Freemans is a British heritage icon that once defined the era of the "big book" catalogue. My eight-year tenure at FGH has been defined by navigating the brand’s shift from a nostalgic household name to a digital-first department store.

Working across the entire 360° identity from daily onsite, email, social and animated content - I’ve contributed to modernize the Freemans aesthetic serving up refreshing lifestyle shots to makes customers aspire to shop across all departments, from fashion and home to electricals and beauty, ensuring that while the medium has evolved from paper to pixel, the brand is as inspirational as ever.