Creative Direction & Design That Actually Moves Brands Forward
I help sports, retail and performance brands stand out, scale up, and connect with the people that matter—through sharp design, clear thinking, and commercially focused creative.
I’ve worked across sport, retail and performance-led brands — building campaigns, shaping identities, and creating work that connects commercially as well as creatively.
From grassroots sport through to established brands, the approach stays consistent: understand the audience, simplify the message, and execute properly.
Experience that translates into results
What I do
I work across brand, digital and campaign, bringing ideas to life from concept through to execution.
Whether it’s launching a product, refining a brand, or building a full campaign, the focus is always the same: make it look better, work harder, and deliver results.
Core Areas:
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Creative Direction
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Brand Identity & Design Systems
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Campaign & Content Creation
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Digital & E-commerce Design
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Retail & Experiential
No unnecessary layers. No overcomplication.
Just a straightforward approach:
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Understanding the problem
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Find the angle
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Execute it properly
How I Work
Brands I've Worked With
Selected Work
A snapshot of recent projects — focused on outcome, not just output.
Castore x Newcastle United
Led the end-to-end campaign for Newcastle United x Castore — art directing the creative, overseeing production, and delivering campaign content across digital and retail.
The launch coincided with a major surge in global demand, contributing to – 490,000 shirts sold across the season.
Llanidloes Rugby Club
Built a consistent and recognisable brand content system for a community rugby club, recording a 1600% increasing on average post reach and driving sustained and organic audience engagement.
American Golf - Major Season
Delivered multichannel creative for American Golf—rolling out campaign and content across digital and a nationwide retail estate of 100+ stores.
Focused on consistency, clarity and execution at scale across all customer touchpoints.
Castore -
Better Never Stops Collection
End-to-end campaign for a Castore Better Never Stops Collection — leading the art direction, the creative, overseeing production, and delivering a fully integrated multichannel rollout across digital and retail.
The campaign was the brand’s fastest-selling collection at the time, driven by a consistent and coordinated approach across all touchpoints.
I could not believe the impact our social media presence has had since Lee took over our social media channels & became part of our club.
The difference was stark; having a professional with a deep knowledge of media engagement made such a difference. At the top level, we now have actual data to show potential sponsors the actual value and reach they can expect for their businesses. The perception the community now has of our club is heart-warming. We are proud to see so many individuals, groups & organisations now using our facilities. This was through targeted posts to ensure the whole community knows they are welcome. The Junior section has flourished and grown, especially with the parents’ engagement & I honestly think our thriving Women’s team would not even have happened without it.
Thank you, Lee, you have been a major asset to our club and Community.
