Global brand experience and packaging design agency Vault49 has welcomed a new strategy director, Charlie Hughes who is set to join its growing UK Studio.

Reporting directly to Vault49 head of strategy, Meg Asaro and collaborating with Jonny Bateman, creative director in London, Hughes will lead work across clients including Guinness and PepsiCo.

Having previously worked as a strategy director at Agency TK and Echo Brand Design, Hughes’ new appointment follows a series of recent hires across Vault49’s two global studios.

In London, this includes Richard de Cazelet as designer and Marina Garcia Salcedo as junior designer, whilst in New York, the team recently welcomed Chloe Sacrè as junior strategist and Harry Shaw as junior designer.

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“We’re entering a new phase of growth at Vault49, and this is significantly fuelled by clients bringing us into the earlier strategic phases of projects,” said Vault49 co-founder, Jonathan Kenyon.

“To accommodate this we’ve been investing in our strategy function, building a robust department with expertise across research, insights, brand and creative strategy. Charlie’s experience in strategic design and sustainable innovation, particularly across global FMCG and drinks brands, is perfectly aligned with the needs of many of the brands we are working with.

“I have no doubt that Charlie will be an incredible asset to our clients, as well as contribute to the unique studio culture we have built in London,” Kenyon added.