ME
I am a Leeds-based design consultant with twenty four years industry experience. Having progressed from designer to creative director, I have developed an in-depth knowledge and understanding of physical /environmental and communication design. I have experience in the store environment, shopper marketing, exhibition and experiential sectors. I have worked both brand and agency side on projects globally.
Over the past four years I have been working with Footasylum helping them reposition and elevate their Retail presence and market position.
Working with their internal teams I have developed consolidated concepts for both standard & flagship stores, as well as the creation of a new womens store concept.
I have also helped them develop a retail proposition for their online brand Alessandro Zavetti, creating a scalable retail solution from wall bay to store.
GLOBAL
Working with global brands is a common thread through all roles I have had, whether in production or as a creative with brands such Philips, adidas, Virgin and SIngtel, or working brand side for Tommy Hilfiger, in Amsterdam.
Gaining experience with these brands on global roll out projects has given me an insight and understanding of the contrasting way different cultures shop, in Russia, middle east, far east and Europe. I also have a good understanding of how big brands operate in retail, from strategy to activation, from operational needs of retail teams through to global brand management, through guidelines and tool-kits..
CREATIVE
'Creativity doesnt wait for that perfect moment. It fashions its own perfect moment out of ordinary one' - Bruce Garrabrandt.
This is never more relevant than in retail design, throught the design process whether its creative ideation or problem solving it all requires creativity. Retail design can often be like a maths puzzle due to the complexities of the industry and finding the solution always takes creativity, this is one of my strengths throughout the process.
STRATEGIC
The scope of my experiences - brand side / agency, creative / project management has helped me develop a broad view of the different challenges we face strategicaly in retail design. Working with some of the biggest global brands in many different sectors has also helped understand the different ways brands and retail sectors approach retail.
I have been lucky enough to have worked through one of the most important periods for retail. The birth and growth of social media, global economic crisis and the explosion of online retail, understanding how this has shaped retail and how it will influence the future is all-important.