I'm James, an in-house Creative Director, based in London, who specialises in building brand worlds and the teams that bring them to life.
I'm James, an in-house Creative Director, based in London, who specialises in building brand worlds and the teams that bring them to life.
I've spent 12 years working across industries in B2B and B2C, and I believe it's the feel, craft and relevance that deliver results. I'm obsessed with mood. Get that right and everything else follows; the work becomes culturally coded, elevated and built with real intent.
I've spent 12 years working across industries in B2B and B2C, and I believe it's the feel, craft and relevance that deliver results. I'm obsessed with mood. Get that right and everything else follows; the work becomes culturally coded, elevated and built with real intent.
I build brands that are clear in their ambition, with creative and design systems flexible enough to grow with them. Good people, clear direction, real pride in the work and a vibe worth showing up for.
I build brands that are clear in their ambition, with creative and design systems flexible enough to grow with them. Good people, clear direction, real pride in the work and a vibe worth showing up for.
my experience
The Stepstone Group
Head of Design & Copy Team Lead Brand Design
Redefined and elevated the brand design system for a global recruitment platform. Built and led an in-house creative studio from scratch, creating a user-first brand world rooted in optimism and delight. Focusing on bringing warmth and craft to the often stressful world of job search.
2023 - present
The Stepstone Group
Head of Design & Copy Team Lead Brand Design
2023 - present
Zapp
Global Brand Design Lead
A startup moving at pace needed a vibe to match. Art directed a bold, occasion-led brand world with culturally coded campaigns, elevated experiential and performance creative that cut acquisition costs in direct marketing by 93% and grew email engagement by 650%. Whilst in role I launched our high end Zapp Boutique and Palais Constance rosé with influencer Gstaad Guy.
2022
Zapp
Global Brand Design Lead
2022
Graze (Unilever)
Head of Creative
Repositioned a beloved snack brand with new playful and cultural relevance. Bold social-first content, flavour-led packaging, a TV spot that outperformed every Unilever benchmark and a Marmite collab that became their highest-selling launch in 14 years.
2020 - 2022
Graze (Unilever)
Head of Creative
2020 - 2022
Emily Crisps
Head of Creative Design Lead
Designed a visual world of painterly beauty, handcrafted pattern and elevated production. Owning the maximalism of the moment and entirely distinct on shelf. Curated craft, clear intent and a vibe that drove 500% growth with key retail partners.
2017 - 2020
Emily Crisps
Head of Creative Design Lead
2017 - 2020
Savsé
Graphic Designer
Directed a world of crisp freshness and cold-pressed clarity. A mood rooted in simplicity, nature and beautifully restrained craft, a brand that felt as good as it tasted.
2016
Savsé
Graphic Designer
2016
Savsé
Graphic Designer
Directed a world of crisp freshness and cold-pressed clarity. A mood rooted in simplicity, nature and beautifully restrained craft, a brand that felt as good as it tasted.
2016
ProperCorn
Junior Designer
Art directed and designed a bold, joyful brand world built to pop. Packaging, retail presence and experiential with elevated craft and a vibe that demanded attention on every shelf.
2014 - 2016
ProperCorn
Junior Designer
2014 - 2016
ProperCorn
Junior Designer
Art directed and designed a bold, joyful brand world built to pop. Packaging, retail presence and experiential with elevated craft and a vibe that demanded attention on every shelf.
2014 - 2016
