The PACE team is comprised of an Executive Team (Director and Associate Directors), a Senior Management team, a team of Academics and Experts in a wide range of areas, a dedicated support team, and a team of professionals, including learning development specialists, designers, and content producers, who collectively bring our services to life.
Director of PACE
"PACE emerges at a time of great need and opportunity. It brings research and practice together with the objective of enhancing industry response to demands and challenges. For such connections to succeed and have real applicability in the workplace and beyond, they need to be done in an innovative, purposeful, and engaging way.”
Professor Maria Lonsdale applies her extensive experience to drive innovation and uphold high organisational standards. She oversees strategic initiatives to ensure they align with PACE’s mission, foster a culture of continuous improvement, and enhance its global impact. Her visionary and entrepreneurial leadership style are crucial to advancing PACE’s commitment to excellence and driving forward its ambitious mission.
"PACE seeks to equip professionals with the concrete knowledge and tools they need to excel and make a tangible contribution to industry and society on a global scale. This is the inspiration behind PACE and the outcome it aims to deliver.
Among other services, it will offer professional and executive education tailored to industry needs, drawing on the expertise of the School of Design at the University of Leeds. PACE is built on 150 years of heritage, top-level research, education, practice, and solid industry collaborations. PACE's commitment is to share more widely what we have crafted so well for 150 years and make it more accessible worldwide’’
Associate Director: Business
Dr. Arjun Khara, with a background in communication, design, and AI, brings extensive industry and academic expertise to PACE. As Director of Business, Arjun is dedicated to building and maintaining relationships with organisations and advising on business strategy to advance our strategic goals. He is committed to creating inclusive initiatives and accessible learning environments. He supports all business aspects at PACE, ensuring effective delivery and achieving our objectives. His integrative approach fosters a culture of inclusivity and excellence, enhancing our global impact and contributing to our educational mission.
Associate Director: Education
Claire Watson brings a wealth of industry, academic, and educational experience to PACE, with 30 years in the fashion sector. A Senior Fellow of the Higher Education Academy and an external academic reviewer, Claire excels in shaping educational programmes and exploring innovative teaching methods. At PACE, she oversees education development and strategically shapes the direction of our courses to ensure lasting value and future relevance. Claire ensures that all our educational pathways are meaningful, our courses provide enriching learning experiences, and we maintain the highest standards of educational excellence.
Associate Director: Strategy and Operations
Laura Wade brings extensive project management and strategic expertise to PACE, underpinned by a robust engineering background. Beginning her career as a design engineer specialising in lighting systems, Laura transitioned to project management, handling large-scale projects like the Central Line for the London Underground. At PACE, she leverages her diverse skills to drive the organisation forward, ensuring seamless team operations, overseeing strategic initiatives, and fostering team development. Laura's commitment to innovation and efficiency positions PACE for sustained success and growth.
Associate Director: Technical
Professor Muhammad Tausif brings extensive academic and industry expertise to PACE. He oversees PACE's technical strategy, advising our clients on commercially and industrially relevant approaches, equipment, and processes. His leadership ensures that PACE maintains high standards of technical excellence and innovation. Professor Tausif's commitment to research and development drives PACE's continuous improvement and technological advancements, ensuring the delivery of the highest-quality and most reliable services for our clients.
Creative Onsite Manager
Agy Rudel has over a decade of diverse media experience encompassing the commercial, corporate, and government sectors. With expertise in film, photography, video production, and directing, she spearheads the inception and implementation of video production and creative management within PACE. She orchestrates the entire production process and timelines from conceptualisation to final delivery, ensuring seamless execution and high-quality results. Agy's creative prowess and technical expertise bring a unique visual flair to PACE's media content.
Senior Creative Filming and Video Producer
Duncan Kemp has built a global portfolio as a director and cinematographer, working with renowned brands. He has honed his skills through mentorship from leading directors in the commercial space, producing commercials for international campaigns and guiding projects from concept to delivery. At PACE, Duncan enriches our visual content with creativity and a discerning visual perspective. His mastery of cinematic storytelling elevates our audio-visual materials, ensuring they effectively educate, promote, and evoke emotions. Duncan's international experience and refined aesthetic sensibility make him a key contributor to PACE's media projects.
Senior Postproduction Lead
Emily Murphy brings seven years of creative industry experience to PACE, specialising in print, digital graphic design, motion design, and video production. Her career highlights include developing innovative campaigns across diverse clients, focusing on motion graphic design, animation, and video editing. In her role at PACE, Emily leads postproduction efforts, ensuring all video and animated graphics meet the highest standards. She excels in designing and implementing motion graphics that enhance PACE's visual content, providing clear, informative text and captivating visuals. Emily's attention to detail and creative ingenuity ensure that PACE's postproduction processes yield visually stunning and effective content.
Executive and Project Officer to the Director of PACE
Jessica Ault brings strong project management experience to the team, having worked in various capacities supporting executive functions and project deliveries in streaming and broadcasting. At PACE, Jessica ensures smooth project delivery and efficient daily operations, supporting the Directors and Senior Team in delivering our services. She coordinates efforts and ensures that all projects align with PACE's strategic goals.
Marketing and Communications Strategist
Lauren brings over nine years of industry experience, working across various industry sectors, bringing a wealth of knowledge and expertise to her role. Previously, she developed experiential campaigns for luxury brands, specialising in campaign strategy, social media management, and copywriting. Lauren now oversees PACE's marketing and communications team and strategy. She leads campaigns, ensures clear communication of all our offerings, and manages our social channels effectively, driving engagement and enhancing our brand presence. Lauren's strategic vision and dynamic approach to marketing enable PACE to reach a wider audience and foster deeper connections with our community.
Content Development Strategist
Mark brings over fourteen years of experience in the educational industry, having previously worked at the University of Leicester, Coventry University and De Montfort University. At PACE, Mark oversees the content development team, ensuring that the courses created by our academics meet the required learning outcomes and are engaging and easy to follow. He excels in curating educational content that is both informative and accessible, enhancing the overall learning experience.
Senior Art Director
Stephanie brings over six years of industry experience, specialising in graphic and information design. Her expertise extends to enhancing patient information through instructional design in healthcare and leading data visualisation projects for prominent UK market clients under Deloitte. At PACE, Stephanie ensures cohesive brand application across all deliverables, collaborating across teams to create user-friendly course designs and deliver clear, visually compelling information. Her creative vision and meticulous attention to detail ensure that all PACE materials are aesthetically pleasing and highly functional.
Research Fellow in Textile Manufacturing
Dr Abdul Jabbar is a Research Fellow in Sustainable Textile Manufacturing at the University of Leeds, School of Design. With a PhD in Textile Technics and Material Engineering from the Technical University of Liberec, Czech Republic, and both MSc and BSc degrees in Textile Engineering from the National Textile University in Pakistan, he possesses a robust academic foundation with 15 years of experience spanning teaching, research, and industry in the field of textile technology. Dr Jabbar's areas of expertise focus on advancing sustainable practices within the textile industry and collaborating with key stakeholders to drive impactful change.
His extensive industry experience, encompassing three years in a leading textile manufacturing firm in Pakistan, enriches his research focus on pivotal issues such as sustainable production methodologies, microplastic textile pollution, textile wear & durability and textile recycling. Dr Jabbar's research portfolio includes innovative studies on fragmented fibre release from textiles, the structure-property relationship of spun yarns, and woven textile technologies alongside the development of textile/fibre-reinforced composites.
Lecturer in Fashion Marketing
Dr Alessia Grassi is a distinguished Lecturer in Fashion Marketing at the University of Leeds, where she serves as Deputy Director of Student Education in the School of Design, and Programme Leader for the BA Fashion Marketing. With a PhD centred on brand experiences in the luxury fashion sector, Dr Grassi possesses deep expertise in strategic branding, consumer engagement, and integrated marketing communications. She employs a transformative pedagogical approach to equip students with the critical and creative tools to navigate contemporary fashion branding and marketing challenges.
Dr Grassi’s research primarily focuses on the dynamics of strategic branding by exploring how brands can foster transformative experiences through the development of alternative forms of consumer engagement and education. In addition, her research is now opening to explore gamification techniques and qualitative approaches to advance sustainable citizen-centred approaches to urban changes.
Lecturer in Fashion Design and Digital Fashion Innovation
Specialism Lead: Fashion
Dr. Anja Connor-Crabb teaches Fashion Design at the University of Leeds, blending expertise in sustainable fashion practices with digital technologies. She holds an MA in Fashion and the Environment from the University of the Arts London (UAL) and a PhD in Sustainable Fashion Design from the University of Brighton. Dr. Connor-Crabb’s industry experience informs her academic work and curriculum development at PACE, emphasising sustainable design and digital innovation in fashion.
Her research examines how sustainable fashion, and digital technologies intersect to shape sustainable fashion systems. Dr. Connor-Crabb studies the impact of emerging technologies on resourcefulness with the goal of influencing future fashion practices. Her involvement with the Union of Concerned Researchers in Fashion highlights her commitment to research that contributes to sustainability. In her roles as Module Leader and Programme Leader for BA Fashion Innovation, she integrates research into educational programmes, connecting theoretical insights with practical applications in fashion design.
Associate Professor in Communication, Information, and Digital Design
Dr Arjun Khara is a distinguished Associate Professor in Communication, Information, and Digital Design and a Deputy Head of School at the University of Leeds, School of Design. Dr Khara is also the programme leader of the BA in Art and Design. His educational focus bridges ethics, fairness, and technology in design, grounded in his doctoral work at the University of Reading, where he developed the pioneering model of ‘Fairness Design’ to address equity in digital government forms and applications.
With a global career spanning digital media, technology, and government sectors, Dr Khara has collaborated with high-profile clients such as Google, Toyota, and Deloitte. His research interests intersect AI in design, care aesthetics, virtual and augmented reality (VR/AR), and ethical information systems. As Lead of the Artificial Intelligence Working Group, he is instrumental in policy and skills development, advocating for responsible AI integration in digital design. Honoured with the University’s Early Career Excellence Award and Teacher of the Year Award in 2024, Dr Khara’s contributions underscore his commitment to advancing education in digital and multimedia design practices.
Fashion Design Technician
Deborah Fowler is a highly skilled Fashion Design Technician at the University of Leeds, guiding students through the intricate transformation of 2D patterns into fully realised 3D garments. With a focus on hands-on learning, she mentors’ students in practical garment construction, sharing essential industry techniques that bridge design theory and application.
With over four decades working in the fashion industry, Deborah’s expertise spans garment manufacturing, couture garments, bridal wear, men’s tailoring, and more. Her extensive experience informs her support of the basic pattern-cutting course, where she empowers beginners and professionals to build their fashion skills.
Lecturer in Fashion Design: Creative Knit and Innovation
Specialism Lead: Textiles
Dr. Eleanor Scott is an expert in sustainable fashion, focusing on knitwear and textile innovation, bringing her extensive knowledge to her role as Lecturer in Fashion Design: Creative Knit and Innovation at the University of Leeds, School of Design. She leads the MSc in Textiles Sustainability and Innovation and develops a curriculum highlighting sustainable product development, system design, and sustainable innovation, focusing on industrial issues such as pre-consumer and post-consumer waste. Dr. Scott’s areas of expertise span knitted textiles technology, knit programming, design for disassembly, design for durability, and user-personalised clothing, focusing on 4D clothing as a future-oriented facet of fashion innovation.
Her industry experience as a fashion brand owner and researcher is central to her teaching and innovative research. Dr. Scott’s work investigates waste reduction, sustainable garment design, and seamless knitwear technologies. Her research addresses circular economy principles, promoting frameworks for Design for Disassembly and product durability to improve sustainability in textiles.
Lecturer in Digital Innovation Design
Specialism Lead: Digital Design & Emerging Technologies
Dr. Elif Sener is a Lecturer in Digital Innovation Design and a Specialism Lead for Digital Design & Emerging Technologies. She has a rich academic background, completing a BFA in Visual Communication Design in Turkey, an MFA exploring interactive typography, and a PhD from North Carolina State University. Her teaching combines theory with innovative digital applications, empowering students in UX design, human-computer interaction, and 3D user interfaces.
Dr. Sener's industry and research experience intersect at the forefront of digital innovation. Her research explores the crossroads of user experience, immersive design, and emerging interaction models, aiming to elevate the usability and impact of digital interfaces in daily life. Additionally, projects like "MoodFace," which visualises keystroke dynamics and a VR book prototype, emphasise her commitment to user-centred design and the empowerment of emerging technologies for educational and professional contexts.
Fashion Design Innovation Technician
As a Fashion Design Innovation Technician at the School of Design, Faye Hindle supports students by teaching them essential technical skills for fashion creation, including the use of industrial machinery and specialised equipment for pattern cutting, embroidery, and garment construction. With over 15 years of industry experience, she provides hands-on guidance, helping students transform creative concepts into professional-quality outcomes.
Her background includes a first-class honours degree in Fashion Design & Management from the University of East London and experience working with renowned designers like Rick Owens and Gareth Pugh. She also runs her own children’s wear brand and assists others in building online businesses.
Lecturer in Digital Innovation Design
Dr. Francisco Oliveira de Queiroz, Lecturer in Digital Innovation Design, specialises in digital and interactive design, particularly in gamification, immersive technologies, and scientific software usability. As Programme Leader for MA Advertising and Design, he guides students through the principles of creative communication design and digital technology applications, focusing on innovative campaign development from research to execution. Dr. Queiroz has over 15 years of experience in higher education, holding a BA in Social Communication/ Advertising and a PhD in Design from the Pontifical Catholic University of Rio de Janeiro, Brazil, and an MA in Digital Games Design from the University of the Creative Arts, UK.
Dr. Queiroz’s research bridges academia and industry, exploring gamified citizen science and digital design’s interdisciplinary applications. His work emphasises user-centred design and the integration of digital tools into diverse domains. His previous role as Editorial Manager for the Information Design Journal, and his past collaborations with NIHR Global Health Research Group and the Royal Academy of Engineering, prove his commitment to advancing knowledge in user experience and digital innovation.
Associate Professor in Digital Innovation Design
Dr. Hosam Al-Samarraie, Associate Professor in Digital Innovation Design, specialises in human-computer interaction, digital education, and machine learning. His teaching focuses on applying digital communication systems in practical contexts, with expertise in interactive systems design and user experience. As programme leader for the MA Digital Design Futures and Manager of the XLAB, Dr. Al-Samarraie is committed to advancing digital innovation in education.
Dr. Al-Samarraie's research focuses on user modelling and adaptive interaction, with an emphasis on customising digital interfaces to individual needs. He has led numerous healthcare projects, analysing interface design's cultural dimensions using techniques such as EEG and eye-tracking. He is the academic lead for the XR research group with a focus on leveraging immersive technologies to address real-world challenges. With over 100 peer-reviewed publications, Dr. Al-Samarraie's contributions to the field have been globally recognised, including his inclusion in Stanford University's list of the "World's Top 2% Scientists". Recognised with the Market Research Society's Silver Medal Award, he serves as Program Chair and advisor on international collaborations as well as serving as the Editor for the HCI section of PLOS ONE journal.
Lecturer in Fashion Design Innovation
Dr Hye-Won Lim, a Lecturer in Fashion Design Innovation at the University of Leeds, has expertise in digital garment production, garment technology, pattern cutting, and garment construction using traditional and cutting-edge digital methods. She leads the design curriculum for the International Foundation Year and serves as Deputy Programme Leader for Fashion Design. Dr Lim’s academic leadership and supervision of MA and PhD research focus on experimental fashion and innovative approaches to design, equipping the next generation of designers with advanced skills and industry insights.
Dr Lim’s research is rooted in the intersection of digital transformation and sustainable garment manufacturing, with a PhD centred on comparative body sizing between the UK and Korea. Her expertise extends into interdisciplinary collaborations, investigating how emerging technologies can revolutionise fashion design processes. She contributes as a board member and reviewer for several prestigious international societies, positioning her as a key voice in the ongoing dialogue on sustainable and technological innovation in the fashion industry.
Research Fellow in Textile Engineering
Dr Ioana Taylor is a Research Fellow in Textile Engineering at the University of Leeds’ School of Design. With a background in textile engineering from Gheorghe Asachi University, Romania, and a PhD in technical textiles for sports and protective clothing, she brings a wealth of expertise to her work. Dr Taylor has over a decade of experience teaching textile technology and design, and her research interests focus on sustainable fashion, circularity, and material innovation. Her work includes collaborations on large-scale fibre extrusion and nonwoven manufacturing processes.
As part of the Future Fashion Factory and Innovate UK projects, Dr Taylor’s current research explores the development of sustainable materials and processes. She has also contributed to vital research in microplastic pollution, helping establish industry standards to mitigate microfibre shedding. At PACE, she teaches Nonwovens Fundamentals, contributing to professional education through courses on textile manufacturing and fabric characterisation, ensuring students and industry professionals alike are equipped with the latest advancements in sustainable textile practices.
Lecturer in Fashion Marketing, Strategy and Innovation
Specialism Lead: Design Strategy and Management
Professor of Colour and Imaging Science
Specialism Lead: Colour
Professor Kaida Xiao is a professor of colour and imaging science at the University of Leeds. He is known for his work in colour appearance modelling. With a PhD from the University of Derby, Professor Xiao has contributed to both academic research and practical applications in this field. His specialisation includes 3D colour image reproduction, 3D printing of facial prostheses, and advanced medical image analysis. At the University of Leeds, Professor Xiao enhances industry-focused learning and leads the Colour Technology Research Group.
Professor Xiao’s interdisciplinary approach and industry collaborations support his research. His involvement in developing international standards for the CIE (International Commission on Illumination) and the ICC (International Colour Consortium) reflects his commitment to global excellence in colour science. As the Director of CIE Division 1 and the national representative for Great Britain to CIE Division 8, Professor Xiao drives strategic curriculum development, aligning academic research with industry needs. His collaborations with the cosmetic and graphic art industry and various universities further illustrate his ability to integrate research with practical solutions.
Lecturer in Weaving Technologies and Design
Dr. Lindsey Waverton Taylor, Lecturer in Weaving Technologies & Design at PACE, leveraging extensive expertise in weaving principles, focusing on innovative techniques for creating complex, multilayered woven forms. Her teaching blends engineering and design, guiding students to explore structural and aesthetic applications using advanced textile construction technologies.
With a PhD in 3D Woven Structures for Advanced Textile Composites, Dr. Taylor’s research emphasises 3D-2D-3D transformations, applying these concepts in sustainable and high-performance textile solutions, including automotive, architecture and fashion applications. Her industry collaborations include a Knowledge Transfer Partnership (KTP), developing thermoplastic 3D multilayer wovens, robotic adoptions for manufacturing, and near-zero waste garment design-engineering using weaving technologies. Dr. Taylor’s work bridges design and technology, driving textile innovation by integrating aesthetics, structural integrity, and functionality.
Professor of Information and Communication Design
Professor Maria Lonsdale is a distinguished Information and Communication Design Professor and the Head of the School of Design at the University of Leeds. She has around 30 years of experience as a practitioner, researcher and educator. She earned her PhD from the Department of Typography and Graphic Communication at the University of Reading in 2006. Joining the School of Design at the University of Leeds in 2015 as a lecturer and subsequently as Head of School, Professor Lonsdale has significantly expanded her research and demonstrated a deep commitment to high-quality education and professional practice. Her expertise spans Information Design, Communication Design, Typographic Design, and Graphic Design, utilising user-centred research methods and experimental studies to tackle real-world design challenges.
Throughout her career, Professor Lonsdale has contributed notable research to healthcare, national and global security, and education. Her practical experience is further highlighted by co-founding her own design studio early in her career. Her roles as an academic advisor for Luto and Editor of renowned journals such as Visible Language and Information Design Journal highlight her dedication to advancing design practice, research and education. Additionally, Professor Lonsdale is a Senior Fellow of the Higher Education Academy (SFHEA) and a Member of the International Society of Typographic Designers (MISTD), further highlighting her dedication to advancing design practice, research and education.
Research Fellow in Sports Clothing and Sustainability
Dr. Mark Taylor specialises in sports and protective clothing with a focus on sustainability. He completed a PhD focusing on impact-absorbing mechanisms in climbing helmets and has since worked on various projects related to comfort in extreme environments and fall protection. His research interests include protective clothing systems, waterproof zip fasteners, sports protectors, outdoor footwear comfort, and firefighter clothing systems. Dr. Taylor is also involved in biomimetic textiles, such as developing super-adhesive materials inspired by gecko feet and creating miniature data-logging sensors for measuring microclimates in footwear. His teaching includes core and optional modules in the BA in Fashion Technology and master's level supervision.
Dr. Taylor's research addresses sustainability in textiles, focusing on microfibre release during laundry and developing recyclable, waterproof, breathable membranes. He has been investigating chemicals used for water repellence in waterproof clothing since 2016 and is a member of the Microfibre Consortium. Collaborations with industry leaders like Inditex and the European Outdoor Group ensure that his research addresses practical needs. Dr. Taylor’s contributions include the Innovative Smart Grant and the Best Research Article of 2021 award from the Journal of the Textile Institute. His work integrates academic research with practical expertise, promoting innovation and sustainability in protective and sustainable textiles.
Research Fellow in Design
Specialism Lead: Information and Communication Design
Dr. Matthew Baxter is a Research Fellow at the University of Leeds with expertise in information design, communication design, and graphic design. His BSc in Zoology established a foundation of scientific methods, later expanded into creative practice through an MA in graphic and communication Design. Dr. Baxter holds a PhD in Information Design from the University of Leeds and integrates theoretical knowledge with practical design applications.
Dr. Baxter’s research focuses on improving the communication of health-related information through innovative graphics and information design approaches. His work includes enhancing public health infographics and instructional materials, as well as enhancing patient outcomes through surgery preparation materials and medication guidelines. He collaborates with academic and industry partners on projects such as the NHIR-funded Recover Together initiative, aimed at improving recovery after bowel cancer surgery, as well as Leeds based company Luto to optimise Information For Use medication leaflets. His work demonstrates his dedication to integrating design theory with practical solutions to improve public health and patient outcomes, within healthcare and beyond.
Associate Professor in Graphic and Communication Design
Dr Matthew Lickiss is an Associate Professor in Graphic and Communication Design at the University of Leeds, specialising in typography, information design, and user experience (UX) design. He holds a PhD, MA, and BA in Typography and Graphic Communication from the University of Reading. Dr Lickiss has held lectureships at Brunel University London and the University of Reading, bringing extensive experience in making complex information more accessible through design.
Dr Lickiss’s research is distinguished by its focus on data communication and multimodal linguistics, particularly in decision-making under risk and environmental design contexts. His projects emphasise the strategic role of visual communication in shaping impactful, user-centred experiences and decision-making. Dr Lickiss has also contributed to many respected publications, such as the International Journal of Management and Applied Research and Geoscience Communication, in addition to publishing a book with Routledge.
Associate Professor in Textile Printing and Design
Dr. Muriel Rigout integrates chemistry with textile technology at PACE. She holds a first-class honour’s degree in Chemistry from the University of Kent and a PhD in Colour Science and Textile Chemistry from the University of Leeds. Dr Rigout’s career includes work in textile colouration and finishing, covering high-temperature dyeing, inkjet printing, and developing haptic surface effects and electroluminescent nano-silica materials. Her experience includes a visiting scholarship at Heilongjiang University in China and research with Pharma Ink Ltd. on anti-counterfeiting security inks. Her subsequent academic roles include a lectureship at the University of Manchester and an Associate Professorship at the University of Leeds.
Dr. Rigout’s research explores innovative technologies and sustainable practices in textile processing. She focuses on digital print technology, integrating novel visual and multi-sensory effects into textiles while enhancing functional properties. Her research and industry collaborations contribute to curriculum development, ensuring students benefit from recent advancements. Dr. Rigout’s participation in the Society of Dyers and Colourists and her role as a reviewer for international journals demonstrate her commitment to advancing the field and maintaining high academic standards.
Lecturer in Digital and Interactive Design
Specialism Lead: Digital Design and Communications
Dr. Pinar Yelmi brings significant international design experience to PACE, joining the University of Leeds in 2022. She teaches in the fully online MA Digital Design and Communication program, focusing on design thinking. With over a decade of collaboration with cultural institutions worldwide, Dr. Yelmi's expertise includes industrial product design and visual communication, particularly in interactive and participatory design experiences. Her courses integrate current digital and interactive design trends, encouraging creativity and innovation through hands-on projects and interactive workshops. Dr. Yelmi holds a bachelor's degree in industrial design from Middle East Technical University (Ankara, Türkiye), a master's degree in visual communication design from Politecnico di Milano (Milano, Italy), and a PhD in Design, Technology, and Society from Koç University (Istanbul, Türkiye). Before joining Leeds, she taught at Işık University (Istanbul, Türkiye) and managed undergraduate and graduate programmes.
Dr. Yelmi's research explores the intersection of technology, culture, and design. Her interests include interaction, human-centred, and participatory design, with projects focusing on interactive experiences, storytelling, and data visualisation. Additionally, she investigates cultural heritage, museums, soundscapes, and sensory studies, incorporating a multidisciplinary approach. Dr. Yelmi's focus on design thinking and industry collaboration enhances the learning experience, promoting creative and innovative methods in digital design.
Lecturer in Advertising and Branding Strategy
Dr. Qais Ahmad is a Lecturer in Advertising and Branding Strategy at the University of Leeds, with over 12 years of experience in branding, communication design, and advertising. His role integrates theoretical concepts with practical insights, focusing on design for behaviour change. Dr. Ahmad’s professional background supports his teaching, helping students develop skills in branding and strategic communication. His approach connects theory with real-world applications through case studies, interactive discussions, and hands-on projects.
Dr. Ahmad’s research explores sustainable behaviour design and dynamic social norms to encourage environmental consciousness. His projects include investigating the effects of humanised animated objects on healthy eating and waste management. His work aims to bridge academic theory with practical application, impacting both the field of advertising and branding and curriculum development within the MA Advertising and Design program.
Lecturer in Fashion Marketing and Creative Communications
Dr Qingxin Peng, a Lecturer in Fashion Marketing and Creative Communication, brings her extensive academic and practical background, teaching Creative Advertising and Brand Design. Her expertise centres on developing innovative, visual communication methods for fashion brands, emphasising digital visual merchandising design and event/ experience design. Dr Peng’s teaching focuses on both brand appreciation and consumer engagement.
Dr Peng’s industry-informed research investigates design's role in communicating brand culture across physical and digital spaces. Her work, founded on visual merchandising and behavioural insights, explores consumer responses to various design contexts, aiming to enhance brand identity and influence purchasing decisions. Through her work, she has developed frameworks for digital merchandising practices, especially for fashion and textile innovations, that combine design methodology, information management, and psychological insight to enhance brand presence and consumer connection on a global scale.
Lecturer in Graphic, Digital and Communication Design
Dr. Rafiq Elmansy has extensive experience in graphic design and digital communication, with over 20 years in the industry and nearly a decade in academia. He has contributed to developing design programmes at The American University in Cairo, Northumbria University, and Wrexham Glyndwr University, covering areas such as Graphic Design, Design Management, and Luxury Brand Management. Dr. Elmansy holds a PhD in Design from Northumbria University, focusing on the role of design thinking in improving patient adherence to self-administered treatment health technology, and an MA in Design Management with Distinction from Staffordshire University. His teaching encompasses graphic design, digital design, UX/UI design, design management, and branding, with a philosophy rooted in reflective practice and research-led strategies. Dr. Elmansy is also the founder of Designorate.com, which offers resources on design thinking tools for innovation.
Dr. Elmansy’s research focuses on design for health, including improving patient adherence to self-administered health technology and evidence-based design. His work includes the Adherence Canvas, a tool designed to measure adherence during product development. Collaborations with organisations such as the NHS, BCUHB (NHS North Wales), NIHR, AHSN, and CPI have been instrumental in advancing his research. Dr. Elmansy has worked closely with Adobe as an Adobe Educational Leader to enhance creative education through technology. His contributions are recognised through publications and presentations at international conferences, and he has served on jury boards for design competitions like the A' Design Award, Poster for Tomorrow, and Adobe Design Achievement Award (ADAA).
Lecturer in Fashion Marketing
Specialism Lead: Marketing and Communications
Dr. Rubab Ashiq is a Lecturer in Fashion Marketing at the University of Leeds, bringing extensive academic and industry expertise. Her understanding of consumer behaviour, digital marketing strategies, and the fashion industry provides a solid foundation for her teaching and research. Dr. Ashiq holds a PhD in Fashion Marketing from De Montfort University and has practical experience working with a major textile mill in Pakistan and a renowned designer label. This combination of theoretical knowledge and industry insight enables her to effectively connect academic concepts with real-world applications.
Dr. Ashiq’s research focuses on fashion marketing and digital technologies, including social commerce and fashion e-commerce. Her PhD research explored the impact of social commerce in developing countries, particularly for fashion SMEs. She uses a range of research methodologies, including mixed-methods and qualitative approaches. Recent projects include studying consumer acceptance of social commerce and developing frameworks for fashion SMEs. Her work involves collaborations with academic and industry partners, reflecting her commitment to advancing fashion marketing and exploring emerging trends and technologies.