ZW

Zoë Williams

Available to hire

Creative Director: beauty, fragrance and lifestyle I'm Zoë, a London-based creative director with 20 years across agency and in-house, specialising in beauty, fragrance and lifestyle.

About

Creative Director: beauty, fragrance and lifestyle

I’m Zoë, a London-based creative director with 20 years across agency and in-house, specialising in beauty, fragrance and lifestyle.

I lead brands creatively end to end, from brand direction and new product development to packaging, campaigns, shoots, motion and design across digital, social, CRM and retail.

My work always starts with a strong idea, and I make sure it carries through every touchpoint with real craft and attention to detail. I’m hands-on, comfortable leading teams or working solo, and at my best as the creative lead for growing brands.

Available freelance or fractionally

  • Joined November 2026

More experts in London, United Kingdom

Projects · 7

Bloom & Wild: Building the In-House Creative Studio

Over five years I led and built Bloom & Wild's creative identity, creative team and in-house design studio, seeing the business through multiple phases of growth, including expansion into five territories, and adapting the look and feel as it scaled. Key responsibilities included creative direction, ATL and BTL campaign creation and oversight, retail and experiential design, digital design (email, CRM, paid social), packaging, team leadership, scaling the team and creative operations. Brand identity work was co-created with The Or and Mother Design. Highlights: Email and CRM design · Printed press wrap for Stylist magazine launching plant gifts · Art direction and floral design for the self-gift subscription · Packaging design ](https://www.twine.net/signin ](https://www.twine.net/signin ](https://www.twine.net/signin

  • Art Director
  • Creative Director
  • Designer
Cambridge Satchel Co 'Risky Business' AW26

Creative direction and campaigns for the iconic British accessories brand. Creating a fresh, contemporary feel for Cambridge Satchel, working across campaign concepts, art direction and seasonal storytelling. The collection comes to life through distinctive imagery that celebrates the brand's heritage while giving it a modern, playful edge. Role: Creative direction · Campaign concept · Art direction · Seasonal storytelling · Imagery ](https://www.twine.net/signin ](https://www.twine.net/signin

  • Art Director
  • Creative Director
Lola: Brand World for Female Wellness Tech

Female wellness tech had a problem. Products built to help women rest and recover looked like they'd been designed for a gym locker room: cold, clinical, masculine. Lola needed a brand world to match its ambition: tech that looks like beauty, feels like self-care and works like wellness. Soft on the outside, powerful on the inside. I built the complete creative foundation, from brand identity and tone of voice through to NPD direction and campaign concepting, creating a world for the woman who values both design and downtime. Role: Creative strategy · Brand identity · Tone of voice · Copywriting · Campaign concepting · Art direction · Packaging · NPD creative direction ](https://www.twine.net/signin ](https://www.twine.net/signin

  • Art Director
  • Creative Director
  • Designer
Miller Harris Tea Extrait Launch

Tea Extrait is Miller Harris's most concentrated fragrance format: a richer, slower, more considered version of their iconic Tea fragrance. The campaign concept treated the extrait as a subject of study, something to be examined, distilled and observed under the lens. Science meets art meets nature. Visually, the world was built around the act of infusion: the slow pour, the suspended bubble, the bruised botanical, the dark liquid that could be tea or fragrance or both. Every shot was conceived as a precise still life, every element holding equal weight. Nothing decorative, everything intentional. Role: Creative concept · Art direction · Campaign strategy · Visual merchandising design · AI-assisted imagery ](https://www.twine.net/signin ](https://www.twine.net/signin

  • Art Director
  • Creative Director
Miller Harris Scherzo Extrait: A Study in Intensity

A campaign that translates Scherzo Extrait's heightened concentration into a visual study of floral power. Rose, peony and tangerine are shown in states of bloom, saturation, pressure and amplification, revealing how delicate notes become richer, warmer and more enduring. Deep wine-toned colour, tactile liquids and expressive movement create a world that feels feminine but never fragile: beauty formed under pressure, where intensity is refined into opulence. Deliverables: Creative direction and campaign concept · Art direction for hero stills and a 20-second campaign film · Website assets (desktop and mobile) · Social teasers and supporting stills · Launch copy direction · Visual merchandising for windows and lightboxes · Experiential event concept ](https://www.twine.net/signin ](https://www.twine.net/signin

  • Art Director
  • Creative Director
Little Curls Brand World

Bringing a playful world of curls to life for Little Curls, the children's range from Only Curls. Working closely with founder Lizzie as fractional creative director, I've shaped the brand's creative direction across packaging, product launches, campaigns and AI-assisted imagery. From colourful, characterful visuals to fun, engaging storytelling, the aim is a world that feels joyful, distinctive and full of personality, while staying true to the Only Curls family. Role: Creative direction · Art direction · Packaging · Campaigns · AI-assisted imagery · Social ](https://www.twine.net/signin ](https://www.twine.net/signin

  • Art Director
  • Creative Director
  • Designer
Only Curls x Boots Gift Sets

Good curls. Great gifts. A gift collection created exclusively for Boots, turning Only Curls' curl-care favourites into feel-good gifts, with playful kit names, punchy pinks, fresh aqua and a flash of gold foil. From naming the kits and writing the copy to designing the packaging, I developed a cohesive story across the collection. Art direction and photography brought the range to life, and final production artwork carried every detail through to print. Role: Design · Art direction · Photography direction · Copywriting · Kit naming · Production artwork ](https://www.twine.net/signin ](https://www.twine.net/signin

  • Art Director
  • Creative Director
  • Designer

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