Danny Collins

• Leading end-to-end creative across brand, retail and campaign, from concept through to execution • Delivering projects for clients including Crew Clothing, STORRD, Rosie Lee (Nike North American retail store launch for the World Cup), Brand Design Lab (Bunnies by the Bay brand systems), and Morph energy drinks • Developing in-store concepts, POS systems and customer experience design to elevate brand environments • Providing hands-on creative direction while designing across print, digital and spatial channels • Partnering with founders, internal teams and external agencies to deliver high-quality creative at pace • Supporting both campaign delivery and wider brand direction for scaling businesses • Focused on senior creative leadership across retail and lifestyle brands

Led the in-house creative team across UK & Ireland, delivering multi-channel campaigns across digital, retail, and e-commerce. • Directed creative for large-scale campaigns, including Decathlon UK’s most successful Black Friday (£23.5M GMV), with work adopted across 12+ international markets • Built, led, and developed a team of 5–12 creatives across art direction, content, and delivery • Delivered 200+ assets per campaign across web, app, email, social, and retail environments • Transformed studio workflows by implementing structured processes and tools (Asana, ClickUp, Monday.com) • Integrated AI tools (Firefly, Gemini, Adobe Express) to improve ideation and production efficiency • Partnered with marketing, commercial, digital and brand teams to ensure consistent and commercially effective output

Directed the global in-house creative and photography studio during a period of transition. • Delivered high-impact brand campaigns across digital and social channels • Improved workflows and delivery processes, increasing efficiency and turnaround speed • Led creative output across brand, campaign, and content production • Established clearer creative direction and consistency across outputs

Managed design teams delivering fast-paced fashion campaigns across multiple brands. • Led creative delivery across digital and campaign output • Collaborated with marketing, product, and commercial teams • Mentored junior designers and supported team development • Delivered high-volume creative at pace while maintaining brand consistency

Led studio operations and creative delivery across UK and European markets. • Delivered brand campaigns, retail concepts, and digital creative • Implemented workflow systems and CMS standardisation across regions • Led concept stores and experiential retail projects • Delivered Gap’s first loyalty app, shaping creative direction and user experience

Headed and devised new brand guidelines, and worked to multiple design briefs from Brand Marketing, PR, E-Commerce, and Visual Merchandising teams. Maintained strong relationships with key print suppliers. Created and delivered innovative design, including marketing materials, advertising, packaging, POS, and windows graphics.

Adhoc projects and days

Working closely with the Creative Director & VM, Creative and Digital teams on seasonal campaigns. Developed and implemented brand guideline styling across all channels to ensure brand consistency collaborating with an external design agency, this repositioned Dorothy Perkins and enhanced their fashion presence on the high street. Concept Design | Photoshoot Art Direction | Branding | Seasonal Mood boards | Artwork & Production

A freelance collective that developed into a full service design, branding & print agency for start ups & SME's. With my ability to be both entrepreneurial and highly conceptual my role was divided between new business and brand strategy.