To mark Wool Week, I led the creative direction for a British Wool Collective pop-up. Designed to spotlight the beauty and sustainability of wool, I created the full identity; from the intricate custom wool pattern, it’s matching typeface and all collateral from invites, to bags, in-store signage and a showcase book. Utilising laser-cut FSC-certified stock echoed the soft tactile nature of fleece. The result was a story-rich environment attended by Caroline Rush of the BFC and Alex James, celebrating British-made woollen goods with craft, care and purpose.