Grey Yachts — Luxury Superyacht Brand Identity

As creative consultant to Grey, a British-owned superyacht company crafting luxury explorer yachts from its base in Falmouth, UK, I was tasked with translating the shared vision of the owners and the Grey team into a cohesive yacht brand identity

Starting with a clean, timeless logotype and a set of logo-marks, I developed a full branding suite versatile enough to work equally well on the hull of a yacht, on interior pieces such as cushions, and across website headers and company stationery. The brand language was then extended into detailed concept sketches and brand guideline documents, helping bring each yacht to life for prospective buyers well before it was finished.

DMM Wales — Marketing & Brand Growth Case Study

DMM is a climbing and tree care equipment manufacturer based in Llanberis, north Wales They make carabiners, harnesses and hardware used by climbers and arborists worldwide. When I joined as Marketing Director, the business was predominantly selling B2B through distributors, with little direct connection to the people actually using the gear.

I shifted the marketing strategy to speak directly to the end customer, which meant building a lot from scratch: launching DMM’s first ecommerce website, and rebuilding the brand’s social and content presence from the ground up. That work grew the following from 9.7k to 90k in four years, entirely organically.

Alongside that, I led product storytelling from insight through to launch including the Kinisi tree care harness across climbing, tree care and industrial sectors.

Property Branding & Architectural Visualisation | Creative Consultant

As creative consultant to a company dedicated to restoring Britain’s finest period buildings, I led the branding and architectural visualisation for each development from the ground up — shaping property identities and bringing them to life through bespoke hand-drawn illustration and detailed CAD rendering. These visuals let prospective homebuyers and financial backers see the finished space clearly, long before construction began.

Superdry Origins — Womenswear Brand Direction

This project set out to evolve Superdry’s ladies offering: retaining customers as they matured beyond the brand’s original audience, while attracting new customers with a more refined, considered aesthetic. Following an initial research and inspiration document presented to the client, the work developed into a distinct new direction for the ladies range called Origins.

Origins speaks to this audience by blending heritage Japanese references with classic British tailoring. Paired with rich brand storytelling, it gives Superdry a distinctive fashion identity with room to evolve over time.

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.

Aubin & Wills — Brand Identity

As Head of Creative, I developed the complete visual identity and tone of voice for Aubin & Wills — a heritage-inspired sister brand to Jack Wills, created to hold on to customers who’d grown a little too sophisticated for the original label.

Central to the identity was Mr Fox, a top-hatted, bow-tied mascot who became the brand’s signature mark of quality, alongside the guiding line “Second to None.” I carried this world through every touchpoint — packaging, tissue paper, safety matches, notebooks, tea towels, tote bags and in-store signage — building a distinctly British, old-world retail experience across stores in Marylebone, Edinburgh, Brighton and beyond.