DESIGN PROJECTS
CREATIVE LEADERSHIP / CLIENT BRIEF DEVELOPMENT / BRAND TRANSLATION / CONCEPT DEVELOPMENT / END-TO-END DESIGN
UNTD2 | CREATIVE DIRECTION & BRAND-LED DESIGN
LIARS | BRAND DEVELOPMENT & CREATIVE DESIGN
Originally developed as an exclusive jewellery brand for ASOS, Liars combined trend-led design with a strong understanding of its fashion-conscious customer.
Through commercially focused product development, evolving trend direction and a distinctive brand aesthetic, Liars achieved significant growth, becoming the second bestselling brand on ASOS in 2019.
This success created opportunities to expand into wholesale partnerships with retailers including Zalando and Topshop, before evolving into DCK's own standalone brand.
A strong example of how customer insight, creative development and commercially relevant design can contribute to long-term brand growth.
CLICK IMAGE TO VIEW FULL VIDEO
Founded in 2025 by John Mutton, UNTD2 is a contemporary Australian unisex jewellery brand built around individuality, human connection and modern luxury.
As the sole designer and creative lead, I worked directly with the founder to translate his initial brief and brand vision into a distinctive creative direction and cohesive jewellery collection.
Leading the design process from concept through to final development, I combined trend research, customer understanding and contemporary design thinking to create pieces that reflected the brand's identity, values and target audience.
The result was a considered collection that brought the founder's vision to life, balancing bold design, modern aesthetics and commercial appeal while establishing a clear and consistent product identity.
SACRED | BRAND-LED DESIGN & CREATIVE DEVELOPMENT
A trend-driven fashion brand with a bold, individual identity, created for customers who want to stand out and express their personal style.
Working closely with the Sacred clothing team, I developed seasonal jewellery and statement accessory collections that complemented the brand's evolving creative direction.
The design process involved interpreting seasonal trends, understanding the target customer and developing distinctive pieces, from branded jewellery to statement metal accessories including hat trims, boot chains and decorative detailing.
Originally stocked through ASOS before expanding into Topshop concessions, Sacred demonstrates how a strong, cohesive brand identity can translate across multiple product categories and retail environments.
ZARA | CREATIVE DEVELOPMENT & DESIGN
A considered hair accessories collection developed in response to a specific buyer brief, combining a soft, romantic aesthetic with Zara's contemporary brand identity.
The creative direction focused on bridal-inspired styling, delicate proportions and a refined colour palette, incorporating materials such as silk, cotton and satin.
Working from initial concept through to product development, I translated the brief into a cohesive, commercially relevant collection.
The project resulted in a successful collabo
PRIMARK THE EDIT | PRODUCT & CREATIVE DEVELOPMENT
Developed a refined jewellery collection for The Primark Edit, a more elevated offering designed for the style-conscious customer seeking quality and affordability.
Working closely with the Primark team, the creative direction focused on contemporary, timeless designs, elevated finishes and improved gold-plating techniques, while maintaining accessible price points.
The collection balanced premium aesthetics with commercial accessibility, delivering strong customer response, bestselling styles and repeat orders.
A great example of translating brand positioning and consumer needs into commercially successful product design.