Mel Willams

• Current Clients: Gola, Northumbria University (BA & MA Fashion Marketing and Design) Fashions UK, Capcult (start up headwear brand and retail platform).
• Create graphic artwork for all digital and collateral needs
• Collaboration with Northumbria University, mentoring design students from BA & MA Fashion Marketing & Design
• Lead layouts for campaigns, templates for website, social media
• Creation of fashion collections including headwear, t-shirts, sweaters, hoodies, dresses.
• Utilize expertise and current best practices to verify quality of images, content and brand compliance.
• Managed multiple projects simultaneously while maintaining strict attention to detail and adherence to deadlines.

• Launched and lead own brand Phat Kandi that resulted in securing retail and licensing partnerships with EMP (£200k worth of sales in three months), Dolls Kill, Hot Topic and 85 HMV stores. I lead the creative strategy, design of products, graphics and illustrations for web design, digital banners, packaging, visual materials and various touch points such as window and showroom displays, logos, sales tools and POS. Conceptualising campaigns. Conduct trend research and creation of mood boards, design collections and creation of tech packs.
• Developed new brand style guidelines, helped streamline better marketing practice through design.
• Trained and led team of jr. designers for product campaigns and exclusive launches
• Oversaw creative process for all licensed partnerships
• Configured, integrated and managed platforms: Shopify, Facebook, Instagram, Snapchat, Tik Tok

• Led designer for Gola, Airwalk, Wild Fox, Nasty Gal, Boohoo, and ASOS across licensed properties.
• Led trend research, range planning, shape designs, creation of tech packs, illustrations and graphic design for marketing materials and showrooms. Collaborating with external vendors, printers, suppliers, and freelance designers.
• Maintaining assets from various brands and adhering to strict brand guidelines.
• Organising and archiving design files and management systems.

These acquired/invested in Phat Kandi whilst also employing me as lead designer on all Mattu brands.

• Directed graphics for baby products which sold in major retailers.
• My designs resulted in Nuby securing over £300k worth of orders from Boots Plc.
• Led trend boards, graphics and product development
• Creation of digital banners, assets, illustrations for products, packaging, visual materials, logos, sales tools and POS.

• Created multi-products for in-house brands,
• Managing production and sampling processes with overseas factories
• Conducted trend research and developed tech packs
• Mentored junior designers, fostering a collaborative and supportive team environment.

• Researched trends using WGSN and blogs.
• From this I produced detail trend boards, which included fabric, colour and fabric direction and creation of garments and graphics.
• Researching and identifying new trends. Mood boards. Designing full CADS. Graphics. Detailed tech packs and spec sheets.
• Developing ranges for large brands, adhering to the brand guidelines.
• Clients: TX Maxx, ASOS, Golddigga, Hot Tuna, Lee Copper, Dunnes, Sports Direct.