CULTURALLY
DRIVEN
CONCEPTS
THAT ENGAGE
Creative, Art Direction, Design & Motion Graphics
Previous Clients Include
Hi, I'm SK.
A Creative Director specialising in art direction and design for content, campaigns, apps, web and socials.
With 10+ years experience spanning mental health, wellness, fashion, music, advertising, publications and technology, I’m passionate about bringing a strategic, content and design-led approach to building brands that connect.
Collaborating across multiple disciplines including creative, design, socials, production and post production, I have also worked in-house as an art director, creative director and creative lead - leading teams of up to 7 people as well as additional freelancers.
Menu
CONTENT
Where storytelling meets design.
JAAQ Jr
Podcast Series
Developed with Bupa, the JAAQ Jr Podcast raises awareness of children’s mental health through a youth-led format hosted by Pride of Britain winners Hughie and Freddie.
Focusing around the insight that children between the ages of 7-16 don't feel listened to by their parents, we crafted a concept that gave them agency.
Aesthetically inspired by comic books, the design direction empowers kids to see themselves as the hero.
The series reached over 3 million views in its first month, becoming Bupa’s most successful sponsorship to date.
Creative Director & Design Director
Additional roles:
Narrative Development, On-Set Producer, Post Production Lead and Motion Graphics
Thumbnails
Title Card | Lower Third | Intro Sequence
Logo | Bug
Grime Kids
Podcast Pilot
This episode was created as the entry point for a wider 360 campaign, using content to drive engagement and conversion for a Postkulture hoodie collaboration.
Based on DJ Target’s Grime Kids, the episode explored the foundations of UK Grime through a conversation with Ghetts. We focused on the cultural forces that shaped the scene, including pirate radio, rave culture and bike life, with fashion positioned as a cultural artefact rather than merchandise.
Bold design and cinematic post-production translated the raw visual language of Grime into a podcast format, aligning cultural storytelling with brand intent.
Creative Lead and Art Director
Additional roles:
Narrative Development, Post Production Lead, Graphic Design and Motion Graphics
Title Card | Breaker | Sting
Artist Lower Thirds
Bespoke B-Roll Animations
360 Campaign
Grime Kids x Postkulture
At the centre of the Grime Kids x Postkulture campaign was the hoodie itself.
I worked closely with Ghetts to develop the designs. This was then translated into a visual system and overall campaign direction.
The launch strategy leaned into mystery, reflecting the ethos of underground culture to build intrigue and demand. The hoodie was gifted to key cultural figures including Mike Skinner from The Streets and Krept, who chose to wear it organically, with Krept appearing in the hoodie on the BBC show The Rap Game UK.
The campaign generated over 50,000 website visits, sold out the drop, and positioned Postkulture as a credible fashion voice within Grime culture.
Art Director & Graphic Designer
Additional roles:
Creative Strategy
Rated TV
Vox Pop Series
"People don't trust brands, they trust people," was my pitch that sold this idea, allowing me to bring it to life.
Rated TV is a social-first vox pop series for Rated, designed to capture public opinion and culture in motion.
The identity balances 90s nostalgia with trending social media aesthetics, that reflects the audience’s world and Rated’s entrepreneurial spirit.
Through branded assets, targeted talent and a confident Gen Z tone of voice, the series built a presence in street interview culture — generating over 25 million organic views across social channels.
Creative Director & Content Director
Additional Roles:
Branding, Production, Editing, Motion Graphics
CAMPAIGNS
Where cultural & human insight drives creative direction.
JAAQ Studio
Launch Campaign
The launch of JAAQ Studio at MADFest 2025 introduced a new content agency built on the idea of human storytelling for brands to move culture forward.
The creative direction forged the brand’s tone of voice, strapline and identity, brought to life through a launch film featuring rapper Shocka and an experiential podcast-style activation at MADFest where attendees were interviewed in the JAAQ style.
The campaign generated 82 qualified leads and over 300 organic LinkedIn posts, making JAAQ Studio one of the most talked-about debuts of the festival.
Creative Lead
Additional roles:
Creative Direction, Branding, Tone Of Voice, Commercial Direction, Production
The Hunna
Capsule Collection
The Hunna, a British indie rock band weren't launching a merch line - they were launching a capsule collection.
Working closely with the artist's we developed an identity that drew from a post-apocalyptic narrative blending rebellion and social commentary with cinematic visuals.
This concept shaped the collection’s world and campaign aesthetic, and was later showcased as the band headlined Reading Festival 2019.
Creative Director
Additional Roles:
Branding, Art Direction, Graphic Design
Tattoo Girl
Guerrilla Campaign
Rated needed to make a buzz at London Fashion Week.
So in collaboration with fashion influencer and underdog it-girl, Chantelle, we "tattooed" Rated's brand logo all over her body.
With a shoestring budget, this PR spectacle achieved global coverage across Vogue, Dazed, HYPEBEAST and RUSSH Magazine
Creative Director
Additional Roles:
Art Direction, Graphic Design, Stunt Co-ordination
HUNGER 12
Magazine Launch
The launch of HUNGER Issue 12 channels protest into its editorial identity.
The visual direction fuses punk urgency with refined design, combining bold typography, disruptive layouts and charged imagery to create a cohesive brand world that feels unmistakably HUNGER.
Digital Art Director & Motion Designer
BRAND IDENTITIES
Where core values drive world building.
JAAQ
Brand Identity
JAAQ was built to change how the world talks about mental health, working with ordinary people to tell extraordinary stories that inspire understanding and hope.
The tone of voice focused on empowerment, turning vulnerability into strength through open, honest storytelling. Guided by the creative direction of making the everyday person look heroic, the photography style celebrated real people with cinematic intimacy.
JAAQ collaborated with leading brands including adidas, AWT Alpine F1, Nationwide, NatWest and Bupa to create campaigns that connect purpose with culture.
Rated
Brand Identity
Rated is a fashion marketplace built for the modern Gen Z creator. With over a million users, it redefines how people discover and share style, letting users earn commission on clothing sales through tagged videos.
The brand identity is shaped around its community, with design and tone inspired by the creators themselves.
By tapping into the design direction of nostalgic modernism, Rated became a fresh, user-driven space in the evolving world of online fashion.
Creative Director & Graphic Designer
Additional Roles:
Creative Leadership, Branding, Art Direction, Logo Design, Tone Of Voice, Motion Graphics
Fuel Tank
Social Branding
Fuel Tank is a high-fashion production agency specialising in CGI and digital artistry.
The brand identity and tone of voice were developed for its launch, blending nostalgia with futuristic minimalism to express its vision of artistry and innovation. The result is a cohesive digital presence that captures Fuel Tank’s cutting-edge, future-facing spirit.
Creative Strategist & Creative Director (Social)
Additional Roles:
Branding, Art Direction, Graphic Design, Motion Graphics, Tone Of Voice
HUNGER
Digital Identity
Founded by photographer and director Rankin, HUNGER is a magazine celebrating fashion, culture and visual experimentation.
The refreshed digital identity translates its bold editorial aesthetic into a sleek, contemporary online presence. Clean layouts, filmic photo treatments and layered motion combine to preserve the magazine’s avant-garde edge while modernising its digital experience.
Digital Designer
Additional Roles:
Digital Art Direction, Graphic Design, Motion Graphics
