Cloud Nine is a market-challenger brand with a premium product range, but needed sharper creative leadership to elevate its visual identity, strengthen consistency across touch points, and drive performance across campaigns, without the budgets of it’s key competitors — the underlying challenge was to out-think, not out-spend. With an ambition to scale and reposition itself in an increasingly competitive luxury styling space, the business required creative direction that was equal parts strategic, commercial and brand-aware.

Working in close collaboration with the head of marketing, I took full ownership of Cloud Nine’s creative output — from concept to execution. This included campaign ideation, packaging, events, paid media, in-store retail, and content production. My role also involved building and mentoring a high-performing in-house team, improving studio processes, and managing external partners, photographers, and stylists to deliver best-in-class creative.

To align with our growing ambition and premium market positioning, I led a full visual refresh of the brand — building a cleaner, bolder, more elevated creative language. This informed everything from campaign toolkits and POS materials, to social content and e-commerce presentation — giving the brand a consistent tone across every channel and touchpoint.