Creative direction shapes the vision and ensures every element aligns to tell a cohesive, impactful story that resonates with the audience.
As a creative director, I guide the vision of a project to ensure every detail works together to tell a powerful story. I bring ideas to life by aligning design, strategy, and messaging to create a cohesive and memorable experience. I oversaw the various aspects of a creative production, putting all the pieces together to create beautiful visual communication that meets a brand's goals.
Providing creative direction is about lighting the way, not drawing the map - it's empowering others to explore boldly, refine relentlessly, and bring visions to life with authenticity and purpose.
The concept revolved around the idea of an online editorial for interior design. The bespoke page consisted of a number of different moods that could be recreated for furniture products at home, based on different brands, seasons of the year and the products in stock. Every style had a specific title that expressed a certain look and feel.
I created a design template that could be used for every style, with slight variations that would depend on the featured content. Then, over a longer period of time I provided creative direction for photography and designed the specific styles using imagery from the photo shoots and editorial content from copywriters.
This one pager promoted various scent candles and related products for home. The goal was to utilise vibrant colours and large imagery to evoke associations with certain sensory stimuli. We wanted the viewers to 'taste' and 'feel' the scents. That's why we came up with a concept of 4 styles: fruit, floral, fresh and spicery. Later, we also added an extra section for the festive season. I provided creative direction for photography and using the in-house made photos I designed the page.
A glimpse into the case study for Dekoora - a German local brand in Berlin that turns homes into personal, empowering spaces with handcrafted, sustainable wall art.
