The Brand
Leisures is a Sydney-based shoe boutique dedicated to effortless style and all-day comfort. With a focus on craftsmanship and timeless design, the brand curates footwear that seamlessly blends fashion and function.
The Challenge
When I joined Leisures, the brand’s visual identity felt inconsistent across channels. Campaigns lacked cohesion, and there were no established design systems to guide marketing, digital, and PR assets. The goal was to modernize the aesthetic, create consistency, and elevate the customer experience across every touchpoint.
Design & Marketing Lead
Marketing | Design | Art Direction
Sydney, 2022 - 2023
Fashion Meets Comfort
My Role
As the Design & Marketing Lead, I reported directly to the Head of Product and took ownership of:
• Seasonal campaign creative (Autumn-Winter, Spring-Summer)
• Catalogue design and production
• Email marketing flows and customer journeys
• Photography direction and styling
• Digital marketing and PR/product placement assets
• Establishing brand guidelines and design systems
The Process
1. Audit & Insights - Reviewed existing digital and print assets to identify fragmentation.
2. Establishing Design Systems - Created brand guidelines: typography, color palette, photography style, and layout systems. Introduced templates for catalogues, email campaigns, and digital ads to streamline production.
3. Campaign Development - Directed seasonal campaigns, from art direction and photography to catalogue layout. Designed marketing collateral for both digital and print channels.
4. Customer Journey Optimization - Implemented structured email marketing flows and redesigned the homepage for improved storytelling.
The Outcome
• Successfully modernized the brand’s look and feel, giving it a polished, contemporary identity.
• Increased consistency across campaigns, resulting in a more recognizable and cohesive brand presence.
• Streamlined design workflows with templates and systems, reducing production time.
• Positioned Leisures as a more competitive and stylish player in the footwear market.
Photography by Jolie Price
