Building a Brand World: Inside Gymshark’s Creative Vision

About the Event

What does it take to build a brand that feels coherent, recognisable and culturally relevant over time, not just campaign to campaign?

For in-house creative leaders, the challenge isn’t just making great work. It’s about creating the clarity, systems and creative standards that allow a brand to show up consistently across every touchpoint, and in a way that allows the brand to keep evolving without losing it’s identity.

During this virtual Inside Out Mastermind, we will be joined by James Chorley, Brand Creative Director at Gymshark, who will share how his team approaches building a globally recognisable brand through creative direction, systems and execution.

This session will cover:

• Global expression:  Building consistency and creative clarity across channels, markets and teams
• Creative direction at scale: Creating alignment across internal teams, partners and collaborators
• Designing brand worlds, not just campaigns: Connecting strategy, culture and execution into a single coherent vision
• Raising creative standards: Maintaining quality and consistency at scale
• From reactive to intentional: How seasonal direction evolved from responding to the calendar to shaping clearer brand narratives
• AI in creative practice: Where it adds value, where judgement still matters, and how teams are adapting

What you’ll take away:

• Gain a clearer understanding of how strong brands are built through consistency, clarity and creative direction over time
• Learn how to create coherence across creative touchpoints at scale
• See how creative ambition can be sustained through strong direction, systems and execution

Format

This session is part of the Inside Out Mastermind series — bringing in-house creative leaders together to go deeper on the challenges and opportunities that define the job.

Our mastermind sessions are hosted on Zoom. The main part of the presentation will be recorded and added to our members’ learning hub. The last part of the session will be open to Q&A so you have the opportunity to ask your questions directly to James.

About our speaker

James is Brand Creative Director at Gymshark, responsible for how the brand is defined, expressed and experienced globally, across brand foundations, campaigns, experiences and physical spaces.

With over 20 years’ experience spanning brand strategy, communications and creative direction, he has worked with brands including Nike, TAG Heuer, BBC and Xbox.
Known for bringing clarity to complex problems, James connects strategy, culture and creative execution into coherent direction — and builds the conditions that allow teams to do their most ambitious work.