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 food shops. Despite our in-house advantage, we still appeared on the roster of external agencies, presenting our designs to the review meetings every other week.
My original pack design for Waitrose Crisp breakfast cereal was stocked on the shelves for many years, even surviving their rebrand. In this iteration, the confidence and strength of the brand has been given greater prominence. The flavour variants are denoted with energetic and dynamic positioning 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, but we also pioneered the design of their first full-sized catalogues. Initial 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.
Once completed, the imagery was edited and presented for approval and then finally brought together in final artwork. Watching the sales figures placed against each of the featured stories was incredibly insightful and valuable for future application to catalogue design.
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 watch houses around the world – a process that proved much smoother than anticipated. As a watch fan, the shoot was a dream to art direct...just had to remember to set the hands to ten past ten and the dates to the 25th - a subtle Christmas gifting message.
CLIENT: CANON | EOS 70D LAUNCH EMEA | ATL + BTL CAMPAIGN
Canon would ordinarily turn to their advertising agency for a campaign to launch a product such as the EOS 70D. However, in light of their heavy workload, we were happy to create the campaign instead. I was lucky enough to art direct the photoshoot with Canon ambassador and renowned bird photographer Brutus Östling in Barcelona. The daybreak drives to far-flung 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 required to communicate the launch in 16 languages.
CLIENT: RJ BESPOKE | IDENTITY DESIGN
Racing driver Rebecca Jackson commissioned a brief to design an identity for a business building Bespoke Defenders. The letters R and J were presented in lowercase treatment and shaped to ape the iconic headlights of the vehicle. The identity was featured around the vehicles, including alloy wheel caps and leather upholstery embroidered tabs.
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 are themselves. They range from luxury brochures for watch lovers, packaging for kids toys, POS for gadget fans, to retail campaigns for supermarket shoppers.
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 small world) a fantastic opportunity was proposed: “Help build a retail focussed agency with 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 deliver everything from impactful retail campaigns, product launches, pitch-winning presentations to global POS toolkits.