As Head Designer for S Club’s 2023-24 reunion tour, I developed the core brand identity, overseeing all creative assets, including merchandise, social media visuals, and EP cover designs. This role also involved briefing and managing external agencies to ensure brand consistency.

In collaboration with Universal Music Group (UMG) and Bravado, I played a key role in executing the designs across multiple platforms, from e-commerce to on-site merchandise stands during ‘S Club: The Good Times Tour’, which spanned 15 sold-out arena shows in the UK & Ireland, as well as a very special 11-date extension to the USA & Canada.

Drawing from archival materials and direct input from the group, we developed a standout merchandise collection. This included a best-selling lyric t-shirt featuring custom typography and a special-edition t-shirt with all proceeds benefiting the British Heart Foundation (BHF).

To further support the content team, I traveled with the tour, capturing behind-the-scenes footage and managing real-time social media design. This ensured seamless execution while maintaining a cohesive creative vision throughout the campaign.