a brief history
Originally from New York, I started my career in fashion taking short courses at FIT and Parsons before moving to London to complete my Fashion Foundation at London College of Fashion. After a gap year interning in industry with designer Hayley Paige and honing my craft I decided to persue my BA in Fashion Design at Middlesex University in London where I interned briefly with designer Julien Macdonald.
It is at Middlesex where I honed my craft in design, graphics, and photography. After a design internship at Anthropologie Head Office in Philadelphia, PA after I graduated is when I decided to move from fashion design into creative direction.
I am currently a Creative Director at Apex Creative NYC, a creative agency specializing in content creation for social media.
The work below is a selection work from my time at Apex and personal projects. I work with an agency and on freelance basis. If you would like to work together, please visit the contact tab.
//creative director //
Purposely chosen black and white imagery interrupt the editorial, almost as seeing the image in both the past and present. Incorporated in the editorial is painting by local artist Kristian Battell, her modern contoured landscape made using a mix of printmaking and oil and acrylic. Her colour palette of oranges and yellows a constant theme. Yellow has the purposeful accent colour is associated with childhood, happiness, cheerfulness: yet used differently here in a muted faded tone to represent those feelings left in the past.
A choice of T-age Williams as the model was intentional, photographer and creative director Rebecca Rampersaud wanted to tell a beautiful fashion editorial story with a black model at the forefront. Themes of youth lost childhood, and nostalgia are universal should be represented that way.
The House We Once Grew Up In
Retracing the steps of your childhood home evokes strong memories in everyone. It brings you back to a time that you can no longer get back to, but only re-trace. Rooted in this editorial is the feeling of going back home through hallways that hold memories of the past. The idea here was rooted in a woman playing dress up in her mom and dad’s wardrobe and exploring her childhood home bringing to mind the feeling of nostalgia, wistful of a time that has passed.
Stylist Danielle Hawkins played with feminine textures and embellishments mixed with masculine silhouettes, the youthful idea that children don’t know what’s masculine or feminine while playing dress up, just putting together to them what feels right. It is a natural instinct, a curiosity of seeing what feels good together.
Working with CRC’s client SimplyProtein for their American launch to create clean and minimal visual imagery for their instagram. This project involved working directly with the SimplyProtein team to create strong branding and target audience. Competitor research, art directing and being the photographer for this shoot.
I worked with this luxury skincare client under Apex as the Creative Director working directly with Raffaele Rubeto to together create a beautiful visual campaign to reflect his new series of products SKIN.
I was the producer on the two-day video shoot where delivered 8x tutorial videos, a campaign video, and product photography for web.
Working with PR Company’s client Ceramedx on their new branding for social media, I art directed, and did the photography for their Ceramedx skincare.
Bridal Market week photography 2018
branding for apex deck
Graphic design for new Apex Deck, using design elements of Apex or meeting point from our business cards to create a visually engaging and clean deck that clearly outlines the services we offer.
Breaking down Apex's offering into two different offering using the circular design, the red and white offering a bold color contrast. Keeping the font same the throughout, creating a interesting balance with spacing and weight.
Graphic design of the icons are created the idea of separating our services into the three stages for client to clearly read and understand exactly what they are getting every step of the way.
Keeping all three icons on the left, while highlighting exactly where you are in the process with a subtle circle color change to the predominant red.
Thoughtfully choosing imagery created all within Apex to highlight the variety of the content we create adds an anchor to the information displayed
Writing all the copy for the branding to clearly and concisely explain the stages of Apex to the client, using a bold weight to emphasis on key
published: forest magazine
Designing the art direction on the shoot and during post-production, doing the graphic design myself. Published for Forest Magazine 'Realm of Enchantment' Issue 2018
Photographer: Mani Zarrin (@manizarrin)
Art Director: Rebecca Rampersaud (@rebecca.rampersaud)
Fashion Stylist: Danielle Hawkins (@danielleh_styles)
Hair stylist: Matthew Green (@matthewgreenhair)
Makeup artist: Sawako Kijima using MAC Cosmetics (@sawaart23 @maccosmetics)
Producer: Sheri Chiu (@sheri.chiu)
Model: Pong Lee @ Supreme (@its_pong@suprememgmt)
Photographer Assistant: Derick Marques @out_of_fifty
Bussiness Cards for Apex Creative
Designed and created a series of business cards for Apex Creative NYC working as Creative Director there for eight people on the core team
'Apex' meaning the peak, the summit, I wanted to create a design that was minimal and clean yet spoke the the volumes of that we as an ad agency aspire to. An offset circle represents that we set ourselves away from the rest with innovative and fresh design vision.
The idea of two circles meeting at a crux point represents the collaboration of what each person has to offer Apex. With the graphic 'Apex Creative' in the meeting space between the two circles representing the exchange of the ideas.
washed out witch
// fashion design + creative direction //
lookbook: rebecca rampersaud
// art direction //
washed out witch
My Final Collection from Middlesex University 'Washed Out Witch' was inspired by cult horror films like Carrie and Suspiera. The idea that women represented in horror films often are dressed in white, lace, and innocent while they are actually the thing meant of fear. Combining that with the Feminist Witchcraft ideology that the three stages of a women's life is the Maiden, the Mother, and the Crone to create an empowering and visually beautiful collection.
//flat lay styling//
//social media //
november 2017-current COLLECTION
Working personally with Apex Creative's client Joanna Maxham to create modern minimal collection of images for Joanna Maxham's instagram feed.
//graphic design //
Creating a series of postcards for Apex Creative NYC as Apex's Creative Director for clients.
I developed a visual representation of Apex's process, designing each of the icons on the postcard, as well as graphically designing the front and back of the postcards.
a liberated woman
Design project for Anthropologie based off the women's liberation of the 60s and 70s drawing inspiration from the American housewife culture of the time with the contrast of the women's movement of the time.
Using elements of design with the color palette from bright pastel 70s bathrooms and surrealist photographer Lee Miller. Silhouettes inspiration from modern adaptations such as Mad Men, Good Girls Revolt and the Stepford Wives.
The collection is the designed for an empowered women with red embroidery elements and strong silhouettes.
Fashion Design Project
Of Lichens & Witches
Inspired by my early fascination of magic and witchcraft, I revisited the historical context of ‘the witch’ for my pre-collection. Focusing in on European and American witchcraft, I tracked the movements from the witch-hunts to modern day witchcraft, such as Wicca and Feminist Witches. Witches leave a obvious trail in society, with many branches of research, both positive and negative such as the Occult, Satanists, and the role of women.
Design elements from lichens created in nature, silhouettes created with moth shape details using collage to create design details for the collection.
food and drink editorial
Food and drink photography is needs to be both aesthetically as pleasing as it tastes, as does the way it is consumed as a medium. Here I created a mock editorial of London Summer Eats and San Sebastian Summer Eats -all photography, graphics, and writing by myself.
Lots of research went into this project, as well as being graphically pleasing and information is relevant-talking both of the history of each city. Food write-ups for every budget from food trucks to street vendors to michelan starred restaurants.
fashion design + creative direction + graphic design
Witchy Women Lookbook
Taking inspiration from both the historical symbols and idea of ‘the witch’ in combination of the modern Wicca rituals and dress, the collection takes overlaying elements such as the ritual circle symbol, and rope and robes that cross witchcraft over continents and cultures. ‘Witchy Woman’ collection embodies both the positivity of a witch as symbol for to be revered and also homage to the debts they have paid along the way.
Using the imagery of draping capes and slithering long hemlines in lush materials such as velvets, chiffons, and satin in deep and rich hues the collection references both society’s perception of witch-warb but also self-embodiment of the modern witch, a women who owns her sexuality with authority.
Using the inspiration to show peace in the modern city world. Shot in New York, New York I creative directed the shoot and did the post-editing and calendar planning for the client for their social media.
A client of Apex Creative's, we created a beautiful set of images for the client in lines of their product- which was all about inner peace and harmony. These set of images were for the Fall 2017 collection of Bu Designs, a mix of outdoor lifestyle photography and indoor environmental photography.
sweet and stoned
// fashion design + graphic design //
sweet and stoned
Design project based off American stoner culture, focus on stoner chics, playing on traditional 70s silhouettes and fabrications (bell-bottoms, and shaggy coats) this collections offers a light hearted youthful bright burst.
As well as creating the graphic design, all illustrations were done by me.