Point of Sale.

My career in retail display and point-of-sale design began at PD Visual, where I worked as a Junior Designer for three years. During this time, I had the opportunity to contribute to projects for a diverse portfolio of clients, ranging from local independent businesses to globally recognised brands including Mars, Guinness, Heineken, Corona and Coca-Cola.

Working in a fast-paced creative environment, I was responsible for developing innovative retail display concepts that combined visual impact with practical, production-ready solutions. My role involved designing both the structural display units and the accompanying graphics, ensuring each concept effectively communicated the client's brand while standing out in busy retail environments.

Collaboration was a key part of the design process. I regularly liaised with clients to present concepts, gather feedback and refine proposals, balancing creative ambitions with engineering requirements, manufacturing constraints and commercial objectives. Whether developing a compact floor-standing display or a large-scale promotional installation, every project required close coordination between design, production and client expectations.

A significant aspect of my work centred on 3D design and visualisation. I would begin each project with hand-drawn concept sketches before translating approved ideas into detailed 3D models. These models formed the foundation for engineering development, allowing concepts to be refined into cardboard or mixed-material structures suitable for prototyping, testing and large-scale production.

Many of the displays I worked on were produced for leading retailers across Ireland and the UK, including Tesco, Marks & Spencer and The Link. Projects supported major product launches, seasonal retail campaigns, sporting events such as the Six Nations Championship, and charitable fundraising initiatives, demonstrating the versatility required when designing for different audiences, brands and retail environments.

This experience provided a strong foundation in structural packaging, retail marketing and production design, while developing my ability to transform creative ideas into commercially viable products that could be manufactured efficiently at scale.