Design And Art Direction
As a seasoned designer with 12+ years of experience, Lauren deeply understands the consumer journey and the role design plays in creating impactful brand experiences. Her expertise lies in experiential, events, shopper, and content curation, and she thrives in fast-paced environments where creative problem-solving is required.
Lauren has an impressive track record of working with high-profile FMCG and lifestyle brands, contributing to every stage of the design process, from concept development and pitch presentations to ideation, Key Visual production, and print/digital design rollout. She takes pride in delivering projects from start to finish and excels at visual storytelling across various mediums and spatial environments.
With a passion for brand activation and experiential design, Lauren is actively involved in art-directing concepts and turning them into real-life builds. Additionally, her background as a visual artist working with textiles gives her a keen understanding of texture, proportion, and materiality, adding a unique perspective to her work.
Key clients include Diageo, Samsung, Afterpay Australian Fashion Week, IKEA, Lululemon, Japan National Tourism Organisation, Tennis Australia and Splendour In The Grass.
Styling and Image creation
Lauren is a passionate creative who constantly seeks new and exciting challenges. She expresses her creativity through fashion photography and styling, where she pushes herself to new heights. Her journey started with 'Your Only Black Swan' blog, which led to brand collaborations and global connections. As a creative professional, Lauren transitioned into fashion photography, where she directed shoots and conducted modelling tests. With her extensive experience in prop and interior styling, Lauren is uniquely equipped to generate visually stunning content that seamlessly blends creativity and professionalism.
On the Loom
Weaving is Lauren's way of connecting with the world on a deeper level. As co-founder of Crossing Threads, she brings her passion for this ancient art form to life, creating beautiful and unique textiles for private and commercial spaces worldwide. Over the past eight years, Lauren has honed her skills in creative direction, branding, partnerships, social media strategy, and content creation, all while immersing herself in textile art practice.
Crossing Threads has been featured by top industry leaders such as The Woolmark Company, The Design Files, SBS Australia, Inside Out Magazine, Home Beautiful Magazine and Elle Decoration UK. Their textile art has been showcased in galleries across Australia, including the 4A Centre for Contemporary Asian Art, The Australian Design Centre, and the Fairfield City Museum & Gallery. Being both an artist and a business owner has allowed Lauren to turn her passion into a profitable venture while sharing the beauty of weaving with the world.
Get in touch!
Connect on LinkedIn
Email hello@laurenhernandez.com.au
Instagram @crossingthreads