UPDATED 06.25
built for founders.
trusted by global brands.
ABOUT
LOUW is an independent, design-led creative studio founded by Louis White.
For over a decade, I've crafted ideas for global brands and ambitious founders alike, from Nike and Peloton to early-stage startups.
As a quiet leader, I listen deeply first; align strategy with storytelling, and design systems to help brands sell more, scale faster, and stand out where it counts.
Journey
2013-2017
(Rookie season)
During this time, I learnt my craft across creative agencies, and in-house brand teams. Honing my relationship between design, art direction and strategy over brand design projects and integrated 360° campaigns for global brands. Foundations that were set to how I think and work today.
Clients: Farfetch.com, Sony, ASOS
2017-2021
(Swoosh season)
At Nike, I worked both in-house at Nike EMEA in Hilversum and Nike aligned creative agencies in London across Nike digital and the Nike app during this period. This was where I learnt the true value of brand storytelling from the best and contributed to shaping campaigns that drove culture and helped sell millions in product across markets.
Clients (inc): Nike, Jordan
2021-Present
(Founder season)
Now as a founder, I partner with global teams and other founders to build clarity, creative systems, and meaningful stories that unlock brand momentum and long-term growth.
Clients (inc): adidas, Peloton, Logitech, YouTube, lululemon, Footlocker, Speedo
SERVICES
FOUNDERS AND BRAND TEAMS GET ACCESS TO THE SAME LEVEL OF CLARITY, PRECISION AND CREATIVE SYSTEMS, WITHOUT THE COMPLEXITY.
Overview
Strategy
Brand design
Brand campaigns
Web design + development
Consultancy (Brand)
Consultancy (AI Systems)
Breakdown
01
Vision Alignment
(Clarity + Direction)
Unlock clarity, audience alignment, and a tactical roadmap founders can execute or delegate.
02
Brand Foundations
(Explore + Build)
Everything you need to launch or refresh your brand from strategy and tone of voice to visual identity and examples for roll-out.
03
Market Ready
(Build + Launch)
For teams ready to go to market, combining brand foundations with a website or campaign to show up strong and grow.
04
Design Partner
(Consult + Innovate)
Ongoing creative direction and brand consultancy for growing teams who need a trusted partner to guide the work.
CONNECT
CONNECT NOW?
OR AFTER sOME WORK BELOW?
CLIENT: FOOTLOCKER
AGENCY: AQKA
PROJECT: FOOTLOCKER FLX BRAND
Reimagining membership for a new generation of sneakerheads.
Coming soon.
Role
Created @ AQKA for Footlocker
Scope
Strategy, Design Direction, Design
CLIENT: LOGITECH
PROJECT: MX CREATOR CONSOLE + BRAND DESIGN
A campaign that united more than just creators.
From product launch to platform shift, this campaign introduced the MX Creative Console while unifying the brand’s visual direction.
Clearer storytelling, stronger product education, and a design system that elevated Logitech’s presence as a design-led, creator-focused brand.
Role
Associate Design Director
(In-house @ Logitech)
Scope
Strategy, Design Direction, Design
Team
Creative direction by Paul Sethi, Cathy Hutton. Copy by Jules O'Brien, Adam Braun. Design with Julia David, Cassandra Morel. Production by Buck, Benjamin Duband.
CLIENT: PELOTON
PROJECT: EMEA INSTRUCTOR LAUNCHES
When the brand is the people,
you design for connection.
A fresh visual system helped Peloton launch its newest instructors with clarity and emotional impact, delivering over 5 million impressions across social.
Rooted in expressive art direction and scalable design thinking, the system turned a classic talent launch into a branded moment. One that extended Peloton’s storytelling and built deeper connection with its growing community.
Role
Senior creative lead
Scope
Strategy, Art direction, Design Direction, Design
Team
Film by Tom Cockram and Shaun James Grant. Photography by Tom Cockram and Becca Naen. Creative direction with Shwan Hamidi & Josh Price. Production by Sarah Hernandez Bedford, Anna Caradice, Bronagh McKenna & OB management. Project management by Nikita Longdon & Kat Brazil. Edit by Matt Dodimead, Leander Camesasca & Samantha Neal. Music by Clapp london. Copy direction by Flo Lorenz, Alanna Jones & Tom Hopkins. Design with Tim Kay & Sarah Leeming.
CONNECT
POV: You’re an overstimulated father of two boys and a oversaturated modern creative in the golden era of tech.
CLIENT: ADIDAS
PROJECT: AN ORIGINAL LENS
Early concept ideation.
Algorithmically generated.
Human engineered.
CLIENT: BETTER THAN MAMMAS
PROJECT: REBRAND
A fast digital pivot with everything in one place.
When the founder needed to move quickly from a physical/word of mouth business to digital one, the brand got a refreshed identity, toolkit, and ecommerce site, all built to move fast and scale later.
A streamlined system that brought everything into one place, helping the business stay agile and ready for what’s next.
Scope
Strategy, Technology, Design direction, Design
CONNECT
Something spark an idea?
Let’s explore it.
CLIENT: BULK
AGENCY: LA FAMILIA
PROJECT: REBRAND + CAMPAIGN
A rebrand is only potential,
until it connects.
Bulk needed to connect brand strategy with sharp, effective content. In just 2 days, we captured 4 hero films and over 220 assets across 6 locations, delivering a 36% conversion lift for Bulk Pro Protein and over 5 million impressions on social.
Fast-moving production. Premium output. Commercial impact.
Role
Senior creative lead
Scope
Strategy, Art direction, Design Direction, Design
Team
Film by Pablo Rivera and Santiago Arbelaez, photography by Ollie Adegboye, Armando Ferrari and Moeez Ali, retouch by Ollie Adegboye, assist design/art direction by Lauren Harewood, copy direction by Gregk Foley, produced by Bea Alessio and Ben Miller, edited by Diego Fernandez and Islam Faris, sound by Islam Faris, styling by Sophie Casha and HMU by Patrizia Lio.
CLIENT: PELOTON
PROJECT: PELOTON AUS LAUNCH
Early concept ideation.
Algorithmically generated.
Human engineered.
CLIENT: YOUTUBE
AGENCY: FUTURIMPOSE
PROJECT: BRAND IDENTITY
When your brand system needs to feel as bold as the community it represents.
Boss & Bloom needed a brand world that matched the power of the #YouTubeBlack community. I helped shape a visual identity that felt authentic to the creators it celebrated and seamlessly at home within YouTube’s design ecosystem.
A system built to empower voices, honour culture, and show up with clarity.
Role
Design director
(Created @ Futurimpose for YouTube)
Scope
Strategy, Design Direction, Design
Team
Creative direction by Ollie Olanipekun. Project management by Dami K. Design with Min Kim.
CLIENT: PELOTON
PROJECT: IMMERSIVE 360° EXPERIENCE
Not just a launch.
A market debut.
To launch Peloton Tread in a new market, we created a live event that sold more than product features, it sold the feeling of the brand.
Designed and delivered in under two months, the immersive experience tapped into the energy of Peloton’s community and extended its run due to high demand. A campaign built to move people and move fast.
Role
Senior creative lead
(Created in-house @ Peloton)
Scope
Strategy, Design Direction, Design
Team
Creative direction with Shwan Hamidi and Alanna Jones. Project management by Emma Wright.
CONNECT
SIDE QUEST: TENNIS.
BUILD: ATHLETIC GREENS.
PLAY STYLE: Monfils + TIAFOE.
CLIENT: NIKE
PROJECT: REACT ELEMENT 55 EMEA LAUNCH
Global drop.
Local energy.
The Nike React Element 55 launch blended (Nike By You) customisation with hyperlocal storytelling, connecting brand and community from the ground up.
The campaign generated over 30 million views across Nike’s platforms and moved more than 40k units proving how cultural relevance can drive commercial success.
Role
Design lead
(Created @ Stereo for Nike EMEA)
Scope
Strategy, Design Direction, Design
Team
Creative direction with Lee Levy, Raphael Nahun and Louise Lee. Project management by Ruth Kitchen. Photography by Meinke Klein & Lauren Maccabee. Animation by SelamX, Oskar Lelis & Charlie Keeper.
CLIENT: ON
PROJECT: ON X FOOTBALL CONCEPT
Early concept ideation.
Algorithmically generated.
Human engineered.
CLIENT: ADIDAS
AGENCY: LA FAMILIA
PROJECT: ADIDAS SHPTLKS SERIES
Retail was closed.
The culture wasn’t.
With stores closed during the pandemic, SHPTLKS evolved from a retail-based experience into a remote-first content platform keeping its cultural pulse alive while adapting to new constraints.
The reimagined series launched alongside adidas Confirmed in the US, showing how format changes didn’t mean compromising energy or connection.
Role
Creative lead
(Created @ LaFamilia for adidas)
Scope
Strategy, Art direction, Design Direction, Design
Team
Film by Pablo Rivera and Santiago Arbelaez. Photography by Jake Millers. Produced by Bea Alessio. Edited by Diego Fernandez and Islam Faris. Sound by Islam Faris. Animation by Thomas Porras and Tom McCarten. Talent: Shun Hirose of RECOUTURE, Shigeyuki Kunii of Mita Sneakers, Masafumi Watanabe.
CLIENT: PELOTON
PROJECT: PELOTON STUDIO LONDON DE WEEKENDS
From screen to studio: celebrating Peloton’s top German riders IRL.
To support Peloton’s multi-weekend, invite-only event, a flexible visual system was developed that celebrated community and connection.
Designed to match the energy of Germany’s most engaged members, the identity brought live classes and shared moments to life in London turning loyal riders into brand advocates.
Role
Creative lead
(Created in-house @ Peloton)
Scope
Strategy, Art direction, Design Direction, Design
Team
Archive photography by Tom Cockram and Becca Naen. Creative direction with Shwan Hamidi. Project management by Emma Wright. Copy direction by Sebastian Hoffmann.
