t: 0781 8615015 e: niklodge@mac.com
Fenwick is a historic British department store, best known for its flagship Newcastle location, offering high-quality fashion, beauty, homeware, and an iconic food hall with a reputation for premium service.
Overview I provided design direction and UI/UX design for Fenwick’s premium digital experience.
The Problem Translating a multi-category luxury department store into a streamlined, high-end digital interface.
The Solution & Execution Leading a comprehensive re-platform to Shopify, I implemented a "clean-luxury" aesthetic. The design features a hierarchical structure - from editorial hero banners to "Trending Category" grids - prioritising scannability and high-resolution imagery. This scalable infrastructure integrates personalised loyalty CTAs and consistent typography, reflecting Fenwick’s heritage while driving discovery across fashion, beauty, and tech.
My role Design direction, team management, UI/UX design
Overview "Cloud 9" was a multi-channel January campaign for Fenwick designed to combat the post-holiday slump with a message of optimism and rejuvenation.
The Problem Fenwick needed to move beyond high-intensity clearance sales to offer an emotional "reset" aligned with luxury wellness.
The Solution & Execution I led the design direction, using dreamlike motion graphics and pastel gradients to transform the digital storefront. By layering ethereal typography over drifting clouds, the campaign created a serene, immersive experience that positioned the brand as a "guide to bliss."
My role Design direction, team management, motion graphics
OverviewThis campaign positioned Fenwick as a luxury athleisure destination, celebrating a summer of British sport.
The ProblemThe goal was to capture the seasonal wellness market while maintaining a premium brand identity.
The Solution & ExecutionI led the design direction, using high-energy photography and a vibrant neon palette. The mobile-first layout categorised premium brands like Stella McCartney and Sweaty Betty into "Athleisure" and "Sports Essentials." This strategic categorisation, paired with bold CTAs, successfully converted seasonal cultural momentum into a streamlined, luxury shopping experience.
My roleDesign direction, digital design
Last project
