Tell us about your creative work and how you got to where you are now.
I began my career in the corporate world, working across three global companies within their marketing teams during major rebrands. Experiencing the strategy and purpose behind those transformations sparked my fascination with branding on a deeper level. While in an events role, I discovered a natural flair for design, learned Photoshop and InDesign, and never looked back. In 2015, I found my niche in the beauty and aesthetics space – right at the start of its boom – and have since grown to work with leading wellness and lifestyle brands that value both strategy and style.
How would you describe your design style?
My work is minimalist with a point of difference – refined, confident, and quietly bold. I’m inspired by travel, music, pop culture, and those moods you can’t quite name. Every brand I design feels elevated yet effortless, created for people who appreciate beauty, clarity, and subtle impact. I love creating brands that people genuinely want to be part of.
Describe your ideal client, project or collaboration.
I regularly collaborate with Linds from Brand Interior Agency – my go-to interior designer and creative counterpart. Together, we’ve worked on projects including OREN, JOURNEY, and many in between across the UK. We completely get each other’s process, which creates a seamless transition between brand, digital, and physical space.
My dream collaboration would be to brand and build a boutique hotel somewhere in Europe – a project that marries experience, storytelling, and design in every detail. I’d also love to craft the identity for a rosé wine label or skincare brand – something timeless, modern, and effortlessly aspirational.
Share a project you’re especially proud of and why.
It’s hard to choose just one – this year alone has been incredible. From SUNDAY, a boutique Pilates studio in Bath, to JOURNEY, a London aesthetics brand, to the online training platform FOIRM – each project has been a highlight. But OREN stands out. It’s a wellness brand that’s completely redefined what the industry looks like here in Wales – modern, iconic, and consumer-led. Seeing a brand outside London create such desire and disruption has been incredibly rewarding.
Outside of the wellness space, I’m especially proud of SHOT London – a Mayfair coffee destination now also in Marylebone, Knightsbridge, Kuwait, and Jordan. I created the brand in 2020, and it’s since become known for serving “the most expensive coffee in the UK.” Watching it evolve into an international name has been such a proud full-circle moment.
What’s one lesson you’ve learned in your creative journey that others might need to hear?
Don’t get caught up in what everyone else is doing. It’s easy to be influenced by design trends or social media, but real connection comes from staying true to your own taste and creative instinct. When you lead with what feels authentic to you, the right clients will always find you.
Who is a designer you admire?
I’ve always admired the team at Smack Bang in Sydney – their ability to blend bold creative with strategy has been a huge source of inspiration since day one. I also love the refined, editorial sensibility of Lotta Nieminen’s work.
How do you stay inspired?
I draw inspiration from everyday moments of beauty – coffee table books, Slim Aarons’ photography, travel, cafes, bars, and great packaging. I’m always observing how design shapes emotion and experience. You can see a glimpse of what fuels my creativity here: Instagram Reel.
Where can people connect with you or see more of your work?
Website: nicolerobertsagency.com
Instagram: @nicolerobertsagency
