MY ROLE
Brand Designer
Art Direction · Campaign Design · Motion Design · Packaging · UI Design · Photography · Retouching · Developer Collaboration
A direct-to-consumer fashion brand in rapid growth mode, with all creative output — campaigns, e-commerce, CRM, packaging, motion — resting on one designer. The defining moment was the launch of the brand's first underwear collection: a business-critical project that had to be delivered in full, on time, through a wave of redundancies and the onset of a global pandemic.
I structured the work around what was possible rather than what was missing — breaking a complex, multi-channel launch into clear, manageable decisions and maintaining creative momentum throughout. Every asset, across every touchpoint, was delivered by me.
The full creative ecosystem for the underwear launch — product imagery, e-commerce pages, CRM, social and motion assets — delivered consistently across every channel from a single creative vision.
With no studio access, no photographer and no production support, I built a home studio from scratch and directed the entire shoot myself using a mannequin and a simple lighting setup. The resulting image library powered the launch across the website, email and social — and remained in use long after.
Working alongside a UX analyst, I translated research insights into interface improvements across navigation, product listing pages and the checkout experience — then collaborated closely with developers to implement them, resulting in a significant uplift in conversion.
In 2019, Heist undertook a packaging redesign to reduce the number of components across the range and transition to fully recyclable materials. I redesigned the system across tights, shapewear and the new underwear collection — initially for e-commerce, then adapted for wholesale with additional product information and imagery.
A series of animated illustrations developed to cut through the noise of the promotional landscape — combining the Heist colour palette, product cut-outs and motion into a campaign deployed across Instagram, Facebook, Pinterest and email within a one-week turnaround.
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