Rosie Lee

31/10/2025

20/10/2025

Vans FA25 United Through Skateboarding, with Atiba Jefferson.
As Atiba said: “There’s no limitation in skateboarding, and if you apply that to other things, the world is endless.”

Vans empowered Atiba to shape the campaign by curating the cast, locations and concept which added complete authenticity to the project.

Our designs offered flexible tiers of ex*****on whilst celebrating skateboarding as a culture that unites communities worldwide. The activations completed the experience: Through the Lens photography workshops, led or curated by Atiba, and skateboard customisation sessions.

Read about our work with Vans on our website - link in bio.

12/09/2025

asked us to build on the success of the 2024 race, evolving the London 10K identity to align with the brand’s latest global guidelines.

We delivered a refreshed toolkit, physical race assets and a teaser video series designed for shareability and to build anticipation of the event.

For full details, head to our website.

Credits

Production Company: Amity Studio
Creative: Rosie Lee Creative
Exec Producer: Jake Kenwright
Producer: Adam Strawford
Prod Manager: Milly May
Director: Duncan Lewis
AD: Oliver Hill
AD Runner: Tommy Chadwick
DoP: Stephen Dunn
1st AC: James Wicks
Gaffer: Tom Nowell
Spark: Sebastian Nowell
Art Director: Alan Scott
VFX Supervisor: Johan Barrios
Runner Talent Your Friendly Runners: Ciaran Duce, Ken Taylor, Daisy Simpson
Tease Music: Jama Little AKA Jammz

20/06/2025

The branding needed to speak the same visual language as the brands young people already love and trust. To anchor this vision, we developed a bold geometric letterform that nods to sport iconography and classic monograms. Contrasting the simple graphic lettering with a vibrant colour palette meant the brand could flex across different contexts, whilst keeping its edge.
As part of this visual system, graphic elements accompany the monogram to represent the three core pillars: Education, Sport, and Policy. These elements are designed to enhance communications and media, reinforcing the Foundation’s purpose through a unified visual language.

For more on this, and our other Visual Identity work, please head to our website.

19/06/2025

The branding needed to speak the same visual language as the brands young people already love and trust. To anchor this vision, we developed a bold geometric letterform that nods to sport iconography and classic monograms. Contrasting the simple graphic lettering with a vibrant colour palette meant the brand could flex across different contexts, whilst keeping its edge.

As part of this visual system, graphic elements accompany the monogram to represent the three core pillars: Education, Sport, and Policy. These elements are designed to enhance communications and media, reinforcing the Foundation’s purpose through a unified visual language.

For more on this, and our other Visual Identity work, please head to our website.

18/10/2024

Our track of the week:
Fireground — Red Night on Ilian Tape
Art by Bettina Zenker

We wish a great this weekend to all who observe.

06/03/2024

As part of our design work on the Timberland flagship store in New York, we collaborated on an iconic new element for the space - the Boot Shrine.

The interactive display allowed customers to swipe through a digital timeline to learn about key points in Timberland’s archive, their innovative products, origin stories and cultural moments.

The Boot Shrine elevated the Original Yellow Boot storytelling and connected the customer with the brand and product in a new way.

23/11/2023

Rosie Lee Creative is a creative agency with over 20 years of experience designing retail and brand experiences.

Our industry has evolved in so many ways but storytelling, experience and connection have always remained at the core of our thinking.

We are passionate about creating culturally-connected, sustainable retail spaces that are authentic, deeply connected to brand and commercially successful.

17/07/2023

As seen by our Creative Director, James 📸👀

14/07/2023

“A retail store experience built to equip New Yorkers to step outside, work hard and move the world forward. It’s Built for the Bold”

We believe that the 550 store design truly reflects everything that is core to Timberland, as an iconic brand.

This was a huge collaborative effort across all of .Group, and seeing the original ideas we pitched back in 2022 coming to life this spring was a great moment for the whole team.

Our relationship with has been a truly enjoyable one.
Working with a dynamic team who have a clear vision, a passion for quality and an openness to creativity is always a joy for us.
Photography by .space

13/07/2023

We chose to keep the core, iconic Wheat colourway for the main, and combined it with pops of their bold Pro Safety Orange to create contrast. This also helped bring together all elements of the brand's products - Work, Life and Outdoors - in one store.

The use of materials such as OSB, metal and exposed brick reinforced this concept and complemented the selected colourways, as well as reflecting the neighbourhood of the store.

The in-store mannequins and tube lids were 3D printed, all clothes hangers are 100% recyclable and the OSB wood panels we used are made of 100% recycled material. The final touches of LED Lighting, and Zero-VOC paint used throughout meant that we had been successful in integrating sustainability into every element of the build.

Link in bio to see the full case study.
Photography by .space

12/07/2023

We were briefed to design Timberland’s global flagship store on Broadway, New York.

We designed the entire store based on a flexible system that can be modified as the brand evolves over time, or when floor set changes demand it for short term campaigns, events or installations.

Sustainability was at the heart of our thinking to respect ’s purpose - with deep consideration given to lighting, paint, mannequins, hangers, fixtures and everything in-between. Services were also an important part of our design process, ensuring they are visible, desirable and given the space they need to give each customer a truly personal experience.

To read the full story, head to the link in our bio.

Photography by .space