Hillarys x Poodle & Blonde
Establishing a cohesive identity for the Hillarys x Poodle & Blonde capsule collection. Adapting Poodle & Blonde’s distinctive visual style into a design that aligns seamlessly with Hillarys channels.
CONCEPT DEVELOPMENT
Concept initial ideation stages
Core Assets
Developed a joint identity system merging Hillarys’ core brand with Poodle & Blonde’s playful aesthetic.
The primary lockup retains original brand colours, with a monotone version for flexible use.
I defined a shared colour palette and typography system, using Hillarys’ Proxima Nova for clarity
and Poodle & Blonde’s script for standout moments.
BLOCK DEVICE
Tuscon Lullaby Fabric
Block Assets for lockup
Block Assets Example Executions
Developed branded block assets inspired by Poodle & Blonde’s Tuscon Lullaby fabric, one of the capsule’s hero designs. These patterns were adapted into visual devices to enhance design interest and improve logo lockup standout and legibility. Used across campaign imagery and touchpoints for a cohesive, ownable look.
WAVE DEVICE
I developed these waves to use as visual devices, inspired by the wave and Microglaze fabrics in the collection. They add interest and inject the identity where using the blocks might not be appropriate.
FRAME DEVICE
To incorporate a large volume of lo-fi, behind-the-scenes without clashing with the professional shots, I introduced Polaroid-style frames referencing the retro. Used selectively alongside refined design elements, this approach maintained an intentional and contemporary feel becoming clichéd.
SOCIAL EXECUTIONS
I designed a series of social assets to promote the collection across meta platforms. Each post balanced strong visual impact with clear messaging, using bold typography and curated imagery to reflect the brand’s aesthetic and engage audiences.
EMAIL TEASER
Postcard style emails sent out to tease the collection.
PR LOOK BOOK
Front Cover
Inside Spreads (scroll for more)
I designed a look book for a PR campaign, sent to journalists to showcase the collection.
The design combined clean product-focused spreads with bold, stylized pages for quotes and imagery, balancing practical usability with strong visual impact.
PR EVENT INVITES
I was briefed to design an innovative invitation that reflected the collection’s retro aesthetic. I created a bespoke 5-inch record sleeve to house curated 1970s vinyl records sourced from charity shops. Each sleeve featured a QR code linking to a private page managed by the PR team, providing exclusive content for journalists, influencers, and celebrities.
PRESENTER ARTWORK
I designed the section of the Hillarys capsule collection fabric presenter used by advisors during in-home consultations.
My role focused on creating a visually cohesive and functional layout within a complex print production process.
Alongside the title page divider, and accessories page, I developed color-coded dividers and title cards for clarity and brand consistency. This ensured the section was easy to navigate and aesthetically aligned with the overall collection.
Each swatch was mounted on individually prepared paper frames, requiring precise setup for varying sizes. This project combined meticulous attention to detail with creative problem-solving to deliver a premium presentation tool.
SAMPLE WALLETS & WALLET INSERTS
I designed two versions of the sample wallet, one for UK customers and one for Irish customers, with clear visual differentiation so printers could identify and dispatch the correct version at a glance.
Both designs featured Hillarys’ Window Wise campaign messaging and a tactile poodle finish, paired with an A5 insert that presented product details in a clear and visually appealing format.
UK Wallet
Eire Wallet