I'm James Machin, an independent designer and art director based in London. I work with agencies, brands and individuals to develop distinctive identities and visual communications. My practice spans branding, typography, print, packaging and art direction, with a particular interest in the relationship between ideas, materials and visual culture. Over the past 14 years, I've worked across independent design studios, advertising agencies and directly with brands, collaborating on projects that connect design, culture and commerce. Alongside my commercial practice, I run Personal Effects, an independent clothing label represented by showrooms in Japan and stocked in Los Angeles and London.