As Lead Creative, I shaped Loop’s visual identity across multiple markets - developing brand systems designed to make reusable packaging both aspirational and accessible. Through art direction, photography, and internal creative production, I led the design of product + packaging mock ups, partnered campaigns (with Persil, Danone, REN, Garnier and others), digital interfaces (website, app onboarding), and social-led content that tells the story of reuse.

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My role involved defining and rolling out colour palettes, typography, iconography, and visual motifs that reinforce Loop’s mission: sleek, functional, and purposeful. I delivered brand-toolkits and style guidelines that could scale across regions while ensuring consistency and impact. Every visual asset - from hero product shots to UX screens and campaign photography - was crafted to challenge single-use waste and invite consumers into circular behaviour, while maintaining premium and functional clarity.