Will Knight      

Commercial / Editorial / Education

Freelance creative, art director and educator based between London and Newcastle.

Previously Creative Lead at It’s Nice That.



Defining and maintaining the visual brand and creative direction for multi multi-award-winning musician Sigrid.

Working closely with the artist and the team at Island Records I established a visual language for Sigrid which would be ownable, recognisable, and reflective of the her background, personality, and interests.

This work defined how Sigrid was announced to the world in her debut Don’t Kill My Vibe campaign rollout, and follow-up album Sucker Punch, spanning album covers, photoshoots, merchandise, music videos, stage and set design, websites, social media and more. The work continues to the built upon by the Island Records team across Sigrids latest releases.  

Collaborators & Credits

  1. Created with Charlie Drinkwater (Island Records).
  2. Photography by Francesca Allen.

Island Records, Universal Records / 2017—19