With experience creating, evolving and revitalising brands across multiple market levels, I conceptualise, refine and reposition identities to fit a targeted proposition. My work spans deep market analysis through to concept, visual identity, creative direction, customer profiling, product development, commerce and ongoing brand management.

Brands I’ve created and launched to market include Hoemo World, Bloom & Bay, Uncommon Souls, Steele & Stone and Erase. A selection of case studies is outlined below, and I’d be happy to walk you through the full journey for each brand, so please reach out to discuss more! 

A blurry image of a martini glass with a dark liquid, illuminated by streaks of light, creating a motion effect.

brand

brand creation & Launch

I launched Hoemo World in 2022 as a fully independent project, taking on all creative, operational and financial responsibility. At its core Hoemo World is an expression of sexuality, queer joy, sense of humour and community. The brand now trades with wholesale partners such as Keller Kreuzberg and Queer Britain. Hoemo World has hosted independent pop up stores in Hackney and Soho, London, and continues to grow successfully.

Some standout moments include working with Netflix to style actors in the show Too Much, styling Paloma Faith in her How You Leave a Man music video, and partnering with Not A Phase to launch a Protect The Dolls pendant necklace. Explore more on the Hoemo World page.

www.hoemo.world

hoemo world

A man with a beard and tattoos sleeping on a hay bale, leaning against a plaid shirt and wooden surface, outdoors with trees and a travel trailer in the background.
Three women with different hair styles and skin tones posing together against a pastel pink and blue backdrop. One woman is sitting on a white block, and the other two women are standing behind her.

I created Bloom & Bay in 2021 as a brand concept for ASOS, managing everything from visual identity and creative direction to product, partnerships, sales and trade. Rooted in wanderlust, the brand introduced a commercial women’s sterling silver offer at an accessible price point, generating over half a million in wholesale sales on its first ASOS season and becoming a key part of their sterling silver jewellery category, before business restructuring in 2023, where Bloom & Bay exited the assortment. As the brand evolved, it expanded into scarves, gloves, bags and hair accessories. Bloom & Bay is now stocked by John Lewis (£415K for SS25), with stainless steel jewellery in TJX Europe and a full jewellery and accessories launch with Frasers Group scheduled in the coming season.

www.bloomandbay.com

Bloom & bay

A woman standing outdoors under a clear blue sky, holding a colorful floral fabric or scarf outward with her arms extended. She is wearing a white dress with textured fabric and a pink scarf in her hair.
A woman wearing a white lace dress, pink headscarf, and sunglasses, outdoors against a backdrop of water and buildings, with a clear sky.

I created Uncommon Souls in 2018, launching on ASOS and later Zalando, and led the brand end-to-end across creative, product, marketing and operations, until I left DCK Group in 2020. Rooted in street style and youth culture, it delivers genderless, trend-led jewellery and accessories designed to be effortless, contemporary and accessible. within the first full trading year, Uncommon Souls was generating £310K in wholesale sales via ASOS and Zalando .

Uncommon Souls

Close-up of the back of a person's head, featuring a short hairstyle, a silver hoop earring with a screw, and a chunky silver chain necklace.
A young person with short, wavy brown hair holding a bouquet of red roses, wearing a red snakeskin-patterned shirt open at the front, tan pants, and layered gold necklaces, outdoors on a sunny day with green trees in the background.

brand management

As Head of Brand and Business Development at The Brand Stable, I led a portfolio of proprietary and licensed brands, including Icon Brand, Bloom & Bay, and Smiley. I oversaw brand and commercial strategy end-to-end, shaping identity, creative direction, product, sales and distribution with a tailored approach to each.

I now continue this work through Ciento Supply, applying a more focused and agile model with a refined, targeted portfolio, including Ed Hardy, Hoemo World and Steele & Stone. Brands are centred on strategic growth opportunities, focused on building and scaling brands across product, creative and global retail.

I lead internal teams and freelancers while working closely with stockists and retailers to ensure every touchpoint communicates a clear, cohesive and authentic brand message.

Black background with white outlined text reading "UN- COM- MON SOULS" arranged vertically in the center.
The word "ERASE" in white capital letters with decorative cross-like symbols on a black background.
Text that reads 'Select & Stone' in a bold, uppercase font.
Black and white sketch of a smartphone, a coffee mug, a pair of glasses, a notebook, and a pen arranged on a table, viewed from above.
This is a black and white logo for Icon Brand.
Illustration of a chessboard with several chess pieces in play, viewed from above.
Close-up of paganism symbol design in black and white.
A stick figure character holding a stick with a blue diamond-shaped object attached, and a person next to the character, with an illustration of a cityscape and trees in the background.
A person in a blue speaking at a podium with a microphone, in a formal setting

brand project work

Alongside full brand creation and strategy, I also deliver targeted projects, including market positioning, customer insights, and proposed category launches. A few examples are shown below, with the full scope available on request.

Pixelated image of a person wearing a colorful hat, with text overlay stating 'HAT CLUB' and a large letter 'H' in the center.

Hat club - brand positioning and jewellery category launch

A pyramid chart dividing brands into categories based on brand alignment, with sections labeled 'Core Brands', 'Adopter Brands', 'Hat Club', and 'Directional Brands'. The chart is organized by 'Collection / Licensed' and 'Fashion / Trend' axes, listing various brand names in each section.
A collage with two separate images: on the left, a man wearing a jacket with patches, shorts, and a cap, standing next to a bicycle in front of stacks of tires; on the right, a close-up of a man wearing sunglasses, a cap, and a gold chain, with the text 'HYPE SIGNATURE' at the top. The bottom of the collage has the text 'HAT CLUB' on the left and 'II' on the right.
A collage featuring various jewelry including necklaces, rings, and bracelets, with two portraits of young men; one wearing a hoodie and holding a basketball, the other with clasped hands and a gold bracelet; text in the image includes "CLEAN CLASSIC" and "HAT CLUB."
Collection of British pound notes, a large diamond-studded 'HOODRICH' chain, and a hoodrich pendant with a moon and star design. HOODRICH branding and tagline at the bottom.

Hoodrich - brand positioning and jewellery category launch

A chart displaying jewelry brand positioning, divided into four quadrants: high-end distribution, entry price, low-end distribution, and exit price. Logos are grouped by segment, including brands like Serje Denimes, TwoJeys, Cernucci, Hoodrich, and Hugo Boss.
Collage featuring models wearing and showcasing Hoodrich-branded jewelry, clothing, and accessories, with group photos of young men wearing Hoodrich apparel, and a small photo of people eating at a restaurant, all set against a white background with scattered jewelry pieces and the Hoodrich logo.
A young man wearing a blue 'Hoodrich' t-shirt and shorts, sitting on a chair outside a house, with a chain necklace also featuring the 'Hoodrich' logo displayed in a separate graphic.
Red background with a white outlined parallelogram and the word 'Budweiser' in white cursive font centered inside it. Text below reads 'The Brand Stable' in white. A circular logo in the bottom left corner with initials 'GB' inside.

Budweiser - brand review and accessories launch

A promotional image for Budweiser featuring a bottle of beer surrounded by snow and other bottles in the background. To the right, market segmentation and key event timelines are detailed for eyewear and jewelry, with specific dates listed.
A display of four different styles of sunglasses and their corresponding lenses, each with a red or blue frame, and the Budweiser logo on the arms. The styles include mirrored red, mirrored silver, printed red and black, and blue with the label 'BUD LIGHT'. The price is listed as RRP $70.00 AUD.
Description of a promotional or informational image about custom jewelry, featuring a necklace with branded pendants, a chain, and branding details, with text in various sections explaining the jewelry's design, materials, and branding techniques. The background has a red border with a logo in the bottom right corner.
A large wave crashing near a beach with buildings in the background, overlaid with the logo 'Classics '77' and a palm tree graphic.

classics77 - rebrand and redefining customer positioning

Photograph of two young men with styled hair, one wearing a daisy-patterned shirt and the other wearing a Black Sabbath t-shirt and chain necklace, standing outdoors.
Collage of people wearing jewelry and casual clothing at a beach, with the ocean and hotel buildings in the background, promoting Bohemian surf style.
Collage of vintage artisan jewelry including rings, necklaces, and pendants, with close-up images of tattoos and hands wearing rings, and a portrait of a tattooed man wearing jewelry.