I’m Tamarin (Tam) McLaughlin, a UK-based design professional with over 15 years in integrated advertising. I’ve worked across agencies, in-house teams and the evolving realm of customer experience, spanning FMCG, finance, charity and hospitality sectors to name a few.

Currently, I’ve been deepening my frontier AI experience as a specialist design-writer for leading AI research and technology labs. My work focuses on training and evaluating generative models, shaping AI-generated artefacts, and crafting high-yield prompt architectures for complex multimodal systems. I’ve also been scaling my creative brand, Spokoloc, where my hand-drawn GIFs and stickers have generated nearly 300 million views, organically popping up in group chats and DMs across the globe.

Most recently, I led conceptual design for through-the-line campaigns at Aviva, shaping creative direction and helping to build an in-house capability that rivals external agencies. Digital-first in my approach, I combine conceptual strategy with hands-on art direction, developing campaign platforms and user-led experiences across every touchpoint. My process blends big-idea thinking with intuitive design execution, using tools like Figma and AI prototyping to translate complex strategy into clear, human ideas.

Prior to that, I led a skilled design team at Havas CX helia, orchestrating multi-channel customer experience communications for brands such as Pets at Home, Great Western Railway, Avanti, TransPennine Express, English Heritage and The Royal British Legion. A standout project included leading the development and delivery of Avanti’s customer loyalty programme.

Before moving to the UK, I built an award-winning career in South Africa as a Senior Designer, Art Director, and Brand Manager, delivering standout work for some of the country’s most loved national and regional brands.

What sparks me? I’m driven by a passion for creative leadership, collaboration, and digital innovation. I bring expert craft coupled with visual problem-solving, plus well-practiced people management skills, to help deliver commercially astute business solutions for brands. Good design is good for people—and brilliant for business.