American Giant was founded with a simple goal: make exceptional clothes in the USA, and offer them at a fair price. Inspired by the innovators and doers around us who were shaking up whole industries with big ideas and relentless hard work. They see opportunity where others see impossibility. They don’t accept no for an answer, and dive into the deep end head first. The tagline “DON’T GET COMFORTABLE” is about that drive - a resolve to do better.
American Giant wanted a selection of graphic prints that emulated this ethos and concept of urban masculinity. Combining both illustration and graphic text placement, the set of prints were designed to elevate the brands clean silhouettes adding a fashion forward edge.
Role: Illustration, Design, Concept, Creative Direction
Content creation for Sephora's 360° Highlighting campaign. Concepting and designing all digital launch collateral including web assets, email, digital ads, app design, digital advertising and social media posts.
Résistance Thérapiste is the latest innovative haircare collection helping to restore years of damage from long-term hair coloring or other demanding chemical processes, featuring breakthrough technology that gives damaged hair a second life. This launch was supported by the corresponding Visions of Style launch which saw hairstylists and renowned fashion photographer lango Henzi, transform supermodel Anja Rubik into 10 exceptional looks.
I designed and developed the digital experience for the launch including homepage design, product pages and a targeted email marketing campaign, not only creating a custom e-commerce experience but also continuing this across all digital assets.
Snapette is a business unit of PriceGrabber, a leading shopping site and ecommerce platform. PriceGrabber’s trusted shopping content combined with Snapette’s relationship with boutiques and online retailers gives consumers access to an unparalleled shopping catalogue featuring millions of products across thousands of brands.
Through effective marketing efforts and partnerships with influencers including Emma Roberts and Chiara Ferragni, as well as brands such as Google, Brit + Co and Curve, Snapette was able to rapidly build brand awareness and grow a loyal user base of 3 million.
Initiating the complete redesign of the brand, Snapette 2.0 included a complete UI & UX overhaul as well as updating creative direction of the brand from a girlie, pretty aesthetic to a cleaner and more fashion forward interface whilst keeping the current loyal followers engaged. Snapette 2.0 included the redesign of the logo, app, desktop site and tablet experience as well as all marketing collateral.
Role: Design, UI, UX, Branding, Art Direction
Photos: Lynn Bagley
Twizel Goods is an online conscious market place selling sustainable clothing and impacting consumers knowledge of the damaging effects of the garment industry on the environment. Leading up to Twizel's recent launch I was brought in to produce all design collateral for the brand including: website, art directing photoshoots for the editorial campaigns, print collateral, developing all branded content and initiating a launch marketing campaigns, collaborating with partner brands to help build awareness.
Lead designer on the redesign and UX optimisation of the Essie Store Locator.
Following the brands growth with Rebecca Minkoff taking over as Global Colour Designer, the team wanted to make the website more user friendly and in doing so. I created the design and wireframe for a new and simple Store Locator platform within Essie.com which was web, mobile and tablet friendly.
Ralph Lauren is one of America’s most iconic brands, after being founded by Ralph Lauren himself over 40 years ago, the brand has since grown to become a multi-billion dollar eponymous fashion house, branching out from not only luxury design fashion; to also include homewares, children’s clothes, and a widely popular fragrance collection. As the Senior Design for Special Projects at Ralph Lauren I was brought in to work on projects specifically for the Ralph Lauren Fragrance collec- tion to grow and develop both the classic collection with icons such as Polo Red for men, and Ralph Lauren Romance for women as well as the new Supreme Oud and Leather collections which have been added to the highly coveted collection this year.
In my time with Ralph Lauren I worked on web optimization of the entire Ralph Lauren fragrance collection developing custom landing pages for each product to be used on e-retailers of the collection globally.This initiative was bought in and designed to maximize customer experience when shopping online for any Ralph Lauren Fragrance product.Through creating this custom experience it allowed the customer to experience the luxury and true identity of each of the individual fragrances, which would in turn make each product drastically stand out against other po- tentially competing fragrances, when shopping online on international e-retailers all over the globe. Below are some examples of these uniquely designed customer experiences.
Client: Ralph Lauren
Role: Design, UI, UX
Essie Summer Collection
I designed the packaging design and tent card for Essie Summer Collection. I developed the design of the box using a visual to direct the theme of the collection. From this image I manipulated the nail polish drip design to an all over print which showed off the colours featured in the collection. I also designed an accompanying tent card featuring 'get the looks' of the latest nail art trends.
Gallery Of Style
Gallery of Style is an international competition exclusive to the most elite stylists in shu salons. Stylists have the chance to win a trip to NYC, Tokyo, and have their work to be featured on the cover of Estetica Magazine. This year's style challenge is for each participant to interpret the contest theme: “Tokyo-Rama,” a fascinating juxtaposition of modern design and traditional architecture; creating an innovative hairstyle inspired by the diversity of Tokyo’s landscape.
I designed all digital collateral for the launch including custom web pages, targeted emails, social posts and e-newsletters through creating a unique aesthetic that captured the essence of the brand as well as the theme of the competition.