Lifecycle & Campaigns
Heritage retail, rebuilt for the inbox
A multi-year lifecycle and campaign programme for a heritage British fashion house.
Ted Baker — 2019 — 2021
Ted Baker / 04
Scope
- Lifecycle email system
- Seasonal campaign rollout
- Web hero & browsers
- Wallpaper set
- Studio shoot art direction
A multi-year programme inside Ted Baker — designing the lifecycle email system, seasonal campaign rollouts and the browser-merchandising surfaces that connect them. My mandate: keep the wit, restore the craft, sell the season. Translate the heritage editorial voice from print into every digital surface a customer touches between sale and basket.
Ted Baker — Lifecycle & Campaigns
01
Context
When Ted Baker set out to reinvigorate their brand presence for their London flagship store launch, I was brought in to help orchestrate the creative vision across every touchpoint — a project that had to hold together in-store, on social, in the inbox and in print.
Context — Ted Baker
02
The idea — A Brilliant Fuchsia
At the centre of the project was the "A Brilliant Fuchsia" initiative. Working hand-in-hand with Ted Baker's in-house creative team, I helped craft a distinctive visual language that could carry across platforms. The challenge was to honour Ted Baker's heritage while injecting fresh energy into the brand expression.
Drawing on the store's London Bridge location, I developed a colour palette that referenced the area's travel heritage while keeping Ted Baker's signature sophistication intact.
The idea — A Brilliant Fuchsia — Ted Baker
03
Applied across every surface
That visual framework became the foundation for the rollout — the same season logic worked outward from store to screen rather than being adapted channel by channel.
Deliverables
- Immersive in-store experiences
- Social media content
- Email campaigns
- Custom digital wallpapers and mobile assets
- Animated content for digital platforms
- Environmental signage and wayfinding
- Print collateral and marketing materials
04
Outcome
The campaign launched the new flagship store and lifted the brand's presence across digital and physical touchpoints, with a cohesive visual strategy that carried the customer from social through to the shop floor.
Art direction and design working hand-in-hand with Ted Baker's in-house creative team.
The outcome
- 01A lifecycle programme repositioned as a brand asset rather than a discount channel.
- 02One seasonal visual logic across email, web hero, app banners and browsers.
Next project
Hackett London
A luxury retail campaign across email, social, in-store and web.
