Global brand consultant with over a decade of experience crafting impactful visual narratives. My approach is rooted in meticulous attention to detail and proactive problem-solving, consistently delivering measurable results for a diverse international clientele. My experience living and working in Hong Kong and London has shaped my expertise in navigating international markets, particularly in Europe, APAC, and MENA. I oversee projects across their entire lifecycle, from initial consultancy and strategic positioning through to creative design and final production. By bringing brands to life in physical, print and digital environments, I use strategic design to solve complex problems with clarity, cultural intelligence, and purpose. Ultimately, my goal is to help brands reach wider audiences and connect on a deeper, more human level. For more, view my portfolio at _Website not available. Sign in: https://www.twine.net/signup_…

Georgina Lycett

Global brand consultant with over a decade of experience crafting impactful visual narratives. My approach is rooted in meticulous attention to detail and proactive problem-solving, consistently delivering measurable results for a diverse international clientele. My experience living and working in Hong Kong and London has shaped my expertise in navigating international markets, particularly in Europe, APAC, and MENA. I oversee projects across their entire lifecycle, from initial consultancy and strategic positioning through to creative design and final production. By bringing brands to life in physical, print and digital environments, I use strategic design to solve complex problems with clarity, cultural intelligence, and purpose. Ultimately, my goal is to help brands reach wider audiences and connect on a deeper, more human level. For more, view my portfolio at _Website not available. Sign in: https://www.twine.net/signup_…

Available to hire

Global brand consultant with over a decade of experience crafting impactful visual narratives. My approach is rooted in meticulous attention to detail and proactive problem-solving, consistently delivering measurable results for a diverse international clientele.

My experience living and working in Hong Kong and London has shaped my expertise in navigating international markets, particularly in Europe, APAC, and MENA.

I oversee projects across their entire lifecycle, from initial consultancy and strategic positioning through to creative design and final production. By bringing brands to life in physical, print and digital environments, I use strategic design to solve complex problems with clarity, cultural intelligence, and purpose. Ultimately, my goal is to help brands reach wider audiences and connect on a deeper, more human level.

For more, view my portfolio at Website not available. Sign in: https://www.twine.net/signup

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Language

English
Fluent

Work Experience

Brand & Design Lead | Freelance Global Design Lead at Georgina Lycett Design Limited
July 1, 2025 - Present
I oversee projects from end to end, translating complex business challenges into narrative-led design solutions across physical, print, and digital environments with strategic clarity and cultural intelligence. Recent highlights include spearheading the multi-million-pound brand architecture and design system relaunch for Prestigia's luxury real estate and resort portfolio in Morocco, leading the city-centre hospitality rebrand for Mollie's Motel & Diner and its integrated music venue Studio IV in Manchester, and directing design direction for the Moroccan National Football Team at the African World Cup of Nations 2025.
Brand & Design Lead at Brash London
January 1, 2024 - April 30, 2025
Directed large-scale destination branding and placemaking for high-profile international developments, including strategic brand identity development for Riyadh’s new financial district KSFD under Royal approval, visual identity and architecture for the Qiddiya sports and entertainment mega-destination, identity creation and continuity for Qatar's $5.5B Simaisma coastal project, and comprehensive brand conceptualisation for Brookfield Properties' 9-acre Waterstones luxury development in Mumbai.
Senior Graphic Designer at Divine Agency
April 1, 2018 - June 30, 2023
Led strategic client pitches to secure high-value projects, alongside delivering high-impact initiatives such as UI/UX strategy and digital campaigns for Rosewood Residences Phuket, driving major digital and social growth including a 203% viewership increase for Chapter2 road and gravel bikes, designing packaging for Thrive that secured placement on over 1.5 million annual Delta Airlines flights, and rapidly transitioning Lidl’s international careers fair to a fully online platform under strict COVID-19 deadlines.
Brand Manager at Purearth
January 1, 2017 - January 1, 2018
Luxurious skincare brand; ensured consistent brand application across third-party productions, conducted market research to inform product sourcing, and revitalized packaging; secured hospitality partnerships.
Graphic Designer (Freelance) at Freelance London & Hong Kong
June 1, 2015 - January 1, 2017
Developed modern visual identities and targeted campaigns across London and Hong Kong, including establishing a data-driven visual language for Current Asia, creating international print and digital exhibition campaigns for Ben Brown Fine Arts, and launching the complete brand identity, web design, and digital campaigns for Italian handbag label Blumbag, securing features in ELLE Germany and Stylt Life Magazine.

Education

BA Graphic Design (1st Class) at The Manchester School of Art
September 1, 2012 - June 1, 2015

Qualifications

Add your qualifications or awards here.

Industry Experience

Real Estate & Construction, Travel & Hospitality, Professional Services, Media & Entertainment, Other, Retail, Financial Services
    Launching Mollie’s First City Center Location
    Mollie’s is a modern diner and motel concept conceived by Soho House founder Nick Jones. The brand’s goal: evolve into a disruptive experience, refining the charm of the American diner into a take on Americana that is stylish, modern, and cool.
 Manchester marked the brand’s first city-centre flagship. This shift required adapting the identity for a premium location while maintaining a cohesive link to the original brand. I established a refined execution, striking the fine balance between characterful nostalgia and a contemporary, high-end aesthetic. Pairing bold design with playful concepts to provide hallmark moments 
of "surprise and delight," the identity was elevated to suit a premium, 
city-centre destination. View: https://www.twine.net/signin…
    Strategic Relaunch of Luxury Moroccan Developer
    I spearheaded the transformation of a fragmented portfolio into a unified, monolithic ecosystem designed to resonate with a younger, sophisticated audience, encompassing seven destinations, four golf courses, and football club. Throughout the project, I led presentations for major stakeholders, culminating in the final sign-off from the Chairman. The strategy pivoted toward understated luxury, embracing the philosophy that “saying less” communicates more. Positioning Prestigia as a lifestyle-led brand, we implemented a signature “Life” graphic to permeate all communications. By leveraging existing prestige, we shifted the focus from overt promotion to “calm confidence,” prioritising lifestyle and a distinct sense of place. Every destination is now anchored to the masterbrand , while custom identifiers provide necessary differentiation. Golf locations feature a refined golf-and-tee motif, while city developments utilise bespoke icons inspired by local architectural heritage, ensuring each site stands alone while remaining cohesively part of the stronger Prestigia portfolio. View: https://www.twine.net/signin…