Cultural Moments Meet Commercial Magic

This is delight.

Over a decade transforming beauty brands, I’ve learned that the most powerful brand moments combine creative ambition with commercial impact. From rewriting inclusivity’s rules to pioneering digital-first luxury, I turn ambitious ideas into unforgettable moments.

From global beauty houses to digital disruptors, every project gets my blend of strategic thinking and creative innovation.

I’ve had the privilege of: transforming global beauty brands through category-defining campaigns, creating award-winning work that redefined inclusive beauty standards, making Disney animation history with Charlotte Tilbury, winning a CLIO for a breakthrough beauty campaign, driving digital transformation for major acquisitions, pioneering platform-first campaigns that set new engagement benchmarks, creating viral moments that actually delivered commercial results, building brand worlds that bridge heritage with cultural relevance.

Each project taught me that when strategic thinking meets creative ambition, transformation happens.

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My Approach

Great creative doesn’t just capture attention—
it captures market share. Every decision from typography to technology, drives both brand love and business growth.

  • Taking ambitious ideas from concept to cultural moment. Sometimes that means getting beauty moguls to do backflips, other times it’s the perfect tiny detail on a bespoke logo. Always means delivering work worth remembering.

  • Building distinctive brand worlds that drive both emotional connection and commercial success. Because the best brands don’t just look good - they perform beautifully.

  • Bridging traditional creativity with digital performance. After all, today’s cultural moments happen one thumb-stop at a time.

  • I started by laser-cutting butterfly wings for luxury shoes. Now I direct global campaigns and brand identities. The constant? Obsessive attention to detail and a belief that every touchpoint matters.

Leadership Style

Whether in-house or agency partner I bring:

Creative Vision

Brand world development
Cultural transformation
Innovation catalysis
Future forecasting
Performance optimisation

Proven Results

Market impact
Brand metrics
Platform performance
Cultural resonance
Commercial growth

Commercial Focus

Stakeholder alignment
Resource optimisation
Budget management
Team development
Process innovation

Collaboration

How I create delight:

With Brands

As your Creative Director, I become an embedded transformation partner, driving both creative excellence and commercial success.

With Partners

Orchestrating agencies, creators and collaborators to deliver exceptional creative at any scale.

With Teams

Building high-performance creative cultures through mentorship, innovation, and shared purpose.

Looking to create something worth remembering?
Let’s talk.

Whether you’re looking for your next Creative Director or a transformative creative partner, let’s talk about making your brand even more delightful.

(perhaps over a margarita - the best briefs deserve the best drinks)

andrewjonathanbaker@gmail.com

Brands I’ve Worked at

The Gelbottle Inc. | Creative Director, current

Charlotte Tilbury | Head of Creative

Cult Beauty | Creative Lead

Spring Studios | Art Director

Fenwick of Bond Street | Lead Creative

Tribe Experiential | Graphic Designer

Sophia Webster | Graphic Designer

Brands I’ve Worked with

British Fashion Council • Clarins • Coca-Cola • Estée Lauder • Future Dreams • Heathrow VIP • Huawei • Kiko Milano • La Mer • Lee • MAC • Max Factor • Mugler • Nicholas Kirkwood • Olivia Palermo • Ouronyx • Saks Fifth Avenue • self-portrait • Selfridges • Sir John • Swarovski • Target • The Walt Disney Company • Trussardi • UOMA Beauty • UOMA by Sharon C • Unilever • Woolworths South Africa