Jack Wills — Building a British Heritage Brand

I joined Jack Wills when head office was just 15 people, at a point when the only real brand assets in place were the Garamond font and a handful of handbooks. I built the brand identity from the ground up and acted as brand guardian, setting creative direction across every touchpoint — from labels and packaging to emails, events, and store environments.

I also helped launch the brand internationally, adapting the tone and visual identity to reflect local tastes across markets including Hong Kong and Martha’s Vineyard.

Alongside this role, I worked as Head of Creative for Aubin & Wills, developing the visual identity and tone of voice for the sister brand created to retain Jack Wills customers who’d outgrown the original label.