Designworks has appointed Danielle Barclay (pictured above) to the newly created leadership role of group head of brand experience.

Working closely with Chairman & CEO Sven Baker, and leadership teams in all six offices and discipline heads, Barclay will be responsible for leading a fully integrated brand experience offer for clients.

Baker said the continued growth of Designworks, rapidly changing client needs and the implementation of the company’s vision to be a fully integrated brand experience business would greatly benefit from a dedicated senior executive of Barclay’s calibre.

“Designworks’ growth and evolution over the past five years has enabled us to deliver a myriad of design solutions for our clients’ ever changing dynamics. It was time to have a dedicated leader to orchestrate our brilliant strategic and creative talent to deliver fully integrated brand experiences for our clients,” said Baker.

“Danielle is a brilliant practitioner and business leader across the physical, digital and content landscape, who shares our passion for designing brilliant consumer centered experiences. Her client experience across New Zealand, Australia and Asia is very impressive. I’m looking forward to seeing her grow and develop our offerings – particularly in the spatial, interactive and content services disciplines. Most of all we can’t wait for Danielle to work closely with our clients to deliver innovative, beautiful and successful brand experiences.”

Barclay said: “I’ve always admired Designworks, the thinking, the people, the collaborative approach with clients and of course their endless pursuit of world class design that works.

“Working throughout Asia Pacific for the past six years has exposed me to the growth of brand experience as a discipline, leveraging the power of the brand strategy and translating it into engaging experiences where physical and digital worlds are connected seamlessly.

“This is still very much a growth area and Designworks is perfectly positioned to deliver a truly integrated and authentic brand experience offer to the market.”

With 10 years’ experience in global integrated agencies including DDB, TRO and Greater Group, Barclay brings a wealth of knowledge and expertise to the role delivering brand experience projects throughout the Asia Pacific region. Her key areas of expertise include experience strategy, spatial, interactive and experiential across the retail, workplace and hospitality categories.