Amy Currell is a Director, Photographer and Creative Director shooting iconic campaigns for leading beauty and fashion brands from her fully equipped studio in East London. Her prestigious affiliation with Leica and mastery of their cameras and glass allow her to deliver striking imagery that blends technical precision with a distinctive creative vision.
This project focused on helping Amy define a clearer proposition, refining and amplifying what is uniquely Amy Currell in order to create a stronger foundation for future work. The project also needed to frame the full scope of her studio practice, which offers an end-to-end process from concept and creative direction through to post-production.
Through in-depth conversation and analysis of her work, the symbiotic relationship between Amy and the Leica brand became clear, revealing authentic parallels between the two: precision, technical excellence and a pin-sharp aesthetic. Amy’s work extends this into visual storytelling, creating imagery that is both meticulously crafted and emotionally resonant. Through this lens the portfolio was edited and restructured, bringing together work across a range of brands, visual styles and project scales without compromising the integrity of the practice.
The creative direction drew inspiration from the same qualities that underpin both Amy’s work and Leica’s legacy: clarity, craft and attention to detail. Rooted in classic design principles and influenced by Swiss typography, the system embraces precision while allowing space for warmth and character. A restrained monochrome palette provides a quiet, confident framework that allows the work to remain the focal point.
Two taglines capture different facets of Amy’s practice. ‘Powerful brand imagery. Shot from the heart.’ takes a more commercial angle while leaning into artistic vision and ‘Your Brand. Our vision. One Studio.’ highlights the end-to-end approach while keeping the focus on Amy as the central creative force. Succinct supporting copy expands on three pillars of the practice: artistic vision, the Leica partnership, and the studio’s production service.
An updated brand toolkit gave Amy everything she needed to pursue new business ambitions, approach potential clients, and strengthen existing brand relationships. The website and pitch deck were structured by sector, showcasing technical skill and featuring portfolio edits crafted with editorial intention. Each touchpoint seamlessly reflected the visual identity, culminating in a beautifully crafted agency book.
Instagram was streamlined and repopulated with a more aspirational edit, incorporating animated posts that enable the in-house team to produce bespoke content, highlighting Amy’s expertise and key clients.
I am a brand designer and creative studio partnering with businesses to unlock their full potential. I specialise in the B2B sector, working closely with business owners and founders to facilitate their goals and turn ambitions into reality. I help my clients redefine their approach through strategic thinking aligned with marketing objectives to evolve, amplify, or build a brand from the ground up. The identities I craft become warm and tactile visual experiences, elevated through confident design and distinctive verbal expression.
I also collaborate seamlessly with independent studios, creative directors, producers, and marketing specialists to bring their visions to life. A thoughtful, pragmatic, and detail-obsessed creative partner, I provide guidance and support across a wide range of projects.
Apple News+, Creed, Esquire, Harper’s Bazaar, Hearst UK, KEEO, Lexus, Meri Meri, Miller Harris, Pavillion Books, Pragnell, Scamp & Dude, Soho House, Topshop
BRAND DESIGN AND CREATIVE STUDIO – I bring my clients a fresh perspective, reframing the current approach and sharing insight-led advice on how to restructure brand communications. I encourage aspirational thinking with a promotion-first approach, identifying challenges and providing visual and verbal solutions that move the brand forward with clarity and confidence.
My approach is considered and collaborative, guiding clients through the creative process step by step to ensure their vision is realised. Keeping the commercial objectives at the forefront of every brief, I strategically plan and implement marketing material, building practical systems that are easy to use.
My studio offers a complete service, from planning through to creative execution, delivering high-quality digital and physical assets across every brand touchpoint. I manage projects from conception to completion, working alongside a network of trusted talent, putting in place everything required to advance a brand.
FREELANCE DESIGN & ART DIRECTION – I am an independent, versatile and highly collaborative designer and art director providing creative support that is intentional, as well as visually compelling. I instinctively make recommendations informed by a deep understanding of objectives, adding value to new business and marketing projects.
Artistic by nature and multi-disciplinary in skill, I bring creative energy with practical application across a large variety of creative briefs.
“Working with Pip has been the highlight of my year. She supported me in transforming both the message and visual direction of my creative practice. Alongside a fresh new identity, we launched a website, crafted a standout pitch deck, and defined a bold new tone of voice. The strategies we developed together have already led to collaborations with clients who were on my wish list just a year ago. Pip’s approach is deeply collaborative, creative, and fully supportive of your vision. We have continued to work together well beyond the initial brief.”
“Working with Pip is like the clouds parting, making all the creative aspirations for your brand feel not only possible but brighter and have amazing clarity. From our very first meeting, Pip demonstrated an incredible depth of research into my business — beyond what I thought was possible. Her profound understanding of my ambitions meant that when it came to the creative execution, the process was seamless and fast. It was a thoroughly enjoyable experience and we’ve continued to collaborate on numerous projects since that initial brief.”
“Pip started working with us at Cabilla Cornwall right at the beginning of our development journey. She is a highly talented creative but also a brilliant project manager who helped us to build a business which has turned heads across the UK and further afield. We wouldn’t be where we are today without Pip and I’d highly recommend her services to any client looking for someone to help build and develop their brand.”
“Pip’s Studio designed and developed the website for Jelly & Juice, as well as our social media strategy. Launching a new brand felt daunting, but Pip’s supportive and highly organised approach made it effortless. She turns ideas into reality with ease, meeting every request — big or small — with the highest standards. I highly recommend Pip as a creative partner for any brand looking to launch or enhance its online presence. She’s utterly brilliant and great to work with.”
“From the start, Pip’s aesthetic sensibility stood out. She has an incredible ability to blend creativity with purpose, effortlessly balancing bold, fresh ideas with timeless design principles. Pip truly understood the essence of what I wanted and brought fresh perspectives that elevated my visual identity in ways I hadn’t imagined. Her attention to detail and dedication were evident in every stage, and the final result far exceeded my expectations.”
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