Proud Mary
From Copenhagen to the Streets of Cardiff
Proud Mary
From Copenhagen to the Streets of Cardiff
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From Copenhagen to the Streets of Cardiff
In 2022, during my time at REKOM, I was entrusted as lead designer to bring our vibrant Nordic party-pub brand, Proud Mary, to the UK market. My role was to translate the existing Nordic design language into a format that resonated with UK audiences, not simply replicating, but thoughtfully adapting and expanding the brand to suit new cultural and operational contexts.
The first UK site launched in Cardiff, where I oversaw the entire creative process from concept through to final installation. This included developing new assets for the building exterior, interiors, and operational needs. From large-scale signage, awnings, and window vinyls, as well as event artwork, menus, posters, A-boards, hoarding, and even out-of-home billboards. Working to an incredibly tight 4–6 week turnaround, I managed our junior designers, coordinated with building contractors, and maintained close communication with our Nordic brand team to ensure every design decision aligned with the brand’s core identity.
My involvement didn’t stop there. Having successfully delivered the Cardiff launch, I became the go-to designer for Proud Mary UK, leading the creative for the Swansea opening and producing all supporting collateral. Throughout both projects, I attended stakeholder meetings, presented design progress, and liaised with external suppliers to keep the project moving efficiently and on-brand.
It was immensely rewarding to see my creative direction applied across an entire venue, transforming an outdated and empty site into a lively, fully branded space. The experience sharpened my leadership, collaboration, and communication skills, and culminated in a personal highlight: earning a place on REKOM’s company incentive trip to New York City in recognition of my work!
A collection of images from construction to grand opening, showcasing the work I produced; Hoarding, Window Vinyls, Awnings, posters, flyers, business cards, A-boards and a OOH bus Adshel. Professional shots by Kay Zieba.
Drinks and food menus I designed, based on the Nordics layouts and size requirements
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