I've driven creative, designed and curated product ranges for countless global licensors targeting the youth, gen z customer.  There's a real skill to pushing the boundaries creatively and delivering original ideas whilst also respecting the licensor’s vision and brand.   Mood boards are integral for storytelling and communicating the colour, graphic concepts, and overall visual aesthetic.  Kicking off with killer mood boards and workshopping with licensors ensures early alignment, which protects creative white space to elevate designs.

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The process during ideation stage is pretty simple and also a ton of fun.  I start by gathering inspo images (colour, textiles, type, graphics) to build out an aesthetic.  At the time I dive into the customer mindset, unlocking  their love for the license and what characters or moments resonate.  I explore nostalgic angles and trends that fit seamlessly, pushing for a unique take that stands out. The goal is to nail a unique, compelling,  on brand, trend relevant concept that also stays true to the license.