BESPOKE
TAKING YOUR KIT TO THE NEXT LEVEL
I established and led Rapha’s Custom and Bespoke Design function over a five-year tenure, building a globally recognised offer within the brand. Working in close partnership with elite athletes, professional teams, wholesalers, and independent retailers, I shaped a premium custom experience rooted in performance, craft, and brand integrity.
Partnering directly with clients and senior stakeholders to define creative direction, translating individual needs into distinctive custom kits. A central focus of the role was advancing print and material innovation on apparel, influencing both product development and the wider visual landscape of the cycling market
I also led the creative side of our partnership with UNMADE to deliver the industry’s first self-service custom design platform. The tool enabled customers to design their own kit through a seamless, end-to-end process. From concept to manufacture to delivery, while maintaining strict brand consistency and quality standards.
Providing creative direction across the platform’s UX and UI, defining how the brand translated into a digital design environment. This included overseeing the visual system, pattern libraries, and logo frameworks embedded within the tool, ensuring an intuitive user experience without compromising Rapha’s design principles.