Multi‑disciplinary designer driving measurable impact in luxury branding through strategic storytelling, bespoke craft, and cross‑functional collaboration. Recognised for building strong creative partnerships and leading global rebrands, most recently steering the New Jaguar identity for the world stage, elevating its market presence worldwide.
Influences.
Art. Materiality. Craftsmanship.
I focus on combining Art and function by using quality materials to enhance Brand Experiences. I draw inspiration from my experience in Materiality Design to create visually appealing and crafted designs that speak to quality and innovation. Through textures, finishes, and structures, I elevate products and communicate a story of Craftsmanship that resonates with discerning audiences.
I thrive in hands-on experiences, continuously improving my methods in collaboration, design, and delivery to elevate work quality and environment. I focus on fostering strong client and team relationships by strengthening bonds between their brand and target audiences. I take pleasure in identifying solutions and new prospects by foreseeing connections in projects from the outset.
Experience.
Lead Designer specialising in Luxury Brand Identity, Visual Communication, and Materiality Design. I craft narrative‑driven brand experiences, by uniting strategic insight with inherent precision. With deep expertise in brand strategy, typography, colour systems, packaging, spatial environments, product application, and stakeholder engagement, I transform brand identities into stories of craftsmanship and exclusivity. A collaborative and trusted creative partner, I forge lasting connections between brands and discerning audiences. Most recently, I led the global reimagining and delivery of the New Jaguar brand, aligning its heritage with a bold, future‑focused identity to position it for enduring success.
Jaguar Land Rover
Lead Brand Designer, Brand Identity
2022 - Present
As Brand Identity Lead for New Jaguar, I guided the marque’s creative evolution, preserving its heritage while shaping a bold, future‑ready identity for the global stage.
Personally holding the patents for all primary and secondary Jaguar brand assets and designing the new Jaguar Leaper - an icon of our automotive culture, I led the creation of all associated logo marks, developed application and materiality guidelines translating tactility, finishes, and structures into a cohesive luxury language. This ensured flawless execution across every touchpoint.
Overseeing all testing, supplier sourcing, design decisions, and integration - including physically pushing components into show-car before launch, I delivered with precision and uncompromising quality. I authored the complete strategy and application rules for future Jaguar vehicle lines, ensuring the Leaper remains physically tactile across physical and digital platforms and, where possible, carved from inherent materials. This “application bible” and live Figma toolkit enabled consistent execution across all markets during rollout and beyond.
I co‑authored Creative Brand Principles for each of JLR’s House of Brands, partnered with Creative, Product, and Marketing teams across multiple markets, and delivered immersive presentations to over 700 global stakeholders, including CEO and investor forums. Alongside this, I led the design of the new JLR corporate website, contributed to the creative direction of the new Defender brand identity, and played a key role in elevating Range Rover to its new luxury positioning for 2025.
Senior Creative Designer, Materiality
2017-2022
As Creative Designer for Materiality, I led the conception, development, and delivery of Exterior Paint and Finish design for Jaguar Land Rover, guiding projects from initial concept through to production.
My work shaped the visual and tactile identity of the brand, from concept exploration to curating bespoke finishes for Special Vehicle (SV) models—including the Range Rover Serenity (2022), Carmel Edition (2022), and Ultimate Edition (2021)—to defining the SV Exterior Paint Strategy and expanding bespoke options for the most discerning clients.
I curated and delivered large‑scale exhibitions showcasing Materiality and Exterior Finish design, and pioneered the sourcing and application of luxury sustainable materials across SV programmes. Beyond product, I played a lead role in high‑profile brand initiatives, including The Future Legacy installations at the Milan Furniture Fair and London Design Museum (2018), the Jaguar EST rebrand, and the Jag You Are global Pride campaign, which gained international media coverage in Attitude Magazine. My collaborations extended to PR partnerships such as the Baracuta x Jaguar campaign, featured in Highsnobiety, GQ, and Hypebeast, as well as the creation of VVIP visual and physical assets for the British Royal Family and other high‑profile personalities.
Through a blend of creative vision, material expertise, and strategic brand alignment, I elevated the sensory and emotional impact of Jaguar Land Rover’s most exclusive products and experiences.
A.Abell Creative
Graphic & Brand Designer
2019 - Present
Delivering end‑to‑end brand and graphic design solutions for companies, start‑ups, and artists, from strategic vision and identity systems to content strategy, campaign design, and physical applications such as display and print. Projects span brand positioning, visual identity, typography, packaging, digital assets, and multi‑channel rollout.
Clients include Typeform (San Francisco), Sotheby’s (UK), and artists such as Nikki Heaton, with work ranging from global campaign creative to bespoke event collateral and detailed packaging design. I integrate authentic materials and tactile finishes to shape audience perception, creating sensory brand experiences that forge lasting emotional connections. My approach blends strategic insight with hands‑on craft, ensuring every deliverable is both visually distinctive and commercially effective.
Nissan - Japan
Colour & Materials, Advanced Design
After winning the Nissan Global Design Search for Colour & Materials Design, I was commissioned to creatively forecast the future of Nissan and define how to evolve its current product portfolio to meet emerging market expectations. This highly experimental materiality project allowed me to challenge and expand Nissan’s design strategy, exploring innovative surface finishes, colour palettes, and tactile applications that blended advanced technology with cultural relevance. I developed forward‑looking concepts that reinterpreted Nissan’s brand DNA through new material languages, sustainable innovations, and cross‑segment adaptability. The study culminated in a high‑level presentation to Senior Vice President Shiro Nakamura and Executive Design Director Alfonso Albaisa, influencing strategic discussions on the brand’s future direction.
McLaren Automotive
Colour & Materials Design
Working towards the launch of McLaren 720S, which was still a clay at the time. I worked as the CMF Designer on this project, learning the business and leaning into a high-stakes and deadline driven Studio. From developing Exterior Body Paint, Carbon Fibre Mastering and Weave/Fabric Developments. I was Lead Designer on Exterior Finish concept for McLaren Vision Gran Turismo 5 (Now known as McLaren Solus GT), translating virtual design into a tangible, high‑performance aesthetic.
Land Rover SVO
Interior Designer
Land Rover SV Coupé (2019) was the first major OEM vehicle I worked on. This concept to production allowed me to showcase from sketch to physical modelling and application. As an Interior Designer I was focused on concepting each design vision.
Additionally working on interior design for; Land Rover Discovery SVX (2018), SV 663 Defender, 2021 Bond Edition (No Time to Die).
Education & Qualifications
UAL: Central St. Martins
- Design Forecasting, Short Course, (2015)
- Strategic Branding Identity & Brand Experience, Short Course, (2021)
Coventry University
BA Automotive & Transport Design
First Class Honours, (2013 - 2017)
Coventry University
Foundation Diploma in Art & Design
Commendation, (2012 - 2013)
