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Joshua Sinclair

@joshuasinclair

Web, UX and brand designer at J Sinclair Studio, who redesigned Virgin StartUp’s loan application journey and built its production design system.

United Kingdom

Message

What I'm looking for

I’m open to freelance, contract and retained partnerships, as well as the right permanent role.

At Virgin StartUp, I restructured the loan application journey around entrepreneur intent, using drop-off analysis, journey mapping and progressive disclosure to lighten a long form. I also built a modular design system to Virgin Group brand standards that remains in production.

At Edge Connect, via Goldfish Agency, I designed the UX and website for a B2B fintech infrastructure market entry. I turned complex trading infrastructure into a site developers and CTOs could evaluate quickly, with a self-serve route in place of the usual talk-to-sales gate.

Through J Sinclair Studio, I work with growth-stage companies directly and as a white-label partner to agencies, taking projects from strategy through to build. I also co-founded Dama Dama Records, where I led creative direction, campaigns and e-commerce across the label’s lifecycle.

Experience

Work history, roles, and key accomplishments

Current

Brand & Digital Designer

Current

Elevate Group

Jan 2022 - Present (4 years 9 months)

Creative partner to a B2B sales acceleration company. Built the original brand, positioning and conversion-focused Framer website, and evolved the brand and digital system as the business scaled.

Brand Identity Web Design Framer Conversion Rate Optimization Design Systems

Current

Founder & Designer

Current

J Sinclair Studio

Jan 2016 - Present (10 years 9 months)

Independent web, UX and brand practice, run by one designer from strategy to build. Delivered digital audits, brand and web builds, and retained partnerships.

Web Design UX UI Design Brand Identity Design Systems Creative Direction Campaign creative Brand Strategy Conversion Rate Optimization Information Architecture User Research Figma Framer Adobe Creative Suite Google Analytics Microsoft Clarity Google Search Console AI Workflows

Brand & Web Designer

KLC Consulting

Jan 2026 - Mar 2026 (2 months)

Brand, verbal identity and website for a specialist music-industry accountant. Repositioned three decades of expertise around one ownable line, The Music Industry Accountant, with a single-page Framer site built for referred prospects.

Brand Identity Verbal Identity Web Design Framer

Lead UX & Web Designer

Edge Connect

Jan 2025 - Jul 2025 (6 months)

Web design and UX, end to end in Figma, for a B2B fintech infrastructure market entry. Turned complex trading infrastructure into a site developers and CTOs can evaluate at speed, and sequenced the site around buyer evaluation with a self-serve route.

UX Design Web Design Figma Information Architecture B2B Fintech

Co-Founder & Creative Director

Dama Dama Records

Jan 2015 - Jun 2025 (10 years 5 months)

Independent label co-founded with Maribou State, operating as a Ninja Tune subsidiary. Led brand, visual identity, campaign creative and editorial across the label's full lifecycle, and built and ran the Shopify store as the label grew into a lifestyle brand.

Brand Identity Creative Direction Campaign creative Editorial Shopify Ecommerce

Lead UX Designer

Virgin StartUp

Jan 2023 - Dec 2024 (1 year 11 months)

UX strategy and redesign of the website and loan application platform. Restructured the application journey around entrepreneur intent using drop-off analysis and journey mapping, and built a modular design system to Virgin Group brand standards.

UX Design User Research Journey Mapping Design Systems Conversion Rate Optimization Progressive Disclosure