I’ve selected some of my favourite portfolio pieces below, to give a flavour of the type of visuals I love to create.
Kérastase
Kérastase is a luxury professional haircare brand which is sold globally in over 60 countries via selected salons and online. Kérastase collaborates with a wide variety of brand ambassadors, including global celebrities, professional hairstylists, and influencers, to represent its luxury positioning.
Highlights
The Kérastase brand aesthetic is based around luxury and refined elegance, yet there’s always room to explore new creative directions and subtly evolve its visual universe.
Key moments like Black Friday called for an elevated, high-impact look that stood apart from the brand’s weekly CRM communication. The 2023 campaign, a concept I created and developed specifically for the UK market, was celebrated as the most successful campaign of the year and shared across L’Oréal as a best-practice example, gaining exceptional internal visibility. (A wonderful reference point when 2024 was briefed in, and a challenge to top it!)
As well as large-scale campaigns, I worked regularly on a variety of digital initiatives across the D2C website and paid media. Collaborating closely with the online marketing team, I helped create engaging, narrative-driven content using influencer collaborations and video storytelling to bring the brand’s personality to life.
2018-2025
Animation
Display banner ads
Email campaigns
Email trigger series
Motion graphics
Onsite banners
Photo retouching
Print
Social media banners
NYX PROFESSIONAL
MAKEUP
NYX Professional Makeup is a vibrant, affordable cosmetics brand that champions diversity, artistry, and self-expression. It offers pro-quality products for everyone from makeup beginners to professionals.
Highlights
NYX was always a joy to be involved with. I loved working on projects that celebrated positivity and individuality, built around expressive, colourful, and experimental looks.
Highlights included the Proudly Pro You landing pages, where I was trusted to apply my knowledge of the brand aesthetic and given a large amount of creative freedom on a key initiative, and the launch of the Makeup Addyx app, where I helped shape the campaign across multiple channels, from logo creation to onsite awareness and CRM.
2018-2025
App logo design
CRM banners
Email campaigns
Email trigger series
Foundation finder quiz
Landing page design
Onsite banners
Social media
L'Oréal Professionnel
L’Oréal Professionnel offers a wide portfolio of salon-grade haircare and cutting-edge hair tech, created for professional stylists and consumers alike. Rooted in innovation and style, the brand stays closely connected to fashion trends, supporting fashion weeks and co-developing with expert hair artists.
Highlights
Working primarily on CRM communications, I designed across several divisions – from haircare and colour for consumers to technical tool launches and educational content aimed at salon professionals. While global guidelines provided a solid framework, there was always room to innovate and adapt campaign content to best suit CRM channels.
Over the years, I particularly enjoyed contributing to key industry events such as London Fashion Week, the L’Oréal Colour Trophy, and Run Le Hair Show. These UK-led initiatives offered the freedom to craft bespoke assets - often incorporating video and animation to capture the energy and artistry of the brand.
2018-2025
Animation/motion
Email campaigns
Email trigger series
Landing page design
Onsite banners
MATRIX
Matrix is a professional hair colour and haircare brand whose core customers are salons and stylists. Its mission is to empower them through education and innovation, while maintaining a strong focus on inclusivity and authenticity. Campaigns celebrate a wide range of hair types, tones, and textures, reflecting the diversity of the brand’s community.
Highlights
New ideas were always welcomed and there was freedom to explore and maximise what could be built within email constraints - such as carousels, popup content and opportunity for animation to help showcase key content and keep things feeling fresh, dynamic and engaging.
2018-2024
Display banner ads
Email campaigns
Email trigger series
Motion graphics
Onsite banners
Promotional products
Social content
Fabletics
Fabletics is an activewear / lifestyle clothing brand that supports inclusivity and body diversity and encourages a lifestyle of movement, wellness and confidence for all.
Highlights
At Fabletics, I worked closely with teams across CRM, Onsite, and Social to maintain brand consistency. Leading design for the European division, I helped shape the visual direction, developed brand systems, and ensured alignment across all markets. My work spanned a wide range of projects, from new collection launches and promotional campaigns to A/B testing and printed materials, always with the aim of creating work that felt true to Fabletics’ energetic brand spirit.
2016-2018
360 promo campaign
Display banner ads
Email campaigns
Email trigger series
Landing page design
Print
Social content
Social media banners
User experience testing
Website assets
URBAN DECAY
Urban Decay is a bold, edgy beauty brand best known for its iconic eyeshadow palettes, unconventional makeup, and its celebration of individuality and alternative beauty.
Highlights
During my time working with Urban Decay, my focus was on fast-paced, high-impact email campaigns for launches, promotions, major retail moments and the optimisation of trigger and lifecycle strategies.
The marketing team were always open to ideas for exploring creative directions and finding new ways to increase engagement. Often the global creative assets were deemed not fully suited to the UK market and I was trusted with shaping a strong local brand direction - one that resonated with UK audiences while remaining true to the UD brand universe. I developed a wide range of local creatives that were so well-received, other European markets requested to use them. Most notable projects included the creation of bespoke 360° campaign assets for Black Friday, one of the biggest retail moments in the UD calendar.
2018-2024
Email campaigns
Email trigger series
Foundation finder
Social
Website assets
Kiehl's
Kiehl’s is a global skin care brand celebrated for its innovative formulas, high-quality, naturally-derived ingredients and personalised approach.
Highlights
Kiehl’s recent brand refresh celebrates creativity with a human touch - combining heritage elements from its New York roots with a playful, mixed-media style that captures the brand’s authentic spirit, eclectic history, and sense of community. The distinctive, experimental aesthetic was a joy to work with, offering the freedom to explore unexpected combinations of materials and product imagery while maintaining the brand’s signature edge and individuality.
Working in collaboration with the UK online marketing team, I was given creative ownership of bringing the brand to life across weekly launches, promotional activity, trigger campaigns, and key annual moments including Black Friday, seasonal holidays, and loyalty events. I created from initial concept through to CRM, on-site, paid media and in-store digital screens and printed items ensuring a cohesive and impactful brand presence across all touchpoints.
2022-2025
Animation
Campaign concepts
Display ads
Email campaigns
Email trigger series
In-store digital banners
Motion graphics
Social media banners
Website assets
Youth to the People
Youth To The People specialises in pro-grade vegan skincare powered by superfoods and science. The brand prides itself on clean and sustainable beauty.
2023-2024
Display banner ads
Social media banners
Website banners
Maybelline
Maybelline is a globally recognised, affordable, and trend-driven makeup brand that stands for accessible beauty, innovation, and self-expression.
2021-2025
Animation
CRM banners
Display banner ads
Landing page design
Print
Social media banners
Website assets
Redken
Redken is a New York–born professional haircare brand that blends science, salon expertise, and creative expression.
2018-2020
Email campaigns
ESSIE
Essie is a cult-favourite nail brand that’s all about colour, creativity, and self-expression. Known for its iconic shades and cheeky names the brand offers pro-level polish for both beauty professionals and consumers.
Highlights
For Essie, I created a range of assets spanning onsite banners, launch content, and concept visuals for marketing proposals. The brand’s playful, colour-obsessed aesthetic was a joy to work with. A highlight being the Essie Obsessie logo and web banners, designed to celebrate the brand’s fan community and social following.
2020-2023
Campaign concepts
Logo design
Landing page design
Website assets
L'Oréal Partner Shop
L'Oréal Partner Shop is the official e-commerce website of L'Oréal Professional Products Division dedicated to hairdressers and haircare professionals. As well as being a retail platform the website offers educational training content in the form of courses aimed at salon professionals.
2022
Logo design
Packaging concepts
Website assets
L’Oréal Paris
L’Oréal Paris is the flagship consumer brand of the French beauty group L’Oréal. Positioned as a premium yet accessible beauty brand, they balance high-quality innovation with affordability.
2018
Print
YSL Beauty
YSL Beauty embodies luxury, boldness and elegance much like the couture fashion house.
As well as offering a range of makeup, skincare, and fragrances the website offers services to enhance customer experience such as online tools for foundation shade finding and virtual try-ons.
2021-2022
Email campaigns
Email trigger series
JustFab
JustFab is an online fashion and accessories retailer offering monthly drops of new and easily accessible trend-led products. The company offers a “VIP” membership subscription programme which gives customers perks, special prices and access to exclusive collections.
2013-2017
Display banner ads
Email campaigns
Email trigger series
Landing page design
Print
Social content
Social media banners
User experience testing
Website assets
