Wickes

An ongoing branded content partnership with Wickes, running from 2023 to 2026, spanning multiple Mail Metro Media titles including YOU Magazine, Metro, Daily Mail and iNewspaper.

The campaign is a highly collaborative, multi-platform project, working closely with project managers, photographers, set designers, copywriters and talent across multiple shoots and content formats. My role focused on the print design and visual execution, ensuring consistency and impact across titles while adapting layouts for different audiences and editorial environments.

Content has ranged from celebrity-led features to practical, inspiration-driven editorial. Notably, shoots with Kimberley Walsh centred on her paint collection for Wickes, combining personal storytelling with clear encouragement for readers to tackle their own DIY projects, supported by Wickes’ product range and online guidance. A standout execution included a five-page feature in YOU Magazine, split across two core themes: upgrading interiors and improving outdoor spaces. This involved a bespoke studio photoshoot, complete with a built garden set using Wickes products, designed to feel aspirational yet achievable.

The wider campaign has extended across print, digital, video and audio, with recent phases shifting focus to real-reader home transformations, documenting DIY journeys through both film and print to reinforce authenticity and accessibility. Across the partnership, the work positioned Wickes as an empowering, expert-led home improvement brand, championing confidence, creativity and practical support — showing that with the right tools, products and guidance, anyone can take on meaningful home projects.