I build brand platforms, identities, worlds and systems — and the teams that run them.

Christie Gray is Global Head of Brand Identity & Design at Arbex, the Kimberly-Clark and Suzano joint venture behind Andrex, Kleenex and Scott. Fifteen years across agency and in-house, including three co-running her own studio. Carlsberg, Clarks, OVO Energy, Danone, Coca-Cola, Air Jordan.

Six awards for one collection, including a D&AD Wood Pencil +30% brand awareness and consideration, OVO rebrand Campaign shortlist Best New In-House Agency, OVO in-house studio 1,000+ SKUs Minute Maid design system 6 brands, 5 regions UK to LATAM

Leadership

Leading the work, and the people who make it.

The full case →

Built an in-house studio

OVO Energy · 2022–2025

Creative Director and Design Lead. Built OVO's in-house creative studio from the ground up and rebuilt it around designers hired directly. It went from a function that executed briefs to one producing work that held its own against external agencies.

Shortlisted, Campaign Best New In-House Agency 2025 30% uplift in delivery Six-figure agency savings

Co-founded and ran a studio

FreshStudio · 2019–2022

Co-founded FreshStudio and ran it as Creative Director for three years: pitching, pricing, resourcing, project management, and creative direction across design and 3D moving image. The Air Jordan × Spider-Man: Miles Morales film was made there.

Wrote systems other people run

Taxi Studio · OVO Energy

The Minute Maid design system rolled out across more than 1,000 SKUs. The interactive online guidelines built to take markets through that rollout were then adopted by Coca-Cola across its other brands.

At OVO, the identity was created with Wolff Olins. What the in-house team built afterwards was everything needed to run it day to day: motion, photography and film, a complete icon set, illustration, and UX/UI principles.

Global remit now

Arbex · since March 2025

Leading brand identity and design for Kleenex, Andrex, Scott, Viva, Scottex and Wypall across the UK, EMEA, ANZ, Asia and LATAM. Setting design direction and identity systems for a portfolio sold in more than 70 countries.

ArbexAndrexKleenexScottOVO Energy CarlsbergCoca-ColaClarksMinute MaidDanoneAir Jordan

Recognition

Eight awards. Six of them for one collection.

The Carlsberg København Collection was designed at Taxi Studio in 2017. It went on to become the longest-running limited edition in Carlsberg's history.

Full list →
D&AD, Wood PencilIllustration for DesignCarlsberg København
Creative Review Annual, Best in BookPackaging DesignCarlsberg København
Brand Impact Awards, Winner ×2Beer, Wine & Spirits · FMCGCarlsberg København
The Dieline Awards, BronzeBeer & Malt BeveragesCarlsberg København
Creativepool Annual, BronzePackagingCarlsberg København
The Drum Awards, GoldKleenex × Mr Doodle
Canadian Packaging Awards, WinnerDesign SystemMinute Maid

Writing & speaking

Field Notes of a Creative Director.

A weekly Substack on brave brand building, creative leadership, and what it takes to be seen inside complex organisations.

DMWF Global 2026

Panel: Creative Synergies, Building Brands that Connect. ExCeL London, alongside JCDecaux, Virgin Experience Days and PepsiCo. Written up by The Drum.

May 2026

Nothing, Something, Nothing — BLANKET™

Series 1, Episode 4. Creative leadership, recognition, and the in-house studio model.

2026

Let's build something worth believing in.

christievgray@gmail.com

Open to conversations about executive creative leadership roles, and to conferences, panels, corporate events and podcasts.