Multi-Brand Ecommerce • Consumer Brands • Customer Experience
Head of Creative with fifteen years' experience building brands, digital experiences and customer journeys for consumer businesses.
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For the past seven years I've led creative direction across Find Me A Gift, Activity Superstore, The Gift Experience, Indytute, Guess What I Did! and Uniquely Local — working across brand, ecommerce, CRM, packaging and customer experience.
When I joined, the business was predominantly retail-led. Today it's a digitally-led ecommerce group operating across six brands, each with its own audience, proposition and customer journey. During that time the business shifted from 70% physical retail to 70% digital. My role is to lead the creative expression of those brands and ensure they remain clear, distinctive and commercially effective.
I don't separate brand, UX and marketing. From a customer's perspective they're all part of the same experience, and the most effective work happens when those disciplines work together.
A new millennial consumer experience brand built from scratch — discovery by city vibe, driven by a bespoke illustration system covering characters, city scenes and location icons.
Full brand identity for a privately funded property investment initiative — from strategy through to visual identity, bespoke illustration system and digital campaign. Two Essex Digital Awards 2016.
Packaging system for a Spanish haircare brand expanding into a full gender-inclusive range — flora photography as the primary visual language, designed for Amazon launch.
Full brand strategy, identity system and guidelines for a London fashion consultancy — from positioning and naming through to typography, colour palette, texture system and photography direction.