Based in
London, United Kingdom
Focus area
Brand Identity & Visual Systems
Experience
9 years
Languages
English, French
Creative Director
Amara Williams
London, United Kingdom
Amara leads the creative pod from London, translating brand strategy into visual identity systems, art direction and high-converting storefront design. She has shaped the look of more than 100 direct-to-consumer brands from first sketch to launch.
Her work sits at the intersection of editorial fashion aesthetics and conversion-first UX — the kind of design that wins awards and also moves the metrics that matter.
What Amara does
- Owns creative direction across every client engagement
- Runs brand identity sprints and design system builds
- Reviews every storefront before it ships to production
- Mentors the design pod and sets quality standards
Core skills
UI/UX Design98%
Brand Identity93%
Art Direction88%
Design Systems83%
Creative Strategy78%
Tools of the trade
FigmaAdobe CCFramerWebflow
Achievements
- 10+ international design awards including Awwwards SOTD
- Led rebranding for 100+ DTC companies
- Speaker at 3 global design conferences
Selected projects
Chubbies Shorts
Fashion & Apparel — Playful, bold apparel brand with a conversion-driven storefront and vibrant lifestyle storytelling.
Boll & Branch
Luxury Home & Bedding — Premium organic bedding brand with a refined, trust-focused shopping experience and elevated visuals.
Honeyflow
Health & Wellness — Natural wellness brand blending clean design, educational content, and optimized product funnels.
