Editorial Pitch & Concept Development for Christmas Gift Guide

Shaping a fresh editorial concept aligned to seasonal ATL creative and brand guidelines.

Agency: Axon London
Client: John Lewis
What I did: Editorial concepts, pitch visuals, creative direction, editorial design
Role: Art Director (Agency)

I worked with the pitch team at Axon London to develop a suite of editorial concepts and moodboards that secured the John Lewis gift guide business. Responding to the season’s existing in-store ATL creative, I collaborated with an Editor to shape a fresh, contemporary companion piece that felt both dynamic and considered. The brief called for a sense of luxury and decadence, balanced carefully within John Lewis’ established brand guidelines. The work pushed the creative direction forward while remaining grounded in the retailer’s core visual language.

Result: The successful pitch led to a long-term working relationship between Axon and John Lewis, retained for many years after.