I'm a creative lead and designer with over a decade of experience in brand, art direction, print, and digital. I take a hands-on approach to both strategy and craft, with a proven ability to build and lead creative teams, delivering high-quality creative solutions in fast-paced environments.…

Gem Davis

I'm a creative lead and designer with over a decade of experience in brand, art direction, print, and digital. I take a hands-on approach to both strategy and craft, with a proven ability to build and lead creative teams, delivering high-quality creative solutions in fast-paced environments.…

Available to hire

I’m a creative lead and designer with over a decade of experience in brand, art direction, print, and digital. I take a hands-on approach to both strategy and craft, with a proven ability to build and lead creative teams, delivering high-quality creative solutions in fast-paced environments.

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Language

English
Fluent

Work Experience

Head of Design at Freddie’s Flowers
January 1, 2023 - May 1, 2025
Oversaw the creative direction and brand strategy, leading a team of 8 designers and collaborating with various departments to ensure creative excellence across multiple channels.
Design Lead at Freddie’s Flowers
January 1, 2021 - December 1, 2022
Focused on creative direction and collaboration with marketing and product teams while managing design systems and workflows.
Senior Designer at Freddie’s Flowers
January 1, 2020 - December 1, 2021
Led the design process for campaigns, product launches, and ensured effective resolutions for live product challenges.
Senior Designer at Loaf
May 1, 2016 - October 1, 2019
Improved user experience through website design and developed marketing materials while mentoring junior designers.
Midweight Designer at Freelance
January 1, 2014 - January 1, 2016
Delivered design across advertising and digital touchpoints for clients in the fashion and lifestyle sectors.
Junior Designer at Made
November 1, 2013 - August 1, 2014
Gained hands-on experience in brand identity and digital for luxury clients.

Education

BA (Hons) Graphic Design at Kingston University
September 1, 2010 - July 1, 2013
Foundation Diploma at Chelsea, University of the Arts London
September 1, 2009 - July 1, 2010

Qualifications

Add your qualifications or awards here.

Industry Experience

Consumer Goods, Media & Entertainment, Retail
    Freddie's Flowers Rebrand
    Freddie's needed a brand identity that was more elevated to suit its premium product. Working from an agency-led strategic direction, I defined the graphic language – including a new illustration style and a seasonal colour system, and developed it across the full brand, building a flexible approach that let the brand stay fresh year-round without constant redesign.…
    Freddie's Flowers Campaigns
    Freddie's runs a back-to-back seasonal campaign calendar – Christmas, Valentine's Day, Mother's Day, Peony season – with little room between launches. I introduced new processes and a modular email design system to keep the output consistent under that pace, which meant campaigns hit deadline reliably and freed me up to focus on creative direction rather than production.…
    Freddie's Flowers Packaging
    Packaging at Freddie's Flowers covered core brand products, campaign specials, and collaborations. I managed multiple SKUs end-to-end – from initial design and art direction through to print production, overseeing template accuracy, colour management, and ensuring all technical and safety information was correct across markets.…
    Freddie's Flowers Website
    I was the sole creative working on the website during my first few years at Freddie's, and I took on the challenge of communicating the offering of a subscription product clearly, using data to test and iterate new designs to reach the optimum conversion rates.…
    Loaf Ad Campaigns
    Loaf's brand voice was built on a gentle, tongue-in-cheek humour, which came through strongly in its seasonal advertising. I generated concept ideas for each campaign cycle, working with the Creative Director to land on direction, then took the chosen concepts through to final design and artwork across outdoor, press and paid social – supporting on retouching to keep the tone and finish consistent.…
    Loaf Website
    During my time at Loaf I designed various pages – including a redesign of the homepage and developing new landing pages for new types of product. I worked closely with an external developer and collaborated with the shoot team to achieve the high standard of design I was after.…
    FitFlop
    At FitFlop I worked across a variety of touchpoints – including outdoor advertising, emails, direct mail, window displays and catalogue/lookbook design. I supported the wider creative team, collaborating with the Founder, Copy, Retouching and NPD.…
    Karen Millen
    At Karen Millen I worked on design systems, web design, outdoor advertising and press ads for global markets, as well as emails for both campaigns and BAU.…