CHILDRENSALON

As Head of Creative at Childrensalon for five years, I led the rebrand and evolution of a heritage brand that had remained largely unchanged since the early 2000s. The aim was to modernise the experience for a digital-first audience while preserving the charm and emotional connection that defined its legacy.

The work balanced heritage with a more contemporary design system, combining classic British storytelling and illustration with cleaner typography, a refreshed colour palette, and a new identity inspired by archival drawings of a rocking horse.

A key part of the process was bringing previously siloed teams together under a single creative direction, creating consistency across ecommerce, campaigns, packaging and retail touchpoints.

The rebrand was rolled out globally and became the foundation for the brand’s ongoing evolution, strengthening internal alignment and creating a more cohesive experience for customers across every channel.