CREATIVE DIRECTION & VISUAL LEADERSHIP
Emma Winter works with brands and cultural organisations as a creative director and visual lead, shaping long term visual worlds and experiential narratives rather than isolated campaigns.
Her approach is concept-driven and research-led, focusing on how ideas, materiality, and environment come together to create emotionally resonant and coherent brand expression over time.
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APPROACH
Rather than responding to briefs in isolation, Winter works in close dialogue with founders, creative teams, and stakeholders to understand the deeper narrative, values, and ambition of a brand.
From this foundation, she develops conceptual frameworks that guide visual language, campaigns, spatial expression, and storytelling, ensuring clarity, coherence, and continuity across touchpoints.
Her work draws on a background in set design, art direction, and spatial storytelling, bringing a strong sense of world-building, composition, and atmosphere to every collaboration
WAYS OF WORKING
Creative direction engagements often take the form of longer-term or retained relationships, allowing Winter to become embedded within a brand’s creative ecosystem and contribute at a strategic level.
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This may include shaping visual direction across seasons, guiding campaigns and collaborations, advising on spatial and experiential projects, or acting as an external creative lead alongside in-house teams.
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The emphasis is on continuity, depth, and trust, rather than volume or speed.
RELATIONSHIP
This way of working is best suited to brands and organisations who value authorship, craft, and long-term thinking.
Winter is particularly drawn to collaborations with founder-led brands, design-led product and interiors companies, cultural institutions, and teams seeking to evolve their visual identity with care and intention.
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Winter’s studio practice is led by her autonomous artistic work, alongside selected artistic commissions undertaken as a named artist. These projects form the public-facing core of the practice and shape its ongoing direction.
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Creative direction and visual leadership operate as a distinct and more discreet strand of the studio’s practice. These collaborations are often embedded, long-term, and may take place behind the scenes, supporting brands and organisations in shaping their visual world without overt authorship.
While both strands are informed by the same research-driven and concept-led approach, they remain intentionally separate, allowing the studio to maintain artistic integrity while engaging in meaningful, aligned collaborations.