Lifestyle photography
challenge.
Alongside product, I art directed lifestyle shoots across stills and video, used across PR, campaigns, retail and editorial placements. Lifestyle imagery needed to work harder across multiple channels while maintaining a consistent brand feel. Previous outputs lacked a clear visual direction and didn’t fully capture the brand’s premium, outdoor heritage.
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 set a clearer visual direction, ensuring consistency across shoots and outputs while giving each campaign enough flexibility to feel distinct.
I worked closely with photographers, stylists and production teams to deliver imagery that felt more considered and elevated, while remaining commercially effective across PR, campaigns and e-commerce.
The result was a more cohesive and recognisable visual language, strengthening the brand across both marketing and editorial touchpoints.
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
