I’m Natalie, a freelance art director and graphic designer based in Leeds, working with brands and agencies across the North and London.
With over a decade of experience across agency, editorial and freelance roles, I specialise in food, lifestyle and editorial creative - shaping ideas from early concepts and moodboards through to shoot direction, design and final delivery.
My work includes high-volume, high-expectation creative for brands including M&S, Ocado, Sainsbury’s, Dulux and AkzoNobel. I help teams create work that feels editorial, premium and ownable, using strong visual direction, considered design and AI-assisted visualisation where useful for concept development and client sell-in.
I’m always happy to chat about freelance projects, collaborations or upcoming creative needs - feel free to drop me an email.
What i do
Art direction
Food, lifestyle and editorial shoot direction, from visual development through to shoot-day decisions and final image selection.
Food, lifestyle and editorial shoot direction, from visual development through to shoot-day decisions and final image selection.
Concept development
Campaign ideas, moodboards, visual routes, creative territories and sell-in materials for brands and agencies.
Campaign ideas, moodboards, visual routes, creative territories and sell-in materials for brands and agencies.
Editorial and campaign design
Print, POS, digital, magazine-style layouts, campaign assets and brand storytelling.
Print, POS, digital, magazine-style layouts, campaign assets and brand storytelling.
AI-assisted visualisation
Early-stage scamps, image references and concept visuals to help explore ideas and make creative routes easier to understand before shoot.
Early-stage scamps, image references and concept visuals to help explore ideas and make creative routes easier to understand before shoot.