Rapha Custom | Bespoke
Lead Graphic Designer | Custom Design Direction | Product Innovation | Client/Artist Partnerships
Over a five-year tenure, I led Rapha’s Custom and Bespoke design function, shaping it into a globally recognised premium in-house service that translated Rapha’s design authority into highly personalised performance product.
Working across elite athletes, professional teams, global wholesalers and independent retailers, I partnered directly with clients and senior stakeholders to define creative direction, transforming individual briefs into distinctive custom kits that balanced performance, identity and brand integrity.
Beyond delivering bespoke design solutions, I played a central role in evolving the department itself, helping establish custom as both a premium creative offering and a strategic extension of the Rapha brand. This included advancing print and material innovation across apparel, influencing product development and contributing to a broader shift in the visual language of the cycling market.
RoleThe finest cycling clothing, designed by you
Artist Collab Series
To showcase Rapha’s clubhouses and global reach we collaborated with artists from around the world. Working closely with each artist to provided creative direction and design support to deliver each unique collection, telling the story of cycling in each artist’s local home town.
Nigel Peake
Geoff Mcfetridge
LALondon
Thorben Giehler
C0-Efficient of Drag
Manchester, UKBerlinGreg Bogin
Gregory Thorne
MelbourneNYC
Rapha X Van Gogh Museum
A place that feels like home.
Designed in collaboration with the Van Gogh Museum, this collection was inspired by Vincent van Gogh’s vision of creative community during his time at the Yellow House in Arles, where art, conversation and shared purpose shaped his most prolific period.
Through deep research into Van Gogh’s letters and artworks, I uncovered the recurring phrase “chez nous” (“our place”), a sentiment that closely aligned with Rapha Amsterdam’s own ethos of belonging and shared experience. This insight became the conceptual foundation of the collection.
Drawing from the intimacy of Van Gogh’s personal writings, I developed a graphic language rooted in collage and layered composition, echoing the textures, memories and preserved conversations embedded within his work. The result was a collection that translated historical narrative into contemporary product storytelling, balancing cultural depth with wearable design.
