Asteri, HUDA Beauty and LEGO: The Work that Made Georgia Briese

Georgia Briese is creative lead, branding and communications at global strategy and design studio Dalziel & Pow.

Experienced in creating premium brand experiences across both physical and digital outputs, Georgia leads the creative and art direction for projects across branding, packaging, in-store communications and environmental graphics.

Over an international career starting in Melbourne, Georgia's clients have included Asteri Beauty, Guinness Storehouse, Johnnie Walker, HUDA Beauty, and LEGO.

LBB> The creative work that I keep revisiting…

Georgia> Often, inspiration appears unexpectedly from anywhere and anything. Traveling to new cities and countries, experiencing different cultures, and being exposed to new perspectives is something I value and which often sparks waves of new thinking and ideas.

I’m frequently drawn to Japan and Japanese culture; their ikigai philosophy helps me feel connected and grounded so that I can tune into the small things that ultimately surprise you.

Recently, I’ve been inspired by the ‘Dune’ films; the meticulous level of artistry is mind-blowing. I equally appreciate the level of craft behind the Japanese series ‘Shōgun’. I found myself obsessively watching hours of all the behind-the-scenes footage for both of those productions – a Sunday night well spent.

In terms of day-to-day, Cosmos.so is an online tool that I’ve recently discovered and adore. It’s a Pinterest alternative for creatives – much more refined and curated.

LBB> The ad/music video/game/web platform that made me want to get into the industry…

Georgia> This will show my age, but when I figured out how to code my MySpace profile page with cute and equally tragic custom backgrounds and fonts – obsessed. “Could this be a real job!?” Yes, it can be a real job… Turns out it’s called being a graphic designer.

LBB> The creative project that changed my career…

Georgia> Asteri, a Saudi Arabian beauty brand was, and still is, the dream project for me. All of my passions and values collided: a beauty brand underpinned by female sisterhood, channelling out-of-this-world creativity and expression with a daring attitude. I’m constantly inspired by the brand’s trailblazing spirit and eclectic personality, reflected by founder Sara Al’Rashed.

Asteri - Saudi Retail Stores

It was my first client project at Dalziel & Pow and my skills were tested, expanding into a new realm of retail experience design, and co-creating spaces that are grounded in meaningful stories and that challenge luxury codes. This partnership has brought endless opportunities that stretch my creativity and take me in unexpected directions.

So much love for this brand!

Asteri Branding and Identity

LBB> The work that I’m proudest of…

Georgia> It’s hard not to talk about Asteri here, as it’s one of many projects that I’m proud of, to be honest. But working with LEGO in Denmark has also been a major highlight. We (D&P) were challenged to help reimagine what LEGO World is and how it comes to life. We needed to raise its ‘coolness’ factor and ultimately increase desire with older kids (especially girls). And, we needed to shift LEGO from a toy for prescribed builds and expected stories to a creative medium for self-expression and rebuilding the world.

Long story short, we created the vision and concept for the first-ever ‘LEGO Festival of Play’. I wouldn’t have believed you if you’d told me as a kid that I’d be partnering with LEGO to reinvent LEGO World! A real ‘wow’ moment for me.

LEGO World

LBB> The piece of work that still makes me jealous…

Georgia> My inner child is saying Drunk Elephant’s retail experiences; the sheer joy it brings with every aspect of the brand – every touchpoint is so deeply considered. I have to give it flowers for that. The ‘House of Drunk’ activations are a hit of dopamine – I especially appreciate the fun that it’s injecting into the global travel retail market, a totally disruptive and energetic approach to spaces that can be rather expected and uninspiring.

Drunk Elephant - Retail

Speaking of dopamine, I also enjoy the artistry and bold creativity behind brands like GANNI and Jaquemus, from their retail experiences to their viral campaigns, runway shows, and engaging social content. The Jacquemus London store launch campaign was genius!

Jacquemus

Ganni

LBB> The recent project I was involved in that excited me the most…

Georgia> Oh this is tough. I’m easily fizzed when new projects land.

This might be because I’m a beauty junkie, but our recent partnership with HUDA Beauty was SO exciting. To coincide with the HUDA Beauty rebrand launch, we were challenged to redesign the HUDA Beauty gondola (the brand display unit) in all Sephora stores globally, starting with the UAE.

It had to be bold, iconic, and of course, disruptive.

I love collaborating with brands that are unafraid to stand out and break the codes, and HUDA Beauty is one of those brands. We pushed the boundaries, we blew up the expectations – you will know what I’m talking about when you see it. It’s exciting to have permission to get creative and go wild.