From imagination to application.
Creative direction and design informed by an artistic practice and a practical understanding of how things are made. From developing a visual point of view to exploring form, material and application, the work is as much about how something feels as how it functions.
Featured Project
CANADA GOOSE
Print Development
I was commissioned to develop two original print concepts for Canada Goose's Spring collection. The brief explored two distinct directions: a new organic interpretation of camouflage, and a more abstract, archival-inspired print, drawing on the details of vintage outerwear.
Both concepts began with hands-on image-making and material exploration, then developed through colourway and scale variations for potential application across men's and women's jackets, vests and outerwear.
Featured Project
LIFTED MOVEMENT
Brand & Product Design
Lifted makes movement feel at home in everyday life, with fitness equipment that is as considered in appearance as it is in use. I had the opportunity to help shape the brand from the ground up, developing its visual direction while working closely with the team on the Cloud Collection. Exploring form, materials and functional details, the product and brand evolved together, giving movement a new place in the home.
Featured Project
DUER
Brand Creative Direction
Rooted in denim and designed for movement, DUER brings the comfort and function of performance wear to everyday dressing. As Creative Director, I led the strategic artistic vision across the brand, developing seasonal concepts and campaigns and evolving the expression through photography, editorial, wholesale and retail design. Working closely with a brilliant creative team, we introduced a more considered visual language, balancing DUER's active, practical roots with a more elevated lifestyle sensibility.
