Email: emma_hauldren@hotmail.com
Mob: +44 (0)7920 496910
PROFESSIONAL EXPERIENCE
Ford Motor Company — Director, Communication and Brand Experience Design at D-Ford London
Jan 2020—present
Playing a critical role in the dynamic, interdisciplinary team at D-Ford - Ford’s global human-centred design studios. Committed to innovating new products and services for the future of mobility, in ways that positively impact people and the planet. Building and fostering a strong, collaborative design team and practice with a creative culture at its core. A foundational member of the leadership team, driving the creative strategy and vision for beacon, program, and platform experiences for Ford’s Commercial and Passenger Vehicles.
Babylon Health — Director of Brand and Design
July 2018—Jan 2020
Transforming Babylon Health into a global healthcare brand. Key to the role is translating the company mission into tangible design principles, guidance and a design system component library to provide the creative direction for a new design language and connected experience, communicating a personalised service that will change the way people approach their health. Providing thought leadership to influence the emergence of a new design-led culture within the Babylon studios.
Vodafone — Design Director
July 2017—July 2018
Responsible for the design direction and delivery for Vodafone web channels, services and applications. Spearheading design-led thinking with concepts for significant future products and services. Directing designers and third party agencies in each step of the design process. Driving one design approach for consistency and coherence across all 30 markets for over 420 million customers.
Onitor — Director of Brand, Design and Marketing
Aug 2016—June 2017
Creating the brand vision for this technology company in the health wearables sector. Encompassing apps, web and social. Leading a group of designers and developers to deliver this vision. Driving the principles and future strategy for the company, as biometrics and wearables evolve, helping to establish Onitor’s role within the future of health. Working collaboratively with sales, engineering and product marketing to meet key deliverables.
Microsoft Windows Applications Studio — Design Director
Feb 2016—July 2016
Working within the Windows creative team, designing the interactions and user flow between Paint 3D and the extended Microsoft suite of applications, plus 3rd party apps.
Microsoft Phones Design — Design Lead
April 2014—Jan 2016
Design Lead at Microsoft within Design Insight, Strategy and Communication, defining and communicating the design language for a vast portfolio of products and services. Forming the communication bridge between key stakeholders across the business, elevating Design as a major differentiator to our competitors. Instrumental in driving the use of metal instead of plastic in the design and production of Windows Phones, giving hands-on creative direction proposing future concepts for the Microsoft portfolio. Prototyping these concepts as products.
Nokia Design — Creative Lead 2011—2014, Art Director 2005—2011
Part of a newly formed team to turn Nokia’s diverse portfolio of products into a unified brand offering. Creating cohesion across the organisation’s global design. To create, by 2012, a consistent product - Lumia.
2012: Winner of a Kudos Award for my work at Nokia.
Leo Burnett Advertising Agency — Art Director, Digital Design
1999—2005
Leading a team of designers working on innovative, digital, below-the-line advertising campaigns for major brands, including Coca-Cola, Fiat, Alfa Romeo, Mars, Kellogg’s, McDonald’s and Procter & Gamble.
Pitching for new business with 100% success rate.
2003: Winner of the MCCA Best Integrated Campaign Award for Ariel Championship Whites.
Engage Works — Art Director and Project Manager
1994—1999
Initially working with a group of designers and engineers to construct interactive display stands and installations across the exhibition industry. Communicating the latest concepts and innovations for a range of clients including BMW, Opel, Ford, Mercedes, Swatch and the Millennium Dome.
Initiating the formation of a design division within the company, to design as well as make exhibition stands, i.e. work from initial concept to end product.
Juhls’ Silvergallery — Goldsmith
Kautokeino, Lapland
1991—1992
Following my first degree, I spent a year in Lapland working at a goldsmithing workshop, making traditional Lappish jewellery for the local community.
Royal College of Art — Guest Lecturer
1994—Present
From Maker to Creative Director. Every year I am asked by the Royal College of Art to give a lecture to their Goldsmithing, Silversmithing, Metalwork and Jewellery MA students. Lecture topics revolve around the link between studying the above disciplines and working in the field of Design for big brands, technology companies and advertising agencies. I speak about my approach to design across a broad spectrum of media: the fact that whatever discipline is studied expands rather than limits future projects if combined with an appropriate approach to problem solving.
EDUCATION
The Royal College of Art
1992—1994
Masters Degree in Applied Arts.
Goldsmithing, Silversmithing, Metalwork and Jewellery
Manchester Metropolitan
University 1987—1990
Bachelor of Arts
3-Dimensional Design in Product design
COMPETITIONS AND AWARDS
British Arts Council Award, The Royal Mint Medal Competition, The Worshipful Company of Pewterers Award, Crafts Council Business Setting Up Grant, Selfridges Prize, RSA Travel Award, The Makowers Charitable Trust Award, Dimple Whiskey Design Competition, New Designers Award, The Worshipful Company of Goldsmiths RCA Bursary, Stella Artois Design Competition.
Professional Awards
Kudos Award & Design Award for Excellence, Nokia Design
MCC Best-Integrated Campaign for Ariel Championship Whites
Campaign Direct Finalist, Best Integrated Campaign, DMA Awards
Gold/Automotive for Fiat Panda