Brand & Creative Lead. London based and available now.
Brand strategy, identity systems, art direction and campaigns. Selected work for KI Europe, Collier & Grant and Endo Agency.
I develop the concept, write the brief and lead design through to delivery.
KI Europe
Brand & Creative Lead
August 2022 to June 2025
Collier & Grant
Brand strategy and creative direction
July 2026 to present
Endo Agency
Founder
2021 to present
10 brochures within one KI editorial system ↗
Concept, Research, Brief Writing, Art Direction, Brochure Design
I originated the campaign concept for KI Europe’s Fleet collection, researching the designer’s work and influences and translating that research into the creative brief. I led the photography, set design and styling, then designed the brochure and supporting collateral. Material texture and warm lighting connected the product’s craftsmanship with a coherent campaign setting.
Concept, Brief Writing, Creative Direction, CGI Production Management
I developed the creative concept and wrote the briefs for more than 50 CGI lifestyle renders across 17 KI products. I directed Javier Pardina, defining the environments, lighting and visual language and managing development through to delivery. The resulting image library gave the product range a coherent presence across print and digital communications.
Strategy, Concept, Brief Writing, Copy, Identity Design, Photography
I originated the campaign’s strategy: recontextualising cannabis through the endocannabinoid system. My research shaped the educational copy, and I wrote the brief, designed the Endo identity and advertising, produced the photography and created the floating phone visual. I led creative development with the team through to an approved campaign across London buses and outdoor media.
Concept, Brief Writing, Photography, Image Production, Print Design
I conceived and designed KI Europe’s vehicle campaign, writing the brief and producing the photography, image editing and 3D visualisation. I translated the product story into large format curtain side livery and managed the artwork through to print. The designs extended KI’s visual identity across UK and European routes.
Strategy, Brief Writing, Art Direction, Photography Direction, Digital Design
I challenged the existing product presentation and developed a more contemporary creative approach for Cannabotech. I wrote the briefs, directed the photography and styling, and designed the newsletter and supporting digital assets. A more mature editorial language brought the product imagery and communications into a consistent visual system.
Research, Brand Strategy, Brief Writing, Creative Direction, Web Design
Through Endo Agency, I led research, brand strategy and visual direction for LEAP Europe. I wrote the creative briefs, managed design development and designed the website and supporting style guide. A coherent identity and clear information hierarchy brought the organisation’s policy and reform communications together.
Concept, Photography Brief, Art Direction, Shoot Management
I developed the concept and wrote the photography brief for KI Europe’s team portraits, then managed the shoot and directed photographer Marwan Elgamal. I oversaw image selection, editing and application across print and digital communications, giving the team a consistent visual presence.
Concept, Brief Writing, Creative Direction, Product Branding, Brochure Design, Original Sound
I originated the campaign concept, wrote the brief and led visual direction for KI Europe’s Solon Task Chair, working with Paper Digital on CGI and animation production. I designed the product branding, brochure and campaign collateral, then created and produced the film’s sound from scratch. A shared approach to lighting, tone and space connected the moving image, stills and print.
Concept, Brief Writing, Script, Storyboard, Animation Direction
I conceived a new animation direction for KI Europe’s Clubhouse acoustic pods and wrote the creative brief, script and storyboard. I led the production partner through development, using architectural settings and a clear motion narrative to change how the product was presented. The film introduced a new visual approach to KI’s product animations.
Concept, Photography Brief, Art Direction, Shoot Management, Campaign Design
I developed the campaign concept and wrote the photography brief for KI Europe’s Postura One Piece Stool. I managed and art directed the shoot, then designed the print and digital collateral. Sculptural props, light and human form gave the product a distinct visual identity across education and workplace communications.
Strategy, Concept, Identity Design, Product Design, Ceramics
I originated MáMi as a brand and product concept to recontextualise medicinal cannabis. I developed the identity, designed the campaign and made the ceramic objects myself, bringing the positioning into a physical product language. The work connects brand strategy, graphic design and hands on making.
Photography Briefs, Art Direction, Photography, Editing, Compositing
I wrote a photography brief for each product range, photographed the products and created the final composites for Canavape, ECS and Natural Vapes. Distinct visual settings gave each range its own character within the existing brand identity, connecting the brief, photography and finished digital assets.
Research, Brief Writing, Brand Strategy, Creative Direction, Identity Design
Through Endo Agency, I led the project from research, discovery and brief writing through brand strategy, creative direction and identity design. I developed the cellular visual language, managed design delivery and built the guidelines and supporting brand assets for a UK patient clinic preparing to launch. The system gives the brand a consistent foundation across digital, print and patient communications.
Creative Briefs, Photography Direction, Brochure Design, Typography, Editorial Systems
I wrote the creative and photography briefs, managed the shoots and designed all ten KI Europe product brochures. I developed the editorial architecture, typography, page layouts and product branding, and directed how the copy worked with the imagery. Working within the existing brand guidelines, I rebuilt the series as a coherent system while giving each product a distinct character.
Available now for creative leadership roles and brand commissions. London based, with remote and international work welcome.
Discuss a roleCommission a projecthelakuart@gmail.com