In a nutshell
I’m John Buckell — aka JB — the guy behind WhatTheBuckell.
I’ve spent 18+ years in design, leading creative teams for the last 11, crafting and delivering work that’s meaningful, human, and just a little unexpected.
Equal parts designer, mentor, and motivator, I’m as happy setting bold creative visions as I am rolling up my sleeves to make them real.
Colleagues say I bring energy, empathy, and the occasional bad joke to every project. I say design should work hard, but never feel like hard work.
01
Creative leadership
I set vision and get my hands dirty when needed.
01
Creative leadership
I set vision and get my hands dirty when needed.
01
Creative leadership
I set vision and get my hands dirty when needed.
02
Mentorship & Growth
I elevate others, foster curiosity, and help people grow.
02
Mentorship & Growth
I elevate others, foster curiosity, and help people grow.
02
Mentorship & Growth
I elevate others, foster curiosity, and help people grow.
03
Human & Approachable
Warm, funny, positive, the “life and soul” of a team
03
Human & Approachable
Warm, funny, positive, the “life and soul” of a team
03
Human & Approachable
Warm, funny, positive, the “life and soul” of a team
04
Depth of Craft
Strong design fundamentals, solid motion/video skills, meticulous detail.
04
Depth of Craft
Strong design fundamentals, solid motion/video skills, meticulous detail.
04
Depth of Craft
Strong design fundamentals, solid motion/video skills, meticulous detail.
05
Reliability & impact
“Safe pair of hands,” delivering high-quality work that’s meaningful and on time.
05
Reliability & impact
“Safe pair of hands,” delivering high-quality work that’s meaningful and on time.
05
Reliability & impact
“Safe pair of hands,” delivering high-quality work that’s meaningful and on time.
Words to live by
“Design to give brands a pulse — not just polish.”
Design Director
Chaos wrangler. Vision shaper. Deadline dodger.
Design Director
Chaos wrangler. Vision shaper. Deadline dodger.
Design Director
Chaos wrangler. Vision shaper. Deadline dodger.
Digital Designer
Pixel tamer. Layout whisperer. Typography therapist.
Digital Designer
Pixel tamer. Layout whisperer. Typography therapist.
Digital Designer
Pixel tamer. Layout whisperer. Typography therapist.
Mentor
Growth sherpa. Creative compass. Occasional therapist.
Mentor
Growth sherpa. Creative compass. Occasional therapist.
Mentor
Growth sherpa. Creative compass. Occasional therapist.
Singer/ Frontman
Chief noise maker. Mic holder. Crowd mover.
Singer/ Frontman
Chief noise maker. Mic holder. Crowd mover.
Singer/ Frontman
Chief noise maker. Mic holder. Crowd mover.
Awards
Cannes Lion Award 🥈
This Is Health - Bupa
2025
Cannes Lion Award 🥈
This Is Health - Bupa
2025
Cannes Lion Award 🥈
This Is Health - Bupa
2025
Campaign Magazine 🥇
This Is Health - Bupa
2025
Campaign Magazine 🥇
This Is Health - Bupa
2025
Campaign Magazine 🥇
This Is Health - Bupa
2025
Campaign Magazine 🥇🥉
This Is Health - Bupa
2025
Campaign Magazine 🥇🥉
This Is Health - Bupa
2025
Campaign Magazine 🥇🥉
This Is Health - Bupa
2025
LIA 🥉
This Is Health - Bupa
2025
LIA 🥉
This Is Health - Bupa
2025
LIA 🥉
This Is Health - Bupa
2025
IPM 🥈
Bake Studio - Betty Crocker
2025
IPM 🥈
Bake Studio - Betty Crocker
2025
IPM 🥈
Bake Studio - Betty Crocker
2025
Cannes Lion 🏁
Anthem for All - Microsoft
2023
Cannes Lion 🏁
Anthem for All - Microsoft
2023
Cannes Lion 🏁
Anthem for All - Microsoft
2023
Clios 🥈🥉🥉🥉
Anthem for All - Microsoft
2023
Clios 🥈🥉🥉🥉
Anthem for All - Microsoft
2023
Clios 🥈🥉🥉🥉
Anthem for All - Microsoft
2023
Gerety Awards🥈
Anthem for All - Microsoft
2022
Gerety Awards🥈
Anthem for All - Microsoft
2022
Gerety Awards🥈
Anthem for All - Microsoft
2022
ADC Europe Awards 🥉
Anthem for All - Microsoft
2022
ADC Europe Awards 🥉
Anthem for All - Microsoft
2022
ADC Europe Awards 🥉
Anthem for All - Microsoft
2022
Accolades
Stop, you're making me blush
"John’s work is always of the highest standard and to the best of his ability. He strives for perfection, has an insane attention for detail, crafts every last pixel, produces the finest work and thinks beyond the grid. He is a fearless designer and I trust him with any of my jobs implicitly."
Karen Bloom
Head of Creative Strategy UK/FR — Pinterest
"John never seems to break a sweat, no matter what you throw at him. He makes everything seem effortless and is always good fun to have on any project."
Mike Watson
Creative Director — VML UK
"John is a highly talented digital designer. He is a great team player and one of the hardest working members of the team. He is multiskilled, always positive, looking for solutions and highly committed to his craft."
Anne Wingfield FRSA
Director Global Marketing Operations — Dyson
"John’s strength is that he was always able to integrate into any area of digital development. From design to production, to ideation to development, John’s skill-set, team spirit and enthusiasm allows him to plug himself effortlessly into a project and deliver."
David Brown
GM Design — Xero
"Every piece he produces reflects thought, craft, and originality. Beyond his skillset, he’s simply a lovely person to work with. John is positive, professional, and always pushing the work to be its best."
Anna Dalziel
SVP Director of Marcomms — Momentum Worldwide
"John’s work is always of the highest standard and to the best of his ability. He strives for perfection, has an insane attention for detail, crafts every last pixel, produces the finest work and thinks beyond the grid. He is a fearless designer and I trust him with any of my jobs implicitly."
Karen Bloom
Head of Creative Strategy UK/FR — Pinterest
"John never seems to break a sweat, no matter what you throw at him. He makes everything seem effortless and is always good fun to have on any project."
Mike Watson
Creative Director — VML UK
"John is a highly talented digital designer. He is a great team player and one of the hardest working members of the team. He is multiskilled, always positive, looking for solutions and highly committed to his craft."
Anne Wingfield FRSA
Director Global Marketing Operations — Dyson
"John’s strength is that he was always able to integrate into any area of digital development. From design to production, to ideation to development, John’s skill-set, team spirit and enthusiasm allows him to plug himself effortlessly into a project and deliver."
David Brown
GM Design — Xero
"Every piece he produces reflects thought, craft, and originality. Beyond his skillset, he’s simply a lovely person to work with. John is positive, professional, and always pushing the work to be its best."
Anna Dalziel
SVP Director of Marcomms — Momentum Worldwide
"John’s work is always of the highest standard and to the best of his ability. He strives for perfection, has an insane attention for detail, crafts every last pixel, produces the finest work and thinks beyond the grid. He is a fearless designer and I trust him with any of my jobs implicitly."
Karen Bloom
Head of Creative Strategy UK/FR — Pinterest
"John never seems to break a sweat, no matter what you throw at him. He makes everything seem effortless and is always good fun to have on any project."
Mike Watson
Creative Director — VML UK
"John is a highly talented digital designer. He is a great team player and one of the hardest working members of the team. He is multiskilled, always positive, looking for solutions and highly committed to his craft."
Anne Wingfield FRSA
Director Global Marketing Operations — Dyson
"John’s strength is that he was always able to integrate into any area of digital development. From design to production, to ideation to development, John’s skill-set, team spirit and enthusiasm allows him to plug himself effortlessly into a project and deliver."
David Brown
GM Design — Xero
"Every piece he produces reflects thought, craft, and originality. Beyond his skillset, he’s simply a lovely person to work with. John is positive, professional, and always pushing the work to be its best."
Anna Dalziel
SVP Director of Marcomms — Momentum Worldwide
"John’s work is always of the highest standard and to the best of his ability. He strives for perfection, has an insane attention for detail, crafts every last pixel, produces the finest work and thinks beyond the grid. He is a fearless designer and I trust him with any of my jobs implicitly."
Karen Bloom
Head of Creative Strategy UK/FR — Pinterest
"John never seems to break a sweat, no matter what you throw at him. He makes everything seem effortless and is always good fun to have on any project."
Mike Watson
Creative Director — VML UK
"John is a highly talented digital designer. He is a great team player and one of the hardest working members of the team. He is multiskilled, always positive, looking for solutions and highly committed to his craft."
Anne Wingfield FRSA
Director Global Marketing Operations — Dyson
"John’s strength is that he was always able to integrate into any area of digital development. From design to production, to ideation to development, John’s skill-set, team spirit and enthusiasm allows him to plug himself effortlessly into a project and deliver."
David Brown
GM Design — Xero
"Every piece he produces reflects thought, craft, and originality. Beyond his skillset, he’s simply a lovely person to work with. John is positive, professional, and always pushing the work to be its best."
Anna Dalziel
SVP Director of Marcomms — Momentum Worldwide
Well enough about me. What are you building?Need a hand? →
Well enough about me. What are you building?Need a hand? →
Well enough about me. What are you building?Need a hand? →