FEW FOR SHOE
Industry: Surf Festival / Events
Role: Freelance Illustrator, Graphic Designer, and Photographer.
Deliverables: “Waves for change” social media campaign, and Photography Campaign.
Timeline: 2025 - 2026
Few For Shoe is a Newcastle-based non-profit organisation dedicated to breaking the stigma surrounding mental health and suicide prevention through education, community initiatives, fundraising, and surf culture.
Throughout 2025, I collaborated with the organisation across a range of creative projects, developing campaign artwork, social media assets, and photography that supported key initiatives while remaining authentic to the brand's approachable and community-focused identity.
Service:
Illustration
Campaign Design
Social Media Design
Creative Direction
Campaign Photography
Commercial Photography
Across the project, the creative approach focused on balancing meaningful messaging with an optimistic and accessible visual language. Through custom illustration, cohesive social assets, and emotionally driven photography, the work aimed to encourage engagement, strengthen community connection, and support the organisation's mission.
Project One: Waves of Change Campaign
The Challenge: Develop a visual identity for “Waves of Change” social media series that communicated an important message while remaining approachable, engaging, and aligned with Few For Shoe's surf-inspired brand personality.
The Solution: I created a custom illustration in my signature style, using the brand's existing colour palette to ensure consistency across campaign touchpoints. The artwork was designed to be impactful while maintaining a sense of positivity, reflecting the community-focused nature of the initiative.
To increase versatility and reach, the artwork was expanded into multiple colour variations and animated GIF assets for use across social media stories and reels. Supporting social media highlight icons were also designed to create a more cohesive and recognisable digital presence.
The result was a flexible campaign system that increased the shareability of the message, while strengthening the visual identity of the initiative.
Project Two: Merchandise Photography Campaign
The Challenge: Create a merchandise campaign that showcased Few For Shoe's 2025 apparel collection while reinforcing the organisation's values of community, connection, and support.
The Solution: I creative directed and photographed the campaign at Newcastle's Dixon Beach, a location that reflected the relaxed coastal identity at the heart of the brand, and is also where the Surf Festival had been held in the past.
The shoot focused on authentic interactions and emotional storytelling, capturing both the apparel itself and the sense of connection that defines the organisation. Across a single production day, the campaign delivered lifestyle imagery, product photography, sponsorship content, and promotional assets for future marketing use.
Through thoughtful art direction, natural moments, and a consistent editing style, the final imagery created a cohesive visual story that elevated the merchandise while highlighting the people and purpose behind the brand.
Results
The collaboration delivered a cohesive suite of creative assets spanning illustration, design, photography, and campaign direction. Together, the work helped strengthen Few For Shoe's visual presence across digital platforms while supporting initiatives that encourage conversation, connection, and community impact.