WYS Studio

For the launch of the Nike Pegasus 42, I created a 42-page publication exploring the design, engineering and evolution behind one of Nike’s longest-running silhouettes.

Rather than simply documenting the shoe, I took it apart. Physical dissections and macro photography exposed the materials, construction and technology usually hidden beneath the surface, becoming the foundation for the publication’s visual language.

Every element was drawn back to the Pegasus itself. Colour was taken directly from its eight colourways, while technical specifications, product data and conversations with the Nike design team were translated through typography, repetition and layered graphic systems.

The physical production became an extension of that thinking. Different print processes, stocks and finishes were used throughout to reflect the changing materials and textures of the shoe, turning the publication into something tactile and engineered in its own right. A flip-book sequence brought the eight Pegasus colourways into motion, while die-cuts, layered pages and changes in materiality encouraged the reader to physically interact with the book.

The result was a publication built from the shoe outwards, using print, photography and graphic design to celebrate 42 iterations of constant refinement through 42 pages of design.

• Editorial Design

For Away Days, a New Balance Football experience created around the Women’s European Championship Final in Basel, I developed a suite of editorial, printed and physical pieces that helped shape the identity of the trip.

At the centre was a bespoke zine inspired by traditional football programmes, bringing together photography, illustration, writing and contributions from a group of female creatives and makers. I developed the editorial design, typography and layout, referencing familiar elements of football publishing throughout. The trip itinerary, for example, was reimagined as a starting line-up, turning practical information into part of the visual language of the project.

I extended this identity across T-shirts, menus, place cards and a custom football scarf, creating a consistent system across editorial, merchandise and hospitality.

Together, the pieces combined the visual traditions of football with a more contemporary, crafted approach, creating a collection of objects that documented the trip and the culture surrounding the final.

• Campaign
• Editorial Design

As part of New Balance’s wider Set Pace Café campaign for the London Half Marathon, I designed a limited-edition posterzine that translated the visual identity of the activation into print.

The publication centred around interviews with New Balance-sponsored runners taking part in the race, combining their stories and perspectives with running imagery, editorial content and graphic ephemera. The format unfolded from an editorial publication into a large-format poster, allowing it to function both as something to read and something to keep.

Using a restricted red and white palette, layered imagery and utilitarian typography, the design drew from the visual language of running, race-day graphics and the physical environment of the Set Pace Café.

The posterzine formed one touchpoint within the wider 360° campaign, extending the experience of the physical activation into print and giving visitors a tangible record of the runners and the event.

• Editorial Design

For the launch of the Nike SB Air Max 95, I developed the graphic assets for a skate jam and after party celebrating the release.

At the centre of the project was a two-sided concertina zine, designed to unfold into a continuous piece that brought together the product, skate photography, event information and the wider visual language of the launch. The format allowed the zine to shift between an editorial object and a piece of event ephemera, with each panel working individually while forming part of a larger composition when fully opened.

I extended the identity across the wider event through posters and flyposting, maps, medals, tokens, a pub quiz and supporting graphics for the skate session, DJ and SNKRS content, creating a cohesive system across both physical and digital touchpoints.

The result was a graphic language rooted in skate culture and DIY publishing, designed to feel at home both within the event and pasted onto the streets around it.

• Campaign

For the fourth edition of Hartcopy’s physical annual, I designed a publication documenting the defining footwear releases of 2025, translating the platform’s digital identity into a tactile editorial object.

The book brings together product stories, imagery and details from across the year, with an entirely new colour and graphic language developed for the edition. I used bold typography, shifting layouts and image-led spreads to give each story its own rhythm while maintaining a consistent system throughout the publication.

The design draws on the visual language surrounding footwear itself, from packaging and product graphics to catalogues and archival references. An exposed binding allows the structure of the book to become part of the design, while changes in paper stock, print processes and finishing add variation and tactility throughout.

Rather than simply reproducing Hartcopy online in print, I approached the annual as its own object, using the possibilities of physical publishing to document a year of footwear culture in a format designed to be kept.

• Editorial Design

Tasked with showcasing PUMA’s groundbreaking archive with Inside Tag, the goal was to create something lasting beyond a week-long exhibition. Instead of a traditional magazine, I designed a practical, memorable keepsake—a deck of playing cards produced by expert manufacturers Modiano in Trieste, Italy.

Designed in collaboration with Mancunian artist Tomas Gittins, known for his whimsical world-building and “The Joy Must Grow” mantra, the cards celebrate PUMA’s iconic history in footwear design. This unique project brought together the PUMA Archive, Hartcopy, Tomas Gittins, Modiano, and Inside Tag, embodying a shared vision and lasting creative partnership.

• Print Design

Publication, Social media and OOH to commemorate the opening of Salomon Sportstyle's Paris store opening. Designed as a newspaper and typeset in Kormelink, the publication included Paris Fashion week guides, fictional article and a games section.

• Editorial Design
• OOH
• Social Media

2023's Rendition of Hartcopy: The Journal, with a complete overhaul of the previous design system. Using Jacob Wise's Kormelink in Regular and Italic as well as a heavier use of red on the cover and throughout the publication, this year's Journal uses more unique art direction and typesetting that allows for a larger number of interviews throughout.

• Editorial Design
• Fashion
• Art Direction

Tasked with building the identity for Bestia, a new American/Singaporean based sportswear sunglasses brand. The displayed idea shows a failed concept, using Bauhaus references to create a custom logotype. This shape based idea used Roobert as its accompanying typeface which would be used in Bold and Regular respectfully.

Bright blues were used to represent a more healthy lifestyle and bringing the user back into nature with connotations with the sky and sea.

The identity was shown through deliverables such as Logo, Typography, Colour, Packaging, Social and OOH

• Branding
• OOH
• Packaging
• Social Media

Multiple B2B deliverables created for GetAgent, a comparison site to help homeowners find the best estate agent for their needs. This commercial work was initially built off limited brand guidelines.

Through establishing a close relationship with the client, the identity was built out further through five B2B trade banners and a 56 page deck template.

• B2B
• Print Design
• OOH

Brand identity for Hartcopy with logo design used on a collaboration with adidas on the BW Army, the iconic German army training sneaker used as inspiration for the Margiela Replica.

The identity is typeset in Romie from Margot Lévêque studio with an additional red 'wavy lined' as an indicator for a misspelled word, used as a playful connotation to the brands focus as copywriter and commentator within the sneaker industry.

• Branding

Creative strategy, art direction and design for Laced's 2023 Christmas campaign for social, CRM, ECOM and OOH across 15 billboards at major London underground stations including Oxford Street and Covent Garden. The strategy focussed on the idea of gift giving and the different stages in that process during the holiday season. Campaign imagery centred on "choosing the gift", "wrapping the gift", "giving the gift" and "enjoying the gift" with the use of both still life and talent focussed shots used throughout.

AI was used throughout the campaign to see the talent enjoying the presents in a snowy landscape, whilst luxury props and styling were used to match. Anonymity was labelled a priority to focus entirely on the product and the act of giving in of itself.

• Art Direction
• Campaign
• Design for Print
• Digital
• Strategy
• OOH

Hartcopy is, simply put, a digital catalogue, an encyclopaedia of culture. Through it’s periodic “The Journal” series, this digital magazine makes a foray into the physical, arriving in the form of a premium, 350 page, hardcover publication.

Designed in line with the familiar Hartcopy identity, which was initially concepted and derived from a love for traditional Japanese print, The Journal as a series is the physical culmination of everything Hartcopy is online.

• Editorial Design
• Fashion
• Art Direction

Holding the position of senior creative at the sneaker reselling platform Laced, this project worked in tandem with branding agency Someone and world renowned type foundry Colophon to create a new brand identity, design system and creative direction.

The brief included overseeing and collaborating on the work done by the agencies and developing it into usable, day to day creative for use at Laced. This included creating Art Direction guidelines in collaboration with other team members at Laced which could be expanded upon as the business grows and which is still in use today.

• Branding
• Social Media
• CRM
• Art Direction

Custom logotype for successful YouTubers The Fellas and their new clothing line. Limited to strict guidelines within the brief, this timeless logo takes inspiration from Art Deco typography and gives room for expansion across a much wider identity in the future.

• Branding

A guide created in close collaboration with Hartcopy and Aurora Realini, dissecting and examining the culture of bivouacking in the alps, AESTHETIC SURVIVAL saw co-authors Aurora Realini and Sam Le Roy embark on an expedition to twenty different mountain shelters, starting in Slovenia and venturing across to the French-Italian border.

The role of a bivouac has been redefined over the years, shifting from pure survivalism to what is now a glamorous opportunity for aspiring and heavyweight architects from across the globe to experiment on a new landscape.

This 220 page publication is typeset in G2 Erika from Gruppo Due, with copy written in both English and Italian. Printed by Kopa using coated stock from their own collection, the book is hardback and uses japanese binding.

• Editorial Design

Fashion is at the forefront of the London’s young creative scene, becoming accessible to all and giving opportunities to progress from past ideals. With this development, there has been an influx of younger and sustainably conscious designers, customising and creating existing garments in ways more creative than the past. With these ideals in mind we collaborated with 5 of the best and most experimental, UK based designers who have these forward thinking practises considered throughout their work.

RENEW is a magazine and exhibition released on the 22nd of October 2022 which was brought to life to showcase the change in young creatives hearts and minds and to showcase to the industry how there are ways of creating exiting products, without destroying our planet.

• Editorial Design
• Art Direction
• Photography
• Event Management
• Project Management
• Social Media
• Video Editing
• Animation

To celebrate 40 years of New Balance's Flimby factory, a 27 page publication was created documenting the products and people that have contributed to what it is today. The zine is set in Garamond with tight tracking to symbolise the heritage of the brand and its use of the typeface in many previous campaigns. Minimalist layouts combine BAU imagery with campaign assets to bring a flurry of Hartcopy, the collaborator, into the mix.

2000 copies were printed and distributed across New Balance's UK stores as well as given out during the 40th anniversary event and celebrations.

• Editorial Design

Posters for Impossible Objects showroom using blender and after effects to alter the creative agency's unique brand property.

• Digital
• Social Media
• 3D
• Animation

Short term contract at Flannels as an in house graphic designer, collaborating with the wider creative and marketing team to deliver content across campaign, social and retail. Working in a vital role within a large team, producing creative content within the constraints of the brand guidelines.

• Social Media
• Branding
• Retail
• Digital
• Design for Print
• Animation

Creative Direction for Dr. Marten's summer haze campaign; shining a light on creatives behind the scenes. Focus was given to a stylist, graphic designer and YouTuber to show them in situ, on their feet and doing what they love to do.

The brief asked to bring in ideas of UK summer and underpin Dr. Martens as the all-round, essential summer footwear choice.

Photography: Aria Shahrokhshahi

Styling: Al Gill

• Art Direction
• Videography

This brief challenged me to portray the HUFF SS21 collection in a London, urban environment.

I decided to focus on escapism in urbanised areas of London, showing the model relaxing and calm, unbeknownst to the environment that surrounds them. Key themes saw the model finding solace through clothing, in the face of adversity, isolation in a time of hard ship, relaxation and comfort in disturbed and destructive locations.

Photographer: @danikm

• Art Direction

Creative direction, social media management and further creative work for Here Still, a new age media company.

The identity was kept minimal, allowing each franchise to reflect its content rather than feel constricted to one aesthetic. The 8 point asterisk, used as the primary logo, drew inspiration from its original, eight person team. Further inspiration came from its similarities to a camera flash, video reels and the sun to portray the companies new beginnings. It was important to the team to have contemporary undertones, hinted throughout the identity. This was done through the custom logotype and body copy pairing of GT America as well as animation style and tone of voice.

The branding was developed through social media where tasked with content creation and strategy. Here, new ideas were introduced to boost interactivity and further express the company ethics of community and collaboration. Examples included 'Creative Exposure' and the creation of six videos of the on screen talent which were created to depict each of their personalities through video format.

Further work can be viewed @here__still

• Branding
• Digital
• Social Media
• Photography
• Videography
• Animation
• Art Direction

Full brand identity and website for the world's first online posture experience, allowing companies to improve employee health and wellbeing from home, rather than take up company time. From the start of the brief, it was identified that the branding and tone of voice must be appropriate for everyone, meaning legibility and navigation became a priority through every stage of the design process.

Site developed by Chadwick Ellis

• Branding
• Digital
• Web Design

Artist branding and social media management for John Metcalfe, a multidisciplinary composer and musician who has worked for the likes of Coldplay, Blur, Simple Minds, U2 and Peter Gabriel. He has also recieved acclaim as a member of Derutti Collumn in the 1980s and more recently, The Duke Quartet.

Metcalfe has recently collaborated with a number of music artists to produce an EP of remix’s named ‘Absence’. The aim of the brief was to attract new audiences using Social Media to listen to his music and gain a larger social following.

A larger audience was introduced to Metcalfe’s music using a contemporary identity design and typographic animations across social media accounts.

Content was published alongside the management of focussed social ads.

• Branding
• Social Media
• Digital

BTS art direction, photography and videography for Boiler Room’s SS20 lookbook. This was the client's first full collection where BTS was requested to give added support the creative director and photographer.

The brief required the documentation of the club themed garments in a distinctively different way to the main shoot. Shots were captured by taking the talent away from set, basing outcomes on the conceptual ideas of earth and fire similar to that of the main shoot. Focus was aimed towards the garments and their vintage styling in relation to the contemporary location.

Outcomes were used across a variety of social channels and client’s e-commerce website.

• Photography
• Videography
• Art Direction

Working in collaboration with Breaks Agency I produced a 16 page publication celebrating Champion’s reverse weave technology. The content explores the rituals and superstitions around a group of musicians in London.

Inspired by punk zines, the final layouts include a mixture of digital and collaged designs alongside interviews with the musicians in question.

This was part of a 360 campaign for Reverse Weave that was seen in the Glasgow, Newcastle and London End. stores and across multiple social media accounts.

• Binding: Pamphlet stitched
• Size: A5
• Pages: 16

Edition of 1500

• Editorial Design
• Publishing

Interactive and informative website created for composer Malcolm Bruno Developed concepts throughout this project were meticulously scrutinised to ensure appropriateness in regards to the clients craft. This was essential as I wanted to ensure professionality and ease of use for the intended audience.

Malcolm Bruno’s achievements throughout his long standing career are held in high regard and so his new interactive website had to give access to all information his audience would need or want to access. A simple design coupled with the typeface Whyte Inktrap from Dinamo gives a nod to composers of the past whose work was printed using letterpress. The responsive site is easily manageable through a Wordpress content management system and coupled with it’s contemporary approach means the client can update his audience on his goings on for years to come.

In collaboration with Ben Cooper

• Branding
• Digital
• Web Design

Brand identity for Severn Cooper, a luxury leathersmith based in London and North Wales. Specialising in hand-crafted leather luggage and accessories for the modern woman and gentleman.

The visual identity consists of a custom logotype, each character taking influence from the balance of traditional craft and contemporary form seen within the design of each product. Other assets include website concepts, art direction, social media content and e-commerce photography.

In collaboration with Ben Cooper

• Branding
• Art Direction
• Social Media