ABOUT | lainefraser

A skilled, dynamic Lead Designer, Trend Forecaster and Global Studio Manager with over fifteen years experience designing product for Australian and international brands.

My passion lies in delivering unique, memorable design and product solutions by merging fashion-forward thinking with commercial insight. I have a natural talent and love for trend forecasting, colour, textiles, placement prints and type, and a borderline unhealthy obsession with my Pantone fan. Leading teams, driving creative and designing killer art, graphics and textiles for homewares, apparel and accessories is my forte, and I absolutely love what I do on the daily.

I genuinely love being on the tools, however I’m equally passionate about cultivating, coaching and leading creative teams. I nurture and empower designers, fostering big thinking and together we produce original, trend relevant, commercially successful artwork and designs. My leadership style is fun, open, inclusive and collaborative, with a focus on creating a safe space where innovation and creativity thrives.

Some of the brands I've worked with

A selection of licensors I've collaborated with

Background

Jan 2007 - present

Freelance Designer + Creative Specialist

Working as a freelance designer and consultant, I deliver tailored ideation, strategy and high calibre creative solutions. Supporting brands in all areas of the creative process including but not limited to;
Creative ideation + strategy
Customer profiling + archetypes
Trend forecasting
Textile design
Placement prints
Branding + identity
Product design + development

September 2018 - June 2024

Global Studio Manager, Typo

Enabling the brand strategy and vision, I led a team of 10 designers, artists and illustrators to deliver original, on trend artwork across all product and packaging for the global Typo customer.
I scanned the global market to identify, forecast and communicate quarterly colour, textile, placement, type and license trend direction in line with the brand aesthetic and customer DNA.
Managing the design pipeline from product and graphic ideation through to final art and sampling, I reviewed sales consistently drawing insights to inform future design concepts.
Consistently reviewed and adjusted the studio way of working in line with best practice, meeting deadlines and deliverables whilst also protecting white space to elevate creative each quarter.
Coached and guided buyers and designers to build cohesive cross departmental product ranges through a healthy print to plain ratio, driving multi's within and across departments.
I advocated and protected the brand voice and aesthetic, confidently coaching and leading the team to deliver consistency in building and sustaining the brand identity.

March 2011 - September 2018

Senior Designer, Typo (Textiles + graphics)

Creating original, on trend textile designs and placement prints I consistently protected the brand DNA, evolving and elevating textiles and graphics in my own work, and coaching others
Researching, analysing and identifying global colour, textile, type, print and product trends
Creation of story boards and colour palettes in line with customer DNA/profiles and monthly campaigns (main range and license)
Identified and created opportunities for input and influence across all aspects of the brand, working closely with buyers and key stakeholders to execute cohesive product ranges
Range building cohesive product collections that encouraged multi's, and coaching others on how to do so
Liasing with licensors to drive creative and develop global, on trend, original product ranges unique in market