Brand Building · APAC · 2025–2026–2027

Barbour

Brand Building
APAC 2025–2026–2027

Building from first principles, then carrying one recognisable world across campaign, capsule launches, mini-app, retail experience and events.

Role: Creative Director
Format: Experience · Campaign · Retail · Digital
Proof: 13,000+ visitors · 1.53B impressions · 3 Retail Asia Awards

Barbour campaign, digital and event work in China

01 / 05

Live experience

Spring with Barbour

A large-scale outdoor experience in Shanghai built from scratch that translated Barbour’s countryside spirit into an immersive environment: from brand culture to games, product discovery and social participation.

Visitor taking part in the Barbour cycling activation

Barbour event entrance and retail environment

02 / 05

Campaign

Spring / Summer 2026

The portrait of an outdoor generation, connecting Barbour’s utility and heritage with a lighter, contemporary rhythm for China.

Watch the film

Barbour SS26 campaign with two models by the water

Barbour SS26 woman wearing a tartan shirt in a vehicle

03 / 05

Social direction

FW26 · KOL Content Guidelines

A visual framework for KOL content, translating the FW26 world into personal, culturally relevant posts while maintaining a consistent Barbour point of view.

FW26 KOL content guideline references for food, photography and reading

FW26 KOL content guideline references for personal style and street culture

FW26 KOL content guideline references for nightlife, travel and publishing

04 / 05

Mini-app

Tartan Journey

An interactive WeChat mini-app that turned Barbour’s tartans into a playful collectible system, extending the campaign from product story to participation.

Barbour Tartan Journey matching game in the mini-app

Barbour Tartan Journey mobile lock screen

05 / 05

Creative development

LNY 2027

Coming soon

A capsule campaign elevating Barbour beyond beautiful utility into fashion: tough on the outside, warm on the inside. Sharper, cooler, and culturally on point.