Creative agency Lucky Generals has appointed Nathan Crawford, former executive design director at Saatchi & Saatchi, as its new executive design director.

Crawford first joined Saatchi & Saatchi in 2018 as a creative, before branching out the design space in 2022. In all he spent close to seven years with the historic agency.

On his appointment, Crawford said: “I’ve always admired Lucky Generals for the strength of their ideas and the clarity of their creative ambition.

“What excited me most was the chance to build something new, not just elevate design within the agency, but help shape a design offering with its own voice and value. Design is often treated like the final polish, but here, we’re treating it as a creative force from the very start.”

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In his new role, Crawford will be tasked with “sharpening the look” and “amplifying the ideas” around Lucky Generals’ design proposition, crafting a “distinct voice” and a “strong point of view.”

Shelley Smoller, ECD at Lucky Generals added: “Nathan is a quiet powerhouse. The kind of leader who earns trust through craft and care. He doesn’t just make things look good.

“He treats design as an essential part of how an idea lives, breathes, and punches above its weight. He’s here to help our work and our clients go further and build us a design capability that’s not just an internal function, but a creative studio in its own right.”