House of Fraser Home (2015)

Graphic Design / Generating Photoshoot Concepts

House of Fraser is a British department store group with 44 outlets across the United Kingdom and (fondly known by those who love them as 'HOF' ) and they have been on a mission to provide the nations heart's desires for more than 150 years. It was established in Glasgow, Scotland in 1849 as Arthur and Fraser. By 1891, it was known as Fraser & Sons.

My role on this project was to work within a small team of art directors, designers, account managers, editors and stylists to come up with ideas of how the catalogue could be brought to life - showcasing their beautiful interiors range i.e. coming up with art direction concepts for the kitchen section within the catalogue making sure that the product nominations from the client were showcased in an appropriate way so that it would entice the customer.

I was involved in the design and concept of House of Fraser Home Brochure 2015 and designed of various pages for Fraser 2015 Magazine. I was also involved in the creation of a mini trend video, which was required to further enhance their new home range, where I was involved in designing the static graphics, and the sourcing of imagery/videos.

Creative Director: Karl Velasco Art Directors: Pui Lee and Adele Chidwick
Group Account Director: Allison Gordon-Parry
Graphic Designers: Gemma Wilson, Jill Barnard and Melisa Lee

Interior Stylist: Laura Fulmine