GRAPHIC DESIGNER
sheridan
catching light
For Autumn/Winter 2026, Sheridan developed Catching Light — a seasonal campaign exploring how light interacts with texture, colour, and form. The concept was grounded in the Abbottson Abstract bed; its palette and geometry shaped the season’s visual language across in-store materials.
Launched during the height of the Australian summer — a familiar reality of retail calendars — the campaign paired the Catching Light narrative with Most Loved Linen as the hero merchandising story. This approach allowed the season to remain conceptually grounded while placing focus on lightweight, core products relevant to customer needs at launch.
The creative challenge was to balance atmospheric storytelling with clear commercial hierarchy, ensuring the campaign felt aspirational yet practical — using linen as both a seasonal bridge and a strategic focal point.
CAMPAIGN CREATIVE IN-STORE POS PRINT DIGITAL
HERO LOCKUP
DISPLAY FONT:
LOREM IPSUM
FONT WEIGHT
BRAND FONT: MONTSERRAT
SECONDARY LOCKUP
DISPLAY FONT:
LOREM IPSUM
FONT WEIGHT
BRAND FONT:
MONTSERRAT
ELEVATED STORES
Elevated stores: For Sheridan flagship locations, professional installers allowed for a more immersive and architectural window execution. I designed a layered installation combining oversized suspended acrylic panels, some reaching over 2 metres high, with elevated decal placements to create depth, movement, and a gallery-like presence within the space. The soft tonal overlays and typography extended the seasonal storytelling beyond traditional VM, transforming the window into an art-led brand moment.
ALL STORES
Self-install stores: For non-flagship stores, the concept was adapted into a simplified self-install system designed specifically for retail teams to apply independently. The suspended acrylic elements were translated into approachable decal applications positioned within reachable heights, with reduced panel sizing and simplified placement guides to ensure ease of installation. While more practical in execution, the design still retained the layered colour story and abstract visual language of the flagship experience, creating consistency across the wider store network.
