Tommie Copper Brand Evolution

Role: Creative Director

Led the evolution of the Tommie Copper brand by elevating and systematizing how the compression wear company showed up across every consumer touchpoint, including marketing, retail, packaging, e-commerce, and broadcast.

The Challenge
Tommie Copper had strong product credibility and a loyal customer base, but the brand experience lacked consistency. Marketing assets, photography, catalogs, packaging, retail signage, and infomercial graphics were developed in isolation, creating a fragmented visual and narrative experience. The challenge was to bring cohesion and polish to the brand while preserving the functional, benefit-driven storytelling that customers trusted.

My Approach
I took a hands-on creative leadership role, overseeing both strategy and execution across channels.

• Established a unified brand and visual system to guide marketing, retail, packaging, catalogs, motion graphics, and broadcast creative.

• Led national photo and video shoots, traveling across the country to direct productions with experienced photographers and DPs focused on authentic, product-led storytelling.

• Art directed photography and video used across e-commerce product pages, sales promotions, catalogs, packaging, retail signage, social media, and infomercial graphics.

• Cast and hired models to accurately represent fit, comfort, and performance across a range of body types, helping customers better understand how the product works in real life.

• Contributed to product naming and identity for proprietary technologies, including Copper Znergy and 4D Compression, giving clearer structure and distinction to the brand’s technical innovations.

The Outcome
The evolved brand system brought clarity, consistency, and a more premium feel across all customer touchpoints. Creative production became more efficient, assets scaled more easily across channels, and product benefits were communicated more clearly. By systematizing the brand while keeping the consumer at the center, Tommie Copper strengthened trust, improved visual cohesion, and built a foundation that could support continued growth across retail, direct-to-consumer, and broadcast environments.