Branding
NIKELAB
Tasked with concepting, ideating and executing a brand strategy for an innovative new
sub-brand for Nike; a new destination to showcase the brand’s leading product innovations within an experience that was at the intersection of physical retail, online commerce, and importantly digital engagement.
The NikeLab brand was created to showcase how the brand collaborates with global innovators as part of its larger journey of exploration. Offering expanded access to Nike's most anticipated and surprising products, NikeLab broadens the experience to global communities through the digital space. I was responsible for leading the design and art direction for the brand, whilst developing the manifesto alongside the VP of Brand Design and the Global Marketing Director’s to lay the foundations and to build the brand mission and creation of brand assets.
Motion Design: Intro
VP: Andy Walker
Producer: Zoe Russell-Turner
The NikeLab brand was created to showcase how the brand collaborates with global innovators as part of its larger journey of exploration. Offering expanded access to Nike's most anticipated and surprising products, NikeLab broadens the experience to global communities through the digital space. I was responsible for leading the design and art direction for the brand, whilst developing the manifesto alongside the VP of Brand Design and the Global Marketing Director’s to lay the foundations and to build the brand mission and creation of brand assets.
Motion Design: Intro
VP: Andy Walker
Producer: Zoe Russell-Turner
Campaign
ANTI SOCIAL SOCIAL CLUB X LEMANS
Campaign
TNT SPORTS
From April to November 2023, I worked as a freelance Design Director in the design studio at Saatchi & Saatchi. This project was the UK launch of BT Sports takeover by Discovery. The approach was to show how live sport drives the ‘ripple effect’ of wider fan culture, with TNT at the centre of this. Creating a number of conceptual approaches using this idea to drive the visual concepts around the headline ‘This isn’t sport. This is everything.’ My concept was driven by the aesthetic of coding language to give a modern expression for a future forward broadcast channel and to give market distinction in an saturated market. The effect of a sporting moment, which creates a knock on effect visually into culture to create a more meaningful connection.
Agency: Saatchi & Saatchi
Director: Keane Shaw
ECD: Will John
Creative Team: Sam Simmonds & George Coyle
Design Direction: Ryan Belmont
Design Team: Rodrigo: Castellari / Nathan Crawford / Motion Design: Dani Wolf
Agency: Saatchi & Saatchi
Director: Keane Shaw
ECD: Will John
Creative Team: Sam Simmonds & George Coyle
Design Direction: Ryan Belmont
Design Team: Rodrigo: Castellari / Nathan Crawford / Motion Design: Dani Wolf
Campaign
NIKE PRO HIJAB
Women and girls in the Middle East still face barriers and limited access to sport today. Our objective in this region was to assist female athletes to be more active and enable them to wear a reliable, breathable, fast-drying Hijab. Through the art direction I wanted to show that there is nothing more powerful than capturing an athlete in the ‘moment’; a seamless blend of physical precision and athletic prowess to create iconic imagery to inspire and open the eyes of a traditional, conservative culture.
AV + Photography: Rick Guest
Editorial/Print Publication
S MAGAZINE
Over eight issues for two years, I oversaw the design and art direction of this bi-annual photographic magazine from Copenhagen, Denmark. Learning how to work editorially for the first time and within a small but over-performing team allowed me to thrive in a creative environment where we created a visual system for each issue with a customised display font for headlines, whilst also learning about the production workstreams to deliver on time and within budget.
Team: Jens Stolze, Martin Tradsborg Christophersen, Ulla Puggard, Mads Teglers, Simon Arnoldi.
