• by Fern Siegel , August 28, 2023

Global brand experience and packaging design agency Vault49 has named Charlie Hughes as strategy director in its London office.

Reporting to Meg Asaro, the agency's head of strategy, Hughes will lead work across clients such as Guinness and PepsiCo.

Previously, Hughes was a strategy director for ECHO brand design, as well as an account director for Underscore and senior account manager for Jones Knowles Ritchie.

"We’re entering a new phase of growth at Vault49 and this is significantly fueled by clients bringing us into the earlier strategic phases of projects," said Jonathan Kenyon, co-founder of Vault49. He cited Hughes' strategic design and sustainable innovation, "particularly across global FMCG and drinks brands," as aligned with the needs of brands the studio represents.

With studios in London and New York, Vault49 positions itself as a company where art and business intersect. Staffers include strategists, designers and artists.

Vault49 works with some of the world’s top brands, including Diageo and Colgate-Palmolive.