GRANNY TAKES A TRIP
I led the development of GRANNY’s core brand identity, directing design and marketing communication strategies to establish its presence within today’s cultural landscape.
My work encompassed logo design, custom typefaces, and extended marketing communication assets, ensuring a cohesive and elevated brand language. Beyond visual identity, I facilitated seamless collaboration between the marketing and in-house garment design teams, aligning strategy with collections and marketing efforts.
To support long-term growth, I developed a comprehensive 18-month roadmap, conducting in-depth research into the community, artists, competitors, and emerging opportunities. This led to the creation of strategic brand affiliations, including collaborations with culturally significant ambassadors. Additionally, I devised audio and experiential marketing strategies, reinforcing brand engagement through sound and immersive experiences.
By shaping its brand architecture and optimising internal operations, I ensured that Granny’s rich cultural heritage was honoured while evolving into a sustainable, culturally resonant brand for the future.
Role - Identity Consultant (2023)
With deep roots in music and counterculture, Granny Takes A Trip has long been synonymous with rebellion, creativity, and forward-thinking design.
Reimagining this legacy for a new era, the brand conceptualised a pioneering business model that integrates deadstock fabrics and a circulatory approach to ready-to-wear collections, bridging heritage with sustainability.
