Every campaign we developed for Sipsmith was anchored in the brand platform ‘Be a Swan Amongst Ducks’, a celebration of curiosity and individuality. We established a distinct art direction and a suite of design elements that evolved through each unique campaign, including the creation of the "Swan Question Mark," an iconic motif designed to visually represent the brand’s strategic focus on curiosity. To ensure a seamless rollout, we produced comprehensive brand toolkits for each project, encompassing all core assets and design guidelines.

Beyond the design, I led the art direction for each of these shoots, including evergreen brand imagery, Christmas campaigns, and the Wimbledon partnership. Working closely with photographers and the wider creative team, I helped create a strong, playful, and premium visual language for the brand.