Signature collections

Client / Block & Chisel

The objective was to define a distinct visual identity for each of Block & Chisel’s signature collections, while maintaining a cohesive brand presence across all three. My role was to establish the creative direction and visual language for each collection, ensuring that together they represented the brand’s depth and diversity — from dark and moody to light and aspirational.

Working closely with the company owners, I helped define the creative vision for the Signature Collections. I developed the visual concept, tone, and palette for each range — creating a clear direction that served as the north star throughout the creative process and execution.
I sourced the location, cast the model, and led art direction, furniture, and wardrobe styling for both stills and video shoots — guiding the creative team to achieve a tactile, atmospheric look through lighting, composition, and material detail. I oversaw the full production process, ensuring visual consistency and alignment with each Signature Collection and the broader Block & Chisel identity.
Supervised rollout across digital and print platforms, adapting content for website, social, billboards, and in-store use. Ensured a cohesive tone and presentation within the broader Signature Collections framework.

Below is an example of how I would start by breaking down a collection’s individual tone and storytelling approach.

THE EBONY COLLECTION

AN ORGANIC MODERN COLLECTION

STYLE DIRECTION

Styling incorporates large pale rugs and organic shapes mixed with clean, modern lines. Tribal-inspired accents — such as beaded details or vases in natural finishes — add texture and authenticity. The palette is grounded in warm, earthy tones, with accent colours of rust, clay, mahogany, and hammered bronze.

LOCATION DIRECTION

The space should feature warm, textured walls with screed or wide-plank light wood floors, large windows, and high ceilings. Architectural details such as exposed wooden beams, wall panelling, or built-in shelving moulded into the walls add depth and character. The atmosphere should be defined by warm, natural light that enhances texture and tone.

MODEL DIRECTION

She embodies understated sophistication — the kind of presence that feels both natural and refined. There’s a quiet strength in her look, with intelligent, expressive features and a grounded, confident energy that suits the moody, tactile tone of the Ebony Collection.

WARDROBE DIRECTION

A refined mix of textures and natural materials — leather paired with soft cashmere, linen, and wool. The palette remains simple and tonal, with sculptural silhouettes that feel effortless yet intentional. The overall look is modern, tactile, and quietly luxurious.

The results

Ebony

The Ebony collection embraces depth, texture, and contrast. The visual language leans into richer tones, shadow play, and dramatic lighting, creating an elegant, moody atmosphere. For Ebony, I elevated dark finishes and bold combinations through strong compositional direction, refined styling, and rich material treatments that feel luxurious and grounded.

Chateau

The Chateau collection evokes softness, lightness, and a sense of quiet romance. The palette features neutrals, muted pastels, and gentle contrast. The imagery is calm and contemplative, with fluid lines, natural light, and an elegance that feels both relaxed and refined.

Villa

The Villa Collection blends classic and modern design with a sense of timeless opulence. Crafted from unusual materials like reclaimed boat wood, each piece carries unique markings and artisanal detail that celebrate traditional craftsmanship. The look is old-world and layered — rich textures, warm finishes, and an understated exoticism that feels both luxurious and lived-in.

Creative roll out

Following the shoot, I translated the Signature Collection content into cohesive campaigns across multiple touchpoints — from in-store video loops and digital newsletters to social media features and promotional assets. Each platform was designed to reinforce the collection’s mood and visual identity while maintaining a consistent brand presence.

COLLECTION LAUNCH MAILERS