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.
Natasha first joined 20.20 in 2015 as a Junior Designer.
Now a Senior Interior Designer, Natasha has over 8+ years’ experience in delivering work for international clients in the retail, hospitality and global leisure sectors. From concept to implementation, Natasha understands the importance of strategic customer experiences and building a relationship between customer and brand.
Having worked across small scale retail to large scale hospitality, Natasha enjoys weaving the storytelling into the schemes to elevate the concepts and bring the spaces to life.
Natasha’s work includes hospitality spaces for Arsenal FC, onboard experiences for Marella Cruise Ships, Costa Coffee, mobile operator rollouts for Three and European roll outs for UGG.
Natasha has a BA Hons in Interior Architecture and Design from Nottingham Trent University.
Felcia joined the company in 2022 as an Account Manager on our Client Services Team. Leveraging her broad range of strategic experience, Felcia is currently working with us on several high profile retail and hospitality projects.
Before joining 20.20, Felcia was an Account Manager at FITCH, Hong Kong. There she worked closely with clients such as SingTel, K11, Mannings, Bank of East Asia and Hang Lung Property - focusing on integrated design solutions across the Asian Pacific Region. She also led concept design projects for international clients like L’Oreal Luxe, P&G, and LVMH Moet Hennessy in the global travel retail sector.
In addition, Felcia has managed design and installation projects in the hospitality sector with clients such as the InterContinental Group and Accor Group.
Felcia holds a BSc in Business and Management from Aston University
Juan has helped create memorable marketing campaigns and brand identities in both Argentina and the UK - including household names like Mountain Warehouse and Animal. He is passionate about conceptual design and creative problem solving.
Since joining the team, Juan has has been focussed on a range of exciting leisure and F&B projects.
Juan holds a BA in Graphic Design from the Universidad de Buenos Aires and a further diploma in Art Direction from the Asociación Argentina de Publicidad.
Ieva joined the company in 2022 as a Junior Interior Designer.
After a decade of working in hospitality and events - Ieva followed her passion and retrained as an Interior Designer. Having worked in well-loved hospitality venues in London, she knows first-hand how important functional, sustainable, and beautiful design is to enhancing customer journey and experience.
She believes in pushing the boundaries of design and human centred experience in interesting and unique ways - not only in the built environment, but also through multi-sensory design.
Ieva’s writing “Beauty of the Stateless Mind’’ was selected for the 2022 Interior Educators Award for the most innovative, comprehensive, well-researched and critically informed dissertation. Her work was among the top seven dissertations nationwide and displayed at The National Awards Exhibition at the OXO Gallery.
Ieva graduated from Middlesex University with a first in Interior Architecture and Design (BA Hons).
Iza joined the company at the end of 2022.
An integrated graphic designer & illustrator with over a decade of experience, Iza’s expertise lies in environmental graphics for hospitality, commercial and retail - as well as experiential design, editorial, infographics, icon design, and branding.
Her previous work includes creating graphic concepts & murals for UBS and IBM’s offices in Poland, elevating customers’ in-store experience in Gap’s flagship stores across Europe, and making impactful design for brands like Salesforce, EY and Samsung.
Iza graduated from the Academy of Fine Arts in Wrocław, Poland with an MA degree in Graphic Design. Alongside her design work, Iza is a keen painter. Her piece "Some of My Friends" was featured in the prestigious Royal Academy Summer Exhibition, in 2017.
Ashley Macfarlane is a Design Director with over two decades of experience in concept development, detail design, project, and design management. She has a wealth of onsite knowledge and understanding of the build process.
During her career, Ashley has worked for numerous, highly regarded agencies in both full-time and freelance capacities. Creating effective, inspirational design solutions for brands including; Galeries Lafayette, Virgin Holidays, Fenwick, John Lewis, Selfridges, V&A Museum, Brown Thomas, Fortnum & Mason, Whistles and Nike.
Since joining the team in 2021, she has led design on several premium hospitality, stadia, leisure, and retail projects for clients such as Magnet Kitchens, Nissan, Jockey Club, Arsenal FC, Hotel Chocolat, TUI, and ASM. Ashley is known for her ability to manage complex projects and collaborate effectively with clients. Her attention to detail ensures that every project she works on is delivered to the highest standard.
Ashley is passionate about creating beautiful and functional spaces with people in mind