Sam F

Domaine :
Digital, Print
Métier :
Directeur Artistique
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Projet 01

Spring In Alaska

I worked at the multi-disciplinary creative agency Spring in Alaska during 2011 and 2012. During this time, the studio underwent a complete rebrand. I was involved in creating an identity that would move the agency forward. The brand was consciously deconstructed down to its basic elements, in order to take a visual backseat and allow the brands that we work with to shine through. In this respect, emphasis was placed on tangible elements, such as the paper stocks and finishes – the brand stationary now uses white foil, spot UV and embossing to exude the feeling of quality.

Agence : Spring In Alaska

  • Spring In Alaska
  • Spring In Alaska
  • Spring In Alaska

Projet 02

Confidential

Iona Brown, a London-based jewellery designer, approached me to develop a visual identity for her expanding line. Iona’s aesthetic is reflected in her jewellery designs; she uses distinctly minimalist lines, shapes and materials, which in turn informed the visual identity of the brand. The logotype, a customised version of GT Sectra Display, was designed to reflect the duel weight of Iona’s pieces, which often run from thick to thin. This was foiled onto duplexed Colourplan business cards, various packaging and a lookbook. The result is a strikingly simple identity for a jewellery brand with a strikingly simple aesthetic.

Agence : Confidential

  • Iona Brown
  • Iona Brown
  • Iona Brown
  • Iona Brown
  • Iona Brown
  • Iona Brown
  • Iona Brown

Projet 03

Confidential

After shivering around Europe for two months with the incredibly talented photographer Jessie Bush, we collaborated on a documentation of our travels, in the form of a newspaper.

Agence : Confidential

  • A European Winter
  • A European Winter
  • A European Winter
  • A European Winter
  • A European Winter
  • A European Winter
  • A European Winter
  • A European Winter

Projet 04

Confidential

Eleven Everything began in 2010 under the original name of Catirfina; creating knitwear hand-made in Scotland and Yorkshire in old mills, using high-end yarns sourced from Italy in cashmeres, silks & pure merino wool. They count luxury boutiques such as LN-CC, Liberty, Net-a-porter and Opening Ceremony in their list of stockists. When it came time to rename, Eleven Everything needed an identity that reflected their position in the high-end luxury knitwear market, while hinting at the traditional processes from which the knitwear is made. This makes their story is one of contrasts; conventional production processes versus boundary-pushing stockists, traditional fabrics juxtoposed against contemporary metallic finishes. In light of this, I developed a highly-contrasted visual identity using dark and light. This concept was carried through the logo (a custom version of Neutraface), packaging treatment, swing tags and lookbooks, through to the art direction of the photography.

Agence : Confidential

  • Eleven Everything
  • Eleven Everything
  • Eleven Everything
  • Eleven Everything
  • Eleven Everything
  • Eleven Everything
  • Eleven Everything
  • Eleven Everything

Projet 05

Confidential

Art Direction of a photoshoot published on Vogue.com.au, featuring bags from the Spring/Summer ’14/’15 season – Deadly Ponies, Givenchy and Balenciaga. Completed as part of my role of Art Director of No September.

Agence : Confidential

  • The Bag Edit
  • The Bag Edit
  • The Bag Edit
  • The Bag Edit
  • The Bag Edit

Projet 06

Confidential

I collaborated with photographer Jessie Bush from We The People on the art direction of a photoshoot for a series of jewellery brands; Ryan Storer, Chloe, Sarah and Sebastian and Eddie Borgo. The shoot was published on Vogue.com.au.

Agence : Confidential

  • Adorned
  • Adorned
  • Adorned
  • Adorned
  • Adorned

Projet 07

Confidential

AlphaHe is a world first in tea; the only tea designed with a solely male audience in mind. The range consists of ten blends crafted by master blenders, relevant to today’s health-conscious man – from an anti-hangover tea to a sexual wellbeing tea. I was brought onboard to craft a language and visual identity for the brand. AlphaHe talks to it’s audience in a direct tone of voice, without scientific jargon. It’s also a slightly cheeky tea, with blend names like ‘Savile Row’ for weight-control, and ‘Fort Knox’ for immune support. I created a strong, masculine mark; reminiscent of the ‘Alpha’, but also designed to reflect the shape of a cup and saucer containing tea. I then commissioned illustrator Lauren Marriott to develop a set of illustrations with a cheeky take on the names of the blends. Coming soon to your local organic store.

Agence : Confidential

  • AlphaHe
  • AlphaHe
  • AlphaHe
  • AlphaHe
  • AlphaHe