“I’ve always been more than just a designer.
Working across different levels of the market has given me a thorough view of the needs and expectations of both a design led and a sales driven business.”
Range building
It’s not just the design of one shoe that’s important for a brand but the creation of a cohesive and balanced range across different categories of footwear, price points, themes and trends.
To build a successful range requires cross-functional collaboration with merchandising to review and interpret the sales data, and as a designer to skilfully translate that information into relevant new products.
I love to build footwear ranges which respond to the commercial needs of a business whilst infusing the creative elements of trend, colour, material and details.
For me a great range is always a careful balance between the numbers and the creative.
Brand DNA
The most powerful brands don’t rely on labels. Their shoes speak for themselves as the brand’s DNA is distinctive enough to do the talking.
Brand DNA is not about logos, it’s the subtle details, combinations, lines or proportions that are unique to your brand; the details which speak to the customer without the need for a logo.
Or if we are talking about logos it’s the how and where they are applied to make your brand consistent and easily identifiable.
So, if you’re not quite sure what your brand DNA looks like, I can help you discover it and develop clear brand handwriting and guidelines, so your shoes have a consistent voice and are instantly recognisable.