PREVIOUS STUDENTS ASH PICKFORD

Your role now: Ash works as the Creative Strategy Director at YourStudio (YS), a Retail Design and Experience agency. With four global studios located in London, Melbourne, Amsterdam, and New York, YS is positioned at the forefront of innovative retail experiences. Ash recently transitioned from the London office to become a part of the YS team in Melbourne. Over the past decade, Ash has collaborated with a myriad of renowned global brands spanning various sectors. Her portfolio includes work with LEGO, L’Oréal, Coca-Cola, BMW, Panasonic, Guinness, Johnnie Walker, IKEA, Google, Adidas, and Nike. After completing the DFI course, Ash chose to specialise in creative strategy. Her expertise bridges the gap between research, trend analysis, and insight, seamlessly integrating them into creative direction and design development. Apart from her primary role, Ash also explores the intersection of technology and craft in her personal work. Her most recent project, Recall-ci, delves into the innovative potential of AI and human intelligence in creating unique jewellery pieces.

How did the programme help you get where you are: The course was fundamental in my career and development. The course was instrumental in providing me with a broad range of transferable skills, such as problem-solving abilities, design and CMF sensitivity, and attention to detail. Furthermore, my two placements, working with David Fisher at Fish & Co and at LEGO in Denmark, were invaluable in helping me define and specialise my areas of interest and skills.Through the course and these opportunities, I learned how my design skills could be tailored to meet specific industry needs, thereby shaping my specialisation and equipping me with a unique blend of expertise that I use in my work today.

What do you enjoy about being a designer? One of the most rewarding aspects of my role over the past decade has been the extensive travel opportunities it provides. From research initiatives in Tokyo to various projects in Korea, South Africa, India, and China, to name a few, I’ve been privileged to work and learn in diverse environments. Currently, I’m thoroughly enjoying my time in Australia, immersing myself in the intricate cultural dynamics and consumer behaviours of this region, as well as appreciating the unique creative approaches and craftsmanship found throughout Australia and the broader Asia-Pacific region. Another fulfilling element of my profession lies in witnessing the tangible realisation of projects. From their inception, grounded in research and insights, through their development and final delivery, it’s always a thrilling experience. Most recently, it has been great to see the successful launch and global rollout of the Nike Style Concept, initially introduced in Korea, and the opening of the new EE flagship store in London.