As the Creative Lead at Apothecary 87, a premium men’s grooming brand based in Doncaster, I was responsible for overseeing the company’s visual identity and ensuring that the brand's strong, distinctive image was consistently upheld across all touchpoints. From online platforms to physical packaging and print materials, I played a key role in shaping and maintaining a cohesive, high-quality brand experience. My responsibilities included creative direction, design, photography, and film production, all aimed at communicating the luxury and craftsmanship behind Apothecary 87’s products.
I led the development and execution of Apothecary 87’s brand identity, ensuring consistency across all platforms and marketing channels. This involved overseeing the brand’s tone, visual style, and messaging, making sure it remained aligned with the company's values of luxury, craftsmanship, and masculinity. I worked closely with the marketing team to ensure that the brand’s unique character was conveyed through every customer touchpoint, from the website to social media and print collateral.
I ensured the brand's aesthetic and messaging were consistently represented on the website and social media channels. I worked with the digital team to maintain the look and feel of the online presence, ensuring that the visual storytelling aligned with the high-end grooming products Apothecary 87 offered. I also helped shape social media campaigns, designing content that engaged and resonated with the brand’s audience.
I took charge of the design and creative direction for all packaging, ensuring the physical presentation of the products reflected the premium nature of the brand. This included everything from product labels to promotional materials. I worked closely with suppliers and printers to make sure all packaging was both functional and aesthetically aligned with the brand’s image. Additionally, I designed a variety of print assets, including brochures, lookbooks, and flyers, that were used for both B2B and B2C marketing.
I produced a range of lifestyle and product photography to be used across the website, social media, and print materials. This included styling and shooting products in various settings to highlight the luxurious and refined nature of the brand. I also directed and shot promotional films, capturing the essence of Apothecary 87’s ethos through dynamic visuals and storytelling.
