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Jonathan Sands


Jonathan Sands

Chairman, Born Ugly

Jonathan's professional bio / interests

I am Chairman of Born Ugly (which was the founding studio of brand agency Elmwood) and built the global Elmwood business into the most awarded agency for Effectiveness of all time. I am also a trustee of The Royal Armouries and Chair their commercial arm 'RATE', Chairman of online veterinary practice VetAi (Joii), a Design Panel member for HS2 and a Visiting Proffessor of Innovation at Huddersfield University. I have also been a past Council Member of The Design Council where I served for ten years, a past Council Member for the RSA and a former Chairman of the DBA.

I’d like help with…

General support by signposting events that maybe beneficial to students and displaced professionals and introductions to others who may help and add value to those wanting to find a way in our profession.

An interesting, or unusual fact(s) about me…

I keep Alpacas

Lives in


A career highlight

Being awarded and OBE for services to the creative industries in the New Years Honours in 2011




Joined Guild

Sep 28, 2021