Originally trained in graphic design, James has now earned over 15 years experience in the industry. In that time he’s worked both in-house and independently, in roles that have ranged from creative and art director to marketing manager and strategy consultant. He now runs his own brand strategy company, working with clients like Paypal, font specialists Monotype and co-working space Uncommon.

To give a full idea of what James’ work as a brand strategist entails, he tells us about a major project with G F Smith – which was started around ten years ago – describes the flexibility of his day-to-day, and explains the process he’s developed for each new project.

And for anyone interested in strategic work in design and beyond, James imparts his advice for starting out. “Read between the lines,” he shares, “See the connections. That’s ultimately what strategy is: Understanding what’s going on the world, and how a brand fits within that.”