Burberry

01 — Project details

As the lead global brand guardian, I oversaw three international artworking teams based in London, New York, and Singapore, while also managing team dynamics and fostering collaboration. My role involved ensuring the flawless execution of Burberry's year-round campaign launches through the creation of bespoke guidelines while also upholding quality control standards, meeting deadlines, and exceeding expectations for efficiency.

02 — Creative process

For every Burberry campaign, specific guidelines were tailored, covering Spring/Summer and Autumn/Winter collections, as well as accessories and fragrances. These guidelines were meticulously crafted and then distributed to the global teams through detailed presentations followed by comprehensive Q&A sessions.

Once all details were synchronized, the artworking process for various platforms like OOH, POS, digital banners, emailers, and print would commence. Each campaign typically involved producing and quality checking over 1600 individual artworks before final approval.

My initial experience with the hybrid working model involved spending two days at the Burberry head office and three days in the studio. This setup aimed to maintain client satisfaction and facilitate ongoing updates on progress, as well as being readily available to accommodate any necessary changes.