Microzine was my first print baby. Having launched galleries, bars and pop-up events within the British bricks and mortar stores, it was a dream come true to see the "best men's store in the world" come full-circle in print form.
Just like the stores, the print version celebrated curated consumption for stylish men, featuring fashion, art, books, sneakers, music and more - all of which could be purchased in stores or via the website.
The inaugural issue launched as a free "ultimate style guide" distributed with Arena magazine in the UK. The magalog was also shortlisted for Best Marketing Initiative at The Drapers Magazine Awards.
From celebrating A Decade in Design to launching exclusive new wares, the catalog for British design and furniture store, Utility Design was as beautifully shot and crafted as the products within it.
When your subjects are this good to look at it, it's really quite easy to direct striking photography and create clean, consumer relevant copy to suit.
In store POS to educate on the rich history of Adi Dassler.
From iconic sneaker designs such as the adidas Gazelle, to Adi's upbringing and family history, the binder was a content rich education tool for retail staff and consumers alike.
Appealing to teen girls (and their mom's) across the U.S. for it's fun, friendly and affordable style, dELiA*s was such an inspiring brand to create content for. As well as directing all copy and concepts for catalog, web, look books, emails, stores and video, I also spearheaded the successful growth of dELiA's social media strategy and launch onto new channels such as We Heart It, YouTube and Wanelo. Engaging with a loyal fan base of over 2 million every day enabled me to listen to and get live feedback consumer feedback to craft into evergreen campaigns, contests, editorials and special projects with both in-house design teams and fashion influencers.
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Working with Naoto Ono at RDA International, we collaborated with renowned NYC chef Pino Luongo for his new restaurant, Morso. With all eyes on his first restaurant opening in a decade; the brief required a move away from Luongo’s traditional Italian restaurants while still capturing the classic ambience derived from more than thirty years on the NYC restaurant scene.
Directing everything from logo and photography, to menu curation and dish naming, we drew influence from Luongo’s heritage (both authentic Tuscan and old school New York), the restaurants location (59th St & Sutton Place, right underneath the Queensboro Bridge), and current dining trends.
Bites of inspiration from all over Italy and the Mediterranean led to the restaurant name, Italian for “bite”, and the menu—with dishes available as morso (smaller servings, so you can taste bites of everything) or tutto (full size). This theme of European travel, combined with graphic influences from vintage Italian graphic design (notably, the designer Albe Steiner) became the backdrop for the creative design and color palette. The interior graphics then became a visual library translated across all collateral.
The brand voice is tongue-in-cheek simplistic, often poking fun at Luongo’s perceived public ego and never taking itself too seriously. With a ‘let the food do the talking’ mantra, dialogue seeks to raise a smile—and to relish in the everyday joys of sharing a delicious meal with friends and family. ‘Silence is golden when the mouth is full’ became the first in a serious of unique and classic quotes and phrases, placed across all channels.
Not all of yesterday's news becomes tomorrow's fish and chip paper. Some of it takes pride on coffee tables, acts as a portfolio for a boutique ad agency, and attracts new clients. MemoRandom, the in-house newspaper come design piece did all three. Featuring new work, interviews, wishlists and more, the launch issue translated into web and social content, and vice versa.
#HelloBeautiful was a cross-channel campaign inspired by the beautiful spirit, positivity and engagement of dELiA*s fans nationwide. Working with social influencers and blogger besties, Sugar & Spice, the campaign celebrated friendship and paying it forward.
The campaign launched in print in the dELiA*s catalog with an inside cover spread featuring Sugar & Spice in their favorite dELiA*s outfits. A strong call-to-action led to a Hello Beautiful landing page, showcasing a special Sugar & Spice shop and details of a #HelloBeautiful photo contest via Instagram. Fans were invited to share their own beautiful bestie photos for a chance to win a gift card.
Supported via web, email, social and in store messaging, a winner was picked each week and featured on dELiA*s social channels. Sugar & Spice also supported the campaign with their own blog and social posts – encouraging their fans to like @delias and share content. The entries spoke for themselves. 20,000 photos, a month's worth of branded and user generated content and 4 happy (and $250 worth of dELiA*s clothing richer) teen girls. The first 100 entries also received an exclusive direct message to their Instagram account with a special discount code.
With over 900 stores all over the UK, retail giant the JD SportsFashion group held their JD Sports magalog in pride of place within their marketing strategy. Produced monthly, with additional seasonal supplements and special inserts, I took creative concepts through to photo direction and editorial with a focus on sneakers, sports and music.
A maverick dentist who wanted to turn the British dental industry on its head and a full circle brief to rename, re-style and devise all copy concepts for in-surgery, print, outdoor, direct mail and online. The results were refreshingly fun (and funny) whilst maintaining an authoritative and assuring voice.
Design by Jmeel Allen, undertaken for Black and Ginger.
Selection of lookbooks from dELiA*s.
Holiday gift guide published independently on behalf of Utility Design for stores and direct mail. Also inserted within Living Etc, Fabulous Magazine, Red and Woman & Home.
This project is particularly close to my heart because it was one where I got to play both publisher and creative director, concepting all photography, editorial and print production.
A selection of videos I concepted, scripted and co-directed.
eloquii is a plus-size brand launched by The Limited in 2011. I worked with the team at RDA to generate pre-launch buzz and to keep consumer engagement through CRM. We focused on the storytelling of the brand—on why The Limited CEO Linda Heasley felt compelled to produce a plus-size collection in the first place—and why this wasn't just The Limited clothing in bigger sizes.
The campaign included web, in store, social and video.
Early development of brand voice for independent British interior and design store, A White Room. Language and tone had to communicate the down-to-earth nature of the brand and team, offset against the high-end design products and brands sold at the store.
Design by Jmeel Allen. Undertaken for Black and Ginger.
The fashion arm to British youth retail giant, JD SportsFashion, the BANK magazine allowed for lots of creativity in concepting photo content and editorial to reflect the fun, fast fashion-forward brand. With the role of photo director and editorial director, I led ideas from mood boards through to final print.
Working with social influencer agency, The Audience, dELiA*s collaborated with YouTube star, Megan Nicole on an omnichannel campaign to celebrate her original song, Never Wanna Let You Go.
As well as wardrobing the official video, we also worked with Megan on exclusive bonus content for the dELiA*s website and social channels, including interviews, a pre-launch acoustic video, a special Megan Nicole shop and in store appearances.
As a founding member of The Souvenir Collective, I got to work on some pretty neat pieces for our inaugural art show, Be Hospitable!
A little about the show:
As part of the 2012 Independents Biennial, The Souvenir Collective invited friends and collaborators to explore the theme of hospitality. From the strangely familiar habits within families, to the traditions and rituals of international cultures; each piece reflected the artists take on the concept – curated by TSC for their first exhibition. The show was held at Camp & Furnace in Liverpool.