A Modern Classic
Set against the backdrop of the Dulwich Picture Gallery, Beaufort & Blake’s ‘A Modern Classic’ campaign explored the subtle, quiet moments found within gallery spaces. Building on the Brand Director’s initial brief, I shaped this vision into a fully realised Autumn campaign across photography and video and then carried it through to all visual touchpoints.
Developed a comprehensive shot plan that outlined concepts for each setup whilst ensuring the product remained the focal point throughout
Conducted location recces with the Brand Director and selected the Dulwich Picture Gallery for its clarity and understated, classic atmosphere that complemented the clothing without distraction
Worked with the Brand Director to cast models that felt on brand
In charge of booking and negotiating costs for location, photographer, hair & makeup artist, and model agencies
Co-ordinated all team members throughout all stages of the planning process to ensure planned timelines were met
Post-shoot image coordination and selection of 5-star imagery with the Brand Director
Production & Planning
Worked alongside the photographer and videographer to ensure photographs and video were aligned with the creative direction
Created detailed product close-ups to utilise as a conversion tool on the PDP
Captured incidental shots that could be leveraged across the website to improve narrative cohesion
Ensured sufficient video assets were captured to support a range of placements, with a strategic emphasis on top-funnel brand-awareness campaigns
Worked in an agile way and revised the shot plan accordingly, for example, contended with challenging light conditions and gallery tours
Managed efficient communication between team members and the photographer
Campaign Art Direction
Selected a typeface that subtly referenced the grandeur of the building while maintaining a contemporary aesthetic
The use of yellow and offset typography introduced a bold visual element that captured attention and established a cohesive style across all assets
Designed homepages, online editorial lookbooks, in-store displays, and package inserts
Handed over style guides to junior team members to artwork and roll out across other digital touchpoints
Graphic Design
Ecommerce Production & Art Direction
Booked and negotiated costs for location, photographer, hair & makeup artist, and model agencies
Coordinated team members throughout all stages of the planning process to ensure planned timelines were met
Worked closely with the photographer on the day to ensure we captured the imagery needed
Selected a range of images for all product pages, ensuring it was a compelling selection of images to sell the product and increase conversion
Managed a team to retouch, upload product images and publish products online
Designed a window display that used the campaign imagery as art gallery postcards, creating an impactful display
Utilised the postcards as a brand marketing tool by giving them away with customer purchases
Owned and managed a budget for all window display updates across the year and ensured this design came into budget
Sourced and organised all props and printed assets
Installed the display, including all interior updates
Retail Window Display
Led the end-to-end design of a 40-page catalogue distributed to a targeted selection of cold customers as part of an acquisition initiative
Collaborated with the Brand Director and Founder to ensure the catalogue aligned with commercial priorities
Developed layouts that balanced multiple products with creativity and commerciality
Created print-ready artwork and liased with printers directly
