Retail projects

A successful meal prep company approached idX with plans to expand from its established online business into a network of physical retail stores. I was involved from the early strategic stages, researching the market, developing naming options and exploring creative routes to establish a new brand identity for the business.

The project grew into a complete brand and environmental design programme. I developed the visual identity and then translated it into the physical retail experience, considering how customers would move through and interact with the space. This included developing the store narrative, wayfinding and signage, alongside packaging, POS, marketing materials, posters, environmental graphics and bespoke illustration.

The result was a cohesive brand experience designed to work seamlessly across digital, physical and customer-facing touchpoints.

I designed a suite of bespoke wallcovering and rug designs for Jos. A. Bank, taking the project from pattern and map artwork through material research, production and installation. I project managed the complex printing process across three idX divisions, overseeing the development and delivery of the final materials for a rollout across more than 300 stores throughout the US. The project generated over $2 million in revenue for idX.

A selection of pitch decks created for global clients including L'Oréal, Shell, Samsung and Under Armour while at idX Corporation. I developed the storytelling, structure and visual design, creating compelling presentations that communicated idX's capabilities and brought proposed retail concepts to life.

I developed the brand identity for AQLÜM Lighting from the ground up, including naming, logo design and the wider visual identity. I also designed a suite of brochures to showcase the company’s lighting products, creating a refined and cohesive brand presence across print and marketing materials.

Following my work with Icon Design on their retail fixture design website and wider brand materials, I was approached to help shape a new venture focused specifically on museum and exhibition environment design. Through a series of consultancy workshops and strategic conversations, we defined the positioning and ultimately landed on the name Museums by Icon, a natural extension of the parent brand, with its own distinct presence.

Building on Icon’s existing logo, I was tasked with elevating and refining it to suit this new cultural and experiential space. From there, I developed a considered brand system, including colour palettes, typography and a suite of print and digital collateral that balanced heritage, refinement and impactful design. I also designed and built the website, creating a platform that showcases their specialist expertise with confidence. The result is a cohesive, elevated brand that has been extremely well received.