I've worked on Revamp Professional from the beginning, setting the creative direction for the brand and involved in all stages of development from product CMF to packaging to execution in-store and online.
Launched in 2019, Revamp took the less conventional approach of fusing the worlds of backstage film and fashion with a mission to make professional styling accessible to everyone. Its tone matched that spirit: authentic, playful, and a little rebellious - an artist and expert rather than a follower or lecturer, deliberately anti-conventional and disruptive. The strategy worked, successfully launching the brand forward in a crowded marketplace, delivering consistent year-on-year growth. But we needed to adapt.
By 2024, Revamp’s initial momentum was beginning to slow. Rather than treating this as a purely commercial challenge, we saw an opportunity to reassess and refocus.
Brand Refresh
I led the creative vision from initial insight through to launch, working closely with marketing, design and senior stakeholders to define the new brand direction - establishing the creative principles, directing the identity development and ensuring the resulting system remained coherent across every channel.
Through research and a review of the competitive landscape, we identified a gap between the strength of the business and how the brand was perceived by our target audience. Revamp had grown significantly since launch, but its identity and expression were still rooted in the world it had originally been created for.
We set out to refresh the brand from the inside out: sharpening its proposition, evolving its identity and creating a more compelling expression of what the brand could become. The challenge wasn't simply to make the brand look different, it was to ensure it remained relevant, distinctive and capable of driving its next phase of growth.
We reframed the visual language around a more accessible sense of luxury. Grounded, understated and warm. A warm, tonal palette replaced the previous dark, high-contrast direction, bringing greater refinement and approachability to the brand.
The refresh also became a guiding principle across the wider brand experience, influencing not only how the brand looks, but how the product range was presented and developed. This considered use of colour, finish and materiality can be seen in the metallic blush-gold treatment of the Dynamic range, creating a cohesive visual identity across both brand and product.
Updated brand guidelines established the foundations for the next chapter of the brand, translating the refreshed creative direction into a clear and cohesive manifesto for the future.
We redefined our approach to model and lifestyle photography, developing a more distinctive and elevated artistic direction in line with the refreshed brand direction.
Working with renowned hair, beauty and fashion photographer Jack Eames, alongside a carefully selected team of stylists, we created imagery designed to bring the new brand guidelines to life. From casting and composition through to wardrobe and styling, the result was a more cohesive and recognisable photographic identity, one that brings greater impact to the brand while reflecting the confidence and attitude of the Revamp customer.
A subtle simplification of the logo improved its definition and clarity, while preserving its recognisable character.
The packaging redesign addressed in-store visibility by putting benefit-led messaging at the forefront, strengthening Revamp’s core care proposition and creating a clearer hierarchy of product features.
The result was a more immediate, intuitive way for customers to understand the product and make an informed choice at the point of purchase.
Following the refresh, Revamp has seen a return to YoY growth with a 35% increase in 2025, securing the brand a 5% share of total UK haircare market. The success is set to continue in 2026 with a forecast of 25% growth.
The refresh wasn't about changing what had made the brand successful, it was more about understanding which parts of that success were worth protecting and which needed to evolve. The result is a brand that feels recognisable enough to retain its existing equity, but ambitious enough to grow to the next level.
Sound & Soul Month
The 2026 Sound & Soul Month campaign brought together two key events in the House of Marley calendar, Earth Day and Record Store Day for the first time.
In partnership with HMV, the month long campaign was a celebration of everything House of Marley stands for: vinyl culture, genuine craft, and a commitment to the planet.
The campaign ran simultaneously across both HMV and House of Marley digital channels, with further in-store promotion via digital screens.
Achieved YoY sales growth of 9.29% across both online and in-store channels during this campaign. Earbud sales grew by 59%, record player sales saw a remarkable 177% increase.
Bob Marley: One Love
House of Marley partnered with Paramount Pictures in February 2024 for the theatrical release of Bob Marley: One Love.
The partnership included a limited-edition Stir It Up Wireless record player, produced in a run of 250. As part of the sponsorship deal, we produced the Pearl & Dean ident for selected cinema releases.
Stir It Up Lux
An elevated entry into the House of Marley's growing record player range, the launch campaign for Stir It Up Lux focussed on its premium sustainably sourced materials, styling and technical features.
The stills, shot by our in-house photographer, featured the record player in lush outdoor settings, highlighting the beauty of its materials.
The concept for the walk-around video and social ads was to capture an authentic, candid moment between two friends relaxing and enjoying music, positioning the product as the hero. Macro cutaways of the record player in use, paired with projected imagery, subtly brought House of Marley’s brand pillars into the story. Rise Media shot and produced the final video.
Balancing sustainable materials, timeless design and superior audio technology, the Stir It Up Lux campaign established a creative direction that would shape House of Marley’s approach to content planning for future launches.
Bridge Vibroacoustic Therapy
Create campaign content to support the European launch of Bridge, a new relaxation concept from Homedics.
Using vibroacoustic technology, Bridge turns sound into feeling, recreating the sensation of standing close to a speaker at a concert. Not the volume, but the low, physical hum you feel in your chest before you even hear it.
A soft, rhythmic pulse that starts at the core and radiates through the body, with frequencies creating subtle vibrations designed to induce different states from deep calm to quiet energy.
With a full global campaign planned for the Bridge range in 2027, a last minute spot on QVC gave us the perfect opportunity to soft launch the range's vibroacoustic cushion in Europe. The challenge was to create a campaign that introduced the Bridge concept with only a short amount of production time and minimal budget.
Faced with these constraints and an ambitious idea to showcase Bridge as a truly immersive experience, I decided to put my natural scepticism aside and explore what a predominantly AI-generated campaign could achieve.
We developed creative for the online listing and video sequences broadcast as part of the show, alongside a dedicated landing page, social content and email.
Midjourney and NanoBanana were used to generate imagery, then Google Flow to create animation.
In tandem with this, we hosted a wellbeing event, inviting a group of people to experience Bridge first-hand and describe how it made them feel, providing strong social content to support the launch.
Bridge achieved 82% sell-through during the QVC spot and online, an impressive performance for a new product concept.
Bridge also subsequently secured key listings with Argos and Curry's. The soft launch campaign provided valuable learnings around messaging, which we've been able to optimise and further test, and will ultimately help inform the global range campaign.
An integrated framework for managing creative development, production and delivery across multiple teams and channels.
Back in 2007 when I joined Homedics, it was almost impossible to find creative assets without digging through endless network folders and randomly named files. During my first year, I organised everything into one place, introduced a naming convention and built a bespoke browser-based asset library in ASP/SQL called Marcomxchange, designed to allow the internal team and customers to easily log in, search and download files.
Fast forward to 2026...
...and as a personal side project, I decided develop a more sophisticated creative management system using Javascript and with the assistance of AI. FKA Brands were using several different solutions - Salsify, Smartsheet and Lytho - for PIM & DAM, project management and artwork approval. All great systems, but not fully integrated and expensive to run.
From the creative team side, I identified areas where we could immediately benefit, automating time-consuming admin tasks and adding a simpler, consistent UI across different all systems. Speaking to regular users of the current tools across the business, I also compiled a wish-list of features that would help simplify and streamline their respective workflows.
After scoping the project and designing the UI, I used Anthropic's Claude AI to help organise the data and develop code, reducing the initial build time considerably. Within two weeks, the first version of the new Marcomxchange DAM app was complete.
With PIM capabilities added, Marcomxchange is now live as FKA's product information and asset management system. I've since added a further three apps, all of which are fully integrated, but can also be used a standalone systems.
Marcomxchange
PIM & DAM system, managing product data, copy, and digital assets across multiple brands.
Projector
Project and task management with a customisable template builder for different workflows.
Accord
Content review and approval tool, with separate list and review screens for approving or requesting changes.
Ensemble
Drag-and-drop page builder for below-the-fold content, supporting multiple brand themes.
With plans to migrate from Smartsheet to Projector for next product development round, this project is estimated to make an annual cost saving to the FKA EMEA business of £75k, with a global rollout planned to follow next year.