Simon Crofts


Case studies
About



I’m a multidisciplinary Creative Director and brand leader with 20 years’ experience shaping global creative across fashion, beauty, lifestyle, sport, and culture. I’ve led creative for heritage brands and market disruptors alike — from global names such as fi’zi:k, KASK, Nike, and Carrera to emerging innovators like A-chromiq and Understated Era.

My leadership combines strategic vision, commercial insight, and creative excellence. I build and direct high-performing creative teams, both locally and globally, delivering brand transformations that unify strategy, identity, product, campaign, and digital experience. My work spans the complete brand ecosystem — from naming and positioning through to retail environments, packaging, and film — creating systems that scale and endure.

An early adopter of AI in creative workflows, I integrate tools such as Runway, Midjourney, Raspberry AI, and Refabric into concept development, prototyping, and content production — expanding possibilities and accelerating delivery without compromising craft.

Through my own practice, studio—c, I collaborate with boards, founders, investors, and agencies to shape brands that stand at the intersection of design, culture, and commerce — driving relevance, growth, and market leadership.

Available for brand commissions, studio partnerships, and senior creative leadership engagements.

Email: sc[at]simoncrofts.co