As Creative Director at Hideaway, I directed the brand’s end to end creative output, shaping high level strategy through to the hands on delivery of visual assets. Built on a foundation of mentorship and collaboration, I led a multidisciplinary design team to ensure our creative vision remained bold, distinctive, and consistent across every touchpoint. I spearheaded the complete production lifecycle of our retail packaging, elevating the physical product experience to match our digital presence.

A core focus of my role was directing visual storytelling, including conceptualising and leading large scale photoshoots, as well as curating high performing social media and multi channel campaign content. I oversaw the integration of diverse content streams to uphold brand integrity, maintaining a polished, cohesive aesthetic across web and social platforms. Whether designing for print or digital, my focus remained on building an immersive brand universe that drove measurable engagement and deepened community loyalty.