Gayle has worked with companies and brands both large and small and brings a brand-focused insight to Sparkloop.
Graduating in 1994, Gayle followed her first instinct to become a commercial artist, taking on design work for branding giants Wolff Olins before choosing to switch to a smaller agency with a multimedia approach. The smaller agency allowed for direct communication with the user & client whilst also being a close player in the entire design process – this was something that appealed greatly.
A period of freelance director roles, notably for Lambie Nairn and Interbrand, followed. A design director role at the iconic brand and packaging design agency Smith & Milton cemented Gayle’s love of the bigger picture that branding offered.
She became a founder of Carpenter Newby in 2004, a small and flexible agency with big-hitting clients such as AutoGlass, Clerical Medical and Red Bull. After collaborating with Edition on several online projects, Carpenter Newby joined them in creating Sparkloop in 2009.
“Collaboration of skills isn’t a new concept; but ours is very a real one,” she explains. “Our size means we think harder and work harder for the client, with all the creativity that brings to the table, while we’re flexible enough to bring in talent from a pool of specialists to deliver something that’s designed with the client in mind rather than determined by a company structure.”
