● ● ● Selected Work

Amazon × Demi Lovato Amazon Basics Amazon Ai Avec Bikes Norfolk Coast Alternative Airlines

Amazon Essentials × Demi Lovato
Los Angeles 2025

Role: Creative Direction, Art Direction, Design

I led the creative direction and LA shoot of the Demi Lovato collaboration, positioning her as a fashion editor curating her Essentials picks.

The concept centred on her duality, strength and softness, expressed through two contrasting studio environments: a saturated red set and a softer, textured space with fabric and exposed wood.

Working within Amazon Essentials’ single-colour studio format, I pushed the visual language while keeping it recognisable, creating a more character-led and elevated campaign.

Amazon Basics London 2026

A redefinition of a $4B household brand.

Role: Creative Direction, Art Direction, Casting, Video Directing, UX, Guidelines, Brand Strategy, Product (physical) development.

Amazon Basics had grown rapidly without a clear identity. As Creative Director, I led its repositioning across global markets, redefining the visual language and shifting the brand from purely functional to design-aware and lifestyle-led.

I direct product campaigns across the UK and US, have evolved the brand store experience, defined a new social system and strategy, and partnered with product and agency teams to align brand and product creation.

I’ve also integrated AI into the creative process, improving workflow, scaling channel content and reducing budget whilst keeping customer benefit at the core.

Amazon Essentials
London 2026

Role: Creative Direction, Art Direction, Generative Brand Strategy, Guidelines.

I led the development and creative direction of Amazons first end-to-end AI editorial campaign for Amazon Essentials. I created paramaters and guidelines to determine our brands generative vision, and building processes to capture 100% product fidelity whether existing, catalogued products or new designs with limited sampling to build from.

Avec BikesLondon 2025

Built with artists. Built around riders.
Role: Brand Identity, Naming, Brand Strategy, Guidelines.

I named and positioned avec to move away from off-the-shelf retail toward a more intentional, made-to-measure philosophy. I developed a modular identity where the wordmark itself acts as a signature, evolving to include the name of every artist or rider.

By stripping back the visual language to a clean, quiet aesthetic, the bikes are given the space to be the hero, positioning the brand as a collaborative studio rather than a traditional shop.

Norfolk CoastLondon 2024

Protecting a landscape that’s perfectly wild.

Role: Brand Identity, Guidelines.
Made as part of Lantern London

The Norfolk Coast is one of the UK’s most protected and ecologically sensitive landscapes. I defined its strategic positioning and created a unified visual and verbal identity, aligning multiple organisations around a clearer, more coherent voice for responsible exploration.

Alternative Airlines
London 2025

Becoming the world’s preferred choice for flight bookings.

Role: Brand Identity, Guidelines.
Made as part of Lantern London

Alternative Airlines is a flights-only booking platform designed to make travel simpler and more confident. I helped redefine its strategic positioning and visual identity, creating a brand built around clarity, ease and transforming booking from a stressful moment into the start of the journey.