Driving Visual Consistency During High-Growth
At a time of rapid market scaling, Jack Wills sought to solidify its brand identity and ensure its visual representation accurately reflected its core ethos and premium product line. The challenge was to evolve the brand's aesthetic to support this expansion while retaining the coveted, aspirational appeal that defined the "Fabulously British" identity.

Reimagining the Iconic Handbook
The printed handbook was arguably the most vital touchpoint, acting as both a catalogue and a lifestyle editorial piece that customers eagerly awaited. I was instrumental in guiding the brand toward its desired visual direction by undertaking a complete re-design of this critical asset.

Strategic Flow & Merchandising:
Working closely with the founder, I advised on the Information Architecture (IA) and product sequencing, structuring the handbook to tell a cohesive seasonal story and optimise product showcasing for maximum impact and sales conversion.

Visual Quality Elevation:
I provided crucial guidance on photography quality control, ensuring the visual assets matched the brand's high-end aspirations and better showcased the material quality and fit of the apparel. The aim was to move the visuals toward a more refined, premium standard.

‍Seasonal Campaign Creation: "In the Alps"
Beyond the core catalogue work, I was responsible for conceiving and executing a key seasonal campaign that amplified the brand's lifestyle image.

Concept Development:
‍I created the entire "In the Alps" brand concept, developing the core narrative, color palette, and visual assets associated with the campaign.

Integrated Execution:
I translated this concept across all relevant advertising and promotional materials, ensuring a cohesive and compelling message that captured the high-end, adventurous spirit of the Jack Wills customer.

‍The resulting work helped Jack Wills not only manage its visual identity during a crucial period of commercial scaling but also directly improved the effectiveness of its most important marketing tool, ensuring the brand and product were represented with elevated quality and strategic intent.