Johanna Armstrong is a Creative Lead with over a decade of experience in the luxury fashion and jewellery industries. She has a multi-disciplinary background in photography art direction and graphic design with a strong foundation in print and a passion for digital. Johanna expertly manages 360 projects to elevate brands and translate business objectives into compelling storytelling.
• Executing the creative strategy to elevate the brand presence and visual identity through marking leading and innovative creative • Directing creative initiatives for seasonal campaigns, product launches, special projects, social media, advertising and website redesign • Providing training, mentoring, and performance management for the content team, setting clear goals and KPIs in collaboration with the Director of Brand Strategy
• Ports 1961 — June to Nov 2023 • Stella McCartney — Nov 2022 to Jan 2023 • Consulted on the development of brand image and identity, from concept to execution of global seasonal campaigns and licensing partnerships through strategic creative storytelling • Collaborated closely with key stakeholders across the business to ensure 360-degree brand consistency across all touchpoints, including imagery, e-commerce, email, paid and organic social media, packaging and media
• Led the development and application of the Burberry brand, including global campaigns, exclusive event collateral, global gifting initiatives, popups, bespoke packaging and 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 • Conducted quality control of printed materials and assisted fashion and product teams with branding applications, typographic artworks and production approvals
• Directed the ideation, creative direction and execution of commercial, brand and editorial content for luxury fashion and jewellery clients • Planned engaging print and digital content that aligned with global brand positioning, meeting objectives and driving brand awareness
• Developed and executed creative advertising campaigns with extensive print and digital media output for domestic and international markets • Effectively delivered marketing and branding initiatives, leading the creative development of logos, packaging, lookbooks, 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 marketing briefs for print and digital consumer touchpoints
• Directed the creative vision of the brand through photography, advertising, seasonal campaigns, website refreshes, email marketing, and bespoke packaging • Partnered with the marketing team to streamline content creation processes, doubling the editorial output of on-figure and still life photography • Managed and supported a small team of graphic designers, copywriter, retoucher and photo coordinator
• Led on-set art direction with a team of photographers, photo techs, stylists, hair/makeup artists and models, producing high volumes of e-commerce and editorial fashion imagery • Collaborated with merchandising and marketing teams to conceptualise and create elevated featured content for exclusive brand partnerships
• Provided creative consulting for various luxury fashion brands, developing concepts for pitches and projects under tight deadlines • Gained diverse experience in 360-degree brand development and art direction of photography, learning the creative workflows of various top fashion brands
Additional Experience (London): Streetcar, Renaissance, Net-a-Porter, Cocosa, Fabergé Graphic Designer Feb 2010 — Nov 2012
Additional Experience (USA): American Greetings, Malone Advertising Graphic Designer Feb 2007 — Nov 2009