About Me | Freelance Art Director

Hey, nice to see you here ( :

I'm Lucy. I'm a creative strategist and brand director and for the last 15+ years I've been helping brands figure out what they actually need and then making it happen.

I've worked with Dove, StriVectin, Black Tomato and a bunch more. Leading research, building brand identities from scratch, designing digital experiences and directing creative everywhere a brand shows up.

The thing I'm best at?

Asking the hard questions and making the strategic calls.

The research that uncovers what's really going on.

The thinking that turns insight into direction.

The decisions that make sure you're not just building something beautiful, you're building something right.

I use AI in my workflow every day, but tools don't replace my thinking, they amplify it. I'm the one doing the research, the strategy and the decision making. That's the bit AI can't do.

Have a look around. Check out the work. And when something clicks, let's start a conversation.

WHAT I DO

BRAND STRATEGY

I help you figure out what your brand actually needs before anything gets designed. I'll dig into your business, your market and your audience, review what's working and what isn't, and build a strategic direction that gives every creative decision a reason to exist. This isn't a templated game plan. It's a proper deep dive into your brand, built on research, experience and honest conversation. Whether you're just starting out or you've hit a wall and need fresh direction, this is where we start.

EXPERIENCE DESIGN

I design websites and digital experiences that are built on strategy, not guesswork. My process starts with research and discovery so I understand your audience, your goals and your brand before anything gets wireframed. From there I prototype, test with real users and refine until the experience feels effortless. I love this bit. The challenge of making something that looks beautiful and works strategically at the same time. A great website isn't just seen, it's felt.

BRAND IDENTITY

Whether you're building a brand from nothing or yours needs to evolve, I start by uncovering who you really are and how you want to be perceived. Your values, your voice, what makes you different. From there I develop a visual identity that tells your story with intention. Typography, colour, tone, everything working together. By the end you'll have a brand that doesn't just look good but feels like you and connects with the people you're trying to reach.

CREATIVE DIRECTION

This is where your brand comes to life across everything you put out there. From packaging and print to social assets and digital campaigns, I direct the creative so your brand feels like itself wherever it shows up. Every piece is designed with strategy behind it, not just aesthetics. Think of this as the ongoing work that keeps your brand consistent, intentional and always moving in the right direction.

ABOUT ME

THINGS I LIKE TO DO

Walk (Alot)
Hike (When I Can)
Cycle (When The Weathers Good)
Practice Yoga (Daily)
Meditate (Before Bed)
Cook Veggie Food (When I’m Not Feeling Lazy)
Read (Whilst Drinking Coffee)
See My Friends (At The Beach)
Travel (As Much As Possible)
Sketch (In My Notebook)
Visit Galleries (At Weekends)
Walk Ted My Dog (In The Mountains)
Eat Peanut Butter (I Love Peanut Butter)
Watch Hiking Documentaries (In My Pyjamas)
Watch Sunrises (And Sunsets)
Leave My Phone At Home (And Walk)

SOME COOL THINGS I HAVE DONE

[WORK]
Jaguar Shoes Collective, Print Installation / United Kingdom
Who's Next, Print Installation / France
Urban Outfitters, Print Installation / United Kingdom
Creative Review, Feature / United Kingdom
St. Pancras Hotel, Print Installation / United Kingdom
Amnesty International, Print Collab / United Kingdom
Urban Outfitter, Print Collab / United Kingdom
Reike Nen, Print Collab / South Korea
Kids R Kids, Art Workshops / China

[PLAY]
Outer Mongolia 80k Trek / Mongolia
Great Wall of China Marathon / China
Toubkal Summit / Morocco
Annapurna Circuit Base Camp / Nepal
World Triathlon Championship Olympic Series / UK
UK National Three Peak 24 Hour Challenge / United Kingdom
Yorkshire 3 Peaks / United Kingdom
Caminho de Compostela / Portugal / Spain
Mount Pico Summit, Azores / Portugal
Mount Etna / Italy
Eurovelo 01 / Portugal
Cross Borders 160k Cycle Challenge/ Scotland

(watch)

QUALIFICATIONS

Interaction Design Foundation AI For Designers / Jan 2025

Interaction Design Foundation AI-Powered UX Design / Jan 2025

UX Design Institue Diploma / Nov 2020

Klaviyo Certified / Feb 2020

BA (Hons) Fashion / July 2012

EXPLORE MY PROJECTS

READY? LETS GO