Strategic
branD experience
and retail design
Creating
SPACE FOR BRANDS to build affinity with guests audiences and shoppers
NATHAN WATTS
CREATIVE DIRECTOR - BRAND EXPERIENCE
ABOUT ME
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A design leader with a world-class agency background, renowned for crafting transformative brand experiences for global companies. With a strong track record of building high-performing & inclusive teams. I've spearheaded major projects & innovation programs across industries in brand experience, brand identity, CX & retail design.
I orchestrate brand experience via the interplay of spatial, digital and human interaction, spearheading the development of placemaking brand identities, new retail formats & flagships, architecture & masterplanning, category innovation, product launches, corporate events, pop-ups, activation & visual merchandising.
I understand the value that high-quality expertise can bring, so if you are searching for best-in-class brand & retail experience thinking, please get in touch
EXPERIENCE
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CONRAN DESIGN GROUP
HEAD OF CONSUMER BRAND: LONDON/GLOBAL
2023-24
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SCHWEITZER GROUP
CREATIVE DIRECTOR: LONDON/GLOBAL
2020-23
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LANDOR & FITCH
CREATIVE DIRECTOR: LONDON/GLOBAL
2015-2020
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FITCH
DESIGN DIRECTOR: LONDON/GLOBAL
2010-2015
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FITCH
DESIGN DIRECTOR: INDIA
2007-2010
WORK
I've worked across sectors including tech, automotive, food/grocery, luxury, hospitality, travel retail, FCMG, fashion/lifestyle, finance, health & wellness, transport/travel & corporate B2B. Cross-sector expertise allows me to transfer experience & learning from sector to sector, providing the scope & opportunity to challenge convention, inspire original thinking, and develop robust, commercially viable solutions.
Below is a sample of recent work across sectors, where I have led, or played an intrinsic role. I'd be very happy to share further details if you are interested to see more
MOBILITY
LYNK & CO
360 Brand expression
Dealership design
Club-house design
Launch events
Brand & retail guidelines
© Landor
HONDA
Dealership design
Retail guidelines
© Landor
CONVENIENCE
gooods by migros
Brand development
Store design
Visual merchandising
© Schweitzer
ARAMCO
2D/3D brand expression
Canopy design
Omni-channel user journeys
Retail design
© Landor
FASHION & LIFESTYLE
Centrepoint
Flagship store design
Master-planning
Brand expression
Visual merchandising
Digital experience
© Landor
El CORTes ingles
Future retail vision
Master-planning
Design concept
© Landor
RIDE OUT BY PON
Brand development
Store design
Visual merchandising
© Landor
Grocery & hospitality
SOBEYS
Flagship store design
Assortment strategy
Communication concept
© Schweitzer
WAlmart
New standard store concept
Brand comms strategy
Promotional strategy
© Landor
FINANCIAL
SPARKASSE
Branch concept strategy
Branch design
© Schweitzer
HSBC PREMIER
Brand Expression
Global design concept
© Landor
HEALTH & BEAUTY
DOUGLAS
Retail brand expression
Experience design
Pilot store development
© Landor
CONSUMER BRANDS
CIROC BY Diageo
Club/event concepts
Product development
Global marketing content
© Landor
Nespresso
Shop-in-shop concept
Prototyping
© Landor
What I can do
For agencies, I can lead, or work alongside teams of multi-disciplinary strategists, creatives & designers. For direct client work, I'm confident dealing with owners, marketeers, omnichannel, retail & internal/external design functions. Below are some skills I can offer, either as isolated tasks, or as a set of tasks along a process. Please get in touch to discuss your specific challenges & requirements.
BRAND/CX
STRATEGY
Brand/retail audits
Competitor/trend analysis
Brief development/Creative strategy
Journey mapping/Service design
Communications strategy
IDEATION &
CONCEPTS
In-store customer journeys
Mood boards/look & feel
Touchpoint ideation/creation
Experience narratives
Message creation
DESIGN
DEVELOPMENT
Holistic experience concepts
Layout & space planning
Team delivery orchestration
Art-direction
Sketch visuals
Agency & reputation
Pitching & presenting
New business development
Thought leadership
Design process refinement
Team leadership & mentoring