During my time at Sanrio I was privileged to work across some high profile collaborations. From design management and overseeing the complete creative process I worked closely with the design teams and ensure all designs were in line with Hello Kitty brand guides whilst pushing creative boundaries.
Hello Kitty x Jimmy Paul
Working directly with fashion designer Jimmy Paul and licensee Difuzed I helped steer the creation of an apparel & bag range that could go direct from catwalk to online retail.
Photography © OnOff and Difuzed.
Hello Kitty x Dr Martens
Working directly with the team at Dr Martens I managed the design and creation of the Hello Kitty collection for online and in-store globally. Ensuring that brand guidelines were adhered to I encouraged the the design team at Dr Martens to be as creative as possible and bring a unity to the two brands. I managed all creative communications between Dr Martens and Sanrio. The range was so successful that most products sold out and they agreed to a second 2021 launch.
Photography ©Dr Martens
Hello Kitty x Balenciaga
A fashion partner such as Balenciaga required careful management of creative freedom yet adhering to brand guidelines. Delicate interpersonal management was required between Balenciaga and Sanrio. The range was a great success with many products selling out when launched at retail.
Photography © Balenciaga.
Hello Kitty x Liverpool FC
Working directly with the marketing, product development and design teams at LFC, I oversaw the creation of a global collaboration for baby, kids and ladies apparel, gifting and stationery. I ensured the brand guidelines were adhered to whilst still pushing the creative boundaries. I oversaw the creation of a bespoke collaboration style guide and managed all creative communications between LFC & Sanrio.
Photography © Liverpool FC.
Hello Kitty 45th Anniversary
For Hello Kitty's 45th Anniversary I supported the marketing team at Sanrio with concept development and oversaw the design and build. My in house design team along with an external design agency worked together to bring the concept to life. The 'cube' was essentially made to look like a giant present filled with Hello Kitty plush. This created photo and social media opportunities with the main girl herself. The cube appeared in London, Paris, Milan, Berlin and Barcelona.
Photography © Innovision
