ABOUT

Concept Development | Creative Direction | Print Design

When SPS EU Ltd secured an exclusive partnership with Moleskine in late 2015, it marked the beginning of a strategic expansion into premium promotional merchandise. The result was the creation of a dedicated Premium Brands Brochure, showcasing high-end names such as Moleskine, Parker, Contigo, BrandCharger, and Rubik’s.

The brief was to design a print piece that embodied luxury, subtly echoed the company’s identity, and reflected the stature of these global brands. All designers on the team were invited to pitch creative concepts, and mine was selected for execution, giving me full creative control of the project from concept to completion.

Creative Direction:
My approach was grounded in research and visual alignment. I noticed a key insight: the core brand colours of each premium partner (e.g., Moleskine orange, Parker navy, Rubik’s red) already existed within SPS’s colour palette. This allowed for a cohesive yet brand-authentic design, subtly tying the new premium range back to SPS’s core identity.

To visually express the word “Premium,” I embraced a dark, minimal colour palette—featuring charcoal grey, black, and generous white space to provide a clean, sophisticated backdrop for the products.

The cover design featured:
• A brushed steel texture to evoke quality and material tactility
• A deep purple foil-debossed logo, giving the “Premium Brands” title a subtle, elegant finish

Key Contributions:
• Concept pitch selected as the lead direction
• Creative direction across layout, colour, and tone
• Design execution from cover to spreads
• Brand integration via subtle colour matching across partner products
• A balance of luxury aesthetics with clear product storytelling
• Oversight of print finishes to enhance tactile experience

This project allowed me to demonstrate not only strong design execution but also strategic thinking, storytelling, and an ability to create luxury within the constraints of brand alignment. It remains one of the most elegant and concept-driven pieces in the SPS portfolio.