The Freya Killin Edit was the first influencer collaboration of its kind at Katie Loxton, and I had the opportunity to lead the creative identity and visual direction for the launch.

Inspired by Freya’s effortless and contemporary personal style, I developed a visual identity that felt minimal, stylish and timeless, while remaining recognisably Katie Loxton. The aim was to give the collaboration its own distinct look and feel, creating something that would resonate with Freya’s audience while introducing the brand to a new customer base.

I was responsible for developing the creative across a full web, social and email rollout, alongside a suite of physical assets for the Freya Killin x Katie Loxton launch event. These included foam boards, menus and personalised name cards, ensuring the creative identity translated consistently from digital into the physical event space.

The launch event brought together Freya’s friends and fellow influencers, who shared the experience across their social channels. With audiences ranging from 99K to 1.3M followers, the event generated an estimated 6 million social reach, providing significant exposure for the collaboration and marking a strong launch for the edit. This project was a great opportunity to develop a complete campaign identity from concept through to execution, balancing influencer-led storytelling with the established Katie Loxton brand to create a campaign that felt both distinctive and cohesive.