What I worked on:
Creative Direction, Research & Visual Concept, Menu Design, Print Artworking, Signage, Digital Assets.
Gleneagles' annual summer lawn pop-up took a new twist in 2025: a fried chicken and champagne bar, uniting the hotel's luxury with a relaxed foodie favourite. I developed a visual identity inspired by the retro feel of American diners, marrying a personality-led approach with an elevated look-and-feel. The pop-up was hugely popular with guests, team members, and brand sponsors, sparking dedicated spin-off events including a Festive edition.
A match made in heaven: fried chicken & champagne. This picture shows menu signage, uniforms, napkins and greaseproof paper designed for the pop-up. Photography: Suzie Lowe. Art Direction: Rosie Conroy.
The vibrant red and white palette is a hallmark of classic diners, while the patterns reference Art Deco book covers, linking to Gleneagles' 1920s heritage. The palette is elevated by shifting the tones into cherry red and natural ecru.
For the illustrations, I briefed Maisie Blaise to create a glamorous hen mascot, furthering the playful nature of the pop-up's branding.
Claudia the Hen, illustrated by Maisie Blaise.
The Chicken Coop logo on the pop-up space. Event Build: Catalyst Events Production.
The logo uses a punchy, characterful sans-serif to establish a playful tone-of-voice. This is carried throughout the collateral with an abundant use of patterns and frames and a layered approach to typography, combining vintage-feeling sans-serifs.
Gleneagles' content manager led art direction for a brand-forward photoshoot. During this process I acted as a collaborative partner and sounding board for ideas.
Printed collateral included main, kids and drinks menus, hot sauce bottle labels, coasters, greaseproof paper, napkins, handwipes and more.
GIF content for social and web promotion.
Printed collateral showcased in the shoot photography.
In addition to photography assets I built a system of social media templates using the pop-up's brand, enabling Gleneagles' content manager to immediately launch the pop-up on receipt of imagery, and to post reactively for maximum engagement.
Instagram launch graphics.
