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My Work
Bold brands. Strong campaigns.
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Let's Hang Out
BRIEF
The Climbing Hangar needed a fresh Spring campaign to encourage both new and returning climbers to get back into the gym after the quieter winter months.
A - Let’s Hang Out
Social-first concept positioning climbing as a fun, welcoming way to connect.
B - Bold Looks Different on Everyone
Confidence-led concept celebrating individuality and different climbing styles.
C - Play Harder, Climb Better.
Performance-led concept focusing on progression, climbers should push themselves while keeping a sense of fun.
FINAL OUTCOME
The final direction combined the ‘Let’s Hang Out’ line with the more expressive visual style I had developed in Campaign B. Using cut-out climbers layered over bold secondary colour blocks, the campaign introduced a fresh, distinctive look that stood apart from previous Climbing Hangar work.
I rolled the campaign out across A1/A4 posters, digital screens, social (organic and paid), website and landing pages, and CRM.
The Climbing Hangar needed a fresh Spring campaign to encourage both new and returning climbers to get back into the gym after the quieter winter months.
A - Let’s Hang Out
Social-first concept positioning climbing as a fun, welcoming way to connect.
B - Bold Looks Different on Everyone
Confidence-led concept celebrating individuality and different climbing styles.
C - Play Harder, Climb Better.
Performance-led concept focusing on progression, climbers should push themselves while keeping a sense of fun.
FINAL OUTCOME
The final direction combined the ‘Let’s Hang Out’ line with the more expressive visual style I had developed in Campaign B. Using cut-out climbers layered over bold secondary colour blocks, the campaign introduced a fresh, distinctive look that stood apart from previous Climbing Hangar work.
I rolled the campaign out across A1/A4 posters, digital screens, social (organic and paid), website and landing pages, and CRM.
The Circular Magazine
Design of the second edition of Astraia Collective's 'The Circular' ready to be handed out at the Outdoor Impact Summit at Lake Garda in May 2026.
This was a fun project, experimenting how I can achieve a premium editorial for Astraia to wow potential clients. Along with the opportunity to use Astraia's full colour palette - which myself and the team developed earlier in the year.
This was a fun project, experimenting how I can achieve a premium editorial for Astraia to wow potential clients. Along with the opportunity to use Astraia's full colour palette - which myself and the team developed earlier in the year.
FOLD Friday Social Campaign
BRIEF
Design a social-first campaign for FOLD Reformer in response to Black Friday - reimagined as ‘FOLD Friday’ - to drive email sign-ups and increase brand awareness.
OUTCOME
I developed a distinct campaign look and feel aligned with FOLD’s Version 2 brand guidelines, and rolled this out across Instagram (teaser stories, reels, daily posts).
The campaign delivered strong results, generating hundreds of email sign-ups and a noticeable uplift in Instagram followers.
Design a social-first campaign for FOLD Reformer in response to Black Friday - reimagined as ‘FOLD Friday’ - to drive email sign-ups and increase brand awareness.
OUTCOME
I developed a distinct campaign look and feel aligned with FOLD’s Version 2 brand guidelines, and rolled this out across Instagram (teaser stories, reels, daily posts).
The campaign delivered strong results, generating hundreds of email sign-ups and a noticeable uplift in Instagram followers.
It all counts
BRIEF
Virgin Active wanted to re-energise their brand presence and motivate both new and existing members to see fitness more inclusively. The goal was to show that every kind of movement — from intense training to mindful recovery — contributes to wellbeing.
CONCEPT
As a team we developed the campaign concept “It All Counts,” a message built around self-compassion and inclusivity in fitness. Each line paired a simple rhythm of everyday actions with a bold affirmation that everything you do matters.
OUTCOME
Working with a photographer and models, I directed an aspirational collection of imagery, showcasing a diverse range of exercises and person. I then developed the assets, matching tagline to image and playing with the typography whilst within brand parameters. I then delivered Out of Home advertisement for bus shelters and tube stations, paid and organic social ads, posters and digital screens as well as website, CRM and app banners.
Virgin Active wanted to re-energise their brand presence and motivate both new and existing members to see fitness more inclusively. The goal was to show that every kind of movement — from intense training to mindful recovery — contributes to wellbeing.
CONCEPT
As a team we developed the campaign concept “It All Counts,” a message built around self-compassion and inclusivity in fitness. Each line paired a simple rhythm of everyday actions with a bold affirmation that everything you do matters.
OUTCOME
Working with a photographer and models, I directed an aspirational collection of imagery, showcasing a diverse range of exercises and person. I then developed the assets, matching tagline to image and playing with the typography whilst within brand parameters. I then delivered Out of Home advertisement for bus shelters and tube stations, paid and organic social ads, posters and digital screens as well as website, CRM and app banners.
Production & Everyday Design
BRIEF
A selection of day-to-day design work across social, email, web and print - created for multiple brands and fast-paced campaign rollouts.
A selection of day-to-day design work across social, email, web and print - created for multiple brands and fast-paced campaign rollouts.
Start Strong
BRIEF
The Climbing Hangar is a UK bouldering gym with 11 sites that needed a multi-channel campaign to encourage beginners to try climbing by embracing the idea of ‘Starting Strong’.
OUTCOME
The deliverables included Print Posters A3 & A4, Animated Digital Screen MP4s, T-shirts for Staff, Social Media, Website Banners, Email Banners and Paid Meta ads.
The Climbing Hangar is a UK bouldering gym with 11 sites that needed a multi-channel campaign to encourage beginners to try climbing by embracing the idea of ‘Starting Strong’.
OUTCOME
The deliverables included Print Posters A3 & A4, Animated Digital Screen MP4s, T-shirts for Staff, Social Media, Website Banners, Email Banners and Paid Meta ads.
FOLD Reformer Brand Guidelines
BRIEF
FOLD Reformer approached me with an urgent need for marketing assets. As a start up company who sold out on their first waitlist only in 2024, they had big dreams and a logo - but no brand guidelines or consistent marketing assets to match.
OUTCOME
I quickly developed a visual system for them, choosing a brand font and colours that worked with their photography and market. Then wasted no time in creating assets for them. Packaging boxes, hoodies, paid social assets, pop-up and event assets as well as creating several email templates to get them started.
FOLD Reformer approached me with an urgent need for marketing assets. As a start up company who sold out on their first waitlist only in 2024, they had big dreams and a logo - but no brand guidelines or consistent marketing assets to match.
OUTCOME
I quickly developed a visual system for them, choosing a brand font and colours that worked with their photography and market. Then wasted no time in creating assets for them. Packaging boxes, hoodies, paid social assets, pop-up and event assets as well as creating several email templates to get them started.
This is not an app
BRIEF
To launch Virgin Active’s new ‘Wellness Sidekick’ app, the campaign leaned into Virgin’s playful tone of voice with the concept ‘This Is Not An App.’
OUTCOME
Creative copy led the campaign, supported by bold, impactful visuals that made it clear to members that this was, in fact, an app launch. Large capital typography in the iconic Virgin red on a white background helped the campaign stand out from the usual in-club marketing. App screenshots highlighting key features were incorporated into phone mockups, giving members a clear view of the product while maintaining the bold, tongue-in-cheek messaging.
To launch Virgin Active’s new ‘Wellness Sidekick’ app, the campaign leaned into Virgin’s playful tone of voice with the concept ‘This Is Not An App.’
OUTCOME
Creative copy led the campaign, supported by bold, impactful visuals that made it clear to members that this was, in fact, an app launch. Large capital typography in the iconic Virgin red on a white background helped the campaign stand out from the usual in-club marketing. App screenshots highlighting key features were incorporated into phone mockups, giving members a clear view of the product while maintaining the bold, tongue-in-cheek messaging.
Troubadour Goods
BRIEF
Design support to the wider marketing team for e-commerce assets, amazon product page assets, email designs, website imagery, direct mail drops, print posters, catalogues and social media posts.
Design support to the wider marketing team for e-commerce assets, amazon product page assets, email designs, website imagery, direct mail drops, print posters, catalogues and social media posts.
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