I happened to discover the honey selection at Harvey Nichols and decided to indulge myself in reimagining their pack designs. A subtle reference to the product’s provenance uses the contour lines from the topical maps to represent 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.
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.
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 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.
Mediteria is a company that sources the finest ingredients from all over the world to chefs of respected restaurants, bars and hotels. Its founder commissioned a new identity and B2B publication that reflects the passion, quality and creativity of its target audience. Chefs tend to have a distinctive signature sauce drizzle applied to their dishes. With this in mind, I created an identity and publication that borrows this finishing flourish, combined with premium photography to deliver a concept that matches the principles of Mediteria.
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.
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.