Craig Tuffs
Verified Expert in Design
Designer
London, United Kingdom
Toptal member since September 14, 2022
Craig is a heavyweight creative director, having worked for global household brands for over 20 years covering tech, brand, creative strategy, print, and packaging. Passionate about creating impactful, timeless design solutions that shape brands and drive innovation. Always driven by data and user-focused, he has led global creative teams, driven major rebrands, shaped digital experiences for celebrities, and delivered world-class design solutions.
Portfolio
Jamieoliver.com
Jamie Oliver's Cracking Christmas
Work Experience
Director of Global Creative
The Juice Plus+ Company, LLC.
- Managed and delivered a global re-brand that spanned packaging, digital, print and social. Covering 20 countries and over 200,000 partners globally.
- Redesigned and launched Juice Plus+ events brand book, which included branding, rules, and guidance about colors and typography, stage, exhibition, animation and digital design guidance.
- Led a team of eight global designers that not only oversaw and delivered the rebrand but also serviced and delivered high-quality projects for the 20 countries we operate.
- Directed art and drove creative excellence over several key videos.
- Led the redesign across the Juice Plus+ website and social channels.
- Rebranded Juice Plus+ events, which happen twice yearly across 20 countries and were attended by over 80,000 partners annually.
Head of Creative
Jamie Oliver Group
- Designed and launched several physical products, including a fresh pasta range, breakfast cereal, kitchen equipment, and a sandwich range.
- Created a co-brand with our commercial partner shell. This included detailed and robust brand guidelines, store design, packaging, digital and social assets, lead and art directing several lifestyles, and product photography.
- Created and designed a new brand identity for Jamie's licensing and physical products.
- Launched a 7-day veggie challenge product, where I managed brand identity, UX, UI, design, email newsletters, the social campaign, and art-directed Jamie's tips and tricks videos that sat within the app.
- Designed the Jamie Oliver Media Group's website. This website is specifically for media and press.
- Created and executed set designs for various marketing executions, including kitchen, store, and restaurant designs.
- Launched Jamie Olivers Easy Veg plan, a digital product that challenges the user to go veggie for a month from Monday to Friday. Users can track their progress and leave feedback on recipes they enjoy or dislike.
Senior Product Designer
Jamie Oliver Group
- Led the creative direction for Jamieoliver.com, a website with over 10 million unique users a month, which at its peak, hit 16 million users at Christmas. I headed the creative direction, design, UI, and UX.
- Designed the website for Jamie Oliver's Food Revolution in 2017. Jamie campaigned Food Revolution globally to change the way kids eat. The website gained over eight million signatures, which we took to the British government.
- Conducted user testing over three days on the old website and proposed new designs.
- Designed Jamie's Ministry of Food website, which aimed to bring back lost cookery skills in some of the UK's poorest areas.
- Designed the Hotpoint and Ministry of a food truck.
Education
Bachelor of Arts Degree in Graphic Design
University of Bedfordshire - Luton, UK
Certifications
Mentor
Creative Mentor Network
Skills
Tools
Illustrator CC, Photoshop CC, InDesign CC, InVision, Adobe Creative Suite, Trello
Platforms
Figma, Webflow
Industry Expertise
Health & Wellness
Other
Mentorship, Team Mentoring, Art Direction, Creative Direction, Branding, Event Branding, Brand Design, Brand Books, Web Design, User Interface (UI), Packaging, User Experience (UX), Product Design, Visual Design, Web Banner Design, Responsive Design, PowerPoint Templates, Presentation Design, Monday.com, Advertising Design, Mentorship & Coaching, Graphic Design, 2D Graphics, Design, Leadership, Desktop Web Design, Web UX Design, Brand Development, Set Design, Mobile UI, Creative Design, Recipes & Cooking, Food Packaging, Design Leadership, Mobile Web Design, Foodtech, Subscriptions, Flat Design, Animation, Stripe Payments, Campaign Design, Photography, Responsive, Digital Branding, Digital Brand Identity, Web Marketing, Interactive Design, Color Schemes, Color Blocking, Event Kit, Event Artwork, Event Signage, Guidelines, Style Guides, Event Design, B2C Marketing, Digital Advertising, Product Packaging, Food Photography, Creativity, Wireframing, Email Design, Social Media, Digital Creative Direction, Team Leadership, Strategy, Typography, Images, Visual Identity, TV, Videos, Recipe Books, Illustration, UI Design, Iconography, UI Branding, Logo Design, Digital Art, 3D Event Design, Ad Campaigns, Texturing, Food Styling, Family, Login Screens, Login & Registration, Families, Nutrition & Supplements, Service Design, Box Packaging, PowerPoint Design, Presentations
Experience
- Adobe Creative Suite - 18 years
- Branding - 18 years
- Creative Direction - 18 years
- Web Design - 18 years
- Product Design - 14 years
- Brand Books - 10 years
- Mentorship - 10 years
- Packaging - 8 years
Tools
- Adobe Creative Suite
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