The Autumn Collection started with the land — Omarama Station, a high-country sheep farm in New Zealand where Sheep Inc.'s wool begins its journey. Vast, remote, and rooted in the same landscape as the product itself.
The campaign puts that place at the centre: landscape and texture doing the heavy lifting, the knitwear given room to breathe against scenery that makes the wool feel earned. Alongside the campaign, I designed the garments in the collection — product and creative conceived as one.
Delivered across the website, lookbook, Instagram, paid social and email.
sheepinc.com — Desktop
sheepinc.com — Mobile
Lookbook — Page
Instagram Grid
Campaign
Lookbook
Instagram Stories
Paid Social
Email Campaign
I'm a multi-disciplinary creative with 19 years' experience in the fashion and beauty industry. My work spans brand identity, campaign, digital experience, packaging and product — across both digital and print, from concept through to delivery.
I've worked with large, established brands as well as smaller labels and startups, which means moving comfortably between building something from scratch and evolving a brand that's already out there.
Brands include Sheep Inc., Crabtree & Evelyn, White Stuff, Ted Baker, ASOS and Hobbs.