JDE L'OR | ALUMINIUM CAPSULE LAUNCH
Working with JDE’s ATL agency, we produced a retail key visual promoting the new aluminium capsule for L’OR coffee. We created a toolkit of assets, which were rolled out across the global markets. The assets included a premium product display with an in-built reference panel to help guide customers through the selection and purchase process. Individual concepts and assets were tailored for specific market requirements, including a giant coffee capsule to add theatre at a manned tasting station in Belgium. We also created assets such as parasite units, which were sited out of category by a store’s coffee machine category. Premium brands allow for more refined assets and ideas, which allowed us to create L’OR branded, golden chocolate sprinklers.
SELF BRIEF | HONEY PACKAGING DESIGN
I happened to discover the honey selection at Harvey Nichols and decided to indulge myself in reimagining their pack designs. I started with a very subtle reference to the product’s provenence by featuring the contour lines from the topical maps of their locations. I then contrasted the traditional bee classification illustration with bold, contemporary typography using the initial letter from each of the variants, Yukatan, Clover and Acacia.
ERNEST JONES | BROCHURE DESIGN PITCH WINS
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 products' intricate details proved challenging. However, after a two week shoot, we were able to deliver product that highlighted the subtlest details. All watches had their hands set to ten past ten and the dates to the 25th - a slight cue for Christmas gifting ideas.
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. We came up with the idea of using a bird of prey in action to illustrate the feature, which meant I was lucky enough to art direct the photoshoot with a 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.
RJ BESPOKE | IDENTITY DESIGN
Racing driver Rebecca Jackson commissioned me to design an identity for a business building Bespoke Land Rover Defenders. I used the iconic Defender headlamps to subtly bring lowercase 'r' and 'j' letters into the identity. This was branded on the vehicle in places including alloy wheel caps and embroidered tabs stitched into the leather upholstery.
HTC | EMEA LAUNCH M8 SMARTPHONE
In a highly competitive and saturated market, launching a premium smartphone is a challenge. To stand out, HTC took over the windows of Selfridges in London to generate interest for the new M8 handset. The phone's premium metal construction became the inspiration for the concept visual, where hundreds of smooth metal shapes were suspended to create a disruptive window display. We also created a full retail toolkit to enable global markets to effectively target customers and shoppers.
JOHN LEWIS | CATALOGUES
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. Page layout thumbnails were produced to create a flat plan of content, allowing direct input from buyers. We selected our locations, photographers and stylists, then art directed the photoshoot from start to finish, while 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. It was an incredibly valuable exercise where we applied the insights to future catalogue design work.
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 and toy packaging to POS for gadget lovers and retail campaigns.