THE CHALLENGE:
Retail was changing rapidly as direct-to-consumer brands reshaped customer expectations. The challenge wasn’t refreshing an existing identity. It was creating a brand from the ground up that could position discovery as the experience itself.
THE APPROACH:
As Creative Director, I led the brand strategy and creative direction, beginning with competitive research across identity, interiors, positioning and tone of voice. Working alongside By Babba and the Showfields team, we established the brand story, positioning and strategic principles before developing multiple visual territories and a flexible identity system designed to work across physical and digital environments.
THE OUTCOME:
The result was a scalable brand platform that unified architecture, digital experiences, packaging and communications under a single point of view. By defining the strategy before the identity, Showfields launched with a brand built to evolve alongside a new model for retail.
Role
Creative Director
Agency
COMBO
• Competitive research
• Brand strategy
• Brand positioning
• Brand story
• Creative direction
• Identity system
• Digital
• Environmental
• Packaging
• Brand guidelines