GRAPHIC DESIGN

Frugi

Frugi is a renowned clothing brand based in Cornwall, specializing in organic children’s apparel.

Over the course of several years I was employed as their senior graphic designer and also worked for them in a freelance capacity. I was responsible for designing a wide range of materials, including lookbooks, catalogues, email campaigns, exhibition stands, and infographics, as well as editing photography.

Additionally, I managed a team of designers and photographers, overseeing the allocation of tasks and ensuring the timely delivery of projects. My role involved balancing creativity with efficiency in a fast-paced, vibrant, and collaborative environment.

SeasAlt

Seasalt is a lifestyle clothing brand based in Cornwall, known for its distinctive, coastal-inspired designs. I was responsible for designing their catalogues and editing the accompanying lifestyle photography.

At the time, the brand’s aesthetic embraced a sketchbook-inspired style, which provided an opportunity to incorporate hand-drawn elements such as boats, seashells, and Cornish landscapes into the layouts. This approach helped to bring the brand’s storytelling to life, blending design and photography in a way that reflected the essence of Cornwall’s natural beauty.

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<img src=%22mormaids tote bag.png%22 alt=%22woman on a beach with a cream tote bag over her shoulder%22>.jpg

MORMAIDS

Mormaids is a women’s surf group in Newquay, Cornwall. Their motto is ‘Encouraging ladies to reclaim the waves’. Mormaids is derived from the Cornish word mor, meaning 'sea,' and can be translated as 'seamaids' or 'maidens of the sea.'

The Mormaids wanted to use the Cornish flag, a surfboard and a mermaid’s tail for their logo. So I designed this with two lock-up options for versatility.

Mollie Erskine, founder of Mormaids, also commissioned a female surfer illustration. She wanted to show a strong woman, distancing Mormaids from the usual over-sexualised ‘beach babe’ that women surfers are often portrayed as.

My illustrations have been added to Mormaids t-shirts, hoodies and tote bags. I really enjoyed creating this distinctive style for these sea maidens!

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<img src=%22guztech hoody.jpg%22 alt=%22Guztech illustration on the back of a woman's hoody%22>.jpg

GUZ.TECH

Guz.tech is an annual technical shipwreck diving conference in Plymouth. I created apparel designs for their 2024 event which took place at the Plymouth University.

The brief called for a dynamic and visually striking design featuring a rebreather diver and a shipwreck. To enhance the concept, I incorporated elements of sea life and nautical artefacts commonly discovered by divers during their explorations.

Illustration of people celebrating in front of a digital dashboard with party hats, balloons, and confetti.

PORTAL ILLUSTRATIONS

Recent illustrations created for a Fertility company. An online portal needed two images for email communications. One to inform people that the portal was being fixed, and the other to announce its imminent launch.

Together with the project manager, we came up with the concept of people working hard around a giant screen, fixing, painting, polishing and celebrating.

NHS - DEMENTIA LEAFLET

The NHS commissioned me to design a printed guide to promote public services for carers of individuals with dementia. The brief called for a compact, portable format that could easily fit into a bag or pocket.

I proposed an A3, double-sided leaflet that folded down to A6. I structured the content by organizing information for Richmond on one side and Hounslow on the other. To enhance usability, I illustrated two maps, highlighting key locations such as support groups and memory cafes with vibrant characters and landmarks, making the information visually engaging and easy to navigate.

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CORNWALL MUSEUMS PARTNERSHIP

Cornwall Museums Partnership (CMP) supports a network of over 70 museums in Cornwall, working together towards positive social change since 2015.

CMP commissioned me to design their 2020 Impact Report and Heritage Awards booklets. The brief called for a contemporary aesthetic that aligned with their established brand identity. To achieve this, I incorporated a modern design approach and applied silver foil detailing to the front cover as a final touch.

Alternate logo concept

the masked ball

The Masked Ball is a popular biannual event held in Cornwall, running for the past 10 years and attracting large crowds during both the summer and Halloween seasons.

The event's founder, Kelvin Blatt, approached me in 2014 to design the logo for The Masked Ball and create promotional posters for that year’s events. While the logo has since been refreshed, reflecting the evolution of the brand over time, it remains one of my favourite projects. I'm pleased to share the original design here, along with a few alternative concepts that were considered during the design process.

Unfortunately, The Masked Ball will be closing its doors in October 2024, alongside its venue, Flambards, due to rising operational costs. It will undoubtedly be missed by many of its loyal attendees who have celebrated at the event over the years.

BRAND IDENTITY & ART DIRECTION

Click to view projects

Floral-themed wedding invitation with gold designs on blue paper from Anna Sawle, established 2004, featuring animals and plants.

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Open magazine featuring a woman setting a dining table, surrounded by green and gold eucalyptus leaves. The opposite page has text titled 'Meet Jenny' with a description about event planning.