‘Design is the answer to the world’s biggest problems’ — meet MB’s Head of US Creative, Jemma Campbell
With Moving Brands’ 25th birthday looming, it seems like the perfect time to find out a bit more about some of the inspiring creatives and strategic thinkers that make up the team. In the first of our anniversary Q&A series, we catch up with Head of US Creative, Jemma Campbell, about being a female creative lead in a male-dominated industry, what excites her most about design today, and her hopes for the future.
Where are you based and how long have you been at MB?
I’m based in New York and have been with the studio for a year and a half.
What’s your specialty?
I lead programs — big and small — ranging from new-to-world identities, brand refreshes and engagement to M&As. I’ve worked in the UK and USA for clients such as GM, Mastercard, IBM, FedEx, J.P. Morgan, Barclays, Holiday Inn, Colgate and Puma.
As an empathetic leader, I strive to develop close-knit relationships with brand managers and CMOs to deliver effective creative solutions that emotionally connect with people, building sustained brand equity and helping businesses achieve their goals.
With a background in environmental programs as a graphic designer, I’m passionate about sustainable living and champion sustainability in all aspects of the design process.
What are you currently working on?
I am working with BrightDrop, a sub-brand of General Motors. They make electric trucks and connected products and systems for the logistics industry. We are in our second year as AOR and work on several different brand-led projects to support their growth in the market.
I just completed a brand refresh project for Spring Health. They provide mental health and well-being solutions for many large companies. We also do a lot of identity work for SaaS businesses — one of the latest I’ve been a part of is Evisort, a contract intelligence platform.
What is the most memorable MB project you’ve worked on, to date?
I would have to say the stop-frame brand film we made for BrightDrop. It was a very thoughtful piece that showcased what the company does but with as much heart as we could pack in. BrightDrop is helping to make the planet a better place and we wanted to respect that with an emotionally charged film.
What is your proudest achievement at MB?
As a female creative lead, I’m proud of the way I bring a unique perspective to a male-dominated industry. I am responsible for and support many internal initiatives that focus on our people. I have a lot of time to give to those coming up in the industry and do a lot of mentoring within the design team and beyond.
I’d like to think I do a good job of leading by example and promoting vulnerability and honesty in the business so we can support one another and provide an environment that is safe and welcoming.
Greatest quote of all time?
Charles Darwin: “It is not the strongest of the species that survives, nor the most intelligent. It is the one most adaptable to change”. This is pretty fitting for creatives and works in a number of situations.
What recent industry development is exciting you the most?
The movement in and around ESG. This is not recent but the news and voices keep getting louder. It’s really nice to hear others caring and talking more, especially businesses that are adapting to consumer demand. We make many choices as people, and as designers, and I’m always keen to interrogate how we can be better.
What’s the ultimate goal for Moving Brands as a design studio?
Living our philosophy, remaining a tight-knit team who support one another and celebrate culture and creativity in equal parts. To grow without losing our sense of self. We are a humble bunch who are always excited for new creative opportunities and the chance to partner with lovely clients who care as much as we do.
Can design really fix the world’s biggest problems?
Design is everywhere. It’s hard to imagine a world without ‘design’. So yes, of course, it’s the answer to the world’s biggest problems. Creativity is not just about a final visual output, it can affect how we make people feel, it’s about access and communication. It can be physical, digital, spoken, felt…it’s all around us and so we have countless opportunities to make our lived experiences better for everyone.
What gets you up in the morning?
Solving problems and creating an optimal environment for people to do their best work. Streamlining processes, shaping creative and ensuring a clear pathway for designers.
What makes you happiest?
I’m happiest when everyone else is. I’m happy when people feel good about the team and the work. To me, my job is to set others up for success, then get out of the way and watch others shine.
Complete this sentence: In my lifetime, I’d like design to…
be less pretentious and more accessible.
Look out for the next in our anniversary series of Q&As, coming to our Medium blog soon.
