Simon Sherlock is a multidisciplinary graphic designer and art director of more than fifteen years. His experience spans many prestigious agencies as well as numerous worldwide, luxury and high end brands. His concept based approach is focussed on meaningful and explorative application that aims to push boundaries
Full design overhaul of Unafor, the innovative, Danish based group who produce secure bespoke systems for high end brands. Focussing on a humanistic strategy that revolves around protection, form and function
Rebranding Unafor, bespoke protective services
The Unafor System: A printed product guide
The printed Unafor brand campaign
Head designer for luxury e-commerce retailer, oki—ni. Creating a fuller, more pronounced, online presence, beginning with a fresh new approach to overall art direction moving into a refined aesthetic both online and out of home
Refining the brand identity and its stationery
Creation of a luxury online presence
Establishment of the oki-ni creative campaign
Innovation of the first printed publication
Art direction of fashion photography and layouts
Sustainable, luxury and modernised packaging for the brand
Development of the social and online presence for the luxury retailer
Brand guardian to McLaren. Establishing a full design system from a new 2030 ’Forever Forward’ strategy. Providing meaningful application across all disciplines including everything from digital through to car signage and even their 60th anniversary F1 livery
Creation of the McLaren brand guidelines
Development of the entire McLaren motion toolkit
Defining the naming conventions for McLaren Auto
Design of the McLaren brand essence
esign system for The Pure McLaren racing festival
Defining an icon. Celebrating sixty years with the MCL60
Using history, heritage and experimentation to bring Zegna back to the forefront of high-end fashion. Focussing on the development of everything from art direction, animation and typography through to interactive 3d UX
Luxury packaging for the brand using high-end materials and construction
Online promotional material for the Zegna three stitch line
Campaign development and promotion material for Zegna
Online fashion retail and interactive program development
Social narrative and art direction for the upcoming seasonal shows
Working with the environments team to create a new overall experience of Maserati quality. Using a re-imagined, more modernist approach as a benchmark to implement a classically bold structure but with a fresh energetic twist
Brand guidelines overhaul for Maserati and their interior retail design
Creating a refined online presence through elegant art direction
Building on the esteemed mechanical heritage of the brand
Printed layouts and art direction of the brand guidelines
Build of online digital guidelines across multiple platforms
A newly revitalised, more methodical and enhanced design system for the World Energy Council — A dedicated biennial gathering of the world super powers to exhibit and discuss varying topics of economical importance and innovation
Printed promotional material for the World Energy Council
Identity and graphic language for the World Energy Congress
Website layout for World Energy
Adaption of the brand identity system across all platforms
Printed collateral for the Energy Congress
Promotional material for the Energy Congress
Adaptable identity and fully custom coded site build for American based, Walter Smart — Taking classical, human elements and pushing them into the progressive, versatile space of the technical, cyber security and AI revolution
Full identity for the cybersecurity brand Walter Smart
Luxury double ply materials with two colour print and embossed finishing
Responsive site and branding across all platforms
Adaption of the brand across multi platforms including print and promotion
Fully adaptable system for a conceptual art exhibition exploring space and matter. Inspired by Spiekermann and the ‘invisible’ parts of a page — The solution was a malleable form that would embrace movement and reconfigure itself to fit its surroundings
Promotional print materials with debossed UV gloss
Fully adaptable identity design for a London based exhibition
Art direction and promotional films for the event
Launch poster prints to promote the event
Promotional materials for the art exhibition
Design for social channels and exhibit awareness
Identity and guidelines for Blocktal cybersecurity recruitment
Art direction and design in collaboration with Isamaya Ffrench and Finery womenswear
Refined identity and Art direction for Glorious Sport and ThisIsRoot
Custom typography, art direction and layout design for Courier magazine
Branding and design system for You Fibre internet
Full identity system for Italian chocolatiers Irca group, Cesarin and Domori