About

ABOUT US

The Yard Creative is an 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 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

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
  • 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
  • Bourjois Dubai Lifestyle Project
  • Nike appointment
  • Converse appointment
  • John Lewis appointment
  • Nike partnership
  • Mount Anvil appointment
  • Quintain appointment
  • Dominvs appointment

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.

 
Miles

Miles

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.

 
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!

 
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!

 
Alice

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!

 
Amanda

Amanda

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.

 
Alice

Abi

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.

 
Sian James-Royle

Sophie

Design Intern

Telling people I study at Loughborough Uni always results in the same question, and leads to the same answer: no I don’t play rugby. But I do study Graphic Communication and Illustration and am now working at TYC on my placement year.

With a love for immersive theatre, I am partial to a good story. I love using narrative and voice in design, and am now doing just that at TYC! Inspiration strikes me at any time, but usually during arty films and visits to well-designed restaurants.

I dream about travelling in Japan, roasting cauliflower and charity shop bargains. I have nightmares about missing Neighbours episodes.

 
John Wringe

Viki

Graphic Designer

After studying Graphic Design at the University of Gloucestershire, I began working in a few agencies in Bristol with a background in packaging and print design. However, my heart belonged to London and in 2019 I made the move and was lucky enough to join The Yard Creative.

I enjoy working across different areas of design, from core brand to packaging to digital assets whilst developing new skills as a designer. Being part of the team at The Yard allows me to continually work across exciting projects and push myself creatively.

In my spare time, you can most likely find me at Kew Gardens or illustrating a good old positive quote.

 
Amanda

Miranda

Brand 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!

 
Alice

Mitra

Studio Manager

Before joining TYC, I have had extensive experience in retail management. I joined TYC in August 2019 to help with the smooth running and inlining the day to day processes of a well-rounded studio from a different angle and to make life a little easier for our superbly talented team.

When I'm not doing DIY projects around the house, I am daydreaming about activities in Madagascar, Japan and everywhere else far away.

 
Sian James-Royle

Ali

Senior Graphic Designer

Arriving in the big city, a fresh-faced Scot, now a seasoned London designer. Aside from developing serious tea-drinking abilities, I have been lucky enough to work on some incredible brands over the years, spanning start-ups and charities to high-end property developments and global arts organisations, before joining the TYC team in July 2019. Now at TYC I have added yet more strings to my bow, creating unique hospitality experiences and a brand fit for Dubai royalty.

With an inherent curiosity and love for the challenge, I am forever pushing the boundaries of the brief with my strong creative thinking and a collaborative approach. The detail in typography is my jam, so no i is left undotted, or t uncrossed.

Out-with the 9-5, I am usually seen scooting around Surrey on my bike or in the pub sampling the latest brews (someones got to!).

 
John Wringe

Joe

Senior Interior Designer

Hey! I’m Joe, a Senior Interior Designer at TYC. From first ideas to finished design; I bring many of our interior concepts to life for clients big and small.

I’m here to meet, understand and help the people behind the brand from the initial briefing stages and space planning, through to the management of design and observation of construction.

You'll find me with a flat white in one hand and a sketchbook in the other or on the bike preparing for the next epic cycling adventure!

 
Sydney

Sydney

Interior Designer

After graduating in 2016 from Sheffield Hallam University with an M(des) Interior Design degree, I was eager to start my career in the retail design sector. My degree taught me a wide selection of skills, from writing analytical strategy reports to conceptual design. All these skills support me and my design thinking with every project I’m involved in.

I’m very fortunate to have been involved and designed a wide variety of retail projects throughout my career so far. I thoroughly enjoy every aspect of the design process from the exciting creative brainstorming session in the early concept stages to the detailed precession of technical drawings.

In my personal life when I’m not exploring the city in Mickey Mouse couture with my friends, I’m travelling north to visit my family in Derbyshire. I’m very proud to have been at TYC since 2018, and being a part of such a wonderful group of creatives.

 
Alice

Pat

Senior Graphic Designer

Hep up, i'm Pat. I have over 10 years experience predominantly within the retail sector working on bringing brands to life in both the digital and physical world. As a designer I focus on the experience of the customer, generating stories and narratives that engage and inspire.

When in the studio you will usually find me in a bold print, attempting to control my vocal volume and surrounded by stationary. Outside the studio you will mostly find me bombing down hill on a bike somewhere in kent, preferably on route to the local public house

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

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.

Save

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

“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

“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

“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

“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

“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

“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

“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

“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

“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

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: SushiDog at FAB Awards 2019

WINNER:
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

WINNER:
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

WINNER:
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

WINNER:
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

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