.
Senior Creative ManagerBeauty Bay
- Manchester, United KingdomFull Time
Overall accountability for setting creative direction, managing annual department budget and leading a team of art directors, designers, photographers, retouchers and producers to create visual assets for major business projects including:
• Brand marketing campaigns, including ATL and bVOD advertisements
• Product branding for new ranges, seasonal collections and third party/influencer collaborations
• Global trade activations, including localised content for EMENA regions
• Editorial website, app and email templates
• Press and POS
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Skills
- Art Direction
- Digital Design
- Creative Direction
- UI Design
- Project Management
Education
(BA) Fashion Image and IllustrationUniversity of The Arts London (UAL)
- London, United Kingdom