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 provide: a very personal service and quality, creative designs

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.

2017

  • The Story Shop by World Vision wins DBA Design Effectiveness Award

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 and Creative Luxury

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.

I have been luck enough to work with high profile clients (such as Tesco, The Conservative Party, Barclays, Cineworld and Transport for London) helping them reconnect with customers whilst enhancing their digital brand experience and providing a remarkable return on investment.

My role within TYC is the day-to-day running of the business, financial controller and management of key projects. 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 design.

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

 
Phil Stewart

Phil

Senior Interior Designer and Team Leader

Back in 2000 I was flung into the world of design, which was pretty daunting especially because my first position was based in Sweden and I couldn’t speak the lingo. My background was in furniture design so it was a pretty good place to start (not at Ikea) working for established architects designing furniture ranges for Offices, Hotels and Train interiors.

Fast forward to the present now in London/Brighton with a core focus on interior spaces in Retail and the F&B sectors. Past projects have included concept creation through to fit-out for Nike Town LDN, Fred Perry, Harrods, Brown Thomas, Dior, Fendi through to boutique retailers and coffee bars.

Loves... bicycles and coffee, simple!

 
Cat

Cat

Director of Graphics

Design, for me is a passion and a hobby, I thrive on finding inspiration in the unexpected and believe this to be an important part of the creative process.

With over a decade in graphic & customer experience design and a wealth of knowledge in creating immersive brand experiences, personalities and environments. I understand that for the viewer to truly experience a brand, it must engage their senses and be affecting. I believe that everything can be interpreted, whether it is an action, event, emotion or question. I believe communication forms foundations and relationships on which to grow from and build on.

Other things to know about me are: I love a good plate of peas, a good spotify playlist and a great game of tennis.

 
Keith Orchard

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.

 
Lee Hampson

Lee

Interior Designer

When I was at school I taught myself to draw by tracing comic books but never thought I could make any sort of career out of my hobby. As a result I tried a lot of different academic routes (English, psychology, maths…) which never really stuck. While I was studying I sort of fell into a job role as a visual merchandiser for a large fashion brand and loved it.

I spent more time in-store than I did in class. Realising how much I loved working with space I decided to go back to university to study interior design. Three years later I moved to London and now I get to draw pretty much every day and that retail experience is coming in handy again.

In my own time I’m usually down the pub or trying out new food places - living the East London dream!

 
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.

 
Lucy Parker

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 a week 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.

 

 
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.

 

 
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.

 

 
David

David

Business Development

I am an engineer at heart with a love of retail and food & beverage, hence the reason why TYC and I fit so well together. I like to employ a collaborative approach to business development and have learnt (from my 11 years experience) that it is important to get the entire team involved in brainstorms in order to find the 'golden moment' for a new business conversation.

 

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

“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

“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 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

“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

“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

“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

“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

“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

“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 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 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

“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

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

Mark Rodol, CEO, Models Own

“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

“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.

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: 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