SHOP SOPHIE’s EDIT
Autumn / Winter campaign to introduce the new face of Freemans, Sophie Ellis Bextor.
Alongside the creative team, I helped to conceptualize the look and feel for this campaign that brought Freemans into a new high-fashion, editorial space. I led the print out-of-home design for this campaign that ran for two-weeks across high-traffic sites around London.
Client
Freemans
Date
Autumn / Winter Campaign 2024
Skills highlighted
Conceptual Design | Print Design | Typography | Layout | Digital Design | Artworking
Concept
The initial art direction included unique headlines for the different executions featuring Sophie. In design development, I played with mixed-type, carefully typesetting each word to highlight and emphasize the two-word headlines. Though the headlines sadly didn’t make it through to print, the client loved the mixed-type which led to the setting of the headline “Shop Sophie’s Edit” in the final outputs as seen above.
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Motion Design - Holly Powell
Creative Direction - Loren Cook
Art Direction - Luke Gray
Copy Writer - Tom Carr
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PRODUCTION GUIDELINES
After MullenLowe won the Freemans account in 2023, they developed a campaign that stole their hearts and led to a brand-refresh. This included brand asset development and the need for brand guideline documents to solidify and unify this shift. I had the pleasure of designing one of the first documents, Shoot Guidelines and Brand Production Principles, developing various layout style that could be used for the additional brand documents to come.
Client
Freemans
Date
2023
Skills highlighted
Branding | Layout | Conceptual Design
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Creative Direction - Loren Cook & Bronwyn Sweeney