I developed creative concepts, artworked the graphics and oversaw their application across the environment, ensuring the design remained cohesive and aligned with the overarching concept and visual identity throughout the project.

The project involved a wide range of physical applications, including the exterior shop façades, ticketing devices, posters, navigational graphics, signage and large-format graphics.

The Joke Shop received strong praise from Selfridges’ directors and executives, as well as customers and the press, and went on to become one of the most memorable and distinctive iterations of the Corner Shop.