John Lewis & Partners
Internal Branding
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Appearance plays a significant role in how John Lewis & Partners customers express themselves. From personal style and home décor to the technology they use, these choices are often reflections of their achievements, aspirations, and lifestyle.

To help employees better understand and connect with this evolving customer mindset, we developed The Modern Customer a strategic identity and internal platform designed to build empathy and insight across the organisation.
I collaborated closely with internal stakeholders to create the visual identity and brand guidelines, ensuring the platform was both informative and inspiring. Working alongside external partners, we also produced a series of engaging short films that brought the customer narrative to life. To support accessibility and adoption, we developed a companion app, allowing employees to explore the platform’s content anytime, anywhere.

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Role: Art direction, Film, UX, UI, Social, Digital and Print design  
Team: Simon Toy and Justin Gray Creative  
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