CASE STUDY 03 · RETAIL / E-COMMERCE
SEASONAL CATALOGUE
WEBSITE
01 / THE OPPORTUNITY
The seasonal catalogue is one of the biggest commercial moments of the year, with significant investment across print, production and marketing. I led the creative from initial concept through to delivery, making sure everything felt connected across channels.
Selected impact
~600k+
Catalogs produced per year
2
Brands
3
Channels
02 / CREATIVE DIRECTION
Rather than designing each asset in isolation, I created a flexible campaign system that could work across different formats. Photography, typography, product storytelling and promotional messaging all needed to feel recognisable, whether a customer saw the campaign in print or online.
01 / Campaign photography
Partnered with the buying team to select and sign off campaign imagery that balanced product priorities with the creative direction.
02 / Typography + Colour
Led typography and colour application within brand guidelines, ensuring a cohesive, legible system across every page.
03 / Editorial + PRODUCT storytelling
Worked with the buying team to prioritise products by sales performance, translating commercial decisions into compelling editorial layouts.
04 / PRINT PRODUCTION
Owned print production end to end, from supplier quotes and artwork preparation to final file delivery and print approval.
03 / CUSTOMER JOURNEY
01 / TOUCHPOINTS
02 / E-COMMERCE EXPERIENCE
03 / CONVERSION
The same campaign responsibility extends across a second e-commerce brand, with the creative direction adapted to its own identity, audience and commercial priorities.
04 / KEY TAKEAWAYS
Leading the campaign meant looking beyond the individual designs. I had to connect creative decisions with commercial priorities, production requirements and deadlines to make sure the final experience worked as a whole.
Creative
Leadership
Omnichannel
Campaign Design
Production
at Scale
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