Crabtree & Evelyn had just made a sharp turn — leaving its heritage roots behind to reach a new audience: the globally curious. The repositioning was in place; the creative still needed to find its voice.
Working as Senior Creative Designer, the role was to bring that new direction to life — building a visual language and design system rolled out globally, alongside seasonal campaigns, product launches including the Bali collection and Evelyn Rose moisturiser, and a weekly rhythm of content across every channel.
Digital Animation
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.