Paperchase Brand Purpose, Culture & Creative Expression
As part of the leadership team at Paperchase, I joined the business at a defining moment — when the brand was ready to rediscover its purpose and evolve for a new generation of customers. Known for its playful creativity, Paperchase wanted to go deeper: to articulate a clear vision, mission, and set of values that would inspire both the people behind the brand and the community it serves.
Working closely with senior leadership and creative teams, I led the development of a brand framework that connected strategy and culture with creativity. Together, we embedded the new purpose internally and expressed it externally across product design, graphic communications, and store experience, ensuring every touchpoint reflected Paperchase’s joyful, design-led spirit.
To bring the new brand vision to life in the physical world, I commissioned Household, a leading store design agency to reimagine the Paperchase retail experience. I wanted to create a space that didn’t just sell stationery, but celebrated creativity in action — a place where colour, craft, and imagination came together.
The result was a fresh, expressive retail concept that perfectly captured Paperchase’s playful energy and renewed purpose — turning every store into a living embodiment of the brand’s creativity.
Commercial Results
Successfully delivered and integrated brand proposition and strategy within the business, influencing culture, collaboration and sales
Defined the target customer and implemented pen portraits throughout the organisation
Created highly successful product collections that drove innovation in the stationery market
Introduced a fresh creative direction for all creative communications and graphics
Designed and embedded refreshed visual merchandising system across estate which increased sales and basket value
Pioneered the concept of the “Store of the Future”
Contributed to +130% turnover increase over 3 years