What I worked on:
Art Direction, Styling, Digital Assets, Motion, Social, Screens, Print.
As an avowed foodie, I leap at the chance to create hospitality and food & beverage assets for Harvey Nichols. Together with in-house and external colleagues, I art direct and design crave-inducing campaigns, while balancing commercial stakeholder needs. I oversee shoots from concept to execution, ensure images are retouched to a high standard, then finally design engaging assets for distribution across our channels. Cheers!
Hero assets for the Winter Dining Menu. Photography: Matthew Hague, Food Styling: Sarah Vassallo, Art Direction: Miguel Morte, Production: Nick Rainsford.
For 2024's Winter Dining Set Menu, I collaborated with our Art Director to direct an external photoshoot, then developed a visually-engaging campaign to align with Harvey Nichols' overall theme for the quarter, “We’re all Heart”. Utilising close-up, textural shots, we create compelling assets for use across instore and online channels throughout the campaign period.
Billfold featuring the menu, for instore use.
Alternative hero for Winter Dining.
For Summer Dining 2023, our focus was on macro photography, showing the plates in their full delicious glory. This was a departure from previous menus, which had focused on shots showcasing the entire menu; it was also the first time we commissioned motion work for use on instore screens and digital channels. The proof was in the pudding, with the campaign seeing a fantastic year-on-year improvement.
Hero asset for the Summer Dining menu. Photography: Matthew Hague, Food Styling: Sarah Vassallo, Prop Styling: Megan Thomson, Production: Nick Rainsford.
Still social content for Summer Dining.
I was tasked with to shoot and design Harvey Nichols' 2022 Summer Cocktail Masterclasses campaign. Working with in-house photographer, Adam Cooke, I developed a series of sunshine-filled images, bursting with the colourful produce included in the cocktail menu. I then designed a suite of assets across digital & print channels, promoting the classes through summer and beyond.
Hero asset for Cocktail Masterclasses.
Digital banner for Cocktail Masterclasses.
A suite of images for each class: Gin, Champagne, and Spritz. Photography: Adam Cooke.
I also led the design and direction for HN's Kid's Dining campaign. A joyful package of images were created with external photographer, Lizzie Mayson, celebrating the yummy flavours and textures to explore in the menu.
Hero asset for the Kids' Dining menu. Photography: Lizzie Mayson
Landscape hero for Kid's Dining.