In house consultancy 

Over several years I co-designed each season's apparel graphics. Working with the department heads and team; we wrote each brief by analysing sales figures, predicting trends and identifying gaps in the market to set a tiered range plan. The design period combined communicating the brand heritage through logo creation and hand executed techniques in the aesthetic of each fresh seasonal concept. 

In order to capitalise on an evolving market in the youth sector I worked on the inception of a new splinter of the brand. Focussing on active-wear it was named eponymously SLS (Sports Lifestyle).

SLS: - Formulation of identity, slogan, reference points, and branding elements. Design and implementation of graphics, trim & prints.  Now in it’s fourth highly successful season, adopted globally.

Concept creation: - 'Winter Stealth'  An urban outdoors; visually represented with codes, data, secondary messages, reflective prints, industrial camos styled with a 1990's fashion trend influence. Logos appear cropped, oversized and abstracted. During this project I was keen to continue the creative momentum from the design team into digital and retail to ensure the message and concepts were delivered to the consumer.

Hang Tag Identities: - Set of swing-tickets outlining unique eco manufacturing processes and brand collaborations.