Head of Creative

I joined Jack Wills when head office was just 15 people, and at that point the only real assets that existed were the brand’s Garamond font and a handful of handbooks. I built the creative tone from the ground up and acted as brand guardian, setting the direction for all creative across every platform, from labels and packaging to emails, events, and stores.

I also helped launch the brand internationally, adapting the branding to reflect local tastes across markets including Hong Kong and Martha’s Vineyard.

While in this role, I worked alongside my role as Head of Creative for Aubin & Wills, developing the visual identity and tone of voice for the new sister brand created to hold on to Jack Wills customers who’d grown a bit too old for the original label.