Alex Melville
Design & Creative Director
I build high performing cross-functional creative teams, scalable brand-product design systems, and AI-accelerated workflows that transform creative teams into strategic growth engines.
Currently leading design at giffgaff. Formerly worked with AKQA, Droga5, Bright Spark, Neverland, and Wieden+Kennedy.
My approach to creative thinking comes from continuous exposure to culture, and a curiosity to never stop discovering. Some creative directors pick a style and stay there, I prefer to be adaptable, shaping creative that’s as effective as possible.
Case studies
Breaking the mould
How building visual distinction sparked new meaning for giffgaff
Creating a visually-rich, emotionally-layered campaign world that put giffgaff’s challenger attitude in the spotlight. The campaign earned standout memorability scores.
Data-led design
How data-led design helped giffgaff perform better than ever
Using data to inform the Black Friday visuals as well as increase the creative effectiveness of individual assets. Leading to +18% WoW sales and overall ad awareness up 2.5pp.
Creativity x AI
How AI-driven studio workflows expanded giffgaff’s capability
Switching out stock libraries for AI workflows has allowed internal teams to use prepared workflows to generate on-brand content swiftly.
As a creative & design director, I know exactly when to prompt; More importantly, when to pick up the pencil.
Skillsets
Leadership & strategy
- Design leadership
- Creative operations
- Creative change management
- Commercial strategy
Creative execution
- Creative & art direction
- Design systems
- Brand-to-product orchestration
- Brand performance design
Technical & innovation
- Generative AI workflows
- Motion design
- Interface & experience
- 3D & AR environments
Brands I’ve worked with
Let’s do something together
If you’re a brand looking to become more distinctive, a business owner looking to grow market share, or a leader looking to build an empowered creative team, then let’s talk.