hedley & Bennett
What I created
Brand Collaborations — led creative direction for national collaborations including Vans, Richer Poorer, Parachute Home, Product(RED), and Topo Designs; each required building a 360° campaign world — packaging, digital, and influencer seeding — that felt true to both brands while driving real sales and press coverage (LA Times, The Kitchn)
Photo Art Direction — H&B's brand lives in the food; every shoot had to feel abundant, tactile, and alive, so I kept the styling loose and the color loud, letting the food do most of the talking
Organic Social — the feed needed to feel like a kitchen you wanted to be in, not a product catalog; content was built around moments and texture rather than straight product shots
Email Marketing — email is where brand consistency either holds or falls apart; campaigns were designed to feel like an extension of the feed, not a separate communications channel
Web Design — landing pages and site updates built to match the energy of the brand without sacrificing clarity at the point of purchase
Print Collateral — physical materials that carried the same boldness as the digital work, so the brand felt intentional whether someone encountered it online or in hand
Role: In-House Art Director & Designer
As the sole in-house creative at Hedley & Bennett, I owned the full visual output of a brand that had built its reputation on bold, food-forward design and a deep connection to professional kitchen culture. Over my tenure I worked across every channel — photo, digital, social, email, print, and national brand collaborations — often handling the entire creative process from concept through final asset myself. H&B is a brand where the aesthetic is the product as much as the aprons are, which meant the creative bar was high and the volume was relentless.
Industry: Food & Beverage, Culinary Apparel, Lifestyle
