About Kirsty Whyte
Kirsty Whyte is an accomplished Creative and Design Director with a profound passion for design, an intuitive sense for compelling aesthetics, and an unwavering customer-centric approach. With over 15 years of experience, she has consistently delivered exceptional results across product innovation, brand strategy, and design leadership in the homeware, furniture, and luxury goods sectors.
Most recently, Kirsty held the prestigious role of Brand & Design Director for NiX by Nicola Harding, where she extended the design ethos of the renowned Nicola Harding & Co studio to a broader audience. Through NiX, she curated an effortlessly stylish and inspired collection of timeless homeware essentials, reflecting her commitment to enduring quality, sustainability, and timeless design.
Prior to this, as Product Innovation Director at Photobox-Albelli Group, Kirsty spearheaded the launch of over 25 new product types between 2019–2021, driving a significant multi-million euro revenue boost. During her tenure as Creative & Product Director at Soho House & Co, she transformed the Cowshed brand and achieved a remarkable 50% growth in the new Soho Home brand within a single year.
Kirsty’s entrepreneurial spirit shines through her co-founding of Freedom to Exist (fte), a luxury minimalist watch start-up launched in 2014, where she designed and marketed products that emphasised thoughtful design and timeless appeal.
Her global expertise includes living and working in China, with extensive business travel across Asia, Europe, and the UK. She brings a unique blend of creativity and commercial acumen, excelling in:
- Product Design & Development: From ideation and prototyping to market launch, including NPD strategies and Good, Better, Best analyses.
- Brand Strategy & Identity: Defining and rolling out brand DNA, tone of voice, and visual direction for mid-to-luxury markets.
- Creative Direction: Leading photography, video shoots, and art direction to elevate brand storytelling.
- E-commerce & Marketing: Driving UX/UI optimisation, content creation, and digital marketing strategies.
Kirsty’s reputation for excellence is further highlighted by partnerships with iconic brands such as Normann Copenhagen, Made.com, Heal’s, Modus, and Oliver B. Her work has been represented at international design fairs and has consistently earned recognition for its innovative approach and market success.
With an extraordinary track record in both start-ups and established businesses, Kirsty is a leader who balances creative vision with strategic execution, delivering outstanding results in dynamic, customer-focused environments.
To read more about Kirsty's previous roles & experience visit her Linkedin profile.