The Yard Creative is an award winning strategic design studio based in London. Our core design services include research, strategy, branding, physical space design and front-end digital. We are a team of passionate creatives that thrive on building great relationships with our clients and expert partners.

We are creative catalysts, partnering with brands that want to challenge their sector

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


  • 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


  • 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


  • 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


  • 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


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


  • 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


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


  • 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


  • 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


  • 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


  • 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


  • TYC turns 10! 
  • Win FAB award, Revo Opal award and 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 client list.


  • Socialites Zero wins a Revo Opal Award for Mall Retail 2018
  • Garden of Hope by World Vision wins a Revo Opal Award for Mall Retail 2018
  • Dubai Lifestyle Project
  • Welcome Converse, John Lewis, Nike, Mount Anvil, Quintain, Dominvs, Unilever and Unibail-Rodamco-Westfield to our client list.


  • Team of 20
  • Office Shoes wins Visual Merchandising Award
  • SushiDog win Interiors / Retail Environments at the FAB Awards and is Highly commended at Revo Opal Awards
  • TYC joins forcs with RSBG


  • Welcome Unibail-Rodamco-Westfield Airports, Nuveen Real Estate, YOO Capital, Cale Street Partners, State Glory Hong Kong and Lindt & Sprüngli AG to our client list
  • Bread Ahead Flagship wins Interiors / Retail Environments at the FAB Awards
  • Hybrid working during pandemic with a focus on delivering exceptionally high quality creative and ensuring excellent client service standards
  • Rated in the Top 10 for market research, branding and graphic design in the UK, by independent review platform; Clutch.


  • Team of 23
  • Bread Ahead Flagship wins Bar & Restaurant Design at the Creative Retail Awards
  • Wembley Park Market wins Overall Store Collaboration and Highly Commended in the Independent Retail at the Creative Retail Awards.


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


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


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


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.



Creative Director

With a formal background in Architectural Interior Design from the Surrey Institute of Art & Design (now UCA), I joined TYC as Creative Director, leaving a trail of globally award-winning projects in my wake. I’ve spent the last 14 years working closely with household names and newcomers alike, inspiring clients and colleagues at a strategic and production level. I get a kick out of motivating a new generation to get as excited about design as I am.

It’s been an exhilarating career so far, taking me to five continents and too many cities to mention, but I’m a proper ‘London boy’ so it’s always good to be home, with a finger on the London pulse. I’m over the moon to join a fresh-faced, forward thinking agency such as TYC.

On the sly, I’m into restoring mid-century furniture and I’m a collector/hoarder of cool objects from yesteryears (don’t get me started!). Digging even deeper, I’m halfway through writing and illustrating a trilogy of children’s books for the design-conscious parent & child, as you do.



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 studying 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!



Senior Interior Designer & Strategist

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!




Business Development Manager

I joined TYC in March 2020 - probably the weirdest time to join a company in recent history! I have a sales background in a variety of industries including beauty and tech, and I am excited to be working for such a creative, well-regarded company, bringing our great designs to new people and helping them understand how our work fits with their vision.

The most exciting part of Business Development in such a well-rounded company is that no client is ever the same, and neither is the work we do for them.

In my spare time I like to do aerial hoop and other associated aerial acrobatics - if it’s dangerous and beautiful I’m into it.



Graphic Designer

I'm a Loughborough University 2020 grad and I'm super excited to begin my career at The Yard Creative, following a placement year combining in-house fashion experience with design agency work. I enjoy working on many aspects of graphic design, especially branding, editorial and packaging, with a particular interest in typography.

I'm a sucker for an instagramable pop up (preferably with amazing food) and my magazine collection is constantly growing. Aside from all things creative, I dabble in ice-skating and yoga and love to travel.



Senior Strategist

Before TYC I worked in a London-based creative agency, client-side brand team and in innovation and brand consultancies where I focused on proposition, insight and strategy. Through this varied background, I've been lucky enough to work on a whole host of clients - from finance and food to film and FMCG.

I love applying my eclectic experience to any creative challenge I'm presented with in order to help unearth what really makes consumers tick and to bring fresh perspectives and impactful solutions.

When I'm not behind a desk or out interviewing consumers, I can be found trying something new (why do the same thing over and over?). Next on my list is laughing yoga - but open to any other suggestions!




Dia duit! That's 'hello' in Irish. If you couldn't tell by my name (pronounced like 'Keira' Knightley for any Brits reading) and salutation, I'm from Ireland. My background lies in digital, marketing and strategy, and I joined TYC in 2021 after taking a career break to study a masters in Marketing and Creativity. I decided to pursue a career in marketing after watching the Apprentice as a teenager and thinking "I could do this!" and today, my passion lies in brand purpose and business strategy. Thanks, Alan Sugar!

My hobbies include tennis, hiking, cooking and anything creative - I've recently taken up embroidery and candle making (lockdown has aged me terribly), with the intention of giving a new lease of life to old clothes and used jars..



Graphic Designer

My story at TYC starts in 2019 when I joined the team as a Design Intern. 2 years and 1 degree from Loughborough uni later, I’m back - Schwarzenegger style - as a Graphic Designer.

During my time at TYC I’ve worked on a wide variety of projects, from branding, to microsites, making sure every project has a unique creative spark.

My record for cups of tea in the working day is 8 and I like to plan my life around food, restaurants, cafés and did I mention food?



Design Assistant

Having just graduated in Interior Architecture from Oxford Brookes University (or should I say my bedroom - thanks COVID) I'm very keen to get back into a studio space that is filled with passionate designers like myself. Recently joining the team, I am eager to experience the whole design process. I really enjoy seeing spaces come to life - from the first site visit to seeing the space be completely transformed. My passion for design comes from the user's perspective, understanding how they will use, move and enjoy the space challenges me to find the best possible design solution.

Outside of TYC I am exploring all the hidden gems that London has to offer. I'm very passionate about skiing, travelling and trying new things. Who doesn't love a bit of adventure?



Interior Designer

Studying Interior Architecture and Spatial Design at De Montfort University gave me an interest in design development from concept through to completion. I love seeing designs come to life from something that was just an idea on paper. I also admire detail and all things intricate, probably because I love a challenge. For me, if there was ever the time to hand draw drawing packs and visuals, and do model-making, I’m 100% up for it!

My asthma is at its peak but I’m always up for a challenge to go hiking! It’s the result at the end I always look forward to. I’ve also recently got back into painting and have Covid to thank for that seeing as we were homebound for the most of 2020! I’m also a big food lover (I mean who isn’t) and can drink tea any time of the day, especially before bed and at the pub (don’t judge me).



Client Services Manager

My vocational history before 2021 was mainly centred in the research sector, working my way up from a mixed methods executive to a project manager, but I found myself gravitating towards the side of my role that focused on troubleshooting. I'm super fortunate to be doing this day in & day out @ TYC!

I use my experience in Project Management to create a seamless, end-to-end journey for anyone working with us, your happiness and joy is my priority!

If I'm not at my desk (or yours), you can catch me debating Man Utd, ringside at a boxing fight, or staying up to watch a UFC card on the weekend.



Studio Assistant

Having recently graduated from the University of Exeter with a Human Geography degree, I’m excited to begin my career at such a well-regarded firm: The Yard Creative. Before embarking on my undergraduate degree I completed an Art Foundation at Bournemouth University where I specialised in interior and graphic design reinforcing my passion for design and creativity. In my spare time I like exploring new things, enjoy a challenge, such as skiing and travelling to new places.



Senior Graphic Designer

Italian guy in London for 12 years and counting.

I have previously studied in Rome and then decided to move to London to explore my career as a designer.

As an experienced Art Director and Designer, I’ve had the privilege of working on a vast number of projects across diverse channels within design, such as but not limited to, printed publications and digital media. My background includes fashion & lifestyle and retail design. A special love for Editorial Design and Art Direction. In my spare time I enjoy going to exhibitions, the cinema with a stop to the pub, of course. I recently started painting again (masks) exploring with Japanese ink.


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.


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

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

“From a design perspective, they gave us a really good hierarchy and ruleset that we’ve been able to roll out across over a hundred and twenty products. We credit them with being able to increase our conversion by over 1,000% and our total business by 20% since we started working with them."

James Green, Director, Nutriseed

“The Yard Creative have been exceptional. I wouldn’t have a bad word to say about them. We see them as almost our founding partners, and they are like a family to us now. I have worked very closely with them. Steve is one of the main reasons we use The Yard Creative because of his passion, drive, commitment, and his opportunity to assist startup businesses."

Kunal Trehan, Co-Founder, Black + Blanc

“TYC were instrumental in our ability to launch our business so successfully in Westfield London. Their guidance on our design and operation were hugely beneficial and their introductions to U.K. Asset Managers helped greatly in securing such a premium site for our first shop."

Greg IIsen, Co-Founder, SushiDog

“Our space was referred to as a masterclass in positioning and branding. We attribute the praise to The Yard Creative’s work and support in the build and design management process. We often see customers taking pictures when they come in, and there’s a lot of interest in who designed the space."

Prasanna Krishnamoorthy, Founder, K+K Streetfood

“The Yard Creative approached our project with completely fresh minds, they are dedicated to conducting meaningful research and implementing findings into their work. They come across as people who are trying to do real work and aren’t trying to become a branding factory. They dig deep for their projects, and their approach to research sets them apart. Their can-do attitude makes for a refreshing partnership."

Jay Ahluwalia, Director, Dominvs Group

“They were able to bring my personality and the authenticity I desired into the brand. The brand now represents the company well. I couldn’t feel better about the positive experience I had; I loved working with them."

Romi Dasani, Founder, UN_DID

“The Yard is able to take a step back and get introspective about what they’re doing. They didn’t just fit us into a mould that other brands might have also created. They’re not an agency that steals ideas. They self reflect, they research, and they apply new thinking."

Benjamin Fitzmaurice, COO, SKINS

“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

“Their energy and enthusiasm are infectious, and it means we never ever have to push them; they’ll push themselves. That excitement also has experience attached to it. If you want something that will push you to think differently, they’ll deliver that. They don’t rehash old content; they’re original thinkers."

Robin Howard, Senior Concept Designer, John Lewis & Partners

“We chose TYC as they bring a unique approach as it's their designers who create and execute the research, instead of an 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

“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

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 for c at Creative Retail Awards 2021

Overall Store Collaboration 2021

For Wembley Park Market at the Creative Retail Awards 2021.

WINNER for Bread Ahead at FAB Awards 2020

Bar & Restaurant Design 2021

For Bread Ahead Flagship at the Creative Retail Awards 2021.

WINNER for Bread Ahead at FAB Awards 2020

Interior Design & Retail Environment 2020

For Bread Ahead Flagship at the FAB Awards 2020.

WINNER: SushiDog at FAB Awards 2019

Interiors / Retail Environments 2019

A silver award For SushiDog at the FAB Awards 2019.

Highly Commended: SushiDog at Revo Opal Awards 2019

Highly Commended:
Mall Retail  2019

For SushiDog at the Revo Opal Awards 2019.

WINNER: Visual Merchandising Awards 2019

Visual Merchandising Awards 2019

Awarded in the Fashion Footwear and Jewellery category for Sage F1 product launch for OFFICE in collaboration with Nike at The International VM Awards 2019.

WINNER: Mall Retail, Socialites Zero, Opal Awards

Mall Retail 2018

Awarded for Socialites in the Multiple Locations Mall Retail category at the Revo Opal Awards 2018.

WINNER: Mall Retail, World Vision, Opal Awards

Mall Retail 2018

Awarded for Garden of Hope by World Vision in the Single Location Mall Retail category at the Revo Opal Awards 2018.

WINNER: Most Effective Stand 2017

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

Design Effectiveness Award 2017

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

WINNER: Mall Retail 2017

Mall Retail 2017

For PROTEIN HAUS at the Revo Opal Awards 2017.

WINNER:DBA Design Effectiveness Award 2017

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

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

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

Experiential Design 2016

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

WINNER:Mall Retail  2016

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

Best New Store Design 2014

For Models Own Bottleshop at the Meadowhall Retail Awards 2014.

WINNER:Aurora Award 2013

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

Mall Retail 2013

For Models Own Bottleshop at the BCSC Opal Awards 2013.

WINNER:Most innovative concept of 2011

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.