As of June 2020 hush-uk.com moved to a new web host platform (Salesforce) and was simultaneously redesigned. Along with our in-house e-commerce team and creative lead I designed from scratch each page (over a year and a half) from the homepage and category shopping pages to the check out and customer service areas. The design process covered new typography, new e-commerce photography, layouts of course but also user journey and over all a refresh of the brands visual guidelines. The only thing that didn’t change was the hush logo. I also art directed the build of the website and over saw testing from a design point of view.

Whilst working on this re-design I feel I really managed to focus my digital design skills and really combine them cohesively with UX/UI critical thinking. Despite the complexity - ie small design changes often causing ripple effects through a range of pages - I really thrived on the kick of cracking the multilayered visual and functional hurdles. The challenge of designing across vast amounts of pages each with interconnected elements (particularly essential informational pages, such as the shopping checkout) really allowed me to understand the complex nature of invisible user design.

Website prior to redesign: https://vimeo.com/466514638

The hush Winter 2019 campaign was called Rip Up the Rulebook. We focused on the simple idea that could clothes could be and should be worn wherever you like. Your best dress should be worn to staying in for dinner and trainers and leggings can be worn for a glam night out.

The campaign was executed across all platforms with a focus on social with interactive Instagram stories, a hero campaign video on Youtube and fun, fast and sharable ‘cinemagraphs’ and gifs. Working with a content agency the in house creative team art directed and concepted the retro overarching themes before then creating the final artworks form final shoot assets.

Working with a brand consultant I theorised and visualised the new direction for The Founded. Gearing up to a website re-platform and rebrand before launching in the UK the brand had to be brought up to date and repositioned to better suit a changing demographic. I worked on reworking the brand logo and streamlining graphics whilst also bringing more energy and a new dynamism to the brand.

As well as the brand elements I conceptualised the visual direction for future shoots and visual campaigns. Again the key theme was to bring in a new energy and movement to the imagery which also provides a unique way to show off the clothing.

Additional to the main e-commerce part of the website hush has a unique selling point, in its Style + Stories. This is the editorial area of the website which is very substantial despite being first and foremost a fashion e-tailer.

I work with the content team season on season to create and develop our digital editorial presence. Including designing and building the landing page (using the platform zmags) I create all of the editorial layouts. These can be functional giving styling advise such as our Wardrobe Foundations or very season led such as our Guest Style edits. In terms of design this area of the website is very exciting to create as the focus can be shifted less away from selling clothes and more towards pulling the customer into the 'lifestyle' of the brand. Designing these as well as flexing my editorial skills has helped me develop a deeper understanding of HTML and back end building.

Whilst working with The Founded I worked to simplify and modernise the email marketing campaigns. With changing demographics as well as a large range of age groups within the demographics I reduced the design on emails to a clean fresh format whilst keeping the attitude and energy of the brand.

The added challenge to focus on whilst designing was that they emails were distributed to multiple regions often covering more than 7 different languages. Typography therefore had to be of particular focus in order to be legible but also beautiful when used across languages.

Given the unexpected and frankly unique situation with COVID, the hush Autumn 2020 campaign required quite a bit of creative thinking to get it off the ground. We produced and shot (working within COVID guidelines) a pared back and refined studio campaign. The creative team were particularly conscious not to be insensitive or out of touch given the ever changing situation and rules. Using a few props and no set we focused on an energetic and uplifting mood with very stylised photography to bring the campaign to life.

Due to restrictions we could not produce video content. So instead we created a range of gifs and video assets layering our static imagery into dynamic and fun motion graphics pieces. This project allowed me to explore After Effects in much more depth than I ever had before and gave me a fantastic opportunity to bring static content to life across the brands social media channels.

Qualcomm Halo is a well known company who produce wireless charging for electric cars. Working in a team I helped to produce multi-platform designs for web, mobile, merchandising and print. 

I worked closely with the Qualcomm Halo team in both London and Munich to design a concise yet comprehensive resource, which brings together all aspects of their brand. I paid particular attention to editorial details to allow users to be able to read about the technology without being overwhelmed by information.

Working under strict brand guidelines, I designed and art directed a social media campaign for Nespresso named #MondayMorning. I worked directly with a private photographer from conceptualisation to final retouching of the images - to produce engaging content using Nespresso capsules, coffee cups and a range of props.

Working closely with the strategic team at Westfield, I worked to develop a brochure detailing the current research into the ongoing and future trends within the retail industry. The challenge was to visualise the raw data and information, whilst keeping the premium and beautifully crafted quality of the Westfield brand. 

Within the parameters of Westfield’s brand guidelines I had free reign with image selection and design, with their image archive at my disposal. As imagery was shot specifically for this project I had to work on image treatment in order to create the correct visual language.

Working with photographer Euan Danks and model Emma Lou I was able to art direct (with assistance from senior designers) hush’s April 18 shoot themed ‘Play’. I led the process from initial ideation through planning and research to directing the team and working with the model and photographer on set including helping out with some styling on the fly. Here you can see beautiful photography of Euan Danks as well as my background research and planning.

Day to day my job as a graphic designer requires art direction in that I take assets such as imagery illustration and copy and compose them into a layout. However I absolutely love the process of art direction in the form of a fashion shoot.

Working with Google and Youtube I created a pitch presentation outlining the advantages of video and how it can help raise awareness and brand loyalty.

The deck was aimed towards high-end luxury brands and clients from clothing brands to luxury publications. Using subtle hints of Youtube branding and sourcing my own images I created a luxury visual with a focus on creative typography. 

As part of the B&O Play Brand and event was held to bring together some of the most popular and most engaging creative people in London.  These people were then invited to come together as B&O Play's Creative Collective.

The event required email designs, to be used as invitations, as well as detailing tasks for each of the attendees to complete. Once each person has sent their RSVP they then received a printed welcome card, offering them the chance to choose a pair of headphones.

I used minimal colour mixed with strong brand images to create a dynamic style which would work well across both the emails and the printed material. I used a strong grid of images to form the main layout and to break up the copy so as to show all of the required information without causing the design to look cluttered.

Whilst at hush I have directly contributed to the expansion of our digital advertising presence. Working alongside agencies such as Just Premium, Byte and most recently the team at Jellyfish. I have created rich media and display advertising for each of our seasonal collections. These ‘creatives’ have ranged from static banners using our beautiful campaign imagery to fully functional rich media content using video and animation embedded within the artwork. Season on season my designs have contributed to the increase in traffic to our site as well as our increase in customer engagement. Display advertising is perhaps one of my favourite areas of design due to being able to see a direct correlation between my designs and profits of the company.

JON is a mens fashion magazine featuring beautiful guys and amazing fashion, but without the pretentiousness that fashion magazines sometimes have. The magazine is lighthearted, beautiful, with fashion stories to excite the imagination and inspire our readers.

Each issue editors Leigh and Stephen ask a handful of talented creatives from around the world to each make a story for JON – which we couple together with a small selection of interviews and short articles, and then carefully produce our issue for only the most special of magazine consumers.

-I Joined the JON team for the production of Issue 2 through to issue 5- 

The team behind the Dubai Expo for the year 2020 decided that a refresh was needed for their brand in the run up to the big event.

They wanted people from all over the United Arab Emirates to get involved and submit ideas. The competition was launched over social media through a series of photos and posters detailing the requirements and prizes available.

For the promotional material I came up with the idea of hand drawn 'sketch' style showing landmarks from around the UAE and also landmarks built for past world expos. 

Working alongside the in-house content team I produced three emails a week for our customer network. I designed these pieces based on weekly sales and performance in order to drive particular categories, but also to drive editorial lifestyle content.

I enjoy the challenge of finding the balance between shop-able functional designs and more engaging lifestyle layouts. Making sure to offer an easy shopping experience and ultimately generating sales whilst maintaining a sophisticated shopping experience for the customer.

Brief:
Create a piece (or pieces) of online content(video or image), at the heart of a shareable,social anti-fur campaign for the 21st Century,under the heading Fur for Animals. 

Response:
With social media platforms saturated with funny cat videos and celebrity news, important issues are far too easily skipped. I decided therefore to use current clickbait trends to trick audiences and in a way force their attention. I took inspiration from meme layouts and editorial style imagery. I mixed the two visual styles to create my designs paying attention to typography and layout to ensure it kept familiar elements, i.e. the black meme footer.

I then use a shock tactic to surprise audiences and to purposefully guilt trip those who support fur. I made sure to deliver the direct message quickly to ensure that even if the audience doesn’t view the campaign to the end they still understand the message. Fur Is Wrong.

I worked with Virgin Media on a freelance basis to create a local area information brochure. The brochure outlined the benefits of Virgin Media to local councils/councillors, local MP's and potential customers, explaining why Virgin Media is good for their community, and the benefits VM brings.