James Kay

Background

About James Kay

I’m a strategic design leader with over 17 years’ experience shaping brands across the UK, Europe and the Middle East. From global firms to ambitious start-ups, I’ve led creative teams through brand transformations, campaign development, and the building of scalable, purposeful design systems. Currently Associate Creative Director at Mace, I lead a talented in-house team responsible for driving the brand’s creative output across all channels. I’ve overseen the evolution of Mace’s visual identity—aligning design with its purpose-led 2026 business strategy and shifting perceptions of the brand on a global stage. Previous projects of note include rebranding Reggiani and bringing their new identity to life through immersive experience design. I also helped launch GoodHome for B&Q, and continue to freelance with clients like Leem—work that gives me a creative outlet alongside my corporate role. What drives me is the power of design to move businesses forward—visually, emotionally, and commercially. I care about clarity, craft, and collaboration. I believe in building teams where creativity is supported, challenged, and celebrated—and where there’s space to have fun, play with ideas, and find joy in the work we do.