Rapha
Telling Stories Through Product
RoleLead Graphic Designer | Product Storytelling | Art Direction
At Rapha, I developed special edition collections that translated brand, athlete and cultural narratives into commercially engaging product stories.
Working across collaborations, sponsored athlete kits and seasonal capsules, I created graphic-led collections that used colour, materiality and visual storytelling to elevate product beyond performance alone. From the Outdoor Voices collaboration to the Nomad collection and Collin Strickland’s sponsored athlete kit, each project required balancing Rapha’s premium design standards with distinct external perspectives, creating standout collections that felt both culturally relevant and unmistakably Rapha.
These projects were not simply product drops, but opportunities to build brand heat, expand audience relevance and create emotionally resonant stories through design.
Nomad Collection:
Limited edition adventure apparel for women.
The graphic language was developed to reflect each state along the original route of the TransAmerica Trail. I designed a period-informed type system, drawing on the visual vernacular of 1970s band merchandise a style synonymous with movement, identity, and collective experience.
Each state along the original route was illustrated as part of the narrative, celebrating the collective spirit and pioneering energy of those early riders while reinterpreting the story through a contemporary lens.
Outdoor Voices
The collaboration originated from a shared riding trip in Mallorca. The architectural terrazzo found throughout the region became a foundational reference, with its natural depth and organic variation informing the palette. Earth-toned colours were drawn directly from the mineral qualities of the landscape.
Garments were constructed using layered fabrics and transparent panels to create visual depth, echoing the complexity and richness of terrazzo surfaces in motion.
Allied x Collin Strickland
Colin was a character. A real hitter with a lot of Texan charm so I wanted to make a kit that felt as unique as him. By understanding his vision for the collection, which led me to take inspiration from local geology and Native American culture.
The research stemmed from the culture and terrain in which the kit and bike would be experienced.
The aim of the collection was for the bike and kit to feel like it was born of the landscape.
