Director steps down to launch creative agency

THE creative director at Leeds agency Branded3 has stepped down to launch his own user experience-focused design agency.

Andrew Machin, who was with Branded3 for seven years and worked his way up to creative director, a post which he held for nearly two years.

His new agency LION+MASON was incorporated in June, and Mr Machin will be drawing on experience working with clients including John Lewis, Jet2 and Iceland.

He said: “From complex product configurators for Interface, to quirky games for Iceland; designing great experiences has always been my pedigree.

“I decided to start LION+MASON as over the last 12 months there has been a notable maturing in brands’ understanding and acceptance of UX and the value it brings to businesses.

“Great UX can have a positive impact not just in terms of usability and making complex systems easy to use, but can also add brand value and even organically attract new customers.

My ambition is that through smart, user-centric research and design, LION+MASON will help businesses grow by bringing joy to their customers across all their digital touchpoints.”