Strategic design meets thoughtful storytelling. This portfolio showcases a selection of brand, communication, and campaign work—created to connect, engage, and inspire.
In 2019, I led the internal communications and event branding for The White Company’s Annual Conference, a flagship event bringing together our full corporate and retail leadership team to celebrate 25 years of brand and business growth.
The milestone year required a celebration that was more than just a party, it needed to honor the company’s story, reconnect employees to our values, and set a clear, inspiring vision for the future. I worked closely with the executive team and an external agency to create a full suite of branded event materials, develop a compelling visual narrative, and deliver an experience that felt as elevated and thoughtful as the brand itself.
THE CHALLENGE
To design a meaningful and on-brand conference experience that celebrated 25 years of The White Company while aligning employees around the next phase of strategic growth. The event needed to feel both celebratory and purpose-driven, rooted in the company’s heritage, yet focused on the future.
MY ROLE
Led internal comms and creative briefing for all event messaging
Partnered with an external agency on art direction and brand video production
Developed the event theme and storytelling strategy in collaboration with the founder & CEO
Scripted executive speeches and coordinated presentation content
Oversaw conference visuals, printed materials, and employee engagement experience
Theme & Narrative Development
Developed the overarching conference theme: 25 Years of The White Company
Crafted a storytelling arc that blended legacy with forward vision
Collaborated with the founder and executive team to shape key messages
Creative Brief & Agency Partnership
Created the creative direction and tone of voice brief for agency partners
Oversaw the production of a brand video, a visual articulation of The White Company
Ensured visual consistency across digital and print assets, signage, and staging
Content Creation & Internal Communications
Wrote and edited conference comms, including invites, schedules, and team updates
Scripted executive speeches and video narration
Created teaser campaigns and employee engagement comms in the lead-up to the event
On-the-Day Experience
Oversaw event flow and messaging delivery
Curated visual moments: photo spots, print takeaways, branded space design and awards
Worked behind the scenes to support the CEO and executive presenters
Venue Selection
Selecting the perfect venue was key to ensuring the event felt in harmony with The White Company’s brand, while accommodating a large number of attendees in a central London location. I chose the Royal Horticultural Halls, an iconic venue that offered both the grandeur and charm that complemented the brand’s legacy. By collaborating with florists, AV specialists, and set designers, we made sure every corner reflected the elegance and timeless quality synonymous with The White Company.
Content Creation
Working closely with the CEO and Founder, I ensured that the content not only aligned with the brand’s vision but also captured the celebratory tone of the 25th anniversary. From shaping key messaging to crafting speeches and video scripts, every piece of content was thoughtfully curated. To keep the atmosphere lively and engaging, we even had some fun with the awards, presented by both the CEO and Founder, to celebrate the achievements of the team in a playful and heartfelt way.
TWC Video
I worked with an agency to create a two-minute brand video that captured the essence of The White Company’s brand. The video became a powerful storytelling tool, providing both a visual and emotional connection to the brand, which was shown at the start of the conference. It set the stage for the event, blending the brand’s essence with a look ahead to the company’s exciting future.
Shown here is a short clip from the video.
Event Branding
In collaboration with the internal TWC team, I oversaw the development of event branding that encapsulated the essence of The White Company’s 25th anniversary.
A Celebration to Remember
To round off the 25th anniversary celebrations, we wanted to ensure the team had a chance to relax, enjoy, and celebrate their hard work. We hosted a lively party with street food, a live band, and a DJ, creating a fun and vibrant atmosphere. The event allowed everyone to unwind and celebrate the milestone in a way that truly reflected the energetic and collaborative spirit of The White Company.
REFLECTIONS & RESULTS
The 25th Anniversary Conference was one of the most memorable internal events in The White Company’s history, celebrating both where we’d come from and where we were going. Feedback from employees highlighted how meaningful and inspiring the experience felt, and the brand video went on to be used in supplier recruitment, employee induction, and leadership messaging long after the event.
This project allowed me to blend executive messaging, creative direction, and large-scale event storytelling into a single, cohesive experience, showcasing the power of internal communication when it's rooted in story, strategy, and emotion.
