Cath Kidston
Art Direction & Photography Campaign
What I Did
Art Direction
Photography Direction
Set Design
Post-Production
The Brief.
bring everyday charm to a new product line
Creative Campaign & Product Launch
Client: Cath Kidston
Role: Lead Designer / Art Director
Cath Kidston set out to launch a new pet collection and required a series of campaign visuals alongside supporting product design that reflected the brand’s signature charm and personality.
The creative direction focused on celebrating Cath Kidston’s iconic patterns while introducing the collection through fresh, lifestyle-led imagery. The aim was to create visuals that felt vibrant, playful and authentic to the brand, allowing the products to sit naturally within everyday moments. Through art direction, photography and design, the campaign brought the collection to life with a balance of pattern, colour and character, creating imagery that felt both recognisable and newly energised for the brand.
The Idea.
“Everyday moments, beautifully made.”
A visual direction centred on warmth and playfulness, reflecting the charm at the heart of Cath Kidston. The imagery places the collection within simple, everyday settings, allowing pattern, texture and natural light to lead the story.
I art directed the full photoshoot for the pet collection, shaping the visual environment for each scene. This included styling compositions, creating custom backdrops and painting walls to complement the product palette. Working closely with the photography team, I directed composition and overall tone to ensure the imagery felt cohesive and true to the brand.
Following the shoot, I completed image editing and prepared the final visuals for use across digital, retail and social channels.
The Execution.
The Result.
Photography used globally across campaigns, stores, and digital channels.
The campaign visuals rolled out across Cath Kidston’s global retail network, e-commerce site, and social channels — reaching audiences worldwide and setting a new creative standard for future launches.
The refreshed direction gave the brand a cohesive, elevated look that felt unmistakably Cath Kidston: colourful, crafted, and warm.
Campaign photography was shared across Cath Kidston’s international Instagram and website platforms, engaging thousands of followers and receiving strong interaction throughout the launch period.
