Led the design of unique artwork and patterns for Women's, Girl's, and Baby wear collections. Actively guided and consulted brand owners in crafting and fortifying their core visual art identity. Offered strategic insights to emerging start-ups on production, brand identity, and material choices, ensuring a cohesive brand narrative. Collaborated closely with production teams from concept to completion, fostering brand strength and resonance.

Led the visual merchandising team at LUSH, upholding brand standards while coordinating with LUSH UK for directive updates. Managed team recruitment, training, and negotiations. Supervised pop-up and new store presentations and ensured staff consistency in brand visuals through regular visits.

Elevated store aesthetics by merging seasonal promotions with visual strategies, maintaining adherence to brand values. Utilised Adobe Illustrator for designs that embodied the brand's essence and transformed visuals into in-store experiences.

Oversaw textile design by selecting patterns and techniques that complemented artwork and aligned with customer trends. Collaborated with designers, developers, technicians, and suppliers for cohesive production, with a special emphasis on Girls and Women's collections.