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 print collection was designed to elevate the brand's clean silhouettes, whilst 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.
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.
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
Essie Store Locator
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, specializing in not only luxury fashion, but also homewares, children’s clothing, and their widely popular fragrance collection. As the Senior Design for Special Projects at Ralph Lauren I worked on projects specifically for the Ralph Lauren Fragrance collection; 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 collection.
In my time with Ralph Lauren I worked on optimizing the online experience for the different fragrance collections, looking at it through the customer's eye, and developing custom landing pages to be used on partner sites and e-retailers globally.
Client: Ralph Lauren
Role: Design, UI, UX
Essie Summer Collection
The Essie Summer Collection Box is one of the many collection packages I designed for Essie - throughout my time with the company. To develop the design for the Summer Box, I took a visual that was being used in marketing print collateral to help develop a theme for the entirety of the collection of assets. 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.
Theory Of Gaia
In my time as Social Media Manager at Theory of Gaia I developed and implemented a new social strategy combining styling, customer engagement, and beautiful designed content to significantly grow our social media presence across platforms. I also developed a clear social media strategy - of which I included a small snippet - and guide for others in the brand to utilise when updating the social platforms. I art directed all photoshoots in my time with the company and assisted with styling for product merchandising and look books. I also oversaw the redesign of the website where I managed an external company to create a cleaner and more editorial finish.