Design Different

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Design Different

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Design Different

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Design Different

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Design Different

Design Different • Design Different • Design Different • Design Different • Design Different

Alasdair Lennox

Global Creative Director

British design leader with a strong reputation for crafting transformative strategies and immersive brand experiences for global brands. Demonstrated success in building high-performing, inclusive creative teams and driving innovation across brand experience, brand identity, customer experience, and retail design.

Has led creative teams, studios, and regions across London, New York, San Francisco, and Los Angeles. Authorized to work in the United States under an O-1B visa for Individuals with Extraordinary Ability in the Arts.

Currently serving as Creative Director, Brand Experience at Netflix.

Previously held the role of Global Executive Creative Director at Landor, where they led high-impact projects for iconic brands including Apple, Adidas, Google, Netflix, Starbucks, VW Scout, and Walmart. Prior to that, served as Creative Leader at Fitch, deepening expertise in delivering innovative brand experiences and global retail design.

  • April 2025 - Ongoing

    I am currently working at Netflix as a Creative Director of Brand Experience.

    January 2025 - April 2025

    dotdotdash leads Experience Innovation within TBWA\Chiat\Day in Los Angeles and is part of the Omnicom Advertising Group. www.dotdotdash.io/

    • I led the creative team for Sony Honda Mobility EV brand: AFEELA www.shm-afeela.com/en/

    • Developing all digital touch-points, UX, UI and prototyping

    • AI integration into all customer personalisation experiences

    • Developing new OOH media and YouTube content channel

    • Creating new customer events, parties and cultural moments

    • Developing new retail experiences and concepts

  • Los Angeles studio & global

    2023 - 2025

    Clients included:

    Colgate

    Flashlyte Drink - TCCC

    Foot Locker

    Google

    Hilton Hotels

    Mars M&M’S

    Netflix

    New Balance

    Starbucks

    VW Scout

  • San Francisco studio & remote

    2020 - 2022

    Clients included:

    Accenture

    Audacy

    Disney

    Hilton Homewood Suites

    Logitech

    Nasdaq

    Pfizer

    S&P Global

    St. Louis City - soccer team

    Xfinity

  • New York studio

    2017 - 2020

    Clients included:

    Dell Technologies

    Foxconn - American Eagle

    Lego

    Macerich - BrandBox

    MSG Sphere

    New York Rangers - Ice Hockey

    T-Mobile

    Under Armour

    Walmart

    7-Eleven

  • London studio

    2014 - 2017

    Clients included:

    Adidas

    Apple

    Butlins

    Hamleys

    Lego

    Lynk & Co

    Miele

    Samsung

    Starbucks

    Vodafone

Experience

We are Starting a Fire

Insight: We aren’t hosting a brand event. We aren’t launching a vehicle. We are starting a fire.

Brand Idea: The Connection Vehicle. Launch Event Idea: First vehicle launched by campfire.

Results: “Consumer response to the reveal of the Scout Traveler SUV and Scout Terra truck is extremely positive, validating what we learned from the Scout community and several consumer product clinics at which we tested various product concepts,” Scout spokesperson.

Client
VW Scout

Projects including:
Brand identity system, launch event concept, retail format strategy and format designs, experience centre concept, brand activations, employee merchandise, app & website look & feel.

Year
October 2024

“This has resulted in a high volume of reservations that has surpassed internal expectations.”
— Scout spokesperson
Scout Employees Welcome Merchandise

Scout Employee Welcome Merchandise

Scout Experience Center. Blythewood, South Carolina

CES Event, Las Vegas

Scout at CES 2025, Las Vegas

BRAND EXPRESSION & IDENTITIES

Selling Cars, Like Sneakers

Insight: The average car spends 95% of its life sitting idle. Not anymore. Lynk & Co turns every convention on its head – questioning how, where and even if we buy cars. The brand challenges and transforms the traditional concept of car ownership by completely disrupting the industry.

Brand Idea: So Wrong, It’s right.

Results: Fast Car Co - It remains the fastest growing car company in the world

Client
Lynk & Co

Year
2017

Reflections of Change

Insight: At Barcelona’s Mobile World Congress, the trade booth design convention is to lead with facts and claims over emotion and energy.

Big Idea: As Accenture’s brand idea is ‘To deliver on the promise of technology and human ingenuity.’ We designed a brand experience that represented Accenture at a much higher level, by pairing sound and generative motion to create epic levels of immersion. Reflections of Change: demonstrated how Accenture sees and creates value everywhere.

Results: Accenture’s soaring mirror clad tree surrounded by pillars projecting powerful thought leadership was so striking that it became the central focal point at the Mobile World Congress.

Client
Accenture

Year
2021

Swipe Up

Insight:  Activating the tool in every customer’s pocket.

Big Idea: With the brand idea of ‘Save money. Live better.’ ‘Swipe Up’, seamlessly blends physical and digital retail worlds. This ensures that every moment matters for customers, with real-life shopping experiences led by the virtual world that puts the customer in control.

Results: Fast refurbishment program - 2,000+ store rollouts by end of 2023.

Client
Walmart

Year
2021 - ongoing

Awards & Recognitions

  • Grand Prix Winner – West Loop & Landor

    Best use of a visual property: Gold – Tupperware & Landor

    Best naming strategy (new name): Gold – Human Rights Campaign & Landor

    Best visual identity from the sports: Silver – New York Golf Club & Landor

    Best creative development of a new brand: Bronze – Flashlyte & Landor

    Best use of typography: Silver – West Loop Community Organization & Landor

    Best implementation of a brand development project: Gold – West Loop & Landor

    Best creative strategy (consumer): Silver – Tupperware & Landor

    Best brand evolution (consumer): Gold – Tupperware & Landor

    Best brand development project change of mission: Gold – West Loop & Landor

    Best rebrand of a digital property: Gold – West Loop & Landor

    Best visual identity by a charity, NGO or NFP: Gold – West Loop & Landor

    Creative Director of the year Finalist – Luis Aboyte & Ada Mayer – Landor

    Young Contender of the year Winner – Ivan Delgado + Finalist Jalen Barr Landor

  • Branding / Large Enterprise / Logos

    Award: Wood Pencil, Brand: Tupperware

    Branding / Large Enterprise / Brand Refresh

    Award: Shortlist, Brand: Tupperware

    Studios: Landor Chicago & Landor Mexico City

  • Best overall visual identity: Winner – Hippo Harvest and Landor & Fitch

    Best creative development of a new brand: Gold – Hippo Harvest and L&F

    Best use of packaging: Gold – Hippo Harvest and Landor & Fitch

    Best visual identity from agricultural sector: Gold – Hippo Harvest and L&F

    Best visual identity from the FMCG sector: Gold – Hippo Harvest and L&F

    Best implementation of a brand: Gold – Unisys and Landor & Fitch

    Best creative strategy: Gold – Unisys and Landor & Fitch

    Best visual identity for technology: Gold – Unisys and Landor & Fitch

    Best brand evolution: Highly commended – Unisys and L&F

    Best naming strategy: Silver – Circana and Landor & Fitch

    Best internal comms: Bronze – Boldyn Networks and Landor & Fitch 

  • Best brand experience: Gold – Mars and L&F

    Best naming strategy: Gold – Audacy and L&F

    Best wayfinding or signage: Silver – Mars and L&F

    Best strategic or creative dev. of a new brand: Silver – Light & Wonder and L&F

    Best visual identity: financial services sector: Silver – Nasdaq and L&F

    Best visual identity: sports leisure sector: Silver – Light & Wonder and L&F

    Best implementation of a brand dev. project: Silver – WPP Unite and L&F

    Best brand dev. project for change of positioning: Silver – Light & Wonder and L&F

    Best brand dev. for change of positioning: Bronze – WPP Unite and L&F

    Best place or nation brand: Bronze – Answer the Call and L&F

    Best internal comms. during a brand dev. project: Bronze – Enact and L&F

    Best implementation of a brand development project: Bronze – Nasdaq and L&F

    Best creative strategy: Bronze – WPP Unite and L&F

    Best visual identity: lifestyle & wellness sector: Bronze – WPP Unite and L&F

    Best rebrand of a digital property: Bronze – Light & Wonder and L&F

    Best visual identity by a charity, NGO or NFP: Bronze – Answer the Call and L&F

    Best visual identity: tech, media and telecoms: Bronze – Light & Wonder and L&F

    Best brand evolution (corporate): Highly commended – Nasdaq and L&F

  • M&M'S Berlin Flagship Store

    Agency: Landor & Fitch

  • Best brand strategy: Gold – Purple and L&F

    Best brand evolution: Silver – Purple and L&F

    Best visual identity for tourism sector: Silver – Hilton Homewood Suites and L&F

    Best brand experience: Bronze – M&Ms Store – Mars Retail Group and L&F

  • Best strategic or creative dev. of a new brand: Gold – Macerich and Fitch

    Best visual identity from the retail sector: Silver – BrandBox and Fitch

    Best brand experience: Bronze – Dell and Fitch

    Best visual identity: travel, leisure and tourism sector: Bronze – Hilton and Fitch

  • “Good design is a useful to society as good money.” said the late Rodney Fitch. Today I am fortunate to be working at Landor & Fitch which still strives to make a positive difference for our clients, our communities, and the world with extraordinary brand transformation by design. Quote by Alasdair Lennox

  • Issued by New York Police & Fire Widows'​ & Children's Benefit Fund

    'Answer the Call' was run entirely by volunteers when we were founded. Now, over 30 years later, our volunteers still play an important role in pursuing our mission, whether it’s helping with a long-term project or assisting at one of our special events. We are always in need of volunteers and welcome any time or talent you may be able to offer.

    In recent years, it’s been an honor to present the Volunteer of the Year Award to one or two volunteers who have dedicated a great deal of their time and talent to further our mission. In one way or another, they have made our organization stronger and we have the utmost respect and appreciation for them.

  • https://gdusa.com/peopletowatch2019/alasdair-lennox

  • design:retail forum

  • Category: Immersive / Environmental / Indoor Spaces

    Client: Chalhoub Group

    Design: Level Kids

    Award: Merit

    Agency: Fitch

  • Level Kids in Dubai, UAE.

    Agency: Fitch

  • The Atticus Awards is WPP’s internal thought leadership award program.

    Award: Highly Commended in The Nature and Value of Insights category.

    White Paper: A Very British Black Friday: The Real Winners and Losers

  • World Store Design of the Year: Hamley's in Moscow, Russia.

    Agency: Fitch

  • adidas Formation Book

    Formation is the recreation in print of a highly technical six-day shoot undertaken for the Adidas 2014 World Cup campaign. This limited edition book celebrates the interdependence of Tim Saccenti‘s photography, Fitch’s design and printers Generation Press. The limited edition book acts as a permanent record of an extraordinary project for everyone involved. Laser cut pages act as a projector, recreating the patterns from the shoot. Each page turn invites the reader into the collaboration.

    https://timothysaccenti.com/projects/printed-matter/adidas-world-cup-formation-book/

    Agency: Fitch, Design Director: Ed Sullivan

    Photography: Tim Saccenti

    Printing: Generation Press

The World Health Helix

Insight: Revolutionary medicines and pharmaceutical breakthroughs are happening in real time inside Pfizer’s new Manhattan HQ every day.

Big Idea: The World Health Helix is a living story, a 3D kinetic sculpture that is a real time expression of Pfizer’s dynamic innovation. Driven by proprietary data, movement of the sculpture communicates key ‘Breakthroughs that change patient’s lives’ to employees and visitors.

Results: This bespoke brand sculpture spanning three floors of the central atrium, successfully connects the board level executives on the 9th floor, with the scientists working on the 7th floor.

Client
Pfizer

Year
2023

The Willy Wonka of Coffee

Client
Starbucks

Year
2015

Insight: In 2015 Starbucks leadership felt it had lost its core values and couldn't smell the coffee anymore…

Big Idea: With Starbucks mission ‘To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time’ our research and innovation sprint ideated the concept of the ‘Starbucks Reserve Roastery’.

Results: The first one opened in Seattle and was described as ‘The Willy Wonka of Coffee’. Here we saw the coffee being given centre stage. The artistry was key in creating a superior coffee experience that differed from its everyday Starbucks visit.

Made for Sharing

Insight: M&M’S brand proposition ‘For all funkind’ is a key factor in the design philosophy of their stores. By creating experiences that promote play and creativity, M&M’S can build a universal connection through the simple, universal act of having fun.

Big Idea: We helped M&M’S build fun into the store environment through interactive experiences made for social sharing. The stores celebrate their unique geographical context, which creates a space where everyone feels included.

Results: The fleet of flagship stores are designed to meet the criteria for LEED Platinum certification, continuing to prove the brand's sustainability initiative in an impactful way.  

Client
Mars M&M’S

Year
2021

Un-technology

Insight: T-Mobile coined the term ‘Un-carrier’ to signify its departure from traditional, rigid wireless industry practices.

Big Idea: We embarked on a mission to design all the interactive touch points in the new T-Mobile's experience concept store that made technology feel invisible.

Results: T-Mobile's inaugural Experience Store in Plano is an approachable, occasion-based shopping platform, designed to meet customers on their terms.

Client
T-Mobile

Year
2020

Design Awards Jury Member

  • Experience Category

    Remote judging

  • Remote judging

  • Spatial Design Category

    In person judging London, UK.

  • Retail & Interiors Category:

    Jury Panel Chairperson

    In person judging London, UK.

  • In person judging London, UK.

  • Design Category

    x6 days judging with x19 other jury members.

    In person judging Cannes, France.

  • Shoreditch, London


  • Vauxhall, London

Ideas For Change

Insight:  A single idea has the power to change the world.

Big Idea: Accenture’s brand idea is ‘To deliver on the promise of technology and human ingenuity.’ So, let’s give each idea the platform it deserves, through a living, breathing, interactive experience that uses ambitious technology to showcase collective human ingenuity across various Accenture campuses.

Client
Accenture

Year
2022

Client
Pro Bono - New York Police & Fire Widows'​ & Children's Benefit Fund

Year
2021

Campaign Idea A love letter to NYC