Conceptual design, Design strategy, UX, UI
Forever forward
Client
Sector
Role
Year
JD Sports
Retail
Design director
2025
I seamlessly integrated with the Vaimo team, taking on a leadership role to create and execute a time-sensitive delivery plan. Joining the project with immediate momentum, I art-directed the design team’s approach to applying JD’s brand refresh, aligning it with their new vision, Forever Forward. I strategised how to expand the system across geographies beyond the UK, developed the wireframe structure, and established the design direction to ensure comprehensive coverage of all project scopes. All of this was successfully delivered within a tight six-week timeframe.
The Approach
I was brought onto the team to plan and direct the vision for the JD Sports brand refresh. Facing a tight deadline, I structured the scope of work to deliver all design outputs within just five weeks, strategising how to efficiently meet targets while ensuring the final product remained true to JD’s identity. I optimised the process by repurposing designs effectively, enabling faster iterations across different screens.
As an art director, I maintained visual consistency across web and app, while also overseeing new feature integrations within the scope. Holding the client accountable for timely sign-offs was key to staying on track.
Ultimately, I defined the global picture of success, ensuring the refresh aligned with JD’s brand evolution.
Collaboration
I documented working files and conducted design research while fostering cross‑collaboration among designers, developers, and the client. Weekly reviews with stakeholders ensured the work remained aligned to the north‑star vision and roadmap, demonstrating how our documented process and team collaboration led to the project’s successful outcomes.
Design audit & system planning
During an intensive design phase, I led the team in creating a comprehensive component library, establishing a single source of truth for design teams, content creators, and developers. Documented in a robust Design System, the library encompassed granular UI elements such as typography, colors, icons, and responsive grids tailored for desktops, tablets, and mobiles. We also designed for multilingual audiences, addressing character limits and mirrored layouts to ensure an intuitive experience for Arabic users.
Bring the playbook to life
I created the vision for the playbook, defining the design approach and ensuring it aligned with both business and design objectives. The designs were grounded in research insights and connected to CRO documentation to optimise performance.
I established a flexible system structure, empowering global teams to adapt designs for local markets while maintaining consistency.
This included setting the wireframe framework, documenting screen interactions, and outlining different user states (logged in vs. logged out). Additionally, I directed JD’s partnership strategy with other brands, enhancing co-branded presence while ensuring alignment with JD’s visual identity and business goals.
