Long live the coffee table book! I was approached by Genie Goals to develop “Life Goals” – a playbook showcasing 75 of the most inspiring ecommerce campaigns from 2025.
Alongside artworking and layout design for 300+ pages, I sourced all imagery and shaped the balance between copy and composition. Dare I say, it was also #WorkGoals.
One of the key challenges of this brief was image sourcing. For print, we need 300dpi images or higher – but we also had to navigate copyright and fair use. Through a mix of research, permission, partnerships and high-res upscaling, it all came together…
We supplemented high-impact imagery with structured editorial and thematic iconography for each category – ensuring the PDF version had interactive hyperlinks for a better digital experience.
After the proofs were signed off, I supported the agency with digital content for social, email and web. Not to be outdone, the project manager created an excellent Love Actually parody video (above). Couldn’t help but share it, as it captures the fun of this project.
Genie Goals is an award-winning digital marketing agency specialising in ambitious e-commerce brands, large or small. I was introduced to them through long-time collaborator Eloise Leeson-Smith (Olim).
PORTFOLIO
Make it Scotch is the consumer-facing brand for Scotch Beef & Lamb plus Specially Selected Pork. I contributed to the social content for many years, including the Field Cred campaign – as designer, video editor and occasional copywriter.
Find out how I helped Edinburgh Leisure find their ‘feel good’, providing the key video elements for their new fitness campaign.
Exploring new kinks with two logo developments for Bare Production’s rendition of the iconic musical.