While at Harrods, I was a core member of the digital team specialising in UI/UX design for their website. In addition to that, I assisted at some photoshoots for brands and internal campaigns, to make sure that our execution was inline with the overall digital strategy, plus introducing new features and modules by working directly with the in-house development team.
In my time there, I introduced Sketch and Slack as fundamental tools within the design team. They were still using Photoshop and different PSD’s to manage their website’s modular design system, causing inconsistencies and… I insisted on moving to Sketch, which helped better the design process and made time more efficient.
With most projects, we had a process of getting teams and stakeholders together who are involved, making sure the brief is complete and then proceeding to focus on content structure, sitemaps, wireframes and then ultimately the design direction. It wasn’t uncommon to have many teams involved, from Content, Marketing and Trade, to Developers, teams over in Knightsbridge and directly with brands.
Harrods were already selling a very small range of products from Stella but a big campaign was announced to highlight and showcase their new collection online.
I creatively lead the digital direction for their online presence, attending the campaign photoshoot and ensuring the online launch went smoothly. I collaborated with Trade, Marketing, Content and Publishing who organising the shoot. In addition, I gave creative feedback and amendments on post-production content to ensure our approach online was consistent with all other creative work.
To coincide with the digital refresh of Fine Watches, Breitling wanted to create more of a brand presence on the Harrods website. Brand areas are classed into different tiers based on the type of contract they have with Harrods. We needed to adhere to their branding guidelines when creatively developing the pages.
After successfully launching the new Breitling brand area online, I got heavily involved with the Fine Watches and Fine Jewellery team, leading and managing the creative direction digitally online.
CHANEL London Studio
One of the first brands I worked with was CHANEL and their London Studio project. They launched their first creative interactive makeup studio in London at Harrods, which is an experimental space showcasing full beauty collections and various beauty services and workshops.
This campaign spanned multiple channels, so I liaised with the Beauty team who prepared the brief which covered in-store, online, social media and art direction for content creation.
With alternating trends throughout the year, depending on the season, themes and palettes, there would be constant updates to keep the online presence up-to-date and aligned with the physical space. I worked directly with CHANEL to lead the creative direction for this and oversee content captured by the photographers and cinematographers.
Rarity was a big omni channel campaign showcasing the most exclusive and luxury products from a carefully curated list. One off creations or limited runs, only found online and in-store. This gave the user a sense of experience digitally, since the items were in-store.
It was mainly store focused but we decided to bring it to life online. In doing so, this spanned many different divisions across Hammersmith and Knightsbridge, and we all became aligned to produce a digital environment for this campaign.