LE HAYE
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LEHAYE, 2025
Best Buy Bot UK
A self-initiated project built to shake up the UK comparison game with AI-powered, human-backed picks, no subscription required.
Strategy
UX/UI
Branding
Results
Visit website
WHITECHAPEL, 2015
London Art Book Fair
Collaboration with MadeThought for an international art publishing event, featuring London Underground typeface, contemporary semi-transparent colours, and traditional marbling for a unique ID.
Strategy
Production
Branding
TATE, 2014
Alibis: Sigmar Polke
Exhibition branding and campaign design using Polke's 'Girlfriends' artwork as inspiration for the design with raster dots, Xerox glitches, and vibrant neon washes offering a range of versatile formats.
Strategy
Campaign
Branding
TATE, 2012
Damien Hirst
Typography borrows from pharmaceutical packaging; stacked hierarchical 50/50 split, faded black contrasts with vivid red lettering, all items are printed on a high box card to mimic pill cartons.
Strategy
Campaign
Branding
CHRISTIE'S, 2019
The George Michael Collection
Led the identity and digital campaign for a global auction highlights tour, showcasing George Michael's art collection and career, culminating in London as Christie’s most visited exhibition... ever.
Strategy
Campaign
Branding
TATE MODERN, 2015
Malevich
1900s Russian Empire map and an accordion timeline introduced visitors to his life and 20th-century Russian history, with the entrance inspired by his Suprematism art.
Strategy
Campaign
Exhibition
TATE BRITAIN, 2014
Turner Prize
The 30th Turner Prize at Tate Britain, announced live on Channel 4, featured a new colour palette, typography and branding, symbolising the four nominees and a ballot box.
Strategy
Exhibition
Branding
The Wiener Holocaust Library, 2019
The Wiener Holocaust Library
A fresh brand identity, utilising a unique serif font, reflects scholarly objectivity and a commitment to education against prejudice, pairing tradition with digital accessibility.
Strategy
Branding
Style Guidelines
TATE MODERN, 2019
Musée de la danse
'If Tate Modern was Musée de la danse?' became the central theme across all touch-points, in-person and online, orchestrating a dance-infused museum transformation.
Strategy
Branding
Campaign
for YOUR HOME, 2025
Decorative Arts
Collaborated with the Decorative Arts Specialists at Christie's to design a revamped online experience for collectors, introducing new features such as a room-specific filtering system and a multi-item, shareable wishlist, aimed at boosting the volume of qualified enquiries.
Products
UX/UI
Project Management
Results
+5% Enquires
+12% Sales share
CHRISTIE'S, 2024
Watch Shop
Led the development of an MVP for Christie's Watch Team's online shopping experience, featuring top luxury brands. The shop achieved record visits, becoming the second most visited section and ranking highly for CTP rate, demonstrating strong demand for luxury shopping. Read case study
Products
UX/UI
Project Management
Results
11.4% CTP Rate
80% New buyers
CHRISTIE'S CRM, 2024–25
Email relaunch
Led cross-functional teams in designing and implementing new lifecycle communications, utilising data-driven designs, managing delivery sprints, and training teams on a new 'drag and drop' editor, resulting in a substantial boost in CTR and conversions.
Products
UX/UI
Project Management
Results
+10% CTR
+24% Sign-ups YoY
DESIGN MIAMI, 2020
Alternative Americas
Worked with the Design Miami team to craft an immersive online viewing room and virtual tour, showcasing historically and culturally significant pieces, including renowned chairs by Wharton Esherick and the Campana Brothers.
Products
UX/UI
Project Management
Results
-22% Bounce rate
+15% Scroll depth
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CHRISTIE'S, 2023
Tour de France
Bespoke interactive map for an Impressionist Art exhibition and private sale: Collaborating with Jordan Amer to pinpoint the exact locations the featured artworks depict. Collectors were sent the map to explore before purchase.
Products
Project Management
Results
+13% CTR
75% New buyers
LA BIENNALE, 2020
La Biennale, Paris
A Virtual Art Fair Platform featuring custom built in-room scale viewer, zoom, an integrated map API, virtual guest book and enquiry form. These bespoke features exhibited 90+ artworks from 42 galleries across 4000 years of Art.
Products
UX/UI
Project Management
Results
+20% page views
55% New buyers
CHRISTIE'S, 2020
Deep Impact
The Deep Impact Auction: pioneering the 'Viewing Moon' an imaginary exhibition of rare lunar and meteorites for sale online, blending commerce with an educational lunar tour —nominated for the 2021 Digital Craft Awards.
Products
UX/UI
Project Management
Results
+5% CTR
-21% Bounce rate
1-54, 2020–2022
1-54
I played a key role in the 1-54 Contemporary African Art Fair's virtual transition, designing a custom-built platform with a scale viewer, zoom and guest book, showcasing 36 galleries and over 700 contemporary artworks.
Products
UX/UI
Content Editing
Results
+11% sales YoY
> 1k sign-ups
CHRISTIE'S, 2019
Art. Ready to Take Home
Exclusive, Curated Art Shop of Andy Warhol Prints. I led the design & development teams to launch Christie's first ever art focused buy now platform – Integrated marketing campaign, 4-Month pop-up, 100% of artwork sold.
Leadership
Campaign
Project Management
Branding
EYE ART FAIR, 2019–2023
Eye of the Collector
Strategic collaboration with curators and developers for an art platform campaign, encompassing a London art fair, social presence, campaign tactics and immersive viewing room aesthetics.
Leadership
UX/UI
Campaign
Project Management
TATE, 2015
Website re-fresh
I led the Tate website's redesign, focusing on user-centric and data-driven UX journeys, proposed a robust search, dynamic full-width imagery, and intuitive location-based navigation.
Leadership
UX/UI
WHITECHAPEL GALLERY, 2011
Website re-launch
In 2011, I co-led the Gallery's website refresh with digital agency, Webstars, managing the project, creating content, and developing a bespoke CMS and the trademark 'plinth' homepage feature.
Leadership
UX/UI
CHRISTIE'S, 2020
Website & iOS App
I spearheaded a team of 10 UX Designers in collaboration with UsTwo, managing a front-end overhaul of our website and app, and I'm currently guiding ongoing redesigns across all our digital platforms.
Leadership
UX/UI
C3.0, 2023
Virtual Gallery
Directed the strategy and development of an 'off-world' virtual gallery and event space for NFT collectors, inspired by Chichu Art Museum, in partnership with pl.ai, Spatial and Services Généraux.
Leadership
Project Management
CHRISTIE'S, 2018–2020
Classic Week
In 2018, I led the re-branding of a major auction week, directing campaigns, film, and photoshoots for New York and London, managing their application across all touchpoints, both in-person and online.
Leadership
Branding
Art Director
Photoshoots
