portfolio

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Jimmy's Hotel & Lifestyle Brand

Masters Final Project - August 2022

This project was completed as part of my Masters in Luxury Brand Strategy & Business.

Jimmy's is a 26-key beach hotel situated in Rodney Bay, St. Lucia that offers a solution to a current gap in the hospitality market. By utilising numerous trends occurring across the hospitality sector we hope to form stronger connections with our consumers and aim to tell tales of by-gone eras that are inspired by nostalgia and romance while continually innovating through our sustainability practices and merging this with luxury and wellbeing. In order to create an inspired and unique experience that builds on a love for people, planet, and community. The hotel focusses on experiential travel and looks to innovate and adapt to current desires with every decision being passed through the hedonic consumption framework completed during my written document, which aims to cater to a value conscious consumer who seeks out a new idea of what consumption can mean to them this framework is seen on the following page and shows the steps taken to ensure that each decision can innovate and connect with consumers.

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Small Gods

Concept artwork created while working as a creative assistant on NA dystopian/fantasy series The Small Gods, which follows six Guilds warring for power in the city of Night-Wing whilst trying to solve a gruesome murder mystery.

Creative Assistant - 2022

VOGUE Collection

Masters Project - June 2022

This project was completed as part of my MA in Luxury Brand Strategy & Business as part of a group project my role within the group was creative design & ideation

The brief was to create a new business proposition for VOGUE Collection. The suggestion involved a customisable shop as well as a rolling creative director scheme and aimed to connect with consumers desires for personalisation as well as to lean into the authority of VOGUE by bringing in emerging British fashion designers to design a luxury collection.

Brand Strategy & Campaign:
The Williamsburg Hotel

This project was completed as part of my Masters in Luxury Brand Strategy & Business

This suggested campaign for The Williamsburg involved the creation of 5 experience-based packages that change seasonally, connect with consumer emotions and allow for The Williamsburg to collaborate with companies in the surrounding areas, innovate and create a more defined sense of community.

Masters Project - December 2021

Case Study & Pitch:
Cheval Blanc & BVLGARI Hotels

This project was completed as part of my Masters in Luxury Brand Strategy & Business

This project focussed on an in-depth case study of two brands who both had originally started in other areas of the luxury market and expanded into hotels. At the end of this project I created 2 potential pitches to continue current trends being seen throughout the hospitality industry.

Masters Project - October 2021

Cinematic Nostalgia

BA (Hons) Graduate Collection 2021

Cinematic Nostalgia draws upon my childhood and trips to the cinema, rental store, theme parks, and, therefore, my constant immersion in film. The emphasised focus of this project on the futuristic design principles found within the Star Wars franchise contrasted with the nostalgia of family photos at theme parks from throughout my childhood led me to explore colour and shape while still focussing on the differences between the two subjects. The creation of knitted fabrics that contain elements of sheer created using threads helps to represent the nostalgia of childhood while still blending the bold colour and imagery from my drawings in natural and thicker yarns, leading to a contemporary menswear collection that is designed to last and created with the ‘every fan’ in mind. Thus, allowing for affiliations to be made with the brand rather than current trends, the lack of brand imagery allows for a more mature, fashion-forward take that is discreet in its branding and yet still bold and staying true to the ideals presented throughout the films and theme parks.

L.E.W.K Magazine Issue 1

L.E.W.K Magazine was created during lockdown in 2020 to showcase young creatives and bring awareness to new trends. During Issue 1 I collaborated with the cover artist and my co-editor to create the magazine, we aimed to show the theme of The New Normal through dystopian and futuristic imagery, this theme was continued throughout the magazine.

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Co-Editor & Art Director - 2020-2021

Manhattan at Midnight

This collection was inspired by the architectural forms of New York City at night, my initial images captured the structure of the buildings as well as the moments of light coming through the glass. My textiles therefore then explored dark colour palettes with pops of brights and contrasting yarns which allowed for me to create three dimensional knitted structures that when connected created a dramatic silhoutte

Shown at:

Glasgow School of Art Fashion Show 2020
Edinburgh Charity Fashion Show 2021
Revival Fashion Show 2022