As Creative Lead, I directed the full creative and production cycle for New Balance’s “Refined Future Pack,” delivering an integrated campaign that linked the sneaker’s Wabi-Sabi-inspired design a to Lisbon’s rich ceramic heritage.

I developed the core concept and treatment, managed a £10K budget, and oversaw casting, location scouting, on-site production, and post. The campaign included:

A video series, photo editorial, and a ceramic art commission for in-store activation.

Strategic storytelling that bridged New Balance’s product philosophy with local artistry.

End-to-end deck creation and creative approvals with key brand stakeholders.

The project achieved triple the average social engagement, reinforcing New Balance’s cultural equity while delivering both visual originality and brand relevance across digital and retail environments.

Gander is a UK-based technical outdoor apparel brand, designing versatile gear for both mountain and urban environments.

I was commissioned to lead the brand’s initial art direction and identity development, defining a visual language that blended performance utility with contemporary design. I managed the design and launch of the webstore, overseeing both UX and UI development to ensure a seamless digital experience aligned with the brand’s ethos.

In addition, I directed the design and creative output for editorial assets, campaign posters, and branded communications, ensuring cohesion across all visual touchpoints from launch onwards.

An Irish-based UKG label run by Prozak and M4A4, focused on raw, underground sounds rooted in Dublin’s club culture.

I oversaw the new brand identity and art direction for the label, introducing a unified logo system and typographic framework to be used across releases, merchandise, and event materials.

This included developing a modular visual language inspired by Cubist art and 90s rave flyers, designing the “BP Head” logo, and establishing a consistent tone across drops. I also contributed to the strategic rollout of merch, event visuals, and the overall cultural positioning of the label.