Role: Design Manager
Scope: Collection identity, visual systems and multi-channel rollout
Output: Lookbooks, editorial, e-commerce, packaging, retail displays, digital assets, collaboration materials and campaign touchpoints.

For the Nature’s Laboratory collection, I led the development of the visual system across the campaign, translating the campaign concept into a cohesive identity that could scale across multiple touchpoints.

The direction drew on Silk Laundry’s travel-led narrative, with references to the Amazon rainforest and themes of exploration, biodiversity and environmental awareness.

I defined the graphic language for the collection, shaping typography, image treatment and layout to create a consistent and recognisable visual identity. This included developing a system of type, texture and graphic elements that could be applied across editorial, digital and product.

The work was rolled out across a wide range of outputs, including lookbooks, editorial layouts, website and app updates, packaging and collaboration assets. I curated imagery and built flexible layouts to ensure consistency while allowing for variation across formats.

This approach created a cohesive visual system that unified the collection across channels, strengthening the brand’s identity while supporting a high volume of outputs across product, marketing and retail.