I began working with Maddie in March 2026, three years after the brand was founded. With an established identity and a distinctive approach to hand-knitted fashion, the next step was to develop a stronger creative and strategic direction, bringing greater coherence, visibility and consistency to the way the brand communicates.

Working closely with the founder, I helped define a clearer brand vision, positioning, visual territory and editorial language, bringing these elements together into a cohesive creative framework.

Our ongoing collaboration combines monthly working sessions with editorial strategy, collection storytelling, social media creative direction, image and talent curation. Beyond digital communication, my role extends to advising on the brand’s wider touchpoints, from newsletters and events to giving the founder a more prominent voice within the brand’s storytelling.

The aim is to establish a more intentional rhythm of communication, creating stronger narratives around each collection while ensuring a consistent and recognisable vision across the brand’s different expressions.