“Have a strong idea at the heart of every creative project,” says James Flint

After graduating from the Graphic Design BA(Hons) in 2012, James Flint got a lucky break as an intern before progressing through junior and senior roles. Now, as Design Director at WMH&I, we caught up with James to reflect on his career to date, his favourite projects and his time on the course.

What’s your favourite memory from your time at Falmouth?

One of my favourite memories has to be collaborating with my housemates, who were also on the same Graphic Design course. We’d have impromptu creative crits together to keep the momentum going with our projects and keep the passion flowing. It was a great way to push each other to do our best work.

Outside of that, I loved beach walks, pints at the Chain Locker, and even being rudely awoken by the seagulls every morning!

How did you find your first couple of years after graduating?

I was incredibly lucky that, through Falmouth’s industry connections, I landed a group interview with SAS the same year I graduated in 2012. I also met a lot of creatives in the industry through the Falmouth RSA Vault event in London. After chatting with the team at SAS, I knew it was the right fit – a great culture, strong creative work, and the right mentorship to kickstart my career. They worked with some fantastic clients across editorial design, branding, and campaigns.

I spent six months interning at SAS before securing a junior role, and from there, I progressed through mid-weight and senior designer roles. I kept learning from the amazing creatives around me (and still do!). A decade on, I’m now a Design Director at WMH&I, creating stand-out work across branding, packaging, and campaigns.

Tell us about some of your favourite projects you've worked on in your career.

A recent highlight was creatively leading a pro-bono advertising campaign at WMH&I to raise awareness of Ehlers-Danlos Syndrome (EDS), a condition that often goes undiagnosed. What made this project special was that it wasn’t commissioned by a healthcare charity or a big pharma company – it was initiated by TEM-PLE, a mother-and-daughter music duo who had personally struggled to get a diagnosis. Their mission was to help others by shining a light on the condition.

The big idea was to create a campaign that unlocked the invisible suffering of EDS sufferers. We combined the emotional impact of a Dove beauty campaign with the artistic intensity of an Aphex Twin music video. Super Flexible, Not Superhuman challenges the misconception that hyper-flexibility is a superpower, using CGI to viscerally depict the pain sufferers endure.

We worked with incredible talents, including photographer Kristina Varaksina and CGI artists POP Creative. All creative work, production, PR, and media were given for free. The campaign not only raised awareness for EDS but also won industry awards from The Drum Awards, CreativePool, the New York Advertising Festival, and ADC (Art Directors Club).

When did you know you had a passion for design and/or graphic design?

My passion for design originally went hand in hand with my love for music.

As a teenager, I was obsessed with album artwork. Designers like Storm Thorgerson and Aubrey Powell (Hipgnosis), with their iconic covers for Pink Floyd, Muse, and Biffy Clyro; Peter Saville’s work for Joy Division; Vaughan Oliver’s collaborations with Pixies; and even the psychedelic typography on Black Sabbath’s Master of Reality all fuelled my love for design.

I quickly realised I wasn’t a naturally gifted musician, but visual creativity was something I could pursue as a career. Now, I’m lucky enough to design the occasional record cover as a side hustle, which feels like coming full circle.

What’s the skill you use the most that you learned on the course?

The most valuable skill I learned at Falmouth was the importance of having a strong idea at the heart of every creative project. The tutors really drilled that into us, and it’s something I use every day.

Another key skill was how to thoroughly unpick a creative brief, research deeply, and truly understand the audience. A lot of this work is now done by strategists, but having that mindset has been a huge asset throughout my career.

Anything cool on the horizon for you?

At WMH&I, we’ve got some exciting creative opportunities lined up – and fingers crossed, more award wins and industry recognition! We’re also continuing our internship and placement scheme to bring in fresh talent from recent graduates. I’m also thrilled that I will be judging at the CreativePool Annual Awards this year in the illustration category. I’ll be looking for stand out illustrative work that communicates a big idea and creates some true differentiation within their industry.

On a personal note, I’m focusing on becoming an even better creative leader for my team, going to more gigs, and making the most of my time off exploring Italy.

External links

James on LinkedIn