Role: Senior Designer

As a key designer on the Comfort visual identity rebrand, I helped redefine the brand's creative direction by evolving its outdated identity into a bold, contemporary visual system. The objective was to move beyond the outdated 'fabric characters’ and create a more confident, expressive brand that would resonate with a younger audience while remaining recognisable across global markets.

The Result: A refreshed identity that modernised Comfort while retaining its core equity. Working closely with creatives, the design language developed balanced personality with consistency, resulting in a flexible identity that could scale seamlessly across campaigns, packaging, POS, digital and social touch-points.

Design contributions

• Defined the new visual identity by establishing a bold, modern creative direction that shifted the brand away from its dated aesthetic.

• Created a flexible global design system that ensured consistency while allowing localisation across international markets and multiple consumer touch-points.

• Elevated the brand's visual impact through vibrant, high-saturation colour palettes and fresh floral imagery, reinforcing Comfort's sensory freshness proposition.

• Typography approach, using bold, heavy-weight type to create strong visual hierarchy, amplify key messaging and build distinctive layouts.

• Developed expressive layout principles that integrated typography, product and lifestyle photography to create dynamic, engaging compositions.

• Championed personality-led art direction, selecting imagery and talent that reflected a confident, youthful tone and aligned with the brand's refreshed voice.

• Strengthened brand recognition by creating a cohesive visual language that felt premium, energetic and instantly identifiable across every application.

• Helped reposition the brand to better connect with a younger audience through a more contemporary, attitude-driven aesthetic.