IN HOUSE: WAITROSE | PACKAGING DESIGN | ART DIRECTION
Having spent over 8 years with the John Lewis Partnership, I had the opportunity to design publications and packaging for Waitrose. Despite our in-house advantage, we appeared on the roster of external agencies, presenting at review meetings without favour.
My original pack design for Waitrose Crisp breakfast cereal was stocked on the shelves for many years, even surviving their rebrand. In this concept, the brand has been given greater prominence, appealing to its loyal customers. The flavour variants are easy to find on shelf with a contrasting colour palette and playful treatment of ingredients.
IN HOUSE: JOHN LEWIS | CATALOGUES | DESIGN & ART DIRECTION
Eight years with the John Lewis Partnership provided an invaluable foundation to my retail experience and design career. Packaging and publication briefs were the norm, as well as pioneering the design of their first full-sized catalogues. Thumbnails were produced to create a flat plan of content with direct input from the buyers. We then selected our locations, photographers and stylists and personally art directed the photoshoot from start to finish, whilst keeping control of set budgets.
Once completed, we edited the imagery and presented for approval. In review, the sales figures were placed against each of the featured stories. An incredibly valuable exercise where we applied the insights to future catalogue design work.
CLIENT: ERNEST JONES | BROCHURE DESIGN AND ART DIRECTION | PITCH WIN x2
The Ernest Jones Watch Collection was showcased in a 48 page brochure dedicated to luxury watch brands. Before the shoot could take place, scamps were drawn and submitted for approval by each of the watch houses around the world. As a watch fan, the shoot was a dream to art direct, although capturing some of the product's intricate detail proved challenging. We just had to remember to set the hands to ten past ten and the dates to the 25th - a very subtle Christmas gifting message.
CLIENT: CANON | EOS 70D LAUNCH CAMPAIGN EMEA
Canon briefed us to to develop a Through The Line campaign for their EOS 70D DSLR, with a unique selling point of capturing seven frames a second. The concept of using a typically fast bird of prey in action to illustrate the feature was selected, which meant I was lucky enough to art direct the photoshoot with Canon ambassador and renowned bird photographer Brutus Östling. The daybreak drives to far-flung Spanish locations were worth the effort - stunning scenery, beautiful birds of prey and spectacular photography. Back in less dramatic surroundings, we designed all the campaign assets for a toolkit used to launch the product in 16 languages.
CLIENT: RJ BESPOKE | IDENTITY DESIGN
Racing driver Rebecca Jackson commissioned a brief to design an identity for a business building Bespoke Land Rover Defenders. The letters R and J were presented in lowercase treatment and shaped to ape the iconic headlights of the vehicle. The vehicles were branded with the identity, including alloy wheel caps and embroidered tabs stitched into the leather upholstery.
CLIENT: HTC | EMEA LAUNCH M8 SMARTPHONE
In a highly competitive market, launching a premium smartphone is a challenge. HTC took over the windows of Selfridges in London to generate interest in their M8 handset. The phone's premium metal construction became the inspiration for the concept visual above, where hundreds of smooth metal shapes were suspended to create a disruptive window display. We also created a full retail toolkit enabling local markets to effectively target their customers. Each step of the journey to purchase was broken into three key parts; messaging, hierarchy and calls to action, tailored for each touchpoint.
Below is a selection of clients I’ve had the pleasure of working with over the years. The briefs answered were as diverse as the brands themselves. Ranging from luxury watch brochures, toy packaging, POS for gadget lovers, to retail campaigns.
A few moons ago, my career started all thanks to the Royal Society of Arts by winning their award for packaging design, which led to a short work placement at John Lewis...a shock to the system having to be fully suited and booted straight after university. However, it seemed to go well, having lasted 8 years, and I even got to join the very same RSA judging panel representing The Partnership as a sponsor. It was a great time to join the business as it grew into the confident brand it is today. We designed everything from their first home catalogues to Waitrose packaging. But despite the profit share bonuses, 25% discount and Partners’ dining room (roast lunch £1.19), it was time to leave, partially because I'd gained a stone in weight (puddings 19p), but mainly to broaden my career and client experience.
After some agency hopping, experiencing the good, the bad and the ugly (mentioning no names, it's a small world) a fantastic opportunity was proposed: “Help build a retail focussed team within Tag Worldwide.” Starting with a team of 5 in 2010, we quickly grew to become a busy studio with pitch wins and helping to grow existing accounts. We create everything from impactful retail campaigns, product launches, pitch-winning presentations to global POS toolkits.