James Hurst
Creative Director, Designer
In their own words
Lots of what's being produced en masse today feels much less interesting.
Some teams are suffering from real decision paralysis. Because they can now create an almost infinite number of variations at almost zero cost and in zero time.
The breakthrough came when we stopped thinking of World Supercross as a traditional motorsport and started seeing it as a global subculture.
It captured the visceral thrill of the sport, it celebrated the subcultural swagger of the community, and it signalled the global ambition to take this experience to new audiences.
Design is not decoration, it's declaration. We don't make things pretty; we make things mean something.
Campaigns say things, but culture proves them.
Creativity is not being automated. AI is great at looking back—it's really good at deductive thinking. But real creativity—that's when we look forward.
Design is the whole damn cake. It's where values become visible, where aesthetic intelligence means knowing the difference between decoration and direction.
Brands are more than visual identity systems. They're the operating systems of businesses, guiding decisions, strategies, and relationships.
A brand should guide decision-making, partnerships, and impact, not just act as a retrospective measure of success.
Articles & interviews
- Creative Leaders Say AI Is Exposing Deeper Industry Problems
Creative Boom examines MikeTeevee's Brand Perspectives 2026 report, which gathers in-house creative and marketing leaders' views on AI's impact on major brand teams. The article argues that AI is amplifying pre-existing issues including decision paralysis, homogenous output, eroding creative conviction, administrative friction and a threatened junior-talent pipeline.
- Zag Builds Dirt-Ready Brand for World Supercross Growth
Zag developed a bold new brand identity and strategy for the World Supercross Championship, repositioning it from a niche motorsport to a global cultural movement. The rebrand centers on the platform 'Make Dirt Fly', combining gritty visuals, custom typography, and a modular design system to reflect the sport’s authenticity and global ambitions. The project aims to connect fans worldwide while maintaining the raw energy of Supercross culture.
- James Hurst: Design More Than Decoration, Shapes Real Change