Cass Art London

Collected assignments as the Cass Art's lead in-house designer. Responsibility for design guardianship of all brand assets and customer experience touch points. Design of products and campaigns to service the business retail demands.


Senior Graphic Designer


Art Direction, Branding, Product


2012 — 2015

The business challenge

I joined Cass Art having worked on projects for the brand during an internship at Pentagram. I was recommend for the role by the studio director. I join as the company started on a new mission. It aimed to grow the business from five existing London stores to twenty across the UK within five years.

My role was to service the design requirements across the various departments. This included the existing product development and growing marketing teams. I working with a new head of e-commerce as the business setup the new online sales website.

Brand tote bags

Typography for the brand’s iconic tote bag designs. These are a well recognised and loved product by customers. Totes first conceptualised by Cass Art's Creative Director and Pentagram partner Angus Hyland. I created new versions with typographic precision to broaden range of colours available.

The bags get shared with the art community via stores and promotions at UK Art events. The colourful, bold design has worked as a 'moving billboard' for the brand across the UK and beyond.

Design of the limited edition 'Art in a bag' promotional gift bag. Released in celebration of the company's 30th anniversary and to launch new 1984 logo.

Brand communications

Conceptualisation and design implementation of all marketing campaign visuals. These range from year-round retail operations to collaborations with associate brand partnerships.

Visuals for annual BP Portrait Award held at the National Portrait Gallery. An important collaborative partnership with strong brand out-reach from the gallery's high status.

Developing visually impactful and diverse campaign concepts. These align to the business retail calendar and sales objectives.

Following formation of campaign identities ensuring high quality and consistency to design output. This exists across all visual touch points across print and digital media.

Creation of digital artwork and design management for press materials, billboards and advertisements. Overseeing design of all collateral to align with associated brand guidelines.

Brand in-store experience

Designing for the holistic customer experience and physical in-store interactions. Creation of store assets and way-finding devices. These include point-of-sale displays, internal friezes, signage, fixtures and external store façades.

Each new store launch required design developments for in-store signage to bespoke specification.

Staff and student ambassador uniforms for wearing within shops and attending partnership events.

Design of sales flyers and product brochures. I created sharp vector-based illustration for product visuals. This allowed for flexible scaling and reproduction across print and digital sales collateral.

Design of company newsletters and communications to customers. These range from weekly event announcements, time sensitive product deals and special offers.

Brand guardianship

Creation of the company's first brand guidelines. Documented in collaboration with brand's Creative Director and Pentagram partner Angus Hyland.

Responsibility for continued management of the brand’s look and feel. Design output for review and alignment to guidelines.

To include all visual assets across the company's print and digital media communications. Plus application with associate brand stakeholders or partnering external organisations.


It was a fantastic experience working for Cass Art. Being part of the company's fast-moving growth challenged me at designing under pressure.

I gained countless business insights learning from company CEO and Founder Mark Cass. I am also most grateful for the design philosophies and knowledge Angus Hyland shared to me.

Today I remain a passionate advocate for the brand and it's positive creative mission. Let's continue filling the town with Artist!