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Emma Booty is a creative director, a creative thinker, an art director, a hands-dirty designer, a futurist and a collaborator. She partners with her teams and clients to create fresh, courageous, smart and tangible solutions. Contemporary, spirited, brightly-lit – liberating brands into a modern world. She has deep experience in a broad range of sectors, from high-end luxury to high street retail, professional services to music festivals, tech, airlines, academia and charities. Each business challenge is an opportunity for her flair, charisma, clear ideas, intelligent design and impeccable craft. Most recently Emma was working as head of design at the effervescent The Future Laboratory, before that as creative director at the design studio Construct, with brand agency Saffron, under Terence Conran as creative director for Studio Conran the product design and graphics business and, preceding all of this, a ten-year tenure at Landor.
A futures agency known equally for its keen insight into cultural and consumer trends and the effervescent and daring experiences created to showcase this research. Connecting the future to the present through design, Emma’s role was to define a distinct design offer that was both commercially match fit and illuminating as an internal credo. The multi-skilled design team includes film makers, composers, art directors, photographers and graphic designers plus many collaborators from the progressive fields such as responsive and material design.
This notorious studio is known for its work for super high-end, luxury brands. The solutions are full of aesthetic edge, wit, warmth and cultural resonance. Immersed in the small design team as the creative lead, this role was about balancing commercial nouse, navigating project complexities, hands-on design and ensuring the lofty Construct reputation was upheld. The designs are highly-crafted and fluent across all mediums with equal attention paid to both traditional processes and to art commissioning, art direction, digital, retail environments and product development.
Saffron can be typified by its renegade spirit, heavyweight experience all emulsified with futuristic skills. As creative director Emma was responsible for building and guiding the design team, leading client relationships and promoting an inspired and ambitious studio. As part of the executive committee, with her colleagues in Madrid, the company character was nurtured and future ambitions forged. Major pitches were won, for retailers such as Asda, institutions such as King’s College London and they have a knack for taking conservative professional services clients just that little bit further than they thought they ever could go.
At Conran the design studio (Studio Conran) was unique in having a portfolio of both external and internal clients and, with innovation at the hub of all the propositions, synonymous with the Conran reputation. It also demanded being acutely aware of the impact and level of success of the work – there really was no hiding. It was always collaborative across the specialist areas of architecture, interiors, product design, graphic design, brand licensing and interactive design and the cross influence of these cultures was a huge source of inspiration.
The project challenges demanded both tenacity and inventiveness and they only ever came to life if developed in true collusion with both colleagues and clients. Emma won’t be the first person to describe the working experience at Landor to be like the ‘real’ university. It was rigorous – as one would expect of a big, global agency working with an extensive client list – but also highly (perhaps surprisingly) creative. Plus four months in Tokyo, eight months is Milan and a year in Paris, woven through these ten years in Landor London, she got the Landor masterclass.
Gordon's Gin Ten Green Bottles
Gordon's Gin Ten Green Bottles
Walter Landor Christmas Card