What inspires me:
People are my main inspiration, how life is being lived and, as a consequence, what they are buying. Also, Instagram and museums are a constant source of inspiration.
Biggest creative/branding challenge I’ve faced at RBIS:
Time is always an issue, especially in a world that demands instant gratification. The biggest challenge set involved flying to Japan to receive a brief from a client there then brief in the creative team in the EU and Tokyo to commence work. Deadline was one week, but we had a generous time difference on our side: when the EU team handed their work over at the end of the day, it was morning for the Tokyo team. Essentially, we had a 24-hour design window every day.
Where I envision apparel branding in five years:
I see two sides: One where branding is digital, changing, and overt, and the other where garments come straight from the manufacturer with no branding.
Balancing creativity and sustainability:
As a designer, every project is a problem-solving exercise, whether it is to improve communication of a product or reduce materials to reduce cost. Sustainability is a consistent driving force that is always applied at the problem-solving stage so it’s an early and integral part of the whole creative process.
Advice for aspiring creative:
Learn from as many people and as many departments outside your own as possible.
My path to this role:
Before arriving at Avery Dennison, I worked in-house at several fashion companies. I began by interning at a luxury brand where I learned the full spectrum of the fashion industry, from marketing to designing product to production, on through to visual merchandising at retail. After finishing my degree in Fashion Marketing, I moved to New York to work as a branding designer at Zoo York, then returned to London to help start up a then small company called Jack Wills. At Jack Wills, I was responsible for the complete visualization of the brand, from the logo through the store design and marketing events.
How speed and flexibility informs my creative and strategic processes:
My team and I work very closely with the extended Avery Dennison team and with our customers. To avoid any pitfalls or holdups, we find out availability of materials before we propose an idea and gain knowledge of a customer’s budget from the sales team so we work within their financial parameters. Our counterparts in the US help us leverage insights and best practices when embarking on any venture. We use those insights to inspire meaningful conversations with customers and to deliver successful results.
Best career advice I’ve received:
You are only as good as your last project, remain humble, and have fun.