Carina Maclachlan / Creative Lead

About

Originally from Berlin, Carina has been working in the design industry since 2002. She is a freelance graphic designer with a passion for branding.

Her experience lays in the creation of concepts, design implementation, art and photographic direction. Logo creation, design guidelines, advertising, marketing communications and corporate reporting also feature in her skill set. More recently she has completed digital design projects with rich user experiences.

Having worked for four years in a large, award-winning, multi-disciplinary communications agency and freelanced since 2011, she is both committed and adaptable.

With a positive demeanour, Carina is a strong and very creative team member and ensures the highest production standards are delivered in every job.

She has lived and worked in London since 2006.

(Maiden name: Carina Hinze)

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Carina is a long-term collaborator. I’ve worked with her since when she was a work placement, then junior, senior and most recently she has been a great design director for a comprehensive branding project.
Carina is a highly motivated self starter, she has great ideas but also depth of thought. With her level-headedness and team spirit, she’s made great contributions to every team she’s worked in and she is one of my first ports of call when I need a strong designer who can both think conceptually and also get things done.”
Gilmar Wendt | Founder and principal at Gilmar Wendt & Co | Former Creative Director at SAS

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“This lady combines passion for ideas and design with care and diligence for the entire job. And she is a joy to be around, she has a cheeky sense of German humour, which means she will gel with anyone you sit her next to. A great freelancer who’ll put her all into everything!” 
Nina Pickup | Creative Director at Salterbaxter

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"The first thing that struck me about Carina was the incredible passion she had for design. She was very outspoken about her ideas, and always said what she thought, even though she was talking to people with many years in the industry. This coupled with her fantastic attitude and happy demeanour, and of course her excellent design skills made her a very valuable member of the team. Carina is a very talented designer, with strong beliefs and a pleasure to work with. She has a rare combination of gifts, and would be a great addition to any team." John-Paul Sykes | Former Creative Director at SAS

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“I think that’s one of the best uses of my work that I’ve seen for a long time.”
Peter Grundy | Illustrator

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Skills
Branding
Employer Engagement
Campaigns
Web design / digital
Editorial
Environment
Advertising
Marketing communication
Graduate campaigns
Annual reports
Sustainability reports
Strong in typography, 
illustrative elements and crafting

I'm an Associate Creative Director who cares about the brief, the client, the team, and the stakeholders. Passionate about the work, frank when it helps, and fun along the way.

I see every project through, from strategy to delivery, across brand, digital, motion, and environmental design. Over twenty years, that approach has built long client relationships and work I'm proud of.

Nine years at Wordsearch as Associate Creative Director, leading creative direction for Diriyah, The Crown Estate, and global commercial, life sciences, and residential projects – backed by a decade in corporate reporting and branding across a broad client base.

Originally from Berlin, in London since 2006 – bilingual, I bring a diverse perspective, strategic depth, and creative energy – alongside AI fluency built into how my team and I work.

I'm ready for what's next – ideally in-house and purpose-led, but I follow the work and the people more than the format. Get in touch.

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“A formidable creative with a strong personal vision, who has delivered impactful brands and campaigns on some of our most significant projects.”

Matt Flynn | Co-Founder, Wordsearch

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“With a positive demeanour, Carina is passionate about creativity and a highly-organised member of our team who ensures that the highest standards and ‘Qualität’ are delivered for every client. She is an excellent communicator, presenter and team leader.”

Michael Dorrian | Global Executive Creative Director, Wordsearch

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“Carina is a long-term collaborator. I’ve worked with her since when she was a work placement, then junior, senior and most recently she has been a great design director for a comprehensive branding project.

Carina is a highly motivated self starter, she has great ideas but also depth of thought. With her level-headedness and team spirit, she’s made great contributions to every team she’s worked in and she is one of my first ports of call when I need a strong designer who can both think conceptually and also get things done.”

Gilmar Wendt | Founder and principal at Gilmar Wendt & Co | Former Creative Director at SAS

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"During the past few months I've had the great pleasure of working with her, she's been a valuable team member and always a great support. Considerate, creative and collaborative have been her natural calling card alongside her uncanny take on British humour — she will be truly missed."

Carlo D'Alanno | Creative Director at Rufus Leonard

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“Carina is the kind of boss you would happily work for again. A talented creative, she was always sharing inspiration and focused on building a genuinely inclusive team. Collaborative and generous with her time, she always offered thoughtful guidance while giving me the space to grow.”

Rosie Grant | Senior Designer

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Working with Carina is an absolute pleasure. She is an opinionated leader, who listens, encourages, pushes creativity and collaboration within her team and the wider business. She gets things done with her fantastic time management and has a positive ‘can do’ attitude. A brilliant creative, but she also thinks strategically and inspires her team to do the same. Carina is a friendly and approachable CD; I wouldn’t hesitate to work with her again.

Jayne Robinson | Freelance Design Director, Creative Lead

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“This lady combines passion for ideas and design with care and diligence for the entire job. And she is a joy to be around, she has a cheeky sense of German humour, which means she will gel with anyone you sit her next to. A great freelancer who’ll put her all into everything!” 

Nina Pickup | Creative Director at Salterbaxter

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"The first thing that struck me about Carina was the incredible passion she had for design. She was very outspoken about her ideas, and always said what she thought, even though she was talking to people with many years in the industry. This coupled with her fantastic attitude and happy demeanour, and of course her excellent design skills made her a very valuable member of the team. Carina is a very talented designer, with strong beliefs and a pleasure to work with. She has a rare combination of gifts, and would be a great addition to any team." 

John-Paul Sykes | Former Creative Director at SAS

—

“I think that’s one of the best uses of my work that I’ve seen for a long time.”
Peter Grundy | Illustrator

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Skills

Branding
Digital design
Marketing communication
Advertising
Editorial
Environment
Graduate campaigns
Annual reports
Sustainability reports

Strong in typography,
illustrative elements and crafting.