About us

ABOUT US

The Yard Creative is a privately owned, award winning design studio based in South London. Our core design services include interior design, graphic design, strategy, branding and research. We are a team of passionate creatives that thrive on building great relationships with our clients and expert partners.

We only work with clients who want to change a sector or create something remarkable

Over the years we have found that the most fulfilling and challenging projects come from clients who have great aspirations for their brand. It might be intimidating for clients to disrupt the norm and push through the boundaries but we are here to support, encourage and light the way to create new benchmarks.

Our clients invest in us to do things differently with a variety of objectives. Whether raising sales or brand awareness, generating recognition from landlords or even creating something in the physical world that will go viral in the digital world. No challenge is too great!

Our Story infographic

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2006

  • Successful careers in interior design and digital user experience design
  • Want to deliver the best possible design solutions without politics or red tape
  • During an adventure to New Zealand hatched a plan to take the plunge
  • The Yard Creative was founded
  • Aim to: Be a true innovation house, provide a very personal level of service and to have a strong work life balance

2007

  • TYC started in our front room and grew from 2 to 4
  • Focus on retail interiors with customers at the heart of the experience
  • 1st proper studio in Wimbledon
  • Grew to 6

2008

  • New sectors: Food & Beverage and Transport
  • 1st ever What’s New Tour
  • 170 projects completed for Select Service Partners
  • Design the award winning way-finding for The Co-Operative

2009

  • World recession starts, TYC pushes on
  • New skillsets: Graphic design and Product design
  • Research used to provide design direction
  • 1st onboard retail project for Eurostar

2010

  • New office on Northcote Road, South London
  • 1st integrated digital retail project 
  • Strategic document for Railrest secures 18m€ worth of business

2011

  • 6 new concepts opened in Westfield Stratford, Olympic Park
  • Olive Oil and Oregano wins: Most Innovative Concept across Europe, ICSC
  • T2020 Trolley: Highly Commended, New Product Innovation, Cafe Society Awards

2012

  • Research and strategy firmly embedded in TYC design process 
  • Global project with BP to change the face of forecourt retail #changingsectors  

2013

  • Models Own Bottleshop: wins the esteemed Aurora and Mall Retail, BCSC OPAL Awards
  • Super creative team of 8 with varied skillsets and backgrounds 
  • Position Fuel Juices Bars as the UK’s leading mall juice brand

2014

  • NutriCentre opens to change the UK publics perception of health retail
  • Transforming clients brands, research based and innovation lead
  • Partnering with in-situ digital innovators to create connected spaces

2015

  • Incredible team of 10 designers, still evolving and sticking to our mantra
  • Models Own Bottleshop: Highly Commended, Mall Retail (2 yrs or more), BCSC OPAL Awards
  • Story Shop by World Vision opens to change the perception of high value donation

2016

  • Models Own Boxshop opens Westfield Stratford
  • The Story Shop by World Vision wins 6 retail and customer experience awards
  • Fortnum & Mason customer research project
  • Creation of extreme health brand PROTEIN HAUS.
  • John Wringe, ex WPP and The Mall, becomes our first ever Non Ex
  • Win RetailWeek award, FMBE awards, Sceptre award, Drum award and the BCSC Opal award

2017

  • We turn 10! 
  • Big celebrations to acknowledge our friends and brave clients (Carolyn, our fist ever client was there partying with us all:)
  • We win FAB award, Revo Opal award and our first ever DBA Design Effectiveness award
  • Expand the studio to include ‘The Shed’
  • Team of 15 people
  • Launch World Vision Gen 2.0 with the Garden of Hope
  • Welcome Pan N Ice, Candy Mechanics, Socialites, My Cookie Dough, Love Lobster, Black+Blanc, iSmash, Laguna, Cactus, and the Worlds most luxurious bed company, Savoir Beds to our family.

2018

  • Unilever appointment
  • Unibail-Rodamco appointment
  • Shortlisted for two Revo Opal awards in Mall Retail category

ONWARDS & UPWARDS

Looking forward to the next challenge

Our team is small but beautifully formed, made up of an eclectic mix of personalities, backgrounds and skills. This is who we are and what we love!

 
Steve James-Royle

Steve James-Royle

Founder

With a background in retail strategy and interior design, Sian & I set up TYC in 2007 to offer our clients a personal level of service backed by evidential design. Before that I was Associate Director at Astound, London and ran the interior side of the business.

The range of my projects over the past 15 years is wildly varied and includes: Tesco, Superdrug, John Lewis Food hall, Harrods manshop, one of the first ever retail infrastructures in India for Reliance Industries, 3M Innovation Centre, B&Q UK & Hong Kong and KPN Telecom NL to name a few.

What do I fill my spare time with? Wakeboarding, snowboarding, long boarding…generally anything with a board!

 
Sian James-Royle

Sian James-Royle

Founder

I trained as a Product Designer at Brunel University and then quickly progressed into the scientific field of User Experience Design in the digital industry.

My early career as a management consultant at PA Consulting (an innovation and technology firm) taught me a lot about frameworks that can be applied to creative thinking in order to leverage it for business transformation. This platform opened many doors and allowed me to work with some of the most cutting edge digital consultancies of their time; Conchango (now EMC), Harvest Digital and We Are Experience.

At TYC we have applied my customer-focused approach in the digital world to our projects in the physical world in order to bring a different approach to Environment design.

In my spare time (?!?) I like a challenge such as snowboarding, surfing and raising two small boys.

 
John Wringe

John

Non Exec Director

I have spent nearly 40 years in the ‘advertising’ business and the last 10 years working with specialist agencies that seek the experience and knowledge that a Non Exec Director role brings.

My extensive retail and creative agency experience includes Cogent, Publicis, WPP, Red Cell, Sandom as well as The Mall / C&R Plc.

I have a passion for collaborating with challenger brands. I work with them to deliver expansion and success. Together we unify brand propositioning and use creative execution to guarantee quality and value for those keen to deliver growth.

 
Laurence

Laurence

Director of Interiors

With over 10 years experience of working in the design industry, specialising in retail, leisure & hospitality projects for clients throughout the UK, Europe & Middle East. From entrepreneurial start-ups to established global players, I thrive on a good design challenge and love going old school with pencils and paper.

After studding Interior Design at UCA I have worked in many London agencies to help them develop their Retail and Hospitality offering. I have to admit that I am an 'organiser' from my days at uni curating our New Designers exhibition to  managing the team on a daily basis. Spreadsheets and sketchpads are my two best office buddies!

 

Sara

Sara

Director of Graphics

Great deaign starts with a good idea. You can make anything look beautiful but it's the idea that gives the form its substance. Design is problem-solving; it's like a puzzle with 11 dimensions.

My approach to design is very much influenced by curiosity and how an idea can be transformed into an experience. Over the years I have worked across a mixture of innovation, creative, gaming and experiential areas, including brand activations, retail environments, brand communications, packaging and exhibitions.

I love being surrounded by passionate people from different backgrounds with different opinions. It helps you grow and gives you a chance to see things in a different light, and ultimately it’s how great design happens.

 
Keith

Keith

Senior Interior Designer

After graduating Industrial Design in Wellington, New Zealand, I spent 5 years as a Retail Designer based in New Zealand, Sydney and China, where I specialised in fashion and accessories retail flagship and roll out projects. Once I had my fair share of sun and surf down under, I decided it was time to see what London had to offer.

I have now been at The Yard Creative since April 2014 working on an amazing variety of retail and hospitality design projects for brands such as Westfield, Rhythm Kitchen, JD Pro and Fuel.

Outside of work, if I'm not traveling or riding my bike finding London's best coffee, I also produce and exhibit my own lighting and product design.

 
Claire

Claire

Interior Designer

I studied Interior Architecture & Design at the renound School or Architecture at University of Kent. My experience at uni gave me a deep interest in the full lifecycle of the design process. I love being involved from the initial sketch concepts right through to technical details and, of course, the final stage of snagging and handover. I get a kick out of seeing my designs come to life in a physical space!

So far, I have been lucky enough to work on a wide range of projects across retail, food and beverage, transport and hospitality sectors.

Outside of work, I love seeing friends and exploring the 'Big Smoke', all the time on the look out for a new brand experience or art exhibition.

In the TYC studio I am known for my passion for perfection and attention to detail along with my kooky ability to speak faster than light!

 
Alce

Alice

Interior Designer

After graduating in July 2017, I am thrilled to be starting my adventure at The Yard Creative - I am ready to explore new possibilities and develop myself as a designer! I enjoy the freedom and experimentation of conceptual work, but also the detail design process, really puzzling over how to make things work. Ultimately I love the satisfaction of a unique and well thought out design!

In my spare time I enjoy walking around parks or botanical gardens, embracing my italian side and experimenting in the kitchen and photographing the natural world - I have a soft spot for colourful flowers, small animals and interesting insects! I also spend a lot of time horse riding, I have been riding since I was 8 and I enjoy going for long hacks or taking part in showjumping and dressage competitions - hopefully soon on my very own horse!

 
Kate

Kate

Graphic Designer

I studied Graphic Design & Communications at The University of Leeds and graduated last year. During my year in industry I worked in NYC for three months! I enjoy practicing my illustration outside of work and love to create short travel videos.

Other key things to know: I’m a huge dog person. I travelled around Cuba last summer. And of course being in to graphics, my favourite colour is seafoam green.

 

 
Pauline

Pauline

Graphic Designer

Originally from Paris, I moved to London almost 2 years ago. Having studied an MA in Branding and Identity, I have always been passionate about Web Design and Illustration. Obtaining this amazing job at TYC really made me feel like London was THE city of opportunities. I love this place!

Outside work, I spend my life discovering new musical artists or films. I am a real creative geek and getting inspiration every day is my main drive. In the future, I hope to learn how to code to become a real digital design expert.

Besides all this, I am (obviously) passionate about cheese and wine. Without them life wouldn’t taste the same.

I really wanna thank TYC to have warmly welcomed me, and I have already learnt a lot. I am really excited about what the future holds.

 
Carla

Carla

Design Intern

Delighted to be spending my year in industry at TYC before heading back to finish my Interior Architecture and Design degree at Nottingham Trent! After growing up and staying at home for my degree I knew I wanted to test the waters in ‘the big city’ before settling after graduation, 4 months down and I’m sold!!! Now where do I sign…..

TYC is constantly pushing my creative boundaries and I’m excited to see what the future holds! Feeling extremely lucky to transfer all this new knowledge into my final year at Uni.

Out of the office i’m constantly discovering what the city has to offer. Being a foodie I’m on the hunt for London’s best pizza! (Pizza east is currently taking first place). I also have a love for trainers, glitter and all things pink.

 

 
Frankie

Frankie

Business Development Manager

After leaving school I got stuck straight into the world of work (no student loan - wahoo) and spent a number of years working as brand manager helping increase revenue for some of biggest names on the high street: Nike, Topman & Urban Outfitters.

4 years ago I decided I needed a change of scenery and landed myself a commercial role at D&AD - the leading authority on creative excellence in advertising and design.
Here I met some really cool people. I took the brand overseas and launched creative programmes across the US and Middle East, whilst still winning big business back on home turf.

This combined experience has led me to TYC where I hope to continue this winning streak and bring some amazing clients through the door.

Outside of the office I am probably locking off a rave.. promoters hit me up.

 
Lucy

Lucy

Studio Manager

As a recent graduate in Business Management and Marketing I was keen to kick start my career and move to London - after growing up in the countryside I have always had the desire to start my life in London! I love the idea of combining what I learnt at university with my creative passion - this is where The Yard came in! I have been at The Yard for well over a year now and my job role is Studio Manager / Personal Assistant which I am absolutely loving!

In my spare time I enjoy visiting art galleries (mainly to see contemporary art) and selling clothes online. I also enjoy finding cool places in London to visit on the weekends with my friends.

 

 
Fameeda

Fameeda

Finance Controller

I have over 15 years of varied financial technical and management experience. I love working in team environments where I can help improve the success of a business by getting involved in running the day to day finance operations as well as driving growth targets.

 

We are always on the look out for new members to join our team, check out our current opportunities.

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90%

of our work is based on recommendation and we are very proud to work with all of our clients and strive to build great, long lasting relationships.

Our flexibility and speed means clients can use our skills to suit their requirements. By keeping a compact team we are able to give our clients a professional yet personal service with creativity at it's heart, ensuring that our clients never get a ‘copy and paste’ solution.

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Steve Wood, Director of Marketing & Comms, World Vision UK

Richard Lawrence, National Manager Face to Face & Telemarketing, World Vision UK

“The most intelligently thought through work we have seen for this unit. It shows a good understanding what is needed both in terms of commerciality and design statement."

Peter Cooper, Portfolio Director, Hammerson plc

“The Yard Creative will take all your bright and wonderful ideas that are currently sitting in your head and turn them, like magic, into something you can stand next to and say this is me."

Carli Wheatley, Founder, PROTEIN HAUS.

“The team at The Yard Creative has been instrumental in providing the sparks of imagination to stimulate 'fresh thinking' within our business. "

Roger Williams, General Manager, Business Development, Rail Gourmet

“Remarkable concept designers. Great understanding of retail. Fantastic people to work with. A perfect mix with Models Own."

Mark Rodol, CEO, Models Own

“To be a successful business you need TYC on your team! TYC provided the insight and creativity that woke my 'sleeping brand'. The energy and commitment TYC brought to both myself and Socialites gave us the ability to buckle-up and compete in our fastpaced market."

Samantha Woodcroft, Director of Retail Operations, Socialites

“TYC have an excellent eye for taking difficult spaces and designing a concept space that can sell. They can see what others can't. They are a pleasure to work with!"

Sarah Fox, Head of Speciality Leasing, Hammerson plc

“TYC have a very clear view of the purchase attitude of the customers travelling on board Thalys trains. In the frame of our tender, they came up with a very original marketing concept which helped us to promote our tender. "

Gérald Petit, General Manager, Railrest

“I challenged you to make a very successful format even more successful. And it would seem that is exactly what you have delivered, positioning Fuel Juice Bars as the No.1 in our market."

Jamie Weston, MD, Fuel Juice Bars

“The creativity, the originality and the enthusiasm of The Yard Creative were very helpful, in launching our brands in the UK. Working with TYC proved to be a very positive experience and a constructive cooperation."

Dimitris Damianidis, Owner, Olive Oil & Oregano

“We owe them a lot. TYC have given us a whole new lease of life, and the whole concept, including the kiosk design has won a great deal of praise and admiration, as well as a few jealous looks from other retailers! "

Russell Hogan, Owner, Fentons

“TYC challenged the very essence of what a concierge desk could be. They've designed the most eye-catching desk we have ever seen!"

Rachael Marciniak, Retail Design Manager, Westfield

“We chose TYC as they bring a unique approach as its their designers who create and execute the research, instead of outside resource. They look and listen in an entirely different way. In less than 4 weeks we had an incredible insight document that has now shaped the future development of our brand and experiences."

Zia Zareem-Slade, Director of Customer Experience, Fortnum & Mason

“It’s refreshing to work with a young, innovative design agency who have the ability to design a unique premium fashion concept, which does not look like its ‘ripped off’ every other retailer on the market."

James Fuller, Group Concept & Design Manager, JD Sports

“Their approach is based on studying all the facts and combining their learnings with retail science, trends and customer behaviours to create a design that is unique on the high street. "

Clinton Lewin, MD, Clintons

“We enjoy a very productive and professional working relationship with Steve and The Yard. Their work consistently exceeds expectations, and our expectations are high!"

Simon Cochrane, Director of Design, Westfield

“TYC brings a new dimension to the phrase 'think outside the box'; they have been an extremely effective catalyst in our creative process. TYC has demonstrated that they are devoted to our vision and working with them has been an absolute pleasure."

Arjun Sofat, Founder, FREE SOUL

Winning awards for our creative work is something that we have always aspired to. Thanks to our talented team and daring clients for making this kind of industry recognition possible.

 
WINNER: Most Effective Stand 2017

WINNER:
Most Effective Stand 2017

Awarded Silver for PROTEIN HAUS in the Most Effective Stand/Display Unit (Instore/Kiosk/Indoor) category at the Field Marketing Brand Experience (FMBE) Awards 2017.

 
WINNER: Design Effectiveness Award 2017

WINNER:
Design Effectiveness Award 2017

For PROTEIN HAUS in the Interior Design & Retail Environment category at The 19th FAB Awards.

 
WINNER: Mall Retail 2017

WINNER:
Mall Retail 2017

For PROTEIN HAUS at the Revo Opal Awards 2017.

 
WINNER:DBA Design Effectiveness Award 2017

WINNER:
Design Effectiveness Award 2017

A silver award for The Story Shop by World Vision UK at the DBA Design Effectiveness Award 2017.

 
WINNER:Retail Week Interiors Awards 2016

WINNER:
Mark of Excellence Award 2016

For The Story Shop by World Vision UK in the Best Use of Design with Technology In-store category at the Retail Week Interiors Awards 2016.

 
WINNER:Field Marketing and Brand Experience Awards  2016

WINNER:
Most Effective Shopping Centre/ Roadshow 2016

For The Story Shop by World Vision UK at the Field Marketing and Brand Experience Awards 2016.

 
Highly Commended:Short Term Retailer of the Year 2016

Highly Commended:
Short Term Retailer of the Year 2016

For The Story Shop by World Vision UK at the SCEPTRE Awards 2016

 
COMMENDATION:Exhibition / Experiential Design  The Drum Design Awards 2016

COMMENDATION:
Experiential Design 2016

For The Story Shop by World Vision UK at The Drum Design Awards 2016.

 
WINNER:Mall Retail  2016

WINNER:
Mall Retail 2016

For The Story Shop by World Vision UK at the BCSC Opal Awards 2016.

 
Highly Commended:Mall Retail (2 yrs or more) 2015

Highly Commended:
Mall Retail (2 yrs or more) 2015

For Models Own Bottleshop at the BCSC Opal Awards 2015.

 
WINNER:Best New Store Design2014

WINNER:
Best New Store Design 2014

For Models Own Bottleshop at the Meadowhall Retail Awards 2014.

 
WINNER:Aurora Award 2013

WINNER:
Aurora Award 2013

For Models Own Bottleshop at the BCSC Opal Awards 2013.

The Aurora Award recognises exceptional commercialisation and is the top accolade of theBCSC Opal Awards.

 
WINNER:Mall Retail 2013

WINNER:
Mall Retail 2013

For Models Own Bottleshop at the BCSC Opal Awards 2013.

 
WINNER:Most innovative concept of 2011

WINNER:
Most innovative concept of 2011

For Olive Oil and Oregano by ISCC Global Awards.

 
 Highly Commended:New Product Innovation category 2011

Highly Commended:
New Product Innovation category 2011

For T2020 Trolley by Cafe Society Awards.

OUR WORK OUR APPROACH