New Balance
New Balance
2026
2026
Senior / Lead Designer
Senior / Lead Designer
VML
VML
↳ Overview
Overview
New Balance set out to strengthen its position as a premium performance brand, but its digital storefront did not fully reflect its heritage or design values. Working across a US and UK team, we developed a new creative direction for the digital experience, bringing the craft and materiality of New Balance’s physical retail spaces into a more brand-led commerce platform. The direction was piloted around the Australian Open, balancing elevated storytelling with the needs of everyday shopping.
New Balance set out to strengthen its position as a premium performance brand, but its digital storefront did not fully reflect its heritage or design values. Working across a US and UK team, we developed a new creative direction for the digital experience, bringing the craft and materiality of New Balance’s physical retail spaces into a more brand-led commerce platform. The direction was piloted around the Australian Open, balancing elevated storytelling with the needs of everyday shopping.
- Digital Rebrand
- Creative Direction
- Motion Design
- UI Design
- Design System
- Art Direction
- Digital Rebrand
- Creative Direction
- Motion Design
- UI Design
- Design System
- Art Direction
Hobbs & Phase Eight - Pitch
Hobbs & Phase Eight - Pitch
2026
2026
Senior Designer
Senior Designer
VML
VML
↳ Overview
Overview
Joining the final stage of a pitch for Hobbs and Phase Eight, I was brought in to establish a clearer brand-led direction for the proposed digital experience. Working across both brands, I explored how their individual identities could translate into e-commerce, defining a visual direction that reflected each brand’s character while considering how they could sit within a wider brand family. The focus was on moving beyond familiar e-commerce conventions to create experiences with a stronger sense of identity and purpose.
Joining the final stage of a pitch for Hobbs and Phase Eight, I was brought in to establish a clearer brand-led direction for the proposed digital experience. Working across both brands, I explored how their individual identities could translate into e-commerce, defining a visual direction that reflected each brand’s character while considering how they could sit within a wider brand family. The focus was on moving beyond familiar e-commerce conventions to create experiences with a stronger sense of identity and purpose.
- Creative Direction
- UI Design
- Prototype
- Creative Direction
- UI Design
- Prototype
Lycra
Lycra
2026
2026
Senior/Lead Designer
Senior/Lead Designer
VML
VML
↳ Overview
Overview
The LYCRA Company develops fibre and technology solutions for the global apparel and textile industries. Its digital experience needed a refresh that reflected its spirit of innovation while making a complex product range easier to navigate. Working with the Creative Director and UX team, I helped establish a new visual direction and translate it into a flexible digital experience. The aim was to create a more engaging destination for three distinct audiences: mills, brands and consumers.
The LYCRA Company develops fibre and technology solutions for the global apparel and textile industries. Its digital experience needed a refresh that reflected its spirit of innovation while making a complex product range easier to navigate. Working with the Creative Director and UX team, I helped establish a new visual direction and translate it into a flexible digital experience. The aim was to create a more engaging destination for three distinct audiences: mills, brands and consumers.
- Creative Direction
- UI Design
- Design System
- Motion Design
- Product Design
- Creative Direction
- UI Design
- Design System
- Motion Design
- Product Design
Tanqueray – Digital Re-brand
Tanqueray – Digital Re-brand
2025
2025
Midweight Designer
Midweight Designer
Wunderman Thompson
Wunderman Thompson
↳ Overview
Overview
Tanqueray wanted to elevate its digital presence with a visual language that felt premium yet approachable, bringing the craft of cocktail-making to the forefront. With just three days to develop the direction, I worked closely with the Creative Director to shape a more considered visual experience for Tanqueray.com. The focus was on elevating the brand’s presentation while making cocktail discovery more engaging and intuitive.
Tanqueray wanted to elevate its digital presence with a visual language that felt premium yet approachable, bringing the craft of cocktail-making to the forefront. With just three days to develop the direction, I worked closely with the Creative Director to shape a more considered visual experience for Tanqueray.com. The focus was on elevating the brand’s presentation while making cocktail discovery more engaging and intuitive.
- Creative Direction
- UI Design
- Digital Rebrand
- Creative Direction
- UI Design
- Digital Rebrand
YSL Beauty
YSL Beauty
2023
2023
Midweight Designer
Midweight Designer
Wunderman Thompson
Wunderman Thompson
↳ Overview
Overview
YSL Beauty set out to strengthen its customer experience across digital and physical touchpoints, creating more opportunities for discovery, engagement and purchase. Working closely with the Customer Experience and UX teams, I helped develop concepts across the customer journey, from product discovery and purchase to loyalty and in-store experiences. I led the visual direction of the UI, translating these opportunities into digital experiences designed to inspire, guide and connect with customers.
YSL Beauty set out to strengthen its customer experience across digital and physical touchpoints, creating more opportunities for discovery, engagement and purchase. Working closely with the Customer Experience and UX teams, I helped develop concepts across the customer journey, from product discovery and purchase to loyalty and in-store experiences. I led the visual direction of the UI, translating these opportunities into digital experiences designed to inspire, guide and connect with customers.
- UI Design
- Prototype
- Visual Direction
- Ideation
- UI Design
- Prototype
- Visual Direction
- Ideation
Riley Studio - Collection 3
Riley Studio - Collection 3
2019
2019
Videographer
Videographer
Carve
Carve
↳ Overview
Overview
For Riley Studio’s third collection, I filmed the campaign alongside the brand’s photographer, translating the client’s creative direction into a series of moving images that showcased the collection’s considered design. I captured a range of angles, close-ups and details, bringing attention to the garments’ materials, silhouettes and versatility across both menswear and womenswear. The footage was then edited by Darrel Eve to create the final film.
For Riley Studio’s third collection, I filmed the campaign alongside the brand’s photographer, translating the client’s creative direction into a series of moving images that showcased the collection’s considered design. I captured a range of angles, close-ups and details, bringing attention to the garments’ materials, silhouettes and versatility across both menswear and womenswear. The footage was then edited by Darrel Eve to create the final film.
- Film
- Film
The FA – Pitch
The FA – Pitch
2024
2024
Midweight Designer
Midweight Designer
Wunderman Thompson
Wunderman Thompson
↳ Overview
Overview
As part of a pitch for The Football Association (The FA), I developed the visual language and brought forward ideas from across departments, translating them into clear, compelling concepts for stakeholder presentations. The focus was on making each opportunity tangible through key visuals and interface explorations, helping communicate the potential of new digital experiences and how they could support the wider organisation.
As part of a pitch for The Football Association (The FA), I developed the visual language and brought forward ideas from across departments, translating them into clear, compelling concepts for stakeholder presentations. The focus was on making each opportunity tangible through key visuals and interface explorations, helping communicate the potential of new digital experiences and how they could support the wider organisation.
- UI Design
- Visual Direction
- UI Design
- Visual Direction
Storey the App
Storey the App
2021
2021
Junior Designer
Junior Designer
ThirtyOne
ThirtyOne
↳ Overview
Overview
Storey is a San Francisco-based startup reimagining how people interact with their wardrobes. The app helps users organise, discover, share and restyle their clothes, while creating opportunities to buy and sell pre-loved pieces within a connected fashion community. Embedded within the team, I worked directly with the founder and lead developer to shape the app’s experience from onboarding to everyday use. My role combined hands-on UI design with research, journey mapping and strategic thinking, turning business goals into practical ideas that could improve usability, encourage engagement and support the product’s growth.
Storey is a San Francisco-based startup reimagining how people interact with their wardrobes. The app helps users organise, discover, share and restyle their clothes, while creating opportunities to buy and sell pre-loved pieces within a connected fashion community. Embedded within the team, I worked directly with the founder and lead developer to shape the app’s experience from onboarding to everyday use. My role combined hands-on UI design with research, journey mapping and strategic thinking, turning business goals into practical ideas that could improve usability, encourage engagement and support the product’s growth.
- Product Design
- Design System
- UX
- Ideation
- Product Design
- Design System
- UX
- Ideation
Cocktail of Dreams Campaign
Cocktail of Dreams Campaign
2025
2025
Lead Designer
Lead Designer
VML
VML
↳ Overview
Overview
The Cocktail of Dreams explored the connection between neuroscience and mixology, using brainwave data to inspire bespoke cocktails. The challenge was to translate the experiment into an engaging digital experience, turning raw data into dreamlike visuals that made the science behind each cocktail accessible and compelling. Working with the creative team, I refined the proposed journey and explored ways to bring the campaign to life within The Bar platform, balancing creative ambition with the practical constraints of development and budget.
The Cocktail of Dreams explored the connection between neuroscience and mixology, using brainwave data to inspire bespoke cocktails. The challenge was to translate the experiment into an engaging digital experience, turning raw data into dreamlike visuals that made the science behind each cocktail accessible and compelling. Working with the creative team, I refined the proposed journey and explored ways to bring the campaign to life within The Bar platform, balancing creative ambition with the practical constraints of development and budget.
- Digital Campaign
- UI Design
- Visual Design
- Digital Campaign
- UI Design
- Visual Design
Forseven - Digital Brand
Forseven - Digital Brand
2025
2025
Design Lead
Design Lead
VML
VML
↳ Overview
Overview
The project focused on translating a new brand concept into a cohesive digital experience, creating the foundations for a visual language that could work consistently across the website and its wider touchpoints. Working alongside a Lead Designer and Midweight Designer, I helped bring the concept to life through key page designs, reusable components and design documentation. As the project progressed, I took on greater ownership of the design delivery, working closely with developers, coordinating contributors and ensuring the creative direction was carried through to implementation.
The project focused on translating a new brand concept into a cohesive digital experience, creating the foundations for a visual language that could work consistently across the website and its wider touchpoints. Working alongside a Lead Designer and Midweight Designer, I helped bring the concept to life through key page designs, reusable components and design documentation. As the project progressed, I took on greater ownership of the design delivery, working closely with developers, coordinating contributors and ensuring the creative direction was carried through to implementation.
- Digital Rebrand
- Design System
- Product Design
- UI Design
- Motion Design
- Art Direction
- Digital Rebrand
- Design System
- Product Design
- UI Design
- Motion Design
- Art Direction
Avon – Areas of Opportunities
Avon – Areas of Opportunities
2025
2025
Senior Design
Senior Design
Wunderman Thompson
Wunderman Thompson
↳ Overview
Overview
Avon wanted to explore new ways to strengthen its digital customer experience, helping people navigate the beauty landscape, discover products that suited their needs and build a more meaningful relationship with the brand. Working alongside CX and UX, I led the visual direction for a series of concepts exploring opportunities across digital commerce, personalisation, loyalty and ongoing engagement. The work translated customer needs and Avon’s brand mission into tangible experiences, giving stakeholders a clear vision to present to their internal teams and explore future opportunities for growth.
Avon wanted to explore new ways to strengthen its digital customer experience, helping people navigate the beauty landscape, discover products that suited their needs and build a more meaningful relationship with the brand. Working alongside CX and UX, I led the visual direction for a series of concepts exploring opportunities across digital commerce, personalisation, loyalty and ongoing engagement. The work translated customer needs and Avon’s brand mission into tangible experiences, giving stakeholders a clear vision to present to their internal teams and explore future opportunities for growth.
- UI Design
- Visual Direction
- Ideation
- UI Design
- Visual Direction
- Ideation
Monclear Campaign- Motion
Monclear Campaign- Motion
2022
2022
Motion Designer
Motion Designer
ThirtyOne
ThirtyOne
↳ Overview
Overview
For Moncler Grenoble, I worked from the Creative Director’s vision and moodboard to bring the campaign’s visual identity to life through motion. My role focused on animating the Moncler logo and campaign typography, developing the motion treatments that would be integrated into the final campaign film.
For Moncler Grenoble, I worked from the Creative Director’s vision and moodboard to bring the campaign’s visual identity to life through motion. My role focused on animating the Moncler logo and campaign typography, developing the motion treatments that would be integrated into the final campaign film.
- Motion Design
- Motion Design
Tanqueray – Digital Campaign 'SJP - There's an N & an O in every Icon
Tanqueray – Digital Campaign 'SJP - There's an N & an O in every Icon
2025
2025
Design Lead
Design Lead
VML
VML
↳ Overview
Overview
The SJP campaign brought a new story to Tanqueray’s digital storefront, creating an opportunity to give the campaign greater prominence while staying true to the brand’s established visual identity. Working closely with the Creative Director and copywriter, I shaped the homepage experience to bring the campaign story to life. My role was to work within the existing design system while pushing its components far enough to preserve the campaign’s impact and create a more distinctive experience.
The SJP campaign brought a new story to Tanqueray’s digital storefront, creating an opportunity to give the campaign greater prominence while staying true to the brand’s established visual identity. Working closely with the Creative Director and copywriter, I shaped the homepage experience to bring the campaign story to life. My role was to work within the existing design system while pushing its components far enough to preserve the campaign’s impact and create a more distinctive experience.
- UI Design
- Digital Campaign
- Visual Design
- UI Design
- Digital Campaign
- Visual Design
Perfect Moment – Lookbook Design
Perfect Moment – Lookbook Design
2025
2025
Junior Designer
Junior Designer
ThirtyOne Studio
ThirtyOne Studio
↳ Overview
Overview
Perfect Moment is a luxury skiwear brand known for its distinctive approach to performance and style. During my time at ThirtyOne, I worked across its digital creative, from social content and marketing emails to supporting the evolution of its website design system. For the Spring/Summer 2021 collection, I took a different approach to the work, bringing the collection’s existing assets together in a lookbook designed for stakeholders and investors. The aim was to present the new pieces through a more considered editorial format, giving the collection a clear visual narrative beyond the digital storefront.
Perfect Moment is a luxury skiwear brand known for its distinctive approach to performance and style. During my time at ThirtyOne, I worked across its digital creative, from social content and marketing emails to supporting the evolution of its website design system. For the Spring/Summer 2021 collection, I took a different approach to the work, bringing the collection’s existing assets together in a lookbook designed for stakeholders and investors. The aim was to present the new pieces through a more considered editorial format, giving the collection a clear visual narrative beyond the digital storefront.
- Design Layout
- Graphic Design
- Design Layout
- Graphic Design