Joined in 2020 as Creative Director of this emerging label.

Starting with a limited collection, I worked closely with the founders to develop a distinct brand voice and point of view within a crowded market.

I oversaw all creative output and marketing materials, developing four collections and establishing a consistent visual language that positioned the brand in a considered, premium space while distinguishing it from its sister brand, Jaded London.

I led a full rebrand in 2022, including logo design, packaging and labelling, and an updated visual identity across social and web content.