Polly Designs

The September SS26 launch had to reach press, CRM, organic social and talent partners at the same time, and nothing could land late or off-message.

The idea never changed, only the format did. I kept the lock-up at the same visual weight on the mailer, the 9:16 stories and the talent frames.

Press mailer, launch email, the full IG story sequence, campaign frames and six talent edits.

An outerwear collection that needed a visual language the whole business could use, from trading and CRM to social, press and stores.

I built a moodboard from the shoot edit, then a toolkit that set the lock-up, Jost Light at zero tracking, and the crop rules every later asset followed.

Campaign master and toolkit, homepage and PLP, paid and organic social, launch email, lookbook and press mailer.

Pre-Fall sits between two big campaigns and can easily feel like filler. It needed its own look, separate from both AW and SS.

I set fixed type and a fixed lock-up for the season. Each of the five ratios was recomposed rather than just resized, so the model always has room.

Campaign master, toolkit and type spec, full onsite set, paid and organic social, teaser and launch email, lookbook and press mailer.

The weekly promo calendar runs independently of the seasonal campaigns: timed offers, trend edits, loyalty, homeware, product stories and partner launches.

I set up a modular email grid (hero, copy block, paired stills, button) and a promo lock-up designed once for desktop, then rebuilt for each ratio. The offers change every week but the brand stays the same.

Around twenty-five sends across UK, IE, US and AU, the full promotional ratio matrix, site and PLP banners, the Insiders loyalty panels and partner brand launches.

Seasonal catalogues, newsletters and digital assets for a footwear and accessories brand with a distinctive, illustrative house style and a founder’s voice on page one.

We paced it like a magazine instead of a product list: the founder’s letter first, then a full-bleed landscape, then a tight index with every shoe’s code and price.

Catalogue covers and spreads, the product index, campaign and offer emails, and high-volume product retouching.

I introduced animated GIF and video heroes to the emails, which increased customer clicks.

A B Corp resortwear brand publishing a booklet every month, alongside brochures, brand books and the swing tags that carry its sustainability claims.

I designed one grid and kept it across issues, so each month’s new collection only meant new content, not a redesign. The sustainability information became a diagram small enough to fit on a swing tag.

Monthly booklets from layout to print-ready artwork, brochures and brand books, Lenzing EcoVero swing tags, and in-house product and lifestyle photography.

An identity for a resortwear brand moving into homeware and lifestyle. One logotype had to work in thread, on ceramics and on paper.

I tested the logotype at every weight, then kept breaking, ghosting and cutting it to see how little of it you need before it stops reading as Blanca.

Logotype system, type and colour, packaging, stationery and product application.