Johanna Armstrong is a creative lead specialising in the luxury industry with over a decade of experience working with top fashion and jewellery brands. She has a multi-disciplinary background in photography art direction and graphic design with a foundation in print and a passion for digital. Johanna effectively manages 360 projects to elevate brands while translating business objectives into meaningful storytelling.
• Consulting on the development of the brand image and identity from concept to execution of global seasonal campaigns and licensing partnerships through idea generation, creative storytelling and strategic visual solutions • Partnering closely with key stakeholders across the business to develop ideation that ensures 360 brand consistency across all touch points including imagery, e-comm, email, paid and organic social, packaging and media
• Facilitated the development and application of the Burberry brand, including global campaigns, exclusive event collateral, global gifting initiatives and popups, bespoke packaging and the creation of all new graphic brand assets • Managed, supported and mentored a small team of graphic designers, freelancers and artworkers to execute creative briefs from start to finish • Protected, developed and educated others on the Burberry brand, while working alongside art directors, digital designers, fashion designers, architects and many other creative specialists to produce both physical and digital outcomes • Conducted quality control of printed collaterals and assisted the fashion and product teams with branding application, development of typographic artworks and production approvals
• Consulted in the ideation, creative direction and execution of commercial, brand and editorial content for luxury fashion and jewellery clients • Planned engaging content for print and digital channels while being hands-on for the development of creative at every level of production • Ensured content was in line with the global brand positioning to deliver against objectives and drive brand awareness
• Developed and executed the production of creative advertising campaigns with extensive print output and digital media partnerships for domestic and international markets • Effectively delivered on marketing and branding initiatives while leading the creative development of logos, packaging, look books, print collateral and photography for still life and on-figure
• Consulted in the art direction of photography and brand development for various fashion clients • Conceptualised, developed and executed commercial and editorial marking briefs for print and digital consumer touchpoints
• Directed the development and creative direction of the brand vision through photography, advertising, seasonal campaigns, website refreshes, email marketing and bespoke packaging • Partnered with the marketing team to streamline the process for the creation of monthly content and doubled the editorial output of on-figure and still life photography • Managed and supported the development of a small team of graphic designers, copywriter, retoucher and photo coordinator
• Delivered the Gilt creative vision through weekly on-set art direction and led a team of photographers, photo techs, stylists, hair/make-up artists and models with a high output of e-commerce fashion imagery • Collaborated with merchandising and marketing teams to conceptualise and create elevated featured content for exclusive brand partnerships
• Consulted for numerous fashion and luxury brands to bring fresh ideas for the development of concepts for pitches and unique projects with tight deadlines • Acquired diverse experience with a 360 approach to brand development and art direction of photography while gaining insight into the creative workflow of various top fashion brands