Joining Fenwick in November 2017 as the Digital Design Manager, I played an intrinsic role in the launch of the newly designed brand site in March 2018 and new transactional offering from December 2018. Working closely with both the design and development agencies, critiquing initial designs through to testing to ensure brand guidelines and designs were translated correctly. Creating guidelines for both internal and external parties encompassing use of icons, typography, colour and functional components such as CTAs.

Since the Iaunch, the digital design team has been solely responsible for the overall look and feel and user experience of Fenwick.co.uk and all other digital channels and applications. Inclusive of email, paid social and ecommerce packaging. A number of user journeys have been readdressed including PDP and checkout. Whilst additional functionalities have been integrated such as rating and reviews, online chat and add to bag at PLP level.

Alongside the UX and UI of the site I am also responsible for ecommerce Photography, ensuring styling guidelines are upheld at all times and that there is consistency and quality across all departments. Providing a holistic digital experience for Fenwick.

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The brief from Versace was for a complete site redesign alongside a migration to the Demandware platform. Combining their brand and ecommerce content into a fully responsive site.

Working with the team at Labeluxe. I was involved with every aspect of the site from creating the assets for the pattern library to content templates and product pages. Whilst functionality was based on that existing within the Demandware app, bespoke designs were created for their fashion show and gallery pages, integrating shoppable content, social feeds and video. 

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After 2 years away from advertising Belstaff was back with Here Be Dragons. 

My task was to roll out the campaign using guidelines supplied by their creative agency, Droga5. This spanned localised digital and static OOH and press in both newspapers and fashion publications, appearing in the UK, Germany and Japan. Whilst also bringing the campaign to life online across the ecommerce site and creating a user generated social hub. 

Fully responsive, the social hub was powered by Stackla. It allowed people to upload their own 'Here Be Dragons' moment using a hashtag and explore the rest of the communities moments, filtering by country. The feed was also shoppable, driving sales as people explored the gallery.

Bally requested a digital solution for their Made to Order service. This gives the customer the ability to select a style of bag and customise every element from the material, colour and hardware to the final touch of monogramming the item.

Breaking the customer journey into 4 steps, made a detailed process easy and manageable for the user. Navigation allowed the customer to switch between the customiseable options seamlesslessy across all devices.

Bally requested an updated responsive store locator. This was then added to the Demandware reference application to be used by the rest of the group, including Belstaff and Jimmy Choo.

Working alongside the lead designer at LLX GBS initial wireframes and the visual design were created, providing clear navigation and ease of use across all devices. Key elements were introduced such as the ability to filter by shop type and product, or find the closest store to your location. 

Avios requested a new look and feel for their email templates accompanied by a set of guidelines that could be distributed to all their agencies to ensure a consistent look and feel across their email communications.

Using aspirational hero imagery, strong signposting and a bold, fresh colour palette, the email is visually appealing and easy to navigate. How the email moved between desktop and responsive devices was an integral part of the process. So completing the toolkit was a set of style guidelines including wire frames and specifications, an outline of all the assets and how to use the current creative campaign.

A speculative brief to explore how Jimmy Choo’s fragrance landing page could look and function. The key elements were to showcase the range, individual campaigns and scents in detail. 

Crreating a menu with imagery introduced the iconic bottles and allowed the user to scroll through to the desired scent, view the camaign and interact with the product description, revealing descriptions and inspirations behind the fragrance.

To launch Huffington Post in the UK, a campaign was created that captured the essence of the online news site, asking people to blog all about it. Transvision sites were designed that were populated with new topics each day. In key stations live tweets would appear on the screens encouraging the public to share their opinions.

Alongside the transvision campaign, MPU banners and leaderboards were also featured on relevant sites to further engage the general public.

Very.co.uk took over the X Factor app with 'Step into Christmas in Style' during the shows advertisements. In 4 slides the objective was to engage the audience with the Christmas advertisement, whilst inviting them to enter a competition and share it on social media. 

Everest asked for their brand to be redeveloped in order to appeal to a wider and more affluent audience.

It needed to reflect Everest’s core values of excellence in home improvement, exacting standards and product range. Alongside the proposed redevelopment of the website, all of their marketing communications and touch points were addressed under the concept of ‘Transform Your Home’.

Guide Dogs needed a brand awareness campaign that communicated the difference the charity can make.

For ‘Guides for Life’ OOH and press advertising were designed with QR codes that drove people to a microsite where you could listen to a range of real-life experiences. This was supported with a sensory tunnel where people could experience the sensation of losing their visual abilities. Afterwards they were invited to share their experience on Twitter, spreading awareness of the campaign further. 

Barclaycard required a new set of brand standard guidelines to accompany their rebrand. These introduced an optimised brand mark and Open World symbol, tone of voice, updated colour palette, new brand imagery and illustration style. Alongside graphic assets that shape the look and feel for all Barclaycard touch points across a range of media.

Tasked with writing and designing the guidelines, existing rules for digital applications and video were also edited and simplified to sit within the document as a quick reference. The overall look and feel followed the visual identity set by Landor. Easy to use and extract the relevant information, whilst also playful by introducing bold typography, solid colours and utilising the brand imagery to aid relevant messages.