Hi, I’m James.

I’m a product and brand designer who believes good design should spark joy, not just solve problems.

Hi, I’m James.

I’m a product and brand designer who believes good design should spark joy, not just solve problems.

With over 15 years of experience across tech, fashion, food, and automotive, I help teams bring ideas to life in ways that are clear, useful, and often a little unexpected. I work across the full journey, from zero-to-one products to large-scale systems, always aiming to balance strategy, creativity, and craft.

Sombrero moments

Sombrero moments

What I Do

Brand-led product design

I blend UX thinking with brand expression to create digital experiences that feel alive and aligned.

UX and UI design

I design clear, intuitive interfaces that put people first and remove unnecessary friction.

Design systems

I build scalable foundations that help teams move faster and stay consistent without losing character.

Prototyping and interaction

I use tools like Framer and Figma to bring ideas to life quickly, helping teams test, learn, and get excited.

Who I’ve Worked With

I’ve partnered with startups and global teams across the UK, US, EU, and Australia. From helping GMAC reimagine how they support future students, to working with Toyota on their connected car experience. I’ve also collaborated with brands like Soho House, Deliveroo, and Wagamama to design products that blend function with feeling.

How I Work

I try to make the process feel as good as the outcome. That means working collaboratively, asking the right questions, and finding joy in the details. Whether I’m shaping a vision or refining a flow, I care about making the work feel thoughtful, purposeful, and human.

Good afternoon, good evening & goodnight

Aspden Design

©

2025

Good afternoon, good evening & goodnight

Aspden Design

©

2025