Abercrombie & Kent
Senior Vice President, Brand and Creative across the whole AKTG portfolio of brands including Abercrombie & Kent, Crystal and A&K Sanctuary.
Leading a full creative brand transformation of all three brands globally and overseeing the implementation of new brand standards across all platforms, including full rebranding, new websites and new print materials.
A&K Rebrand
In 2024 we undertook a brand reinvention for Abercrombie & Kent, working with King & Partners agency. This project spanned customer work, positioning, brand identity, art direction (photography and video), tone of voice, content, a new website, all new marketing materials and an annual magazine ‘Souvenir’.
Art Direction
Brochures
2026 Brand Campaign
The 30-second TV ad highlights five extraordinary A&K journeys, while the still campaigns used across print advertising and out of home each highlight a different journey type/demographic.
Our 2026 campaign ‘There Are Moments You Remember All Your Life’ showcases the memories and moments that make up a ‘Life, Well-Travelled. Balancing drama with intimacy it showcases the epic experience of an A&K adventure alongside the close-up raw emotion of the moment across four individual journeys, each tailored to a particular traveller.
Souvenir Magazine
Destination Videos
Producing a set of destination film edits and an extensive suite of B-roll clips for use to market the A&K experience in conjuction with Film.works productions.
A&K Sanctuary
In 2025 we refreshed A&K Sanctuary, Abercrombie & Kent’s collection of African safari lodges and riverboats on the Nile and Peruvian Amazon, with a new brand identity including refrehed art direction, new logos and materials for each individual property.
Interior styling for the relaunch of Baines’ Lodge in Botswana…
Photography: Tom Griffiths, Damian Russell
Art Direction and Interior Styling: Belinda White
Video: Film.works, Blackbean
Design: King & Partners, Brendan Peer, Gary Martyniak , Georgie Thompson
Photo Director: Amy Wiggin
Souvenir Editor: Laura Fowler