Since August 2025, I have worked as Lead Marketing & Graphic Designer for Ground and its subsidiary brands—The Milk Parlour, Pizza Pavilion, The Potting Shed, and LSFX. I lead the creative direction and execution of multi-brand marketing initiatives, overseeing brand identity, visual communications, and the production of both print and digital design assets. My responsibilities include designing and managing animated digital menu systems, developing integrated marketing campaigns, producing PR and editorial content, managing client relationships, coordinating charity partnerships, and creating engaging social media content. Working across multiple brands, I ensure consistent visual identity and brand positioning while delivering creative solutions that enhance customer engagement, strengthen brand recognition, and support the companies' commercial objectives.
RNLI partnership
As part of Ground's annual charity partnership, I developed a range of print and digital campaigns in support of the RNLI, working closely with its Heads of Engagement, regional fundraisers, and local lifeboat crews to create authentic, impactful communications. Preserving the integrity of the RNLI's trusted brand and accurately representing its mission was central to the project. The campaign included the rollout of Tap-to-Donate devices across all 25 stores and the design of a limited-edition RNLI Mayday takeaway cup, helping to raise both awareness and vital funds. By incorporating QR codes alongside contactless donation points, the campaign embraced modern digital fundraising methods, making it easier for customers to support a charity that relies on public generosity to continue its lifesaving work.
Figure 1. Illustration of the Portrush RNLI lifeboat.
Figure 4. Meeting the crew and getting ‘yellowed up’.
Figure 5. Meeting with the RNLI heads of engagement to see the final Mayday cup campaign.
Figure 6. Serving coffee in our yellows.
Digital menus
I led the transition from an outsourced solution to an in-house workflow, implementing Raspberry Pi media players and centrally managing the design and deployment of content across stores. I redesigned the menus with a product-first approach, using strong imagery, clear hierarchy and a vertical layout to maximise screen space, improve navigation, and increase legibility. The result has been a significant uplift in food and seasonal drink sales in the stores with digital menus. Moreover, the flexibility of an in-house system enables responsive content, such as prioritising iced drinks during heatwaves to ensure the menus are always optimised to maximise revenue.
Figure 7. Original Ground digital menu.
Figure 8. My iteration of the digital menus.
Uniform design
I designed a new uniform for rollout across all 25 Ground stores, developing a collage of stamp-inspired illustrations celebrating Ground's Northern Irish heritage. It features local landmarks, the brand's first store, and everyday moments that capture the social culture. The 'Born & Brewed in NI' tagline was created to address low awareness of Ground's Northern Irish origins, reconnecting the growing brand with its local roots and strengthening its appeal to customers who value supporting local businesses. Alongside the creative direction, I sourced suppliers, negotiated production costs and managed the print process to deliver the final garments.
Figure 9. Ground uniform.
Print advertising
I design a wide range of print marketing, including seasonal campaign posters, A-board signage, window graphics, large-format advertising etc. Each piece is tailored to drive footfall, while working closely with local printers.
Figure 10. In-house posters.
Figure 11. In-house posters.
Figure 12. In-house posters.
Figure 13. Belfast One outdoor cinema advertising.
Figure 14. In-house advertising.
Figure 15. New store opening decals.
Social media marketing
I manage the social media strategy and content creation across the Ground estate, developing daily content that balances trends, product launches, and business priorities to drive engagement and sales. Alongside creating photography, video and motion content, I build partnerships with influencers, brands and local businesses to deliver campaigns that feel authentic to our audience. Recent collaborations include launching an exclusive pink and green ube matcha to coincide with the release of Wicked, working with original West End Elphaba Rachel Tucker to promote the campaign; introducing Go Pig and VAVA products into Ground through bespoke launch campaigns; partnering with Monster to unveil the new Monster Coolers range; and collaborating with local bakery Barndoor to transform their iconic banana bread into a limited-edition ice cream. For each campaign, I developed the creative identity, branding and social content, resulting in high levels of engagement, with several campaigns achieving viral reach.
