Simply Be
Summer Festival Look Book
Location: Palm Springs
Design & Art Direction: Paul Hughes
Photography: Howard Daniels
Styling: Joy Wilson
Hair & Makeup: Maxine Smith
Model: Katie Willcox

Simply Be
White Stripes Look Book
Location: Palm Springs
Design & Art Direction: Paul Hughes
Photography: Howard Daniels
Styling: Joy Wilson
Hair & Makeup: Maxine Smith
Model: Katie Willcox

The Avalanche logo is designed to embody the spirit of the agency, powerful, disruptive, and impossible to ignore.

The bold, geometric letterforms are designed to speak with confidence and clarity, qualities essential in effective marketing. The carefully designed “A” mirrors the silhouette of a mountain peak, subtly referencing the natural force behind the name and a subtle nod to the unstoppable energy of an avalanche waiting to release. Stacking the wordmark in a block-like formation creates a sense of impact and solidity, just like the agency’s work: layered, strong, and undeniable.

This isn’t just a logo; it’s a visual metaphor for what Avalanche does - build ideas at scale until they gather unstoppable momentum, sweeping audiences along with them. It captures the agency’s promise: bold strategies, smart execution, and results that can’t be contained.

Simply Be
Sweet Street Look Book
Design & Art Direction: Paul Hughes
Photography: Howard Daniels
Styling: Maria Francolini
Hair & Makeup: Tracey Wilkinson
Model: Joss Corona

Simply Be Home Book
Design: Paul Hughes
Photography: Blink Photo

Brief: To provide a contemporary new look to the existing Home publication.

Simply Be
Summer Magazine
Location: Palm Springs
Design & Art Direction: Paul Hughes
Photography: Howard Daniels
Still Life Photography: Blink Photo
Styling: Joy Wilson
Hair & Makeup: Maxine Smith
Models: Katie Willcox & Riley Ticotin

Logo design, branding and photography for Heathfield Nursery.

For over 30 years, Heathfield Nursery in Plumley have been growing and supplying the best quality plants and produce within the UK.

The Heathfield Nursery logo combines chiselled typography with earthy tones to evoke heritage and craftsmanship. The banner ribbon highlights the nursery’s name with a sense of pride and tradition, while the grounded color palette reflects soil, wood, and nature. Overall, the design feels established, trustworthy, and deeply connected to the natural world.

Simply Be
Autumn EDIT
Location: Manchester
Design & Art Direction: Paul Hughes
Photography: Howard Daniels
Still Life Photography: Blink Photo
Styling: Becky Salmon
Hair & Makeup: Victoria Mercer
Model: Riley Ticotin

Simply Be’s latest fashion range for Breast Cancer Now

Digital and print led campaign where every item sold helps to make life-saving research happen, it’s fashion with the power to save lives. 30% of the purchase price gets donated to the Breast Cancer Now charity.

Design & Art Direction: Paul Hughes
Photography: Darren Lennon
Styling: Emma Chandler
Hair & Makeup: Thembi Mkandla
Model: Sonny Turner

Branding and website design for a local childminding business.

The Louise’s Childminding logo balances playfulness and professionalism. The hand-drawn smiling face feels like a child’s doodle, capturing creativity and fun, while the bold yellow typography adds trust and clarity. Paired with a softer script and teal background, the design communicates a safe, happy, and caring environment for children.

Simply Be
Autumn Look Book
Location: Manchester
Design & Art Direction: Paul Hughes
Photography: Gary Steer
Styling: Becky Salmon
Hair & Makeup: Thembi Mkandla
Model: Lucy Knell

Branding and logo design for Stockport EPC.

Stockport EPC provide energy efficiency services for residential and commercial properties all over the UK.

Concept design for Simply Be’s upcoming premium lingerie range The London Collection.

To bring the Dunelm x Natural History Museum collection to life, we set out to craft a brand identity that felt as rich and timeless as the Museum itself. The work spanned every touchpoint, from digital teaser animations designed to spark curiosity, to a fully branded NHM website experience that immersed visitors in the story of the collection. Packaging and point-of-sale carried the identity into store, while a beautifully curated lookbook and dynamic social stories extended the narrative across platforms, ensuring the collaboration captured imaginations both online and offline.

Throughout my career I’ve art directed many photographic shoots, been lucky enough to travel the world and work along side some amazing creative talent. Here are some highlights of past shoots I’ve art directed.
Photography: André Plessel, Nick Maroudias, Nick Cole, Wayne McGlashan, Philip Blythman, John Owen and Ben Riggot.

The ‘Shoot’ is a personal project I worked on whilst shooting menswear in New York back in the late 90’s. It’s a self indulgent, creative peek behind the scenes of a sporstwear shoot.
Design & Art Direction: Paul Hughes
Photography: André Plessel & Chris Dawes
Styling: Nadia Knoop
Models: Darren Malcom & Chris Dawes

Every month fashion retailer Simply Be shoot a selection of ‘new in’ merchandise. Here’s a small selection of shoots I’ve directed…

My current role is Creative Manager at Dunelm, one of the largest homeware retailers in the UK. Here’s a small selection of creative I’ve produced since joining the company in 2021