Caboose is a family run business with its values based on the importance of the home. The full range of products have been carefully curated to harmonise and complement each other to create a cosy and welcoming environment for your home.
The branding had to be soft and comfortable whilst still having a striking look to set it apart from competitors.

In collaboration with Everything By Design lead, Emma Bowen-Davis, I spearheaded a year-long initiative to showcase Sanofi’s impact as a Sponsor of the Paris 2024 Olympics.

My primary objective was to synthesise Sanofi’s extensive public communications and employee engagement campaigns into compelling narratives for over 15 distinct award programs. This required a deep immersion into the brand’s activities leading up to and during the Games.

I managed the end-to-end curation of a vast library of assets, transforming complex data and outreach materials into rigorous case studies, presentations, and support files. Beyond execution, I served as a strategic advisor to Sanofi, guiding the selection of work and ensuring every submission met strict compliance and layout requirements while telling the most powerful story possible.

Nespresso’s #MondayMorning social media campaign. Operating within rigorous brand guidelines, I oversaw the entire production lifecycle—from initial concept to final retouching. I collaborated closely with a commissioned photographer to style and capture high-impact assets, transforming standard product elements into a cohesive and engaging visual narrative. I then executed the full retouching work and final graphic design and delivery.

In preparation for a major UK market entry and digital re-platforming, I spearheaded a complete brand overhaul for The Founded. Partnering with a brand consultant to identify market opportunities, I translated high-level strategy into a tangible, dynamic visual identity designed to resonate with an evolving demographic.

My role encompassed the end-to-end direction of the brand's visual language. This included a modernization of the core logo and a streamlining of graphic assets to ensure digital scalability. Beyond the interface, I conceptualized a new art direction for future campaigns, introducing a "kinetic" visual theme. By prioritizing energy and movement in the photography, we created a unique engaging way to showcase the clothing’s fit and form, successfully transitioning the brand from static to dynamic.

Working with The Weber Shandwick Collective I created a full comprehensive support presentation for the work done for the Severe Asthma Index. The presentation builds a full case study of the agency work highlighting the key details for the Jury.

The Communiqué Awards celebrate excellence in health communications, providing a vital platform to showcase the groundbreaking work shaping our industry. While creativity and strategic execution are essential, true excellence is defined by our work’s tangible impact — shifting perceptions, influencing behaviours, and driving meaningful organisational change.

Loco is the ultimate fitness destination for anyone looking to level up their training. Our approach is: work hard, get results. But don’t skip the fun.

Hard work brings results. But you don’t have to do it alone. Or be miserable doing it. We’re on a mission to create a fun and vibrant community of like minded individuals. Loco is not just the home of the ultimate strength & conditioning workout.
It’s a fitness experience and community that fosters connection, inclusivity and pride. 

If you’re ready to GOLOCO, let’s do this. 

The branding had to match the energy Loco customers put into their work outs. I had to be strong and bold and confident. That said colour and compelling visuals were used to steer the brand with a fresh narrative.

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 agency Weber Shandwick I conceptualised and build two Clio Award Entries for Abbot and The Severe Asthma Index. Analysing and streamlining a vast library of content into just a single page for each brand before building a slick design focused entry document.

The Clio Awards were founded in 1959 to honour excellence in advertising around the world. The prestigious program, which has continuously evolved alongside the creative industry it champions, today celebrates boundary-pushing marketing, advertising and communications from the brands, agencies and organisations that shape popular culture and drive global commerce.

Each cycle, The Clio Awards brings together leading creative talent for an immersive judging experience to determine which entries will earn the prestigious Grand, Gold, Silver, and Bronze Clio statues.

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.

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 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. 

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. 
 

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.

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.