PEOPLES

Senior creative director

At Peoples, the challenge was scale. Operating with the lowest production budget in the Signet portfolio, the brand historically produced 10 to 14 images per season. My role was to rethink how creative could flex without increasing cost while raising the overall visual standard.

I applied an internal studio led system that allowed a single shoot to generate adaptable assets across formats. Working within the same budget, output expanded to well over 100 usable assets per quarter, with stronger consistency, higher image quality, and significantly greater creative reach across channels.