Urban Spam is a creative and brand studio by Creative Director Faye Leadbeater, built on 15+ years shaping brands across fashion, beauty, MUSIC & LIFESTYLE.

Known for ideas that define culture rather than chase it, Faye’s edge lies in pattern recognition — understanding shifts in human behaviour, emerging aesthetics and cultural movements, then translating them into sharper brand positioning, distinctive creative worlds and commercially effective ideas.

Her experience spans global and high-growth brands including Karen Millen, New Look, Missguided, CRAFTD, Showpo and Sofa Club. Most recently, as Brand & Creative Director at Sofa Club, she led the creative vision over five years, helping reposition a traditional furniture retailer into one of the UK’s most culturally relevant interiors brands while supporting transformational revenue growth.

ALONGSIDE HER BRAND-BUILDING WORK, FAYE’S PRACTICE EXTENDS INTO A MORE EXPRESSIVE AND IMAGE-LED SPACE, LEADING CREATIVE VISIONS FOR GLOBAL MUSIC ARTISTS AND TASTEMAKERS. HER EDITORIAL WORK SPANS FASHION, MUSIC AND CONTEMPORARY CULTURE, WITH PROJECTS PUBLISHED IN NOTION, HYPEBAE AND CLASH MAGAZINE.

From brand strategy and identity to creative direction, campaigns and storytelling, Urban Spam blends conceptual thinking with a strong visual point of view to create brands and campaigns that resonate, challenge convention and leave a lasting impact.