Juxtaposing two identities


A dual branded TK Maxx and HomeSense store was launched side-by-side at Fort Kinnaird in Edinburgh. How do we create a campaign where two completely different looks sit comfortably next to each other?

Collaboration: Copywriter & experiential agency Tribe Role: Concept Development & Graphic Design

Concept development
Teaser campaign ideas
Experiential event
Leaving a legacy
Building side & door drop
Loyalty launch event materials
T-shirt, wallet holder, POS signage

Going global


As the retail store expands across Europe, I created various guidelines including a global market entry toolkit, new store launch event materials including Westfield shopping mall and experiential events. An ongoing challenge for this brand was how to be bold in our messaging yet maintain a clean look and feeling of quality.

Collaboration: Executive Creative Director & Client Service Director Role: Graphic Design & Art Direction

Global market entry toolkit
6 sheets
Station domination
Experiential branded bikes
Westfield new store opening launch photo booth

Elevating an icon


As the doll became a $2 bargain toy, the brand looked to make Barbie relevant and fashionable again. For her 50th anniversary, they held a runway show at Fall New York Fashion Week – collaborating with 50 fashion designers including Michael Kors and Tory Burch, launched House of Barbie in Shanghai, opened retail pop up shops and ran exhibitions around the world. The Marketing Communications team was tasked with designing style guides and providing art direction to ensure the consistency of the brand across all events.

Collaboration: Creative Director & Art Directors Role: Art Direction (China & Latin America), Artwork (NY)

Fall New York Fashion Week
Style guide & programme
Shanghai House of Barbie brand guideline
Pop-up events, window displays & exhibitions

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