Creative Direction & Design
With celebrity fans of ASH including Gigi Hadid, Kendall Jenner, Selena Gomez, Madonna, Rihanna, Iggy Azalea, Lady Gaga, Cara Delevingne and Victoria Justice (among many others) Ash’s first global ecommerce site needed to live up to their reputation for impeccable craftsmanship and innovative creativity. Which is why I was proud to be approached with the challenge of not only designing their fully responsive site, but also the digital re-imagining of the brands online presence and Art Direction of all product photography. From typography and colour palette, through to UX, design and prototyping, it’s unusual to be given so much creative freedom on a project of this scale. The result is a holistically considered site that I hope lives up to Ash’s reputation for creativity and quality.