Appleyard London
Cross-channel creative leadership + performance + brand.
Driving brand growth through design, digital experience and performance creative
Role
Creative Lead (2023–2025)
Channels
Web • Paid Social • Print • Packaging
Impact
Conversion + ROAS-driven creative at scale
As Creative Lead at Ecomnova, I shaped the digital and brand direction for Appleyard London and Blossoming Gifts — delivering campaigns, web experiences, paid media and packaging that connected creativity with conversion.
Owned end-to-end creative direction across web, campaigns, paid media and packaging.
Digital Brand Leadership
Performance-Led Creative
Delivered conversion-focused design across peak trading moments including Valentine’s and Mother’s Day.
Built flexible layouts and templates to support rapid campaign turnover at scale.
Scalable Campaign Systems
The Challenge
Appleyard London was scaling rapidly across e-commerce and paid channels, but the digital experience needed greater cohesion. The brand required a clearer visual hierarchy, stronger seasonal storytelling and creative that balanced premium aesthetics with commercial performance — particularly during peak trading periods.
My role
As Creative Lead at Ecomnova, I:
Led digital brand direction for Appleyard London across web, campaigns, paid media and packaging
Managed and mentored junior designers, overseeing creative quality and development
Collaborated closely with marketing, e-commerce and external agencies
Owned creative from concept through to execution and optimisation
Balanced brand storytelling with performance and conversion
Evolving the digital experience
I led the evolution of the Appleyard homepage and wider site experience to improve product discoverability, seasonal storytelling and conversion. This included the development of dynamic landing pages, optimised product pages and a more cohesive end-to-end user journey — from first touch through to purchase.
Alongside UX and layout improvements, I shaped the visual approach to
on-site photography and product presentation, ensuring imagery, composition and styling elevated the brand while clearly communicating value and detail. The redesign introduced clearer hierarchy, modular campaign slots and flexible templates to support rapid content changes and peak trading periods.
Campaign Creative & Paid Media
I led creative direction for seasonal and performance-led campaigns across Meta, Pinterest, Tiktok, Youtube and display, designing assets that balanced brand storytelling with clear commercial messaging.
Following a creative-led refresh and channel takeover, Appleyard’s peak trading campaigns delivered significant year-on-year growth.
The Valentine’s campaigns saw multi-fold increases in revenue and conversion value across Meta, Tiktok, Pintrest and display, supported by clearer creative frameworks and improved testing structures.
Performance & Impact
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Blossoming Gifts
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Packaging
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Print
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Branding & Logos
