Introducing Ash
Creative Strategy Director - Melbourne
Ash is our Creative Strategy Director, recently relocated from our London studio to our wonderful YS Melbourne team.
Ash has an industrial design background and specialises in creative strategy, bridging the gap between research and insight into creative direction and design.
We caught up with Ash to find out a little about what inspires her.
Who have you worked with?
BMW, Nike, Adidas, Guinness, Johnnie Walker, Google, Coca-cola, Schweppes, L’Oreal, Laneige, EE, Vodafone, Panasonic, Calvin Klein, Timberland, LEGO, IKEA.
Iconic design moment?
I’m a big fan of Thomas Heatherwick. When I was studying fine art I discovered his kinetic sculpture ‘Rolling Bridge’ and it spoke to how art can transcend into physical and functional products, experiences and spaces. This inspired me to study Industrial Design and longer-term creative strategy.
Explain your creative process.
My role is synonymous with my process; bridging the gap between research and strategy and design and creative direction. I’m also energised by exploring new tools and processes such as AI and new technology - how we can push and enhance our creativity and output using these emerging tools.
Dream project to work on?
I’ve been lucky enough to work on lots of dream projects for a range of global brands. It’s rewarding when you get to work on a project from research to delivery, such as with Nike Style which opened last year and the EE flagship that opens soon in London.
Best part of your job?
The ability to travel! Over the last 10 years I’ve got to do research projects in Tokyo, Korea, South Africa, India, and China, to name a few. I’m loving being in Australia and exploring the nuances and complexities of culture, and consumer behaviour, as well as seeing different creative approaches and crafts in Australia and APAC.
A memorable retail experience?
Controversially, I often don’t find retail very inspiring! I guess that’s why we do our jobs! I often find inspiration in immersive experiences and art installations. Milan Design Week is always amazing, from Google and Sony to Veuve Clicquot and Mini, the range of interesting conceptual thinking from these brands has been great to explore.
What inspires you?
Recently I’ve been part of a collaborative project with YS x RMIT University around Inclusive Spaces and it’s been really inspiring to work with such smart and creative young creatives.
Culture & News
Introducing Ash
Creative Strategy Director - Melbourne
Ash is our Creative Strategy Director, recently relocated from our London studio to our wonderful YS Melbourne team.
Ash has an industrial design background and specialises in creative strategy, bridging the gap between research and insight into creative direction and design.
We caught up with Ash to find out a little about what inspires her.
Who have you worked with?
BMW, Nike, Adidas, Guinness, Johnnie Walker, Google, Coca-cola, Schweppes, L’Oreal, Laneige, EE, Vodafone, Panasonic, Calvin Klein, Timberland, LEGO, IKEA.
Iconic design moment?
I’m a big fan of Thomas Heatherwick. When I was studying fine art I discovered his kinetic sculpture ‘Rolling Bridge’ and it spoke to how art can transcend into physical and functional products, experiences and spaces. This inspired me to study Industrial Design and longer-term creative strategy.
Explain your creative process.
My role is synonymous with my process; bridging the gap between research and strategy and design and creative direction. I’m also energised by exploring new tools and processes such as AI and new technology - how we can push and enhance our creativity and output using these emerging tools.
Dream project to work on?
I’ve been lucky enough to work on lots of dream projects for a range of global brands. It’s rewarding when you get to work on a project from research to delivery, such as with Nike Style which opened last year and the EE flagship that opens soon in London.
Best part of your job?
The ability to travel! Over the last 10 years I’ve got to do research projects in Tokyo, Korea, South Africa, India, and China, to name a few. I’m loving being in Australia and exploring the nuances and complexities of culture, and consumer behaviour, as well as seeing different creative approaches and crafts in Australia and APAC.
A memorable retail experience?
Controversially, I often don’t find retail very inspiring! I guess that’s why we do our jobs! I often find inspiration in immersive experiences and art installations. Milan Design Week is always amazing, from Google and Sony to Veuve Clicquot and Mini, the range of interesting conceptual thinking from these brands has been great to explore.
What inspires you?
Recently I’ve been part of a collaborative project with YS x RMIT University around Inclusive Spaces and it’s been really inspiring to work with such smart and creative young creatives.