Jack Wills

Senior design leadership within a nationally recognised lifestyle brand, with responsibility for translating brand identity and tone of voice into physical environments during a period of significant growth and international expansion.

The role focused on shaping how the brand was experienced in the real world — using space, materiality, and atmosphere to reinforce storytelling and cultural cues — as the retail estate scaled from a small domestic footprint to over 100 locations across the UK, Europe, North America, Asia, and the Middle East.

Work balanced creative ambition with commercial and operational realities, ensuring consistency of experience while allowing flexibility where it strengthened local relevance and long-term brand equity.