Combining elements of photography and typography, London-based creative director Joe Diver’s thoughtful, minimalist approach has resulted in stunning, impactful projects for EnterJet, RIMOWA, and others.
Read his interview below to learn more about his unique working style, the turning point in his career that landed him long-term brand partnerships, and how he utilizes Stills as a never-ending source of inspiration for his work.
Stills: Describe your journey into creative direction and design—what inspired you to focus on high-end brands?
Joe Diver: I’ve always been deeply fascinated with art and visual storytelling, from interior design and oil paintings to photography and architecture. My career began in project management, but it wasn’t long before I realized my true passion lay in design. I gravitated toward high-end brands because my design style—a luxurious, clean aesthetic—naturally aligns with their needs. It’s where I can provide the most value and make a meaningful impact.
What early moments or projects in your career helped you become a sought-after creative director?
While my work revolves around creative direction, I typically consider myself a brand specialist, focusing on strategy, design, and digital execution. One of the most formative projects in my career was working with RIMOWA. Collaborating with such a prestigious brand, with considerable publicity, was pivotal in defining the type of clients I wanted to work with. It was also an invaluable experience in learning how to apply my design approach to a major brand and create a tangible positive impact.
Tell us about the mentors and key figures influencing your career path and design approach.
Studying the works of design pioneers like Josef Müller-Brockmann and Armin Hofmann has profoundly impacted my design style and methodology. However, I’ve been fortunate to have mentors like Phil Bastiaans (founder of Appart Agency) and Mirko Musmeci (founder of ANDOTHERS Studio) throughout my career. Their guidance and the opportunities they provided—such as working on high-profile projects like Superblue Miami—were instrumental in my growth as a designer. Their support shaped my skills and expanded my perspective on the possibilities within design and branding.
How has your creative philosophy evolved throughout your career? What core principles do you maintain?
At the start of my career, I was driven almost entirely by the desire to create visually striking aesthetics. As I’ve grown personally and professionally, my philosophy has evolved to incorporate considerations of culture, strategy, and the impact design can have on an audience and consumer. The visual appeal will always be the heart of my work, but integrating these broader elements has elevated my work to a new level. This combination of beauty and substance makes work stand out.
How do you balance client expectations with your creative vision, especially with iconic brands like RIMOWA and EnterJet?
Balancing client expectations with my creative vision involves a fine-tuned process of clear communication and a deep understanding of the brand’s identity and strategy. My approach begins with immersing myself in the brand’s values and objectives to ensure my work aligns with its essence. Open dialogue is essential—it helps build trust and allows me to demonstrate how my vision can enhance the brand. This collaborative process ensures that the outcome respects the brand’s legacy while pushing it forward meaningfully.
How do you build and sustain long-term relationships with your clients? What do you consider essential in these partnerships?
At the core of my business philosophy is a focus on people. Regular communication with each client is key to building solid and lasting relationships. Setting clear expectations at the start of a project, having regular but necessary meetings, and delivering outstanding results are crucial elements in maintaining long-term partnerships. I take pride in the fact that many of my clients have become friends, and much of my new business comes from referrals from past clients.
High-end brands often have established identities and loyal followings. How do you innovate to keep the brand fresh and relevant within these constraints?
Innovating within the constraints of a well-established brand requires a delicate balance of respecting tradition while subtly evolving the brand’s image. I focus on understanding the core elements that define the brand’s legacy and using them as a foundation to introduce fresh, authentic ideas. By staying attuned to emerging trends, consumer insights, and new technologies, I can create work that resonates with contemporary audiences without alienating long-time followers. This approach helps keep the brand relevant and engaging, maintaining its luxury appeal while pushing boundaries.
What dream projects or brands do you hope to work with?
I would love to collaborate with Cole Buxton and UVU brands. Their existing identity and marketing are exceptional, and I would relish the opportunity to contribute to their continued success. They’re also at the forefront of the movement where founders become brand ambassadors, as seen with Represent, which I see as a massive driver of successful companies over the next decade. I’ve also thoroughly enjoyed my experience working with EnterJet in the private aviation sector, which has deepened my understanding of what luxury should look and feel like. I would love to explore opportunities similar to those of other premium service providers in the industry.
How do you stay inspired and continually bring fresh ideas when working with your clients?
My top advice for young designers is to stay on top of trends and continue educating yourself. I regularly organize and review my saves across platforms like Cosmos, Are.na, Stills, and Instagram to keep my inspiration well-stocked. Staying updated with cultural trends and brand moments is also vital for keeping my creativity flowing. This practice fuels my inspiration and adds context to my design decisions, enabling me to bring fresh and relevant ideas to the table when working with clients.
Explore a curated Board of Joe’s favorite imagery—all available to license on Stills.
What do you like about Stills? Why would you recommend it as a resource for brands/designers?
Stills has truly been a game-changer for both myself and the clients I work with. The platform’s extensive and varied imagery makes it versatile for virtually any project. Creating boards for each project has been particularly helpful when presenting concepts to clients—it’s like having a visual roadmap. I also enjoy working on conceptual projects and sharing them with my audience, and the imagery on Stills is consistently inspiring. I’d recommend Stills to any creative professional—it’s a powerful tool for expanding your creative horizons and easily developing concepts.
