We’re thrilled to announce the appointment of Kimi Gilbert as our Growth Director, who will be working alongside Founders Xavier Sheriff and Gemma Ruse to forge bold partnerships and bring visionary brand experiences to life.
With an unmatched passion for connecting creativity with business impact, Kimi joins StudioXAG at a pivotal moment. Her extensive experience advising creative agencies on growth strategies, most recently as Managing Partner at Future Factory, part of The Ingenuity Group, has shaped her ability to champion ambitious ideas and push brands to think bigger. She has also contributed to the industry through her work with the Design Business Association, London & Partners, and Virgin StartUp, where she has mentored emerging businesses.
Kimi shared: “I’ve long admired StudioXAG’s innovative approach to crafting impactful and sustainable brand experiences, and I’m thrilled to be joining Xavier and Gemma to lead the growth team. StudioXAG knows how to create a brand’s biggest moment, and I can’t wait to be part of shaping its next chapter. We have bold plans for 2025 and beyond, and I’m incredibly excited about what we’re going to achieve together as a team.”
As StudioXAG continues to aim for the stars, creating immersive, high-impact brand experiences on a global scale for industry leaders such as adidas, Hermès, and Montblanc, Kimi’s focus will be on fostering meaningful relationships, shaping opportunities for groundbreaking collaborations as she leads the marketing and new business team and ensuring the agency continues to challenge conventions and redefine what’s possible in brand experience.
The agency has also strengthened its executive team with the promotion of Lucy Weatherall from Head of Design to Senior Director of Creative Operations. Having spent over 16 years working brand-side with global names such as Calvin Klein and Diesel, Lucy brings a deep understanding of brand, retail, and visual merchandising. With Lucy’s extensive experience brand-side and as a prior client of StudioXAG, she is in a unique position to deliver operational excellence across creative output and production, ensuring StudioXAG continues to deliver world-class work at scale while staying at the forefront of innovation in brand experience.
Founder Xavier Sheriff commented: “Kimi and Lucy are both key to the next stage of StudioXAG’s growth. Kimi’s ability to connect bold brands with transformative creative opportunities makes her the perfect person to drive ambitious new partnerships, while Lucy’s deep understanding of our creative process ensures we continue delivering work at the highest level. Their leadership will be instrumental in shaping what’s next.”
Founder and Creative Director Gemma Ruse added: “StudioXAG has always been about pushing boundaries and collaborating with brands that want to make a statement. With Kimi leading on growth and Lucy driving creative operations, we’re in an incredibly strong position to scale our ambition, and create work that truly turns heads. Their combined energy, expertise, and vision will help us take StudioXAG to the next level. I’m thrilled to have them both on board.”
With an unapologetically ambitious outlook and a continuous drive for creative excellence, StudioXAG is primed to take its work to even greater heights. With Kimi Gilbert’s appointment and Lucy Weatherall’s promotion, the agency is set to make waves in 2025 and beyond.
