Developed for French Connection’s end-of-season sale, this campaign was designed to capture the feeling of summer freedom, warmth, and spontaneity through layered campaign imagery, soft-focus photography, and warm tonal overlays inspired by sunlight, golden hour, and heat haze. The creative system evolved throughout the sale period using progressive colour step changes to visually communicate increasing discounts and further reductions, with warmer and more saturated tones reinforcing the idea of the sale “heating up” while maintaining a cohesive premium aesthetic across web and mobile touch points.
Creative Direction | Visual Storytelling | Campaign Rollout | Colour Strategy | Brand Communication
Created for French Connection, this end-of-season sale campaign explored how colour, motion, and repetition could build anticipation across multiple promotional phases. The identity evolved through six distinct creative refreshes, each introducing new tonal shifts and imagery while maintaining a cohesive visual language. The final campaign system was rolled out across desktop, mobile, and digital marketing touch points to create a bold and immersive online experience.
Creative Direction | Campaign Identity | Digital Campaigns | UI Design | Art Direction | Brand Communications
This Black Friday campaign for French Connection was designed as a multi-phase promotional experience that evolved into Cyber Monday through a series of visual step changes. Using a stripped-back monochrome palette, bold typography, and fashion-focused imagery, the campaign aimed to feel elevated while maintaining the urgency expected from peak retail moments. The creative system was adapted across website design, organic social, paid social and email marketing to ensure a cohesive experience across all digital touch points.
Campaign Design | Digital Design | E-commerce Design | Email Marketing | Art Direction | Creative Strategy
The Edit was a premium occasion wear campaign created for French Connection, designed to showcase a more refined and elevated side of the brand. Using minimal layouts, soft neutral tones, and editorial-inspired imagery, the campaign focused on creating a calm and sophisticated digital experience that allowed the collection to feel timeless and aspirational across web, social, and email platforms.
Art Direction | Campaign Design | Digital Design | Editorial Design | E-commerce Design | Creative Direction
Alongside campaign work at French Connection, I contributed to a series of UX and UI improvements across the e-commerce experience, including a redesigned navigation system and updated product detail pages. The project focused on simplifying the customer journey, improving product discoverability, and creating a cleaner, more intuitive interface across both desktop and mobile. Through refined layouts, clearer hierarchy, and streamlined interactions, the redesign aimed to balance usability with a more elevated brand experience.
UX Design | UI Design | E-commerce Design | Product Design | Customer Journey | Responsive Design
