CONCEPT CREATION & CREATIVE DIRECTION
Thinking, explorationand creative direction.
Discover some of Pie's strategic thinking, concept creation, and creative exploration that takes place before a final design direction is chosen.
Design isn't simply about creating something that looks good. It's about exploring possibilities, solving problems, and identifying the most effective route forward.
These projects highlight some of the creative direction and concept development delivered in partnership with agencies and working directly with independent businesses to shape brands, environments, and customer experiences.
Agency Collaboration: The C Word
Creating multiple brand directions for a premium online retailer specialising in aromatherapy and botanical wellness products.
Working alongside the digital agency 'The C Word', I was commissioned to develop the visual direction for The London Dispensary, exploring distinctive identity concepts before taking the chosen route through to final packaging artwork ready for print production.
The brief called for a premium, vintage-inspired aesthetic, using Kraft paper, with a muted colour palette. Each concept interprets the brief differently, exploring how typography, illustration, packaging, and digital design can shape the character and positioning of the brand.
Heritage Apothecary
Typewriter/distressed/newspaper font
Vintage textures/papers
Hand-drawn illustrations
Letterpressed tags/info cards
Neutral/muted colour palette
Creative Direction
01
Warm.
Naieve.
Craft.
Vintage.
Natural.
Modern Heritage
Vintage-inspired monogram logo
Sophisticated, simple design
Metallic finishes
Dark/light labels
Contemporary photography
Navy, grey, and silver colour palette
Creative Direction
02
Confident.
Established.
Premium.
Corporate.
Botanical Expression
Creative Direction
03
Vintage-shaped wordmark with icon
Playful design
White or coloured print on kraft paper
Distressed hand-drawn, decorative detail
Bright or pastel colour palette
Vibrant.
Expressive.
Contemporary.
Botanical.
Premium.
Confident.
Following client feedback, the identity from Creative Direction 01 was adapted,
and the preferred direction for the packaging combined selected elements
from Creative Directions 01 and 03, creating a solution
that best reflected the client's vision for the brand.
From there, I worked directly with the client to refine the chosen identity, developing a complete packaging system and preparing all artwork for print production.
"Superb attention to detail.
I would highly recommend Pie
to anyone wanting to work with
a first class creative designer."
Lou | The C Word Marketing | 2022
Agency Collaboration: Tija Marketing
Creating a cohesive visual identity for an established leadership development organisation.
Working alongside Tija Marketing, I was commissioned to develop a series of creative directions for Partners for Leadership's new website, future PowerPoint presentations, and printed communications.
We explored how their existing logo could be supported by a broader visual identity, with each creative direction introducing a distinctive design language, focusing on layout, colour, graphics, and typography styles. Together, we provided strategic design options to create a consistent foundation for their future marketing materials and website development.
New Horizons
Creative Direction
01
Leading with black resembling power, sophistication, and authority
Horizon/space imagery
Gold accent colour = prestige and success
Typography as a focal point
Optimistic.
Aspirational.
Visionary.
Confident.
Inspirational.
Connected Leadership
Creative Direction
02
Reworking logo elements for impact and decoration
Introduction of classic serif font
Logo green becomes the accent colour
Making logo lettering more prominent
Collaborative.
Professional.
Established.
Structured.
Trustworthy.
Experienced.
Progressive Momentum
Creative Direction
03
Leading with blue for trust, reliability, and professionalism
Bright orange accent colour = progressive and modern
Introduction of premium paper texture conveying tradition and high-end elegance, and one-colour photography for authenticity and timelessness
Energetic.
Optimistic.
Contemporary.
Authentic.
Approachable.
Progressive.
"Pie’s design work is exceptional!
I’ve been lucky enough to work with Emma (AKA 'Pie') on a few projects that have showcased her outstanding creative range.
What always really impresses me is her ability to provide unique and just
incredible designs that have a real
stand-out “wow” factor
and are 100% on brief.
A very talented designer.”
K Logan | Tija Marketing | 2024
Direct Client Collaboration: Fuddled
Building an immersive brand experience
Working directly with the founders of Fuddled Escape Rooms in North Devon, I was commissioned to develop a series of creative directions for a new entertainment brand with ambitious long-term plans.
The objective was to create a visual identity that felt exciting, welcoming, and distinctive, while extending beyond the logo to explore how the brand could come to life across digital media, printed materials, and the customer environment.
Funhouse
Creative Direction
01
Vintage funhouses/seaside attractions
Colourful carnival graphics
Bold patterns
Playful illustrations
Handcrafted typography
Nostalgic and brilliantly unpredictable!
Playful.
Curious.
Nostalgic.
Welcoming.
Energetic.
Unconventional.
Impossible
Creative Direction
02
Optical illusions/impossible geometry
Simple/fresh coastal colour palette
Contemporary/flat graphics
Distinctive and full of curiosity.
Intelligent.
Curious.
Contemporary.
Unexpected.
Playful.
Sophisticated.
Get a Handle on It
Creative Direction
03
Inspired by decorative Victorian door handles
An identity built around the moment the escape room begins
Rich colours, handcrafted illustration
Welcoming typography
Characterful.
Elegant.
Playful.
Inviting.
Quirky.
Memorable.
Following approval of the preferred direction, I continued working directly with the client to refine the final identity and develop supporting environmental graphics for the reception and customer areas. The project concluded with the delivery of a comprehensive brand guidelines document, providing clear guidance for the future application of the visual identity.
Direct Client Collaboration: La Gioia
Creating a welcoming wellbeing brand
La Gioa was conceived as more than a café. It was envisioned as a welcoming destination where wholesome food, natural ingredients and everyday wellbeing could be enjoyed without pretence or exclusivity.
The client had already established parts of the aesthetic using AI, which included the predominant use of olive green and traditional font styling. So rather than creating conventional moodboards for each direction, I explored how colour, materials and interior atmosphere could shape the emotional direction of the brand. From there, I created three directions designed to appeal as much to the curious newcomer as they would to the committed wellness enthusiast.
Everyday Joy
Creative Direction
01
Inspired by natural interiors
Everyday wellbeing without pretence
Soft earthy colours
Handcrafted typography
Understated branding accessible to everyone
Welcoming.
Honest.
Relaxed.
Handcrafted.
Nourishing.
Approachable.
Nature's Gifts
Creative Direction
02
Botanical illustrations
Rich colours
Elegant typography
Sophisticated yet welcoming café brand.
Botanical.
Premium.
Natural.
Refined.
Knowledgeable.
Organic.
Nourishing Joy
Creative Direction
03
Designed to communicate optimism
Bright colour, expressive typography
Playful graphic details
Centred around positivity, warmth, simplicity and joy
Feel uplifted!
Joyful.
Optimistic.
Fresh.
Contemporary.
Uplifting.
Inclusive.
Although La Gioia ultimately didn’t launch, the project remains a lovely example of what can happen when a brief is explored rather than simply followed.
“We were absolutely gobsmacked
at how amazing and spot-on your designs were.
I’m amazed by your talent and
how intuitive you are.
I find it so hard to articulate myself, and you seemed to be able to extract exactly what I was looking for from my brain – which was amazing!”
E. Prior | January 2025