Hi, I’m Safiyya Lea, an Art Director & Designer with 8+ years of experience delivering high-impact creative for fashion, beauty, and lifestyle brands. I specialise in building and evolving brand identities, campaigns, and cross-platform content, from digital and print to social. I’ve led shoots, developed cross-platform assets, and collaborated with in-house teams to meet commercial objectives. I’ve worked with clients including Alexander McQueen, Antler, Bleach London, Burberry, and Rapha, and I enjoy translating design values into visual language across campaigns, products, and experiences.…

Safiyya Lea

Hi, I’m Safiyya Lea, an Art Director & Designer with 8+ years of experience delivering high-impact creative for fashion, beauty, and lifestyle brands. I specialise in building and evolving brand identities, campaigns, and cross-platform content, from digital and print to social. I’ve led shoots, developed cross-platform assets, and collaborated with in-house teams to meet commercial objectives. I’ve worked with clients including Alexander McQueen, Antler, Bleach London, Burberry, and Rapha, and I enjoy translating design values into visual language across campaigns, products, and experiences.…

Available to hire

Hi, I’m Safiyya Lea, an Art Director & Designer with 8+ years of experience delivering high-impact creative for fashion, beauty, and lifestyle brands. I specialise in building and evolving brand identities, campaigns, and cross-platform content, from digital and print to social. I’ve led shoots, developed cross-platform assets, and collaborated with in-house teams to meet commercial objectives.

I’ve worked with clients including Alexander McQueen, Antler, Bleach London, Burberry, and Rapha, and I enjoy translating design values into visual language across campaigns, products, and experiences.

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Work Experience

Art Director at Super Ornament
March 1, 2023 - Present
Leading the creative and brand identity by defining visual language, tone of voice, and design systems across all platforms. Directing shoots and campaigns that reflect the brand's design values, overseeing casting, styling, post-production, and layout. Collaborating with fabricators, suppliers, and printers to bring prototypes and collections to life, balancing craft detail with commercial functionality.
Art Director (freelance) at Antler
October 1, 2023 - August 4, 2025
Led art direction and concept development for multi-channel campaigns during a key brand repositioning. Directed studio and lifestyle shoots including casting, styling, and post-production to ensure cohesive imagery. Collaborated with marketing, e-commerce, social teams, and external creatives to deliver consistent assets across print, digital, and retail. Produced print collateral such as lookbooks, packaging, retail graphics, and press materials. Mentored and managed junior designers and freelancers.
Art Director at Beach London
December 1, 2021 - August 4, 2025
Led design strategy and creative vision to refine and evolve brand identity amid rapid growth and international expansion. Concepted and oversaw end-to-end campaign production, including directing shoots, casting, styling, set design, and post-production. Partnered with product development, social, and PR teams to align design strategy with business goals. Mentored and managed junior designers and freelancers.
Digital Designer at Burberry
November 1, 2018 - August 4, 2025
Designed digital and print content for global launches, including campaign rollouts and show assets. Supported printed creative output including press invitations, packaging elements, and store visuals. Contributed motion and web content for seasonal brand moments.
Digital & Motion Designer (freelance) at Rapha
July 1, 2018 - August 4, 2025
Concepted and produced motion assets for global campaigns, including short-form video, animated typography, and product-focused content for social and in-store screens. Collaborated with in-house brand and content teams to bring seasonal narratives to life across multiple touchpoints. Contributed to print design across packaging, product tags, and editorial-style brand books to align physical touchpoints with Rapha’s premium visual identity.
Creative Designer at WHAM. Branding Agency
February 1, 2016 - August 4, 2025
Concepted, pitched and designed across brand identity, advertising, print campaigns, corporate brochures, POS, and event collateral. Delivered high-spec print production files for sectors including luxury, hospitality, and FMCG. Handled end-to-end concepting, design, artworking, and liaising with printers to ensure quality and precision.
Creative Designer (freelance) at Alexander McQueen
August 1, 2022 - August 4, 2025
Concepted digital campaigns and visual storytelling across digital, paid media, and organic channels. Designed and delivered print-ready files for OOH, print, and POS. Developed high-impact design for online and printed assets including invitations, lookbooks, and show decks.
Art Director at Super Ornament
March 1, 2023 - Present
Lead creative and brand identity, defining visual language, tone of voice, and design systems across all platforms. Directed shoots and campaigns reflecting brand’s design values, managing casting, styling, post-production, and layout. Coordinated with fabricators, suppliers, and printers to develop prototypes and collections, ensuring balance between craft detail and commercial functionality.
Art Director (freelance) at Antler
October 1, 2023 - August 4, 2025
Led art direction and concept development for multi-channel campaigns during key brand repositioning. Directed studio and lifestyle shoots, managing casting, styling, and post-production to create cohesive imagery. Collaborated cross-functionally with marketing, e-commerce, and social teams as well as external creatives to deliver consistent assets across print, digital, and retail. Produced print collateral including lookbooks, packaging, retail graphics, and press materials. Mentored junior designers and freelancers.
Art Director at Bleach London
December 1, 2021 - August 4, 2025
Led design strategy and creative vision to refine and evolve brand identity through rapid growth and international expansion. Concepted and oversaw end-to-end campaign production including directing shoots, casting, styling, set design, and post-production. Partnered with product development, social, and PR teams to align design strategy with business goals. Mentored and managed junior designers and freelancers.
Digital Designer at Burberry
November 30, 2018 - August 4, 2025
Designed digital and print content for global launches including campaign rollouts and show assets. Supported printed creative output including press invitations, packaging elements, and store visuals. Contributed motion and web content for seasonal brand moments.
Digital & Motion Designer (freelance) at Rapha
July 1, 2018 - August 4, 2025
Concepted and produced motion assets for global campaigns including short-form video, animated typography, and product-focused content for social and in-store screens. Collaborated with in-house brand and content teams to bring seasonal narratives to life across multiple touchpoints. Contributed to print design for packaging, product tags, and editorial-style brand books aligning physical touchpoints with premium visual identity.
Creative Designer at WHAM. Branding Agency
February 1, 2016 - August 4, 2025
Worked on concept, pitching, and design across brand identity, advertising, print campaigns, corporate brochures, POS, and event collateral. Delivered high-spec print production files for various sectors including luxury, hospitality, and FMCG. Managed end-to-end process from concept to design, artworking, and liaising with printers to ensure quality and precision.
Creative Designer (freelance) at Alexander McQueen
August 1, 2022 - August 4, 2025
Concepted digital campaigns and visual storytelling across digital, paid media, and organic channels. Designed and delivered print-ready files for OOH, print, and POS. Developed high-impact design for online and printed assets including invitations, lookbooks, and show decks.
Art Director at Super Ornament
March 1, 2023 - Present
Leading the creative and brand identity by defining visual language, tone of voice, and design systems across all platforms. Directing shoots and campaigns encompassing casting, styling, post-production, and layout. Liaising with fabricators, suppliers, and printers to bring prototypes and collections to life, balancing intricate craft details with commercial functionality.
Art Director (freelance) at Antler
October 1, 2023 - August 4, 2025
Led art direction and concept development for multi-channel campaigns during a significant brand repositioning. Directed studio and lifestyle shoots, handling casting, styling, and post-production to ensure cohesive imagery. Collaborated with marketing, e-commerce, social teams, and external creatives to deliver consistent assets across print, digital, and retail. Produced print collateral including lookbooks, packaging, retail graphics, and press materials. Mentored and managed junior designers and freelancers.
Art Director at Bleach London
December 1, 2021 - August 4, 2025
Led design strategy and creative vision to refine and evolve the brand identity during rapid growth and international expansion. Concepted and oversaw end-to-end campaign production including directing shoots, casting, styling, set design, and post-production. Partnered with product development, social, and PR teams to align design strategy with business goals. Mentored and managed junior designers and freelancers.
Digital Designer at Burberry
November 30, 2018 - August 4, 2025
Designed digital and print content for global launches, including campaign rollouts and show assets. Supported printed creative outputs such as press invitations, packaging elements, and store visuals. Contributed motion and web content for seasonal brand moments.
Digital & Motion Designer (freelance) at Rapha
July 1, 2018 - August 4, 2025
Concepted and produced motion assets for global campaigns, including short-form video, animated typography, and product-focused content for social and in-store screens. Collaborated with in-house brand and content teams to bring seasonal narratives to life across multiple touchpoints. Contributed to print design across packaging, product tags, and editorial-style brand books aligning physical touchpoints with Rapha’s premium visual identity.
Creative Designer at WHAM. Branding Agency
February 29, 2016 - August 4, 2025
Developed concepts, pitched ideas, and designed across brand identity, advertising, print campaigns, corporate brochures, POS, and event collateral. Delivered high-spec print production files for sectors including luxury, hospitality, and FMCG. Managed entire project workflows from concepting to liaising with printers to ensure quality and precision.
Creative Designer (freelance) at Alexander McQueen
August 31, 2022 - August 4, 2025
Concepted digital campaigns and visual storytelling for digital, paid media, and organic channels. Designed and delivered print-ready files for out-of-home ads, print, and POS. Developed impactful designs for online and printed assets such as invitations, lookbooks, and show decks.
Art Director (freelance) at Antler
October 1, 2022 - October 1, 2023
Led art direction and concept development for multi-channel campaigns during a key brand repositioning. Directed studio and lifestyle shoots, managing casting, styling, and post-production to ensure cohesive imagery. Collaborated with marketing, e-comm, social teams, and external creatives to deliver consistent assets across print, digital, and retail. Produced print collateral such as lookbooks, packaging, retail graphics, and press materials. Mentored and managed junior designers and freelancers.
Art Director at Beach London
December 1, 2018 - December 1, 2021
Led design strategy and creative vision to refine and evolve the brand identity during a period of rapid growth and international expansion. Concepting and oversaw end-to-end campaign production, including directing shoots, casting, styling, set design, and post-production. Partnered with product development, social, and PR teams to align design strategy with business goals. Mentored and managed junior designers and freelancers.
Digital & Motion Designer (freelance) at Rapha
July 1, 2017 - July 1, 2018
Concepted and produced motion assets for global campaigns — including short-form video, animated typography, and product-focused content for social and in-store screens. Collaborated with the in-house brand and content teams to bring seasonal narratives to life across multiple touchpoints. Contributed to print design across packaging, product tags, and editorial-style brand books — aligning physical touchpoints with Rapha’s premium visual identity.
Creative Designer (Permanent) at WHAM. Branding Agency
December 1, 2014 - February 1, 2016
Concept, pitching and design across brand identity, advertising, print campaigns, corporate brochures, POS and event collateral. Delivered high-spec print production files for a range of sectors including luxury, hospitality, and FMCG. Worked end-to-end: concepting, design, artworking, and liaising with printers to ensure quality and precision.

Education

MA Filmmaking & Directing at University of the Arts: Central St Martins
February 1, 2014 - May 13, 2015
MA Film Directing at Central Saint Martins, University of the Arts London
January 1, 2014 - January 1, 2016
BA Graphic Design at Kingston University, London
January 1, 2009 - January 1, 2013
MA Film Directing at Central Saint Martins, University of the Arts London
January 1, 2014 - January 1, 2016
BA Graphic Design at Kingston University, London
January 1, 2009 - January 1, 2013
MA Film Directing at Central Saint Martins, University of the Arts London
January 1, 2014 - January 1, 2016
BA Graphic Design at Kingston University, London
January 1, 2009 - January 1, 2013
MA in Film Directing at Central Saint Martins, University of the Arts London
January 1, 2014 - January 1, 2016
BA Graphic Design at Kingston University, London
January 1, 2009 - January 1, 2013

Qualifications

BA Graphic Design
May 13, 2012 - May 13, 2010

Industry Experience

Consumer Goods, Media & Entertainment, Retail, Professional Services
    uniE621 Index Machining – Branding identity
    Situated within the heart of the Black Country in the United Kingdom is Index Machining LTD, a reputable engineering company providing a wide range of fabrication and machining solutions. We designed a unique logo that captures their strength and consistent excellence. Our aim was to develop an identity that resonates with their clientele in innovative fields, resulting in a logo emblem that exudes progressiveness and steadfast commitment. graphicdesigner…
    uniE621 Antler social campaign
    Antler's Festive campaign centers on fostering connections – uniting individuals throughout the holiday season with luggage in tow. Athenticity was key, the campaign set out to capture spontaneity, the human touch, and a sense of being in the moment – achieved through dynamic camera angles and creative framing. The campaign featured Antler's hallmark gifting products, made to cater to a wide array of travel needs. Our work resulted in a cross-platform story that culminated in a seamless omni channel experience.…
    uniE621 Aduio Network
    Audio Network – Event Identity Visual Identity Set Design Motion Design AN sessions is an identity channeling live music's energy, with a kinetic logo merging into music-synced projections. Our versatile event toolkit, including a segmented DJ booth and portable LED sculptures, balances function and aesthetics, creating an immersive brand experience across venues. branding graphicdesigner…
    uniE621 Unleash the Bleach – video campaign
    Bleach London – Hairy Monster Art Direction To mark their inaugural LA salon opening and entry into the American market, Bleach sought a bold and unconventional debut. The brief was to capture the brand's spirited and rebellious DNA while embodying the transformative "fresh bleach" feeling in an immediate visceral way. This gave birth to the concept of the larger-than-life hairy monster—a lively tribute to our dynamic, unapologetically colourful inner selves.…
    uniE621 Antler
    Antler – Travel Companions Art Direction Social Design With a legacy in travel and innovation since 1914, Antler introduced a new accessory line that honors their British heritage while enhancing travel. This release coincided with partnerships: one with a historic British silk mill and another with Ocean Bottle. Our task was to create campaign visuals that seamlessly fuse modern British elements with the collection's utility and innovation, striking a balance between tradition and contemporary relevance. graphicdesigner designer…
    uniE621 Burberry – Graphic Designer
    Burberry - Monogram Campaign Print Design OOH Design Production Introducing the 'TB' monogram, our goal was a globally resonant 360-degree OOH and print campaign. From iconic trams, taxis, and dynamic fly posters to Teddy Bears, this impactful campaign spanned the globe. It extended to building wraps and landmark projects in Europe, North America, and Asia. Coordinating with a third-party company, we seamlessly managed production and design, bringing the campaign's vision to vibrant life.…
    uniE621 Rapha – Motion Graphics
    Rapha - Rising Motion Design / Digital Design Over twenty-three days, Rapha Rising challenges participants to conquer 4600 meters throughout July. To fuel engagement and community spirit, we created versatile omni-channel motion assets as a core part of the campaign. Integral to this was Rapha's humour-laden personality quiz featuring animated illustrations that payed homage to the various cycling personas. This approach, delivered with a lighthearted touch, strongly resonated with riders, enriching the journey with more shareable moments. graphicdesigner designer…
    uniE621 Bleach London – Campaign
    The Violet Skies Campaign for Bleach London wasn’t just about hair color; it was about rebellion by colour. The campaign seamlessly blended Florence's noncholant coolness with satisfying macro ASMR content, leading viewers through the entire process from exploring the products to the captivating hair transformation. This resulted in a striking and cohesive cross-platform adventure.…