I am a Creative Director with 15+ years shaping brands across hospitality, lifestyle, and DTC. I work across physical and digital platforms—from interiors to campaigns to packaging—leading strategic creative direction and hands-on delivery. I collaborate with multidisciplinary teams, evolve design systems, and use storytelling to drive brand desirability, commercial impact, and cultural relevance. My work has been featured in Creative Review and presented at Facebook, and I have led brand expansions from digital to physical spaces, including flagship restaurants and notable activations. I’ve directed brand growth through campaigns, environments, packaging, and social, while managing budgets, partnerships, and cross-functional teams. I focus on art direction, typography, and the overall brand world to deliver consistently excellent work that resonates with customers and accelerates business goals.…

Lucy Wright

PRO

I am a Creative Director with 15+ years shaping brands across hospitality, lifestyle, and DTC. I work across physical and digital platforms—from interiors to campaigns to packaging—leading strategic creative direction and hands-on delivery. I collaborate with multidisciplinary teams, evolve design systems, and use storytelling to drive brand desirability, commercial impact, and cultural relevance. My work has been featured in Creative Review and presented at Facebook, and I have led brand expansions from digital to physical spaces, including flagship restaurants and notable activations. I’ve directed brand growth through campaigns, environments, packaging, and social, while managing budgets, partnerships, and cross-functional teams. I focus on art direction, typography, and the overall brand world to deliver consistently excellent work that resonates with customers and accelerates business goals.…

Available to hire

I am a Creative Director with 15+ years shaping brands across hospitality, lifestyle, and DTC. I work across physical and digital platforms—from interiors to campaigns to packaging—leading strategic creative direction and hands-on delivery. I collaborate with multidisciplinary teams, evolve design systems, and use storytelling to drive brand desirability, commercial impact, and cultural relevance. My work has been featured in Creative Review and presented at Facebook, and I have led brand expansions from digital to physical spaces, including flagship restaurants and notable activations.

I’ve directed brand growth through campaigns, environments, packaging, and social, while managing budgets, partnerships, and cross-functional teams. I focus on art direction, typography, and the overall brand world to deliver consistently excellent work that resonates with customers and accelerates business goals.

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Skills

Experience Level

Branding
Expert

Work Experience

Head of Creative at Pasta Evangelists
July 1, 2022 - December 1, 2025
Led the transformation of Pasta Evangelists from a delivery-focused digital brand into bricks-and-mortar hospitality experiences, overseeing creative development across campaigns, environments, packaging, and social. Drove brand expansion to flagship restaurants, franchise-ready models, and immersive activations; collaborated with franchisees and external interior designers; directed photography and video; managed a small in-house team; pitched and rolled out creative for Manchester Airport; delivered OOH campaigns and branded environments (e.g., Harrods concession, Silverstone); scoped budgets and managed external partners.
Creative Director at Freelance
May 1, 2019 - June 1, 2022
Delivered brand, campaign, and spatial design projects for hospitality and lifestyle clients, including a San Francisco restaurant launch, a London Craft Week retail concept, and curator of an artist retrospective.
Creative Director at Hakkasan Group
June 1, 2013 - May 1, 2019
Led global brand direction for Hakkasan, Yauatcha, and Ling Ling during a pivotal period of international expansion; positioned design as a strategic asset; developed campaigns rooted in cultural insight and commercial goals; built scalable brand systems used by internal and international teams; collaborated with senior leadership to align creative output with business objectives and investor positioning; oversaw interiors, digital content, packaging, marketing, and operational collateral; contributed to transforming the group into iconic luxury brands.
Graphic Designer / Design & Development - Graphics at Hakkasan Group
September 1, 2009 - June 1, 2013
Directed design for interiors, digital content, packaging, and communications across global venues; created campaigns including Chinese New Year; contributed to the brand evolution and consistency across markets.
Freelance Creative at Independent
January 1, 2003 - December 31, 2009
Worked independently on branding and design projects for early-stage creatives and startups; produced communications materials, a book for artist Revital Cohen, and launched two fashion-focused eCommerce ventures featured in national press.

Education

MA in Communication at Central Saint Martins
January 1, 2007 - December 31, 2009
BA Hons Graphics 2:1 at Camberwell College of Art
January 1, 2000 - December 31, 2003
Art Foundation at Leeds College of Art and Design
January 1, 1998 - December 31, 1999

Qualifications

Add your qualifications or awards here.

Industry Experience

Travel & Hospitality, Media & Entertainment, Retail, Professional Services, Other
    Campaign creative, Sake no Hana restaurant

    ‘Koinobori’ was a Japanese Golden Week campaign centred around the celebration of carp swimming upstream, a traditional symbol of the festival.

    The campaign included a beautiful illustration which was applied across a large scale shopfront, as well across social channels and printed materials. Cocktails and specially-designed sushi was created for the campaign. I creative-directed the campaign from the idea stage, assembled and directed a team of illustrators, set designers and installation artists, collaborated with the chefs, art-directed the photography and oversaw the graphic design. The campaign was a huge success, bringing attention to the restaurant from street-level, as well as attracting much press attention across the campaign period.