Where instinct meets identity.

With over two decades of experience across editorial, digital, brand and retail environments, Simon Portbury brings a rare blend of instinct, taste and strategic precision to every project. His career spans fashion, beauty, music, interiors, film and FMCG.

As Creative Lead of &Co., Simon is known for translating complexity into clear brand systems, creative brand campaigns and compelling visual worlds. He partners with brands to unlock clarity, refine identity, and drive transformation. His work includes brand and visual identity, creative direction and design; with Al embraced not as automation but as an artful extension of the craft. 

For Simon, the future of branding lies in the balance of human instinct, cultivated taste and intelligent systems. His practice is one of constant curiosity and refinement; working collaboratively with brand leaders and teams to shape brands with intention, intelligence and care. Distinct enough to stand apart yet enduring enough to last.