Andrea Hull. A retail designer and art director with an eye for an unusual, a love for the beautiful and a flair for the exceptional. Combined with her vast experience and precision expertise in both design and retail, Andrea offers unparalleled integrated design services.
Client: Markham Menswear
Agency: The Foschini Group (TFG)
Services: Integrated Retail Design, Art Direction, Team Leader
Markham is the largest stand-alone men's fashion retail store in Southern Africa, and targets young, African men in particular. It is also part of TFG, one of South Africa’s largest, most established and well-respected retail brands.
I worked in-house for TFG, which gave me unique and valuable first-hand retail experience. I managed a four-man studio, working closely with various divisions, including marketing, visual merchandising and finance. The collateral I produced for Markham was extensive and involved everything from ideation through to shooting, final production, distribution and marketing.
Design objective: Create trendy and unique fashion campaigns without losing the DNA of the Markham brand.
Challenge solved: Balancing the latest trends with Markham’s unmistakable brand elements. Creating a huge amount of marketing material within a short period of time with a small team.
Exact roles and responsibilities: Creative lead reporting to senior management. Responsible for the overall direction of the Markham brand.