Creative Lives Podcast — Reading between the lines: James Groves explains the role of a brand strategist

Posted 06 December 2018 Interview by Indi Davies

This week, our guest James Groves gives us a thorough insight into the world of brand strategy. We hear the journey that took him from studying design at the University of Lincoln to his first jobs in the industry, and identifying an interest in more conceptually led work.

Interview by Indi Davies

James Groves

Job Title

Brand Strategist
Founder, Alt (2017–present)

Previous Employment

Strategy Director, The Future Laboratory (2016–2017)
Strategy Business Director, Pearlfisher (2015–2016)
Marketing Manager, G . F Smtih (2009–2013)

Education

BA Graphic Design, De Montfort University 

Website

Originally trained in graphic design, James has now earned over 15 years experience in the industry. In that time he’s worked both in-house and independently, in roles that have ranged from creative and art director to marketing manager and strategy consultant. He now runs his own brand strategy company, working with clients like Paypal, font specialists Monotype and co-working space Uncommon.

“Read between the lines, see the connections. Brand strategy is ultimately understanding how a brand fits into the world.”

To give a full idea of what James’ work as a brand strategist entails, he tells us about a major project with G F Smith – which was started around ten years ago – describes the flexibility of his day-to-day, and explains the process he’s developed for each new project.

And for anyone interested in strategic work in design and beyond, James imparts his advice for starting out. “Read between the lines,” he shares, “See the connections. That’s ultimately what strategy is: Understanding what’s going on the world, and how a brand fits within that.”

Branding for G . F Smith as a result of James’ strategy work

Branding for G . F Smith as a result of James’ strategy work

Branding for co-working space Uncommon, as a result of James’ strategy work

Branding for co-working space Uncommon, as a result of James’ strategy work

Branding for co-working space Uncommon, as a result of James’ strategy work

Branding for co-working space Uncommon, as a result of James’ strategy work

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Posted 06 December 2018 Interview by Indi Davies
Collection: Creative Lives Podcast
Disciplines: Graphic Design, Design
Mentions: James Groves, G.F Smith
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