Creative Direction
I was given the chance to work for 6 months in the Creation Center in North America. This short term assignment was to work in Creative Direction and focus on Colour, Materials and Trend insight. With a huge focus of my time being with consumers and working up to +5 years out, it gave me perspective to what makes consumers excited, what messages from the brand they relate to, and how to story tell in a clear, expressive way that resonates. I worked closely with all Business Units across Apparel, Footwear and Brand Design to create a focus for the season.
Behind The Scenes
Working within each BU across USA, Germany and China allowed me to communicate on different levels with how people experience colour and materials to build future forward collections.
Along the way... you have to play! I created fun tools to enable designers to have easy dialogue and adding new layers to evolving concepts.
Defining colour and materials for different qualities, executions and consumer needs are key in the element of creating a palette.
I love to work in different mediums. One opportunity to show the value of colour and proportion is through my prints.
Coming together to focus on the future for the brand is always an exciting time to share ideas, insights and create open discussion.
Finding new ways to play with proportion and scale through tools for designers to use to envision new designs, collections and storytelling.
Creative Direction Outcomes
My journey from concept to curation ended in building an exhibition space full of the “Codes of Sport” and tools for designers and tastemakers to utilise within the brand to tell their story of the seasonal narrative. Through building a seasonal palette and brand direction, defining key innovation in raw materials, and outlining how these can be utilised effectively for footwear, apparel and accessories; the brand direction was set aligned to the brand strategy, key highlight moments and a curated arc to tell compelling stories to athletes and beyond.