Laura Ashley
Working with Laura Ashley was a chance to blend timeless British elegance with thoughtful, modern design. I supported the brand across a range of creative outputs - from campaign concepts and art direction to print and digital assets - bringing a fresh perspective while honouring Laura Ashley’s rich visual legacy.
The brief for Laura Ashley’s 70th Anniversary was to design a logo specifically for this hallmark celebration. I aimed to create a new logo that connected deeply with the brand’s heritage by incorporating elements from the original Laura Ashley Bramble logo, which was replaced in the 2000s by the current primary wordmark. Over the years, Laura Ashley has introduced numerous logos to commemorate pivotal moments, each drawing inspiration from the brand’s rich archive. My goal was to design a versatile logo that could be applied across a wide range of assets - including packaging, fashion garments, digital designs, store fronts, and more.
Logo Design
Lookbook Design
I led the creative direction for Laura Ashley’s seasonal lookbook, overseeing everything from concept development to detailed page layout design. I art directed the photoshoots, collaborating closely with the photography team to ensure that styling, lighting, and composition captured the brand’s aesthetic and seasonal vision. Following the shoots, I designed the digital lookbook layout, carefully crafting the flow and visual hierarchy to create a cohesive and engaging presentation. The finished digital lookbook was distributed to Laura Ashley’s customers and partners, playing a key role in showcasing the season’s product range and reinforcing the brand’s identity.
Brand Guidelines
I led the creative development for the launch of the Laura Ashley Interior Design Service in partnership with NEXT, which went live in March 2022. I was responsible for designing the brand guidelines used by NEXT to create their own assets promoting the service across their website. To support the launch, I collaborated with a professional photographer to capture bespoke imagery that reflected the look and feel of the service. I also produced a library of digital mockups and visual examples to serve as a toolkit for the NEXT team, ensuring consistency and clarity in how the brand would be represented as the service expanded.
