CREATIVE
photogrpahy, campaigns & production
With extensive experience in producing fashion image and video, the curated examples below represent standout projects I’ve led.
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Blending varied references into cohesive storyboards that craft compelling brand narratives with clear strategic intent that drive impact.
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Leading the full shoot process, from location and talent sourcing to coordinating creative teams, overseeing on-set logistics and art directing to execute the brief seamlessly.
I have a well-established network across all areas of production, spanning motion and still artists, hair and makeup, models and agents, and post-production experts.
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Proven ability to manage budgets of all scales across diverse brands and retailers, from cost-neutral productions to high-value projects. Adept at negotiating talent, service and product rates to ensure optimal creative and commercial outcomes.
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Skilled in translating strategic briefs into impactful content for worldwide application, including internal communications, editorial, social platforms, paid media, e-commerce, brand campaigns and in-store POS.
video - social application
video - web application
TREND & CONCEPT DESIGN
Experienced in trend creation for menswear, womenswear, and accessories, I translate both global market shifts and brand-focused storytelling into actionable insights for product and design development. The below are some examples of this work.
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Leveraging social media, street style, runway, celebrity, pop culture, political movements, and social developments, I create and analyse trends that are both dynamic and relevant, adaptable for the wider market or bespoke for specific brands, categories, and initiatives.
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Using Adobe Creative Suite, I translate trends and concepts into compelling visuals. My work ranges from richly detailed, reference-filled boards to sleek, minimal presentations, often combining imagery with text, video, and physical materials to fully convey the intended vision.
I am experienced in briefing trend work to both freelancers and internal teams, offering strategic feedback and direction to ensure concepts are coherent and consistently executed across all business operations.
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I bring trends to life through confident, energetic communication, tailoring presentations to the client and brief. Whether verbally or in writing, in person or digitally, I ensure concepts are engaging and impactful.
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SOCCORE
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MOTO
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FUTURA
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MOLTEN
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URBAN CAMPER
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LOUNGE
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CLOSING PARTY
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THE NEW WORLD
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HOODRICH WOMENS JEWELLERY
The following examples illustrate my experience in brand creation, spanning the development of new brands to meet market opportunities, like Bloom & Bay, and the delivery of briefed category or product range launches, like Ed Hardy.
For the sake of protecting my work publicly, the below link to finished brand decks that I have created to showcase the final brand output, but please reach out and I’d be happy talk you through some examples of initial retailer facing pitches, as well as internal brand development documents.
More information on brands, including some case studies, can be found on the brands page.
BRANDING & IDENTITY
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I create complete brand identities, from logo and colour palette to packaging, product range, marketing tone, and digital presence.
I design new brands to fulfil retail categories or diversify existing businesses, as with Uncommon Souls and WFTW for ASOS, Celsius 4266 and Icon Brand ReCast for Zalando, and Bloom & Bay for ASOS, John Lewis, and DTC channels.
I also support established brands to evolve, capturing their essence while introducing new product or category moments, such as jewellery ranges for Ed Hardy, managed as an exclusive licensed project.
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I communicate creative and strategic ideas in multiple ways, starting with pitch decks and proposals that guide teams in developing curated concepts. These foundational tools shape projects over time, ultimately driving the launch of new partnerships, brands, categories, or commercial initiatives.
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I bring brands, products, and concepts seamlessly to market, leading teams while also producing key assets - from logos and brand guides to packaging and product ranges - taking projects from concept through to launch. Every detail is crafted to ensure the end customer experiences each brand as authentic, cohesive, and standalone.
