Insight: Wabi-Sabi’s philosophy of imperfection mirrors New Balance’s craftsmanship — a story best told through Lisbon’s ceramic heritage.

As Creative Lead, I directed concept, oversaw the set production through to post-production, managing a £ 10,000 budget. The integrated campaign spanned video, editorial, and an in-store ceramic commission, merging local artistry with product narrative.

Outcome: The campaign tripled Sevenstore’s average social engagement and strengthened New Balance’s cultural equity through visually original, place-rooted storytelling.

Insight: Nature communicates through texture, erosion, and form — patterns that inspired Gander’s blend of utility and design. The brand’s identity was rooted in the language of hikers, shaped through on-site research that studied how man-made stone formations communicate structure and endurance.

As the initial Art Director for brand identity, I developed a visual system translating these natural geometries into a functional design language. I directed all creative output — from campaigns to editorial — and oversaw the UX/UI of the webstore to ensure coherence between physical inspiration and digital experience.

Outcome: Delivered a cohesive identity and launch that grounded Gander’s performance gear in nature’s own communication systems, positioning the brand credibly between outdoor authenticity and urban design culture. Now stocked in select global retailers.

Insight: the Irish UKG label lacked a cohesive visual identity connecting its genre’s roots with its own emerging national culture. Bluepress set out to unify that sound and aesthetic under one visual system.

As Art Director, I developed the brand identity, designing the “BP Head” logo and a modular visual language inspired by Cubist forms and 1990s rave ephemera. I introduced a unified typographic framework applied across vinyl, merch, and event materials, and led the creative rollout for touring visuals and product drops.

Outcome: Established a consistent and recognisable design system that strengthened Bluepress’s presence in both Irish and UK club circuits — transforming it from a local label into a coherent emerging cultural brand.