In 2019 John Lewis’ home market leadership needed a new value proposition. The Fresh, disruptive and accessible concept of ANYDAY was born. From September 2020 to it’s launch in May 2021, Matt led the conception, bold art direction and precision graphic approach in collaboration with Harry Pearce and his teams ar Pentagram London. Matt led his in-house teams to execute all in-store branding fixture design, merchandising and materials plus all packaging labelling and digital content. Matt was also lead JL creative on the vibrant TVC directed by Francois Rousselett for Adam & Eve/DDB. The TVC was the first time the more aspirational yet attainable ‘joyfully bold’ art directional approach that Matt led for the John Lewis master brand was used.

CREDITS: Art direction Nic Duffy and JL teams, Graphic design and packaging Pentagram London Harry Pearce. Advertising DDB Adam and Eve.