Behind the Brand

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Every designer has a story. For Julian Nelmes, that story begins in the early 1990s, a young creative from New Milton, Hampshire, with an instinct for design and a belief that great ideas can move people.

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After being accepted into the prestigious Shelley Park Art College at just sixteen, Julian’s artistic journey gathered momentum. He earned a National Diploma in Art & Design, followed by a Higher National Diploma in Graphic Design from the Bournemouth & Poole College of Art & Design. His commitment to craft, typography, and concept led him to exhibit his work in London’s prestigious Mall Galleries and later graduate with a BA (Hons) in Design from the University of Wales, College Newport. Recognised by his mentor, the renowned designer Tim Foster, as something different!. Julian also achieved the International Society of Typographic Designers (iSTD) Award in 1996 — a mark of excellence that set the stage for his career.

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The First Chapter; Selling Ideas

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Soon after, Julian joined his first design agency, Selling Ideas, in the mid-1990s. It was a vibrant, high-energy studio where his creative ability quickly stood out. But it was also where he experienced one of the most defining moments of his career.

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Having been approached by another agency, a moment of youthful naivety saw him printing his CV in the office. He was caught and called into the directors’ room, and just like that, dismissed. Their parting words were sharp and final: “You’ll never make it in the design world.” It was a painful lesson, but it lit a fire. Rather than prove them right, Julian dedicated himself to proving them wrong.

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Building a Career

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Over the next few years, Julian honed his craft with leading design agencies, working on major national brands such as Coca-Cola, Malibu, B&Q, Max Factor, Baby Organix, Boddingtons, Ruddles Smooth, and Panda Pops. His conceptual thinking and flair for visual storytelling helped create campaigns that would stand the test of time, including the original ideas for Diet Coke Break and the slogan Thirsty?.

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He also helped establish the branding for Triple Eight Racing, led by Derek Warwick, which has since become the most successful team in British Touring Car Championship history. These experiences sharpened Julian’s understanding of branding, not just as an art form, but as a commercial force that connects emotion with outcome.

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Facelift Design; A New Beginning

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After several successful years working with leading agencies and high-profile brands, Julian decided it was time to create something of his own. Drawing on the experience, confidence, and industry insight he had gained, he founded Facelift Design in 1999, a studio built on creativity, authenticity, and results.

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What began as a one-man operation quickly gained momentum. Within its first year, Facelift Design secured what had once been Selling Ideas’ largest client, a moment that felt both poetic and defining. It wasn’t just a business win; it was a personal milestone that marked how far he’d come. That achievement became the true birth of Facelift Design, proof that perseverance, professionalism, and creative excellence would always open new doors.

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Soon after, Julian earned the professional accreditation MCSD (Member of the Chartered Society of Designers), and Facelift Design evolved into a respected creative practice working with clients across the UK.

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The studio became known for more than just compelling visuals, it became recognised for ideas that worked. Julian’s collaborative, hands-on approach ensured that clients didn’t just receive design; they gained clarity and confidence. In meetings, he would often visualise concepts in real time, sketching and refining ideas on the spot. This interactive process fostered genuine collaboration, where creativity met strategy to deliver tangible results.

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Over time, his client base grew, his influence deepened, and his reputation as a designer who turned lessons into leadership was firmly established. Facelift Design wasn’t simply a studio, it was the embodiment of growth, resilience, and creative integrity.

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The Full Circle; Reclaiming Selling Ideas

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Today, 25 years later, the story comes full circle. The original Selling Ideas agency is no more. But Julian now owns the Selling Ideas® trademark and the highly valuable SellingIdeas.com domain. What began as a setback has transformed into a symbol of resilience and evolution. The phrase that once represented rejection now stands as a statement of ownership, creativity, and rebirth.

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Under Julian’s vision, Selling Ideas is more than a name, it’s a philosophy. A brand built on experience, authenticity, and an unwavering belief in the power of ideas that connect.

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The Philosophy

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Julian’s career, spanning over three decades, has always been about more than design. It’s about building brands with meaning. His strength lies not only in creativity but in his ability to understand people: clients, audiences, and the emotions that shape decision-making.

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His passion for typography, design systems, and visual identity is balanced by a pragmatic understanding of marketing and commercial realities. This combination allows him to create branding that not only looks right but works right, branding that sells, endures, and inspires.

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Julian’s clients describe him as genuine, visionary, and refreshingly direct. His process invites collaboration, clarity, and creativity in equal measure. The results speak for themselves: enduring brands, successful campaigns, and a legacy of work that continues to influence the creative industry.

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Selling Ideas; The Next Chapter

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Today, Julian Nelmes stands at the helm of a brand reborn.
From a young designer told he’d never make it, to a creative director who now owns the very name that once defined his first failure, his story embodies what Selling Ideas truly means: turning setbacks into strategy, and experience into evolution.

Because the best ideas don’t just make an impact. They leave a legacy.

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