Creative direction
Magazines, lookbooks and brand publications. Thoughtfully designed across print and digital.
Making it all make sense
I love getting stuck into a brief: unpicking the challenge, finding the connections, and working out how the pieces fit. There’s something satisfying about that moment when it clicks, and a previously complex brief becomes a clear creative direction.
That understanding comes through conversation, curiosity, and asking the right questions. Working closely with my clients, I connect the dots and bring a strong creative point of view, from the overall concept to the smallest design decision.
Whether I’m shaping a campaign, directing photography or developing digital content, I want every element to have a purpose and the whole to feel cohesive, distinctive and true to the brand.
Once the creative direction is established, I give the team the clarity they need to bring it to life and stay hands-on with the design. I keep clients, stakeholders and creative partners involved and informed throughout, so we all move forward with a shared vision.
Selected works
JOHN LEWIS
JOHN LEWIS
PACHACUTI
ENGLISH HERITAGE
IN THEIR WORDS
“Emma joined English Heritage at a critical time during a brand refresh process, and was instrumental in identifying how to amplify the visual identity to provide much-needed depth and richness.”
MEGAN ANDERS, HEAD OF BRAND & CONTENT, ENGLISH HERITAGE