Emma Parnell

Creative Strategist

  • LevelMid Level
  • LocationLondon, United Kingdom
  • AvailabilityLocked Pro Plan feature
  • ProfessionsStrategist - Graphic Designer


  • Work Exerts
    Emma Parnell
    Creative Strategist


  • Consumer Behavior
  • Creative Thinking
  • Brand Development
  • Design Thinking
  • Strategic Thinking
  • Brand Architecture
  • Competitive Analysis
  • Workshops
  • Consumer Insights
  • Brand Storytelling
  • Market Analysis

Work history


Freelance Creative Strategist

Self Employed

Jan 2015
  • I wasn’t one of those kids who made master pieces out of Lego or painted Turner Prize winners aged five. I loved to make things and I loved art at school. As I grew up and became a designer I loved ideas. I was fascinated with the thinking process behind design and addicted to uncovering that winning thought that joined all the dots. A unique idea that excites the team, delights the client and cuts through the mind boggling mass of brand communications to the heart of the human we are trying to connect with. As I grew, my fascination changed shape a little. Those humans and how to build relationships with them became my passion. Working with businesses and organisations, big and small, I use creativity to tease out of people what they really want and need, everyone from gardeners to hikers, homeowners to librarians. Armed with this vast array of insights and information I developed a knack for sorting it into neat little buckets, finding the corner pieces and gradually building a picture for the business. The great thing being that if you build this picture from the viewpoint of the people you want to show it to, they'll love it a whole lot more. I have a feeling, as I continue to change businesses and shift behaviour, that this addiction may continue for a while longer.


Creative Strategist


May 2013 - Aug 2014
  • During my time at BRR I took responsibility for a wide range of customer insight work including planning and running creative workshops with consumers, clients and key stakeholders. My role centered around the distillation of these learnings into viable strategic directions while working side by side with designers to bring this thinking to life visually in a way that excites and engages human beings. I have worked with businesses, organisations and government in a diverse array of industries including: Conservation, libraries, real estate, garden products, honey, farming, audio visual equipment, accounting and a few others.




May 2012 - May 2013
  • As a designer at BRR I was involved with large and small branding and packaging focused projects for within varying sectors. Working within a small team I was involved in all stages of the creative process including strategy. My final project as a designer saw me take the creative lead on a large scale packaging redesign for a garden products company consisting of 250+ SKUs.



Cowan Design

Jun 2010 - May 2012
  • Cowan Design was my first of two jobs in Auckland, New Zealand. Working hear provided the great mix of a global company yet a small tight knit Auckland team. At Cowan I developed my skills as an FMCG focused packaging designer, learning and new strategic approach in the process.


Junior Designer

Bulletproof Design

Aug 2007 - Jun 2010
  • At Bulletproof I learned the ropes as a junior designer, cutting my teeth on branding and packaging projects for companies such as Coca Cola, Kenco, Kraft Foods, Abel and Cole and Sainsburys. Bulletproof was a highly strategic agency, an attribute which fuelled my initial interest in strategy and inspired my desire to always hunt for a winning creative idea.



BA Graphic Design

Northumbria University Newcastle

Aug 2004 - May 2007