Koen Prince-Fraser

Being a self-taught designer, my thoughts, techniques and design philosophy are profoundly rooted in my own experiences. I approach design with a focus on fulfilling specific needs, delving into the essential motivations behind a product's existence and the value it brings.

Subsequently, I embark on a storytelling journey that aims to provide consumers with a complete and in-depth insight into my thought process. This approach is rooted in transparency, weaving a captivating narrative that elucidates the very essence and purpose behind the product.

Last Pick - Co-Founder & Creative Director - DEC 2021 - PRESENT, LONDON, UNITED KINGDOM

In my role as Creative Director for a new-generation luxury label. My Day-To-Day activities evolve around the dusk task of shaping the core identity of the brand. As lead designer, I collaborate directly with our skilled seamstresses, overseeing the development of garments. Conversely, in my capacity as the Art Director, particularly prominent when we curate editorials, orchestrate photoshoots for campaigns , or create any front-facing assets for the brand. 

Mr.Bailey / Concept Kicks - Designer & Art Direction - NOV 2021 - JUL 2023, LONDON, UNITED KINGDOM 

Working in sync with Mr.Bailey to create his front-facing brand identity and PR approach, leading to a period of significant organic brand and client growth, gaining an additional 50,000 followers (200% growth) and over 15M + impressions across his social platforms. Leveraging the robust art direction we had established in the studio and through his collaborative projects (such as Zegna and Adidas), we meticulously shaped the tone of voice, devised a social media strategy and created brand assets. 

Original Shift - Co-Founder & Art Director - MAR 2018 - DEC 2021, LONDON, UNITED KINGDOM 

I co-founded and led out the Art Direction for OriginalShift, an online media publication, documenting the intersection of fashion, music and subcultures. Founded in 2018, this quickly grew to 85,000 followers with articles reaching 20-30,o00 likes, upwards of 20-40% engagement. It quickly became one of the hottest underground publications in Europe, being followed and admired from the likes of the late Virgil Abloh, Jerry Lorenzo, David Fischer and Jeff Staple. 

During my time as Art Director, I pioneered the company’s approach, developing an original social media style of educative, long form text in captions, and virality-geared imagery, lending in-depth info to the newest in design, architecture, fashion and more. This led to rapid growth, and the style has since influenced 100s of publications and blogs.

Business with Economics. Upper second class honours