I have extensive experience delivering trend-led graphics for leading sportswear and lifestyle brands, thriving in fast-paced retail environments. I excel at translating trends into compelling shop floor products, ensuring brand consistency, and adapting quickly to new challenges across menswear, accessories, and footwear.
Lead creative direction for Timberland Tree, managing global graphic design strategy across apparel categories. Manage a team of internal designers and external freelancers. Act as the global brand guardian, ensuring consistency for branding and visual identity across internal departments and external licensing partners. Collaborate cross-functionally with Product, Merchandising, Development and leadership teams to align creative execution with business objectives. Drive trend forecasting, consumer insight, and competitor research to guide commercially relevant design decisions. Own the full design process from concept to production, creating placement prints, AOPs, and graphics inspired by youth culture and lifestyle trends. Key Achievements: Built and scaled a cross-functional design team delivering 60+ seasonal graphics. Led artist collaborations to boost brand storytelling and Gen Z appeal.
Led graphic design for global Fast Track SL9 collections, delivering trend-driven capsules that energized the mainline range and reinforced market relevance. Collaborated on high-impact projects with global ambassadors such as Dapper Dan, The Weeknd (XO), Memphis Depay, and Virat Kohli to create culturally relevant, brand-aligned designs. Designed exclusive graphics for key European accounts (e.g. JD Sports, ASOS, Foot Locker), aligning SMU briefs with brand identity, trend direction, and consumer insight. Supervised day-to-day team operations and mentored junior creatives to uphold quality and foster team development. Key Achievements: Developed PUMA’s signature Rudagon AOP, rooted in brand heritage and applied across Sportstyle, Teamsport, Motorsport, and Kids business units. Created the PUMA Team Franchise, running across three seasons and spanning apparel, footwear, and accessories.
Licensed Brands: Pierre Cardin, Tapout, Lee Cooper, No Fear, Ocean Pacific and Kickers. Designed multi-category apparel graphics across menswear, womenswear, and kidswear for licensed brands, ensuring consistent brand identity and commercial appeal. Created placement prints, all-over patterns, trims, and logos tailored to each brand's aesthetic and seasonal trend direction. Adapted global style guides for the UK market, localizing designs to fit consumer preferences and retailer expectations. Delivered high-volume design outputs on tight timelines, maintaining accuracy and attention to detail across a fast-paced development cycle. Built production-ready tech packs and spec sheets for factories, collaborating with production and buying teams to meet delivery windows. Partnered with licensors to ensure brand compliance, design approvals, and consistent visual language across ranges.
Supported the Menswear Design Manager in the execution of fashion illustrations, detailed tech packs, and seasonal trend research, contributing to the development of commercially relevant collections. Designed graphics and all-over prints (AOP) for KAPPA and SUPERGA across sleepwear, underwear, and leisurewear categories, ensuring alignment with brand DNA and market trends.
Collaborated with the Senior Graphic Designer on developing graphic concepts for the mainline apparel range, contributing to key seasonal collections. Assisted in graphic color-ups and the preparation of tech packs to ensure accurate production handover and consistency across styles.