Conceived in an office in Yorkshire, developed by enthusiastic young creatives, embraced by the make-up industry - Illamasqua was an exciting alternative brand that I worked on from its inception.

From the brand philosophy to pack copy, collection stories to range films, I helped develop Illamasqua's tone of voice at every touch point.

Trying to stand out in a crowded marketplace was no mean feat but stand out we did, achieving record sales in the first year and becoming the brand on everybody's lips, quite literally.