Lookbooks and art direction
challenge.
Dunhill’s seasonal collections needed lookbooks that worked as both a marketing tool and a collector’s piece.
The challenge was to create something that felt elevated and timeless, balancing strong imagery with storytelling, without over-designing it or losing the brand’s understated luxury.
The Financial Times’ New Agenda initiative addresses global challenges such as climate change, inequality and geopolitical tensions. It offers insights for governments, businesses and individuals. Covering a wide range of topics, it promotes responsible economic behaviour by equipping readers with the knowledge to make informed decisions. The main challenge was to raise global awareness and drive conversions.
solution.
I led the design and art direction of the lookbooks, as well as the photoshoots supporting them, ensuring a consistent visual direction from concept through to final output.
I worked closely with photographers and stylists to shape the imagery, and with the design coordinator on paper selection, printers, casting, location and prop sourcing to ensure every detail aligned with the brand.
We focused on a clean, considered layout that let the product and photography lead, supported by premium materials and refined typography.
The result was a series of lookbooks that felt sophisticated and collectible, while staying true to Dunhill’s heritage and positioning.
Developed a dual creative approach for brand and performance, delivering a consistent system across all channels and markets.
1. Awareness (brand-led design, “Make Sense of It All”)
— Positioned the FT as an essential guide for business leaders navigating global challenges
— Messaging resonated with professionals who are curious, ambitious and value independent journalism
lookbooks.
lookbooks.
art direction.
art direction.
