Creative direction led by design, amplified by technology.

Brand

Experience

Systems

AI & Technology

I’m Alex Melville, a hands-on design leader working at the intersection of brand, experience, and creative direction.

For over 15 years, I’ve helped businesses find their voice through design: building brand worlds, defining visual languages, and guiding teams to create work that feels intentional, expressive, and unmistakably human.

Today, that work is increasingly informed by emerging technologies such as AI — not as a shortcut, but as a way to expand creative thinking, test ideas faster, and focus energy where it matters most.

As a design lead, I bring direction before decoration, and curiosity before certainty.

I work closely with product, marketing, and leadership teams to translate strategy into clear creative vision, while embracing new tools that help teams move smarter and faster. From concept exploration to systemisation, I use technology to remove friction from the creative process and create space for better ideas to emerge.

My approach is always idea-first and design-led, supported by technology where it adds real value.

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I use AI and emerging tools as creative collaborators — helping generate breadth in early exploration, uncover patterns, stress-test concepts, and improve efficiency across workflows. This allows me and the teams I lead to spend less time on repetition, and more time on storytelling, judgement, and craft.