My role was Lead Designer, responsible for developing the initial concept directions and refining the selected route into a clear, resolved design vision. I then transitioned the work to a wider team, providing guidance as they progressed the project through photography and into full rollout of the range.

The project set out to refresh the brand and convey its premium status. The brand needed to embody their revised brand statement :

Manifesting Hope. Hope is a powerful feeling - it’s energising, optimistic and it exudes positive potential.

Market: US