Appleyard London
Cross-channel creative leadership + performance + brand.
Balancing premium brand storytelling with commercial performance across digital, paid and e-commerce.
Role
Creative Lead (2023–2025)
Web • Paid Media • Print • Packaging
Built a more cohesive brand experience across web, paid media, packaging and campaign touchpoints.
Impact
As Creative Lead at Ecomnova, I shaped the digital and brand direction for Appleyard London — leading campaigns, web experiences, paid media and packaging for a premium gifting brand. My role focused on creating cohesive, high-quality creative that balanced brand storytelling with conversion.
Led digital creative direction across website, paid media and campaign rollout.
Digital brand leadership
Created paid and digital assets designed to support both brand consistency and conversion.
Performance & creative
Developed creative approaches that could flex across seasonal campaigns and multiple customer touchpoints.
Creative systems for scale
The challenge
Appleyard needed creative that felt premium, consistent and commercially effective across every touchpoint. The challenge was balancing elevated brand expression with the pace and demands of e-commerce — from seasonal campaigns and homepage updates to paid media, mobile-first content and packaging.
My role
As Creative Lead at Ecomnova, I:
Led creative direction across digital campaigns, paid media, website updates and packaging
Shaped seasonal concepts and campaign rollouts across multiple customer touchpoints
Directed and refined visual output to maintain a premium, cohesive brand experience
Worked closely with marketing and e-commerce teams to align creative with commercial goals
Supported creative iteration based on channel performance and campaign needs
Helped guide and elevate output across a fast-paced in-house environment
Balancing 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 campaign and paid creative, I helped evolve Appleyard’s digital experience across key customer journeys. This included homepage direction, landing page thinking and website creative designed to feel visually elevated while remaining clear, usable and conversion-aware.
Campaign creative & paid media
I created campaign and paid media assets across formats and platforms, ensuring the work remained visually cohesive while adapting to the different demands of performance marketing. The focus was on producing creative that felt premium, recognisable and effective across the funnel.
Performance & impact
The work helped create a more joined-up experience across digital, paid and physical touchpoints — strengthening brand consistency while supporting campaign performance, seasonal launches and day-to-day e-commerce activity.
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Blossoming Gifts
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Digital & e-commerce design
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Print, packaging & POS
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Branding & identity
