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My Work

Brief:
Create a bold new vision for Brand Britain that unites a divided nation. I decided to reclaim national identity by engaging Gen Z with British culture in a way that feels authentic, rebellious and relevant to today’s social and political climate.

Solution:
HARK! is a protest brand that reimagines Shakespeare as a tool for modern rebellion. Screen printing, stencils, and handmade protest kits empower Gen Z to speak out through visual resistance. Loud, raw, and analogue, HARK! transforms Shakespeare into a voice for collective action and social change.

Wrigley's Extra

Brief:
Gen Z is under a lot of pressure, particularly those aged 14-17, who are dealing with school stress, studying for exams, and navigating the world with increasing social pressure in both real and digital spaces.

Solution:
By re-imagining Extra's "Chew You Good" campaign, our goal was to prompt teens to recognise and act on their stress by chewing gum in overwhelming situations.

This was visualised through large-scale billboards, bus stop advertisements in busy locations to catch the attention of teens as they go about their days and encourage them to take a breath both in real life and on social media.

Wrigley's Extra

Wrigley's Extra

Brief:
A 3-week, group creative challenge assigned by the Dyson Creative team in collaboration with REACT. Our task was to rebrand B.O.B., an emergency medical tool designed to stop blood loss from knife and gunshot wounds.

Solution:
We chose to target the UK Police as our primary target audience and US schools as our secondary target audience.

Deliverables included deciding the device's name and classification, brand guidelines, product graphics, device packaging, a social campaign to grow public awareness, a company website, and identifying sponsorship opportunities.

"Calm down, Love."

Brief:
For the third brief of the ISTD project, the theme “Books Still” explores the evolution of typography in its relation to media and how it has been moulded and contorted over time to fit with society and trends.

Solution:
When choosing this brief, I immediately knew I wanted to focus on a subject surrounding women. I thought about texts that have spoken to me, such as the “menopause monologue” from the series Fleabag, and current “trends” in women’s media that I have observed (e.g “trad-wives on TikTok).

A common theme interwoven through all of these, however, was the idea of “feminine rage”. This is what I decided to explore for my project.

I created a typography-based exhibition which shines a light on the idea of "feminine rage". I asked women: “What is something a man has said to you that has made you angry/ in retrospect makes you angry now?” I got over 50 responses.

"Calm down, Love."

"Calm down, Love."

Brief:
On average, Gen-Z spends up to nine hours a day using a screen. This translates to 40% of their daily life where they aren’t connecting with people or living in the real world. Although there are many benefits to social media, excessive screen use or over-consumption of negative news online is having a detrimental effect on Gen-Z’s mental and physical health.

Solution:
Doomscrolling aims to highlight the hypnotic effect that social media can have on us, swiping our time away and leaving us disconnected from the outside world. The sequence aims to encourage us to: Disconnect to Reconnect.

Shortlisted for Creative Conscience 2024.

Brief:
Creating a zine based around the text, "Am I rootless, or am I free? 'Third culture kids' like me make it up as we go along", written by Ndéla Faye.

Solution:
For this project, I explored themes of migration and how that can impact the journey to self-discovery. For this project, I focused on vintage postcards as a way to embody the inner battle between the feelings of belonging and alienation.

Quest

Quest

Brief:
In a collaboration between AUB and Imagination, we had to use the Post-Growth Toolkit to reimagine our given object, an MRI scanner, in a post-growth society.

Solution:
The focus - A reimagined healthcare model which focuses on preventative health through a four-tiered approach. We aimed to create a healthcare model that focuses on the root causes of illnesses (to reduce the need for diagnostics and intervention).

Self-care is at the centre as this empowers citizens to take care of their health. But they also have the option to lean on their community and healthcare professionals if they need more support. Citizens will then feed this knowledge into the community, so others can benefit.

Pulse

Pulse

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