House Of Fraser

Partnering with House of Fraser, I helped translate their new brand ideology into a unified digital and e-commerce experience. My role spanned creative strategy, art direction and digital design leadership - turning a fragmented identity system into a consistent and scalable framework that connected the website, app, and marketing communications.

The challenge was rooted in fragmentation. Two separate agencies were developing the brand and ideology independently, leaving teams without a shared visual or strategic foundation. I focused on aligning those worlds - translating the high-level strategy into tangible and scalable design systems that could live across every touchpoint: digital, print and in-store.

Through a mix of workshops, audits and concept development, we explored how colour, typography, motion and space could express the brand’s new “Bold and Theatrical” direction. A visual wonderland, where shopping felt immersive and editorial, informed the creation of a modular design system - confident, expressive and flexible. I created adaptable UI templates and a phased rollout plan for internal teams, designed to evolve with campaigns, seasons and customer needs.

The result was a unified and customer-centric brand expression that restored House of Fraser’s sense of purpose and voice. Internal teams gained clarity, consistency, and renewed pride in their brand, while customers encountered a more cohesive, confident story across every channel - proof that heritage and modernity can coexist beautifully when design is grounded in intention.