For S Club’s 2023–24 reunion tour, I led on developing the core brand identity and worked across creative assets including merchandise, social media visuals, and EP cover designs.

In collaboration with Universal Music Group (UMG) and Bravado, I played a key role in executing the designs across multiple platforms, from e-commerce to tour visuals during ‘S Club: The Good Times Tour’, which spanned 15 sold-out arena shows in the UK & Ireland, as well as a very special 11-date extension to the USA & Canada.

Drawing from archival materials and direct input from the group, we developed a standout merchandise collection. This included a best-selling lyric t-shirt featuring custom typography and a special-edition t-shirt with all proceeds benefiting the British Heart Foundation (BHF).

To further support the content team, I traveled with the tour, capturing behind-the-scenes footage and managing real-time social media design. This ensured seamless execution while maintaining a cohesive creative vision throughout the campaign.