Hello, we're a husband
and wife studio
Hello, we're
a husband and
wife studio
We’re James and Vicki West. Designers, partners, and co-conspirators in building brands that actually give a damn. We met at a design studio in London and since then we’ve added two kids and an overexcited dog to the tribe. The next step? A shared mission to help planet-positive brands find their voice and make their mark. Less noise. More purpose.
Our story
James is the creative, forward-thinking renegade. With 15 years of experience freelancing for big agencies and working on trendy campaigns, he found his true passion in crafting logos and building meaningful brand identities.
Vicki is the strategic, logical voice of reason. With two decades of design experience agency-side - she made the move to freelance after becoming a mum, chasing more flexibility and time with the tribe. Her superpowers? Layouts and design systems that just make sense.
Together, we bring the best of both worlds: big-picture thinking with pixel-perfect execution. Everything we do, we do in an open, transparent and collaborative working environment so we can consistently deliver work that matters and exceeds client expectations.
James is the creative, forward-thinking renegade. With 15 years of experience freelancing for big agencies and working on trendy campaigns, he found his true passion in crafting logos and building meaningful brand identities.
Vicki is the strategic, logical voice of reason. With two decades of design experience agency-side - she made the move to freelance after becoming a mum, chasing more flexibility and time with the tribe. Her superpowers? Layouts and design systems that just make sense.
Together, we bring the best of both worlds: big-picture thinking with pixel-perfect execution. Everything we do, we do in an open, transparent and collaborative working environment so we can consistently deliver work that matters and exceeds client expectations.
James is the creative, forward-thinking renegade. With 15 years of experience freelancing for big agencies and working on trendy campaigns, he found his true passion in crafting logos and building meaningful brand identities.
Vicki is the strategic, logical voice of reason. With two decades of design experience agency-side - she made the move to freelance after becoming a mum, chasing more flexibility and time with the tribe. Her superpowers? Layouts and design systems that just make sense.
Together, we bring the best of both worlds: big-picture thinking with pixel-perfect execution. Everything we do, we do in an open, transparent and collaborative working environment so we can consistently deliver work that matters and exceeds client expectations.
Our Values
We didn’t start A Tribe Called West because it made sense on paper. We started it because we care. About using our skills for something that actually matters. About building brands that do good for people and the planet.
This isn’t just a studio, it’s a commitment. To getting it right from the start, to being intentional with every step and to doing this whole thing with heart, integrity and a bit of fire. It’s why we stand by five values that guide everything we do - honesty, warmth, strategy, integrity, and focus.
Honesty - No fluff, no BS. Honesty keeps our process clear, our feedback real, and our relationships built on trust.
Warmth - Working with us should feel exciting, not intimidating. We like to be approachable, human, and easy to connect with.
Strategy - We move with intention, not just aesthetics. Every decision is intentional, purpose-driven and built for growth.
Integrity - We do what’s right, not what’s easy. We champion planet-positive brands and we hold ourselves to the same standards.
Focus - We cut through the noise, stay on track and bring passion and momentum to every project.
Our Values
We didn’t start A Tribe Called West because it made sense on paper. We started it because we care. About using our skills for something that actually matters. About building brands that do good for people and the planet.
This isn’t just a studio, it’s a commitment. To getting it right from the start, to being intentional with every step and to doing this whole thing with heart, integrity and a bit of fire. It’s why we stand by five values that guide everything we do - honesty, warmth, strategy, integrity, and focus.
Honesty - No fluff, no BS. Honesty keeps our process clear, our feedback real, and our relationships built on trust.
Warmth - Working with us should feel exciting, not intimidating. We like to be approachable, human, and easy to connect with.
Strategy - We move with intention, not just aesthetics. Every decision is intentional, purpose-driven and built for growth.
Integrity - We do what’s right, not what’s easy. We champion planet-positive brands and we hold ourselves to the same standards.
Focus - We cut through the noise, stay on track and bring passion and momentum to every project.
Our Values
We didn’t start A Tribe Called West because it made sense on paper. We started it because we care. About using our skills for something that actually matters. About building brands that do good for people and the planet.
This isn’t just a studio, it’s a commitment. To getting it right from the start, to being intentional with every step and to doing this whole thing with heart, integrity and a bit of fire. It’s why we stand by five values that guide everything we do - honesty, warmth, strategy, integrity, and focus.
Honesty - No fluff, no BS. Honesty keeps our process clear, our feedback real, and our relationships built on trust.
Warmth - Working with us should feel exciting, not intimidating. We like to be approachable, human, and easy to connect with.
Strategy - We move with intention, not just aesthetics. Every decision is intentional, purpose-driven and built for growth.
Integrity - We do what’s right, not what’s easy. We champion planet-positive brands and we hold ourselves to the same standards.
Focus - We cut through the noise, stay on track and bring passion and momentum to every project.
“If you're on the fence about working with James, get off the fence right now. I have nothing but awesome things to say about every step of the process we went through when creating On Point with him. He's a rockstar.”
Brad Summey
On Point Provisions
"James is a dream to work with, nails the brief every time and has been the design guru for our quality-lead brand from the start. His ideas have helped shape our brand identity and his sleek label designs have made selling our beer all that bit easier!"
Lance Van Dijk
Antur Brew Co.
"Vicki's attitude is like a breath of fresh air, her work ethic is 110% and multiple times she has gone above and beyond to meet deadlines. I can't recommend her highly enough."
Jay Bigford
Yoke
“If you're on the fence about working with James, get off the fence right now. I have nothing but awesome things to say about every step of the process we went through when creating On Point with him. He's a rockstar.”
Brad Summey
On Point Provisions
"James is a dream to work with, nails the brief every time and has been the design guru for our quality-lead brand from the start. His ideas have helped shape our brand identity and his sleek label designs have made selling our beer all that bit easier!"
Lance Van Dijk
Antur Brew Co.
"Vicki's attitude is like a breath of fresh air, her work ethic is 110% and multiple times she has gone above and beyond to meet deadlines. I can't recommend her highly enough."
Jay Bigford
Yoke
“If you're on the fence about working with James, get off the fence right now. I have nothing but awesome things to say about every step of the process we went through when creating On Point with him. He's a rockstar.”
Brad Summey
On Point Provisions
"James is a dream to work with, nails the brief every time and has been the design guru for our quality-lead brand from the start. His ideas have helped shape our brand identity and his sleek label designs have made selling our beer all that bit easier!"
Lance Van Dijk
Antur Brew Co.
"Vicki's attitude is like a breath of fresh air, her work ethic is 110% and multiple times she has gone above and beyond to meet deadlines. I can't recommend her highly enough."
Jay Bigford
Yoke
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