Bringing ideas to life.
I’m well-versed in every stage of the journey from idea to concept to creation. Whether that’s crafting the strategy, shaping the creative direction or rolling up my sleeves for hands-on execution.
Featured in
Areas of Expertise
Defining how a brand looks, speaks and positions itself in the world.
01 — Brand
I combine research, strategy and creativity to strengthen a brand’s unique identity.
Brand Positioning
Identity
Tone of Voice
Brand Strategy
Visual Direction
Explore Brand Strategy & Identity →
02 — Product
Turning ideas into commercially rememberable products, championing sustainability.
I design products that feel unique to the brand while remaining grounded in how they will be made, sold and worn (for years to come).
Trend Research
Range Development
Material Sourcing
Sampling
Product Strategy
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03 — Creative
Translating the brand into a visual world you can see and feel.
I develop the concepts, imagery and creative language that bring a brand to life and make you feel something.
Art Direction
Concept Development
Styling
Visual Storytelling
Campaign
Explore Creative Direction & Campaign →
04 — Production
Taking a product from sampling through to finished design.
I oversee the full product life cycle, from initial sampling through to final production, to a finished product whilst always maintaining a high level of execution and detail.
Costing
Production Management
Manufacturing
Quality Control
Supplier Sourcing
Explore Manufacturing & Production →
05 — Retail
Connecting the brand to the customer and identifying where it can grow.
I look beyond the product to how it is presented, sold and experienced across retail, wholesale and digital.
Retail Strategy
Wholesale
Customer Journey
Commerciality
Visual Merchandising
Explore Retail & Wholesale →
06 — Growth
Finding the opportunities that help a brand move forward with purpose.
I look across e-commerce, wholesale partnerships, pricing and commercial positioning understanding how the brand exists in its market today.
Pricing
Brand Community
E-commerce
Partnerships
Launches & Market
Explore Commercial Growth →
My Process
01 — Research & Reference
Every collection begins with a feeling, through trend, material, colour, inspiration that shape the range foundation and its unique language.
02 — Concept & Detail
Ideas become tangible through silhouette, construction, proportion and material. Every design is developed through sketches, detailed flat lays, spec sheets etc.
03 — Range Building
Every garment is shaped into a cohesive collection, balancing silhouette, colour, fabrication and function. Each product is considered both on its own and in relation to the range as a whole.
04 — Sampling & Fit
Specifications become products through sampling, fitting and refinement. Fabric hand-feel, proportion, construction and finish are tested and adjusted until every garment feels ready for production.
05 — Campaign/Storytelling
Once the collection is finalised, the focus shifts to how it is seen and understood. Styling, casting, photography and creative direction come together to build a visual world.
06 — Launch
The final collection is brought together for launch across digital, retail, wholesale and press. Every detail is considered to ensure the product and story translate consistently.
