Eastpak Brand Collaboration
I designed and developed a bespoke landing page for Eastpak’s collaboration with Robyn Exton, founder of the HER dating app. Drawing inspiration from both the Eastpak and HER brand identities, I created a cohesive design using imagery provided by Eastpak. Once the design was finalized, I built the page using HTML, CSS, and JavaScript, ensuring it was fully responsive across all devices.
In addition to the landing page, I also designed a simple promotional email for the Eastpak mailing list to support the campaign launch.
The Fragrance Quiz
This project originated after several weeks of storyboarding ideas to drive additional revenue for the fragrance department within QVC’s beauty sector. I developed a personality quiz designed to engage customers and guide them toward suitable fragrance products.
I was responsible for the quiz concept, user flow, and visual design, and collaborated closely with a developer to implement the JavaScript functionality. In addition, I created all the accompanying artwork and designed the headers that presented each quiz result, highlighting the scent profile the customer landed on along with related products available for purchase.
The Beauty Edit
The bespoke content below is part of The Beauty Edit — a quarterly digital feature I helped conceptualise, design, and produce. Each quarter, my copywriter and I would research current and emerging beauty trends to develop four key themes to spotlight.
I led the art direction and handled all aspects of page creation, ensuring the layout and visuals aligned with the tone of each trend. Together with my copywriter, we curated and created engaging content for each feature, which often included educational videos produced in collaboration with the promo team.
QVC Ambassador Campaigns
These bespoke pages were created for QVC’s new beauty ambassadors, tailored specifically to showcase their unique content and brand presence. I designed and developed each page with the ambassadors’ needs in mind, ensuring their personality and content were reflected throughout.
Once the designs were complete, I presented the pages to both ambassadors, who were enthusiastic and excited about their upcoming launches. Each page was built to be fully responsive and implemented within the QVC site using Adobe Experience Manager (AEM) CMS.
QVC Brand Pages
The first four pages are brand pages, designed to sit above the product listings and provide customers with more information about each brand. I created the brand page guidelines to ensure consistency across all brands — from smaller labels to major partners — using a tiered system based on the amount of content and assets available.
This framework not only streamlined the process of requesting information from vendors but also helped buyers, merchandisers, and copywriters produce relevant and cohesive content for each brand page. I developed the template after researching content types and identifying the most effective ways to display the material we typically received from vendors.
QVC Beauty Campaigns Commissioned
These pages were commissioned by buyers and merchandisers to highlight specific products, departments, or to support on-air TV shows. Each page was fully responsive and either designed or art directed by me.
The process began with wireframes, which I presented to the relevant teams for feedback before moving into visual design. I then created all the imagery and implemented the pages for launch. For the interactive quiz component, I built it in Poll Daddy, imported the code into the QVC website, and styled it in line with brand guidelines to ensure a cohesive customer experience.
QVC Custom Beauty Campaigns
These pages originated from my own concepts, which I presented to the heads of department and content planning teams for approval and budget sign off. Once approved, my copywriter and I collaborated closely to develop the content and overall design direction. I handled the page design, model selection, and art direction for the photoshoots, as well as the full build of the pages for web and the budget.
Some of the pages were created within an older CMS, which required me to code the functionality from scratch and ensure full responsiveness using HTML, CSS, and JavaScript. One of the key examples, Beauty at QVC, was designed as a landing page for a paid social campaign. The campaign included a YouTube ad that directed customers to the landing page, where they could explore QVC’s beauty offerings in more detail.
These campaigns performed exceptionally well, achieving above-average click-through rates and conversion metrics. Overall, they generated approximately 800% profit from the initial budget investment, demonstrating both strong creative impact and commercial success.
Tili Beauty Box
I was the lead designer for the launch of Tili, our beauty box, and was involved from concept to final product. I created all visual assets, directed the photoshoots, contributed to the look and feel of promotional videos, and designed the box itself—including selecting colors, tissue paper, and packaging style. This was one of my largest projects, where I gained insight into cross-department collaboration and played an active role in optimising workflow for our dedicated project team. It became so popular with customers we had to increase our box orders to 10,000 units to fulfil orders. The box was just the start, QVC are now selling Tili branded products, Christmas advent calendars and more. It was really the start of an additional brand within QVC
Blogs Migration
I independently created a complete website, migrating an old blog from a legacy CMS to a modern platform. I redesigned its look and functionality, developed user guides, and trained the team who would be using the new system. This 3-month project involved coordinating with multiple external partners, including server and survey providers. I particularly enjoyed building a fully social, interactive website from scratch, thoughtfully integrating all the elements needed to engage users and foster community.
Infographics
For Radioworks/Maple Street Studios I transformed dense, text-heavy quarterly reports from a major company into engaging, visually-driven infographics. My goal was to make complex data approachable and memorable, whether viewed on the company website or in email campaigns. Leveraging my experience in e-marketing, I ensured each design was optimised for its platform, balancing clarity, visual hierarchy, and brand consistency. This project showcased my ability to combine creative storytelling with strategic design, turning dry information into a compelling user experience.
