Senior Brand Designer and Strategist with 15+ years’ experience bringing brand strategy to life through practical, distinctive design. I specialise in visual identities for consumer brands in high-trust, emotion-driven categories, bridging commercial strategy with everyday creative execution across retail, e-commerce, tech, fashion and lifestyle. I work embedded with founders, CEOs and internal teams to translate customer insight into brand propositions and toolkits that non-creative partners can understand and support—delivering identities, design systems and campaigns with warmth, clarity and real-world usability.…

Fliss Lee

Senior Brand Designer and Strategist with 15+ years’ experience bringing brand strategy to life through practical, distinctive design. I specialise in visual identities for consumer brands in high-trust, emotion-driven categories, bridging commercial strategy with everyday creative execution across retail, e-commerce, tech, fashion and lifestyle. I work embedded with founders, CEOs and internal teams to translate customer insight into brand propositions and toolkits that non-creative partners can understand and support—delivering identities, design systems and campaigns with warmth, clarity and real-world usability.…

Available to hire

Senior Brand Designer and Strategist with 15+ years’ experience bringing brand strategy to life through practical, distinctive design. I specialise in visual identities for consumer brands in high-trust, emotion-driven categories, bridging commercial strategy with everyday creative execution across retail, e-commerce, tech, fashion and lifestyle.

I work embedded with founders, CEOs and internal teams to translate customer insight into brand propositions and toolkits that non-creative partners can understand and support—delivering identities, design systems and campaigns with warmth, clarity and real-world usability.

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Work Experience

Fractional Head of Brand at Buy It Direct Group
April 15, 2024 - December 19, 2025
Role & Responsibilities: Worked directly with the CEO and C-suite leadership to ground commercial goals in clear creative strategy. Embedded alongside the internal design team to define brand positioning, tone of voice, and visual guidelines across multiple sub-brands. Achievements: Delivered 3 complete in-house brand refreshes with full C-suite buy-in. Built a new brand proposition from scratch and led its rollout across web, digital, and customer touchpoints. Shifted the creative team to a strategic, campaign-led model using updated project management and custom AI tools.
Senior Brand Designer & Strategist at Buy It Direct Group (Leeds role context)
April 1, 2024 - December 1, 2025
Provided creative leadership within the brand function, supporting multi-channel creative direction and strategy aligned to retail and consumer marketing priorities (role text indicates this as part of the Fractional Head of Brand period).
Brand Strategist, Creative Director & Coach at Honest Folk
July 16, 2018 - Present
Role & Responsibilities: Embedded design partner for business founders, translating high-level goals and customer insights into practical brand propositions, visual identities, tone of voice, and messaging. Provided 1:1 brand coaching for solo founders and freelancers. Achievements: Led the Celtic Routes rebrand, laying the groundwork for the business to triple sales in Year 1. Defined Ickle Bubba’s brand strategy to move customer perception beyond price alone. Shaped the proposition for Rob Hardy & Co, supporting their growth to a 7-person, multi-award-winning studio.
Honest Folk Jul 2018 – Present | Remote Responsibilities (Brand Strategist, Creative Director and Coach) at Honest Folk
July 1, 2018 - Present
Worked directly with the CEO to ground brand strategy in commercial goals, building trust, supporting investment priorities, and translating business objectives into clear creative direction. Embedded alongside internal creative teams to co-design visual guidelines and coach designers to think commercially and understand how design supports business outcomes. Defined brand positioning, strategy, and tone of voice guidelines across multiple brands to align with company vision and customer touchpoints. Delivered multiple in-house brand refreshes from strategy through execution with C-suite buy-in, built a new brand proposition from scratch, and shifted team culture from reactive briefing to a strategic, campaign-led model using project management systems and AI copywriting tools.
Art Director (Contract) at Hallmark UK & Ireland
November 1, 2017 - June 1, 2018
Managed creative art direction on retail and lifestyle projects, supporting brand-aligned photography and campaign execution for the Hallmark UK & Ireland business.
Art Director at Hallmark UK and Ireland
November 1, 2017 - June 29, 2018
Role & Responsibilities: Led the photography team to develop creative concepts and manage multi-channel briefs for tier-1 retail accounts. Analysed consumer shifts and market trends to inform photographic concepts and creative direction. Achievements: Successfully managed, directed, and delivered multi-channel photographic campaigns across major retail accounts, including Tesco, M&S, and core Hallmark collections.
Creative Manager at Mamas and Papas
January 4, 2017 - October 27, 2017
Role & Responsibilities: Managed an in-house team of designers, artworkers, and retouchers, serving as brand guardian across retail, wholesale, web, and marketing comms. Directed art direction for photoshoots and partnered with product and web teams to pitch campaign concepts to senior leaders. Achievements: Art directed a 2-week furniture and interiors shoot using 2 modular sets to maximize asset variation. Established visual creative direction and brand positioning that remained in active use for years following.
Creative Manager at Mamas & Papas
January 1, 2017 - October 1, 2017
Managed a team of designers, artworkers and retouchers across retail, wholesale, web and marketing communications as brand guardian. Led art direction for photoshoots across clothing, pushchairs and nursery furniture, including designing and styling room sets with external photographers. Partnered with product, web and customer service teams to align creative output with business goals and pitched campaign concepts to senior leaders. Contributed to repositioning Mamas & Papas during a business turnaround and CVA process, balancing visual warmth with clean design. Led the 'Real Parents' campaign using authentic storytelling and real customer nuances, and established comprehensive brand guidelines and a centralized internal portal for assets and photography.
Designer at Bloom Agency & Hornall Anderson
January 1, 2016 - Present
Agency designer delivering campaign, identity, visual language and packaging concepts across corporate and FMCG accounts, including ASDA.
Senior Designer at Mamas and Papas
January 6, 2014 - April 29, 2016
Role & Responsibilities: Delivered multi-channel design projects across web UI, social media, campaign literature, packaging, print, and in-store environments. Partnered with stylists and photographers to concept and direct photoshoots. Achievements: Core team member on the brand repositioning during a business turnaround, modernising appeal for contemporary parents. Led creative direction for the 'Real Parents' campaign to relaunch pushchair lines and build the social community. Centralised brand assets by setting up an internal digital portal for teams and agency partners.
Senior Designer at Mamas & Papas
January 1, 2014 - April 1, 2016
Delivered design projects across web UI, social media, campaign literature, packaging, print and in-store touchpoints. Partnered with photographers and stylists to concept and art direct photoshoots. Art directed a two-week photoshoot to reshoot the entire furniture/interiors range by coordinating modular sets for maximum asset variation. Solidified brand positioning and visual creative direction that remained in active use.
Graphic Designer at Switch
January 1, 2012 - January 1, 2013
Contributed to a rebrand of Columbus Coffee, including packaging, signage and store graphics as well as online presence. Adapted global Nike campaigns for regional retail environments and events (e.g., Nike Run Auckland).
Graphic Designer at Golden
January 1, 2009 - January 1, 2011
Designed concepts, product launches, advertising campaigns and in-store executions for Nike Global and the USA Olympic Team. Designed printed guidelines for Lurpak.

Education

BA (Hons) Graphic Design (1st Class) at University of Lincoln
September 1, 2005 - June 27, 2008
Awarded 'Best in Show' for degree show presentation. Comprehensive study covering visual identity, typography, commercial design principles.
BA (Hons) Graphic Design (1st Class) at University of Lincoln
January 1, 2005 - January 1, 2008
ILM Level 3 Award in Effective Coaching (8585-11) at ILM (City & Guilds Group)
November 1, 2023 - July 31, 2026

Qualifications

ILM Level 3 Award in Effective Coaching (8585-11)
February 1, 2023 - November 1, 2023
Professional qualification focused on coaching methodologies, workplace communication, and supporting team performance and leadership development.
ILM Level 3 Award in Effective Coaching (8585-11)
November 1, 2023 - July 31, 2026

Industry Experience

Consumer Goods, Professional Services, Retail, Travel & Hospitality, Other, Media & Entertainment, Education, Software & Internet, Wholesale & Distribution
    Fliss Lee - Brand portfolio
    Examples of 4 projects: Appliances Direct rebrand, including Tone of voice, Creative Direction, and distilling the brand across digital channels Optimo rebrand, including working with a team on naming, brand visual identity, photography styling and website design Ickle Bubba rebrand, including working with the marketing director on the brand strategy, creative direction of the brand visual identity, photography style, and distilling the brand across digital channels, packaging, product and more. Celtic Routes rebrand, including brand strategy, creative direction of visual identity (working with another designer) and planning and art directing a week-long photo and video shoot in Scotland. artdirector designer brandstrategist graphicdesigner rebrand…