Spokoloc is the creative alias of me, Tamarin (Tam) McLaughlin, a UK-based design professional with over a decade in integrated advertising. I’ve worked across agencies, in-house teams and the evolving realm of customer experience, spanning FMCG, finance, charity and hospitality sectors to name a few.

Currently, I am leading conceptual design through-the-line campaigns at Aviva, shaping creative direction and helping to build an in-house capability that rivals external agencies. Digital first in my approach, I combine conceptual strategy with hands-on art direction, developing campaign platforms and user-led experiences across every touchpoint. My process blends big idea thinking with intuitive design execution, using tools like Figma and AI prototyping to translate complex strategy into clear, human ideas.

Previously, I led a skilled design team at Havas CX helia, orchestrating multi-channel customer experience communications for brands such as Pets at Home, Great Western Railway, Avanti, TransPennine Express, English Heritage and The Royal British Legion. A standout project included leading the development and delivery of Avanti’s customer loyalty programme.

What sparks Spokoloc? I’m driven by a passion for creative leadership, collaboration, and digital innovation. I bring expert craft coupled with visual problem-solving, plus well-practiced people management skills, to help deliver commercially astute business solutions for brands.