By understanding human behaviours
we help our clients design brands
and experiences that deliver
commercial success and
We believe in brands that resonate with people. A deep understanding of human behaviour helps us set the pace and ambition for businesses across the globe. Our aim is to change the way people play, buy and work for the better, by creating authentic brands and real experiences for the digital age.
We are strategic thinkers and creative problem solvers – experts in behavioural & insight strategy, brand identity & communication, physical & digital experience.
Meet some of our people…
Jim is the Managing Director of 20.20 and has led the business since January 2004. He has helped orchestrate the business’s growth as a global consultancy specialising in brand and leisure experiences.
Jim is a firm believer that a deep understanding of how people behave helps us set the pace and ambition for businesses across the globe – building on 20.20’s reputation for ensuring clients’ businesses become more social, more successful and more sustainable.
With over 30 years’ experience in brand and strategic design consulting, Jim has worked across many industry sectors, with a concentration in global automotive, consumer services, leisure and retail. At 20.20 he is renowned for the repositioning and rebranding of Sainsbury’s Supermarkets and development of the new proposition and badge design for Arsenal FC.
Leveraging his extensive experience managing international brands, Jim focuses on bringing clarity into a strategic framework and the processes required to affect change throughout an organisation.
Prior to joining, Jim specialised in major brand identity programmes and led the Saab dealership rebranding project in Europe and Mitsubishi Motor’s global identity and showroom programme.
A regular contributor to periodicals and speaker at conferences. As President of the Design Business Association (2014-2018) and a fellow of the RSA Jim continues to be an advocate of the UK design industry, focusing on the effectiveness of design in society and the global power of design thinking in business today.
Jon is Creative Director and Board Director at 20.20, responsible for setting the vision and direction of our creative offer. He is a powerful advocate of our collaborative and strategic approach.
As well as overseeing the creative direction of the business, Jon is instrumental in the success of our projects, from leading the transformation of Arsenal’s Emirates Stadium for over 15 years, he has led the branding and Arsenalisation of the entire stadium, including creating the masterplan and design for each of the world leading hospitality experiences at the club.
His expertise in developing successful fan engagement and brand experiences has given Jon the opportunity to lead amazing projects on both sides of the Atlantic. From Manchester City FC, Liverpool FC, Wembley Stadium to West Ham United’s new home at the London Stadium. He has been responsible for changing Ascot Racecourse’s approach to hospitality with the On5 restaurant; and subsequently redefining the brand experience across all the hospitality areas at Churchill Downs Racetrack in Kentucky. Jon has been working closely with Maple Leaf Sports & Entertainment in Toronto on the rebranding and experience definition of the Scotiabank Arena.
His influence is also helping redefine the retail and leisure industry, from the reimagining of Odeon’s flagship cinema at Leicester Square London; defining a new retail platform for mobile operator Three; to redefining the world of affordable fitness with the rebranded experience of UK market leaders PureGym.
Vaughan became head of graphics at 20.20 in 2015. He is responsible for the creative integrity and standards of our brand, communication and digital projects.
He joined 20.20 in 2007 and has been a major contributor to the Arsenalisation of the Emirates Stadium, including the concourse level graphics celebrating special fan moments; the graphic language for seven unique hospitality spaces in the award winning Club Level. This stadia experience has led to wayfinding for The Wing at Silverstone Racetrack and graphics for the hospitality spaces of both Liverpool FC and Wembley Stadium.
Vaughan is an expert in developing new brand identities and communication programmes. Most recently he led the brand identity programme, following Gala’s Bingo sale, for Buzz Bingo; he led the team in creating a new brand and identity for sports innovator Guided Knowledge; the identity and launch of Amex’s Pay with Bank Transfer scheme; the brand communication and launch campaign for Odeon’s flagship cinema in Leicester Square; and the digital content for Nissan’s flagship ‘City Hub’ store.
His retail experience includes major in store communication (digital and physical) evolutions and revolutions for Post Luxembourg; Poland’s leading entertainment retailer Empik; eXtra the leading Electronics retailer in KSA, deBijenkorf and V&D in the Netherlands, United Health Group in the USA, DIY retailer B&Q and mother & baby retailer Mothercare in the UK.
Hollie joined 20.20 in 2008 as a Junior designer, now with over 10 years’ experience she heads up our Interior design team.
Hollie’s exceptional experience in designing for global leisure operators, sports stadia, leading retailers and brands, is delivering compelling and award-winning customer experiences for international businesses and small-scale clients alike.
She is skilled in design strategy, brand development & insights, conceptual design, customer flow, fan engagement and space planning. She is also experienced in architectural & joinery detailing and project management.
Hollie has designed and delivered experiences that add value, emotion and impact to customer journeys across sectors. Her work includes The London [Olympic] Stadium hospitality spaces, Australia’s luxury lingerie brand Honey Birdette, furniture stores for DFS, hospitality spaces at Arsenal FC, reinventing travel stores for TUI, designing Marella Cruise Ships, reimagining Odeon’s flagship cinema in Leicester Square, creating a new retail concept for mobile operator Three and redefining UGG shoes’ global store design.
Hollie completed a BA (Hons) in Interior Architecture and Design from Middlesex University.
Emma joined 20.20 in 2011 as an Account Director. Her background is in corporate branding with a focus on retail and service provider brands.
Since joining the business, Emma has successfully nurtured many long-term client relationships and managed projects across multiple disciplines and sectors.
Projects include; brand development, digital solutions and stadia design for Liverpool Football Club; retail brand development, store design and communications for Three Mobile, V&D in the Netherlands, Viennese Department Store Steffl, Smyk & Cool Club in Poland and Strauss in Germany;
Plus retail design, in-store communications and digital solutions for TUI Travel and Maplin; and brand identity programmes for the UK’s largest fitness brand PureGym and new tech innovation brand Guided Knowledge.
Alan joined in 2007 as Account Director and has guided both the 20.20 team and clients through some of our largest and most high profile projects, managing the process and ensuring that delivery of strategy and creative is on time and on budget.
Since 2012 Alan has been responsible for the client management, delivery and implementation of our projects for Nissan Motors, including NREDI 1.5 – Pilot programme & Roll out; NREDI 2.1 – Convergence & Roll out and currently the Future Retail Development programme FRDS.
While at 20.20 Alan has project managed the rebranding and customer experience projects for American Express Foreign Exchange Services, Electronics retailer eXtra in KSA, and Travel retailers Al Tayyar, Almosafer and Elaa in KSA.
He led the implementation of the global retail communication guidelines for Sony Ericsson in their headquarters in Sweden. Alan also managed the process and implementation of the new premium hospitality spaces at the Emirates Stadium club level, home of Arsenal football club.
Prior to joining 20.20, Alan was Project Services Director at Ogilvy Action managing clients such as Motorola, BP, HSBC and Glaxo Smith Kline.
Kathrine is a brand experience strategist at 20.20. She joined us in February, 2020 and has already been hugely influential on projects with Austrian Post, Sainsbury’s, Nissan and MPK Garages.
Previously working with large global brands, such as BMW, Mars, Campari, Spotify, and Google, from the agency side in Oslo, New York and London. A journey that has provided her with a robust international perspective when analysing and advising both local and international brands across industries and markets.
With exceptional academic grounding, Kathrine is a natural at getting under the skin of customers to understand their motivations and buying behaviour. She has a BA in organisational psychology from the University of Bergen (Norway), where she exchanged as a sociology student to UC Berkeley, California plus an MS in Brand Management from New York University, where she specialised in consumer behaviour.
Her experience ranges from traditional to digital advertising, including brand experience in both the digital and physical space. From content to social media marketing, digital is always top of mind, yet, Kathrine believes it’s crucial to maintain a human-centric perspective and omni-channelled approach to create agile, but solid brand experiences across all touchpoints of the customer journey.
With a curious mind, she’s at the forefront of detecting market shifts, constantly seeking to identify emerging trends globally. Regardless if she’s conducting primary or secondary research, her priority is always to provide the client with actionable insights, in order to create efficient and authentic solutions for clients.
Roxy is one of our brilliant young designers. We first met while she was still at university taking part in a retail design competition, her work stood out and we offered Roxy a placement.
Roxy’s entrepreneurial spirit meant she continued to work part time for us in her final year, to help finance her studies. She shifted some of her study days to the weekend, and gave us two days a week. Roxy became part of the 20.20 family and joined us full time in 2018, graduating with a 1st class (Hons) degree in interior design from Middlesex University.
As Roxy develops her creative genius she has been an active member of the 20.20 team, contributing to the concepts and design delivery for Odeon Leicester Square, TUI Cruise Ships, Arsenal FC hospitality spaces, Honey Birdette store design, Nissan Mall showroom concept, Belgian Rail ticket office, Beluga Vodka brand experience and Almosafer Travel retail concept in Saudi Arabia.
Roxy is a true advocate of storytelling through materiality and sensorial design, and was runner up in the Retail Design Student Awards – run by Retail Design World and Retail Expo in 2018.