Yuko Sugimoto



Yuko Sugimoto

Senior Principal Designer at FARFETCH

Current Location

London, UK

Yuko is available for work

I am a multidisciplinary designer with over 10 years of experience working in-house and with an agency. Working closely and collaboratively with clients and the team to create an intelligent and innovative user experience from Creative Direction and Strategy, Digital Product Design - UX & UI, Branding to Marketing Design in URL and IRL for the world’s biggest brands - FARFETCH, Reebok, Apple to Dyson, fascinating start-ups, to local artisans.

- Inspiring and leading a team of designers, creative technologists, and UX researchers, sharing expertise, and providing design guidance to shape and evolve the team.
- Extensive experience in planning and managing projects within the required budget and timeline.
- Excellent ability to coordinate and lead projects with stakeholders across different departments and external agencies.
- Proficient in leading multiple projects and owning the entire design solution.
- Proficient in guiding the experience strategy, and creative direction, and providing UX and UI design solutions across multiple channels.
- Leadership and facilitation of focus groups, workshops, and ideation sessions.
- Exceptional knowledge and experience in design applications.

  • Brands Yuko has worked with
    • Farfetch
    • Curio
    • Couverture & The Garbstore
    • Dyson
    • Adelphoi Ltd, Soundmouse, Airstate, Valentine Music, Adelphoi Music Ltd
    • Jake Dyson Products
    • Black Truffle
    • Williams Lea Tag
    • Taniemedia® Taniespace® Taniemusic®
    • Digital Colour
  • Yuko's past titles
    • Senior Principal Design Engineer
    • Design Director
    • Lead Designer
    • Senior Creative
    • Lead Designer
    • Creative Lead
    • Assistant Merchandiser
    • Freelance Artist
    • Graphic Designer
    • Graphic Designer
Work Preference
Location Preference

To be discussed

Work Pattern

Open to Full time or Part time work

Employment Preference
  • Freelance Assignments
  • Hourly Consulting
  • Permanent Positions

Senior Principal Designer


Jan 2021 - Present

- Articulated creative strategy and user experience to facilitate new branding, assets creation and Web 3 initiative

- Orchestrated multi-functional teams to ensure digital campaigns achieved highest...

Head Of Design


Oct 2018 - Jan 2021

- Provided leadership, direction and strategy to develop innovative design solutions for Curio's audio journalism platform.

- Guided a small team to transform the brand and product, resulting in succ...

Lead Creative Designer

Couverture & The Garbstore

Apr 2016 - Oct 2018

- Elevated Couverture & The Garbstore's design output across a wide range of platforms from print to window display.

- Conceptualised, developed and implemented new design directions for marketing an...

Senior Creative


Jan 2015 - Apr 2016

- Developed global launch strategy for new product category, comprising online campaigns, search engine optimisation, PR initiatives and CRM activities

- Oversaw product naming (CSYS and Cu-Beam), pr...

Lead Graphic Designer

Adelphoi Ltd, Soundmouse, Airstate, Valentine Music, Adelphoi Music Ltd

Mar 2011 - Dec 2012

- Designed and implemented full product range of audio interfaces, from concept to completion.

- Created responsive UI/UX designs for websites and apps, resulting in improved user experience and enga...

Paul Brine

Director of Client Service , Farfetch

Senior colleague

Yuko is a very diligent, motivated and creative contributor to the business and I have enjoyed working with her on various projects. She has a natural flair for design, but is also very dedicated to fully understanding the audience for a particular piece of work or project before any design work commences. Yuko thinks outside the box, communicates well with stakeholders and has a likeable disposition which means she is able to bring people with her on her design journey. Yuko has many talents across the fields of design and marketing, so as such I would recommend Yuko for a wide variety or roles or projects.

Arthur Tindsley

Senior Creative Technologist, Farfetch

Senior colleague

Yuko is hard-working, fast and highly talented. She has a fantastic blend of raw design talent, strategic thinking and storytelling. It’s rare to get such a strong combination.

Richard Sullivan

Director of Creative Technology , Farfetch

Direct manager

Yuko is a talented designer both with craft and thinking. She constantly challenges concepts through the lens of the end-user and has the skills to add delight to the final product or service. Yuko also brings positive and enthusiastic energy to any team she works with makes her a joy to be around.

Govind Balakrishnan

CEO, Curio

Direct manager

Yuko is a phenomenal designer and any company would be fortunate to have her. She was the sole designer who joined us at the Seed stage and helped build a fantastic relationship with Apple (got us featured at the Keynote), and raise a successful $9m Series A from top tier investors. We could not have done it without Yuko.

  • Creative Direction


  • Design Direction


  • UX Research


  • User-centered Design


  • Branding & Identity


  • Creative Strategy


  • Strategic Brand Positioning


  • Creative Pitching





University of the Arts London


Graphic Design

2005 to 2008

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