At Pretty Technical, creativity isn’t just an aesthetic; it’s a strategy. Meet James Hart, Pretty Technical’s Marketing Lead. James brings a sharp creative vision and a hands-on approach to branding, content, and visual storytelling. Behind the “pretty” in Pretty Technical, he’s leading the charge in evolving how Pretty Technical shows up in the world — online, in our messaging, and in the minds of our clients and partners.
His energy, curiosity, and out-of-the-box thinking bring a fresh dynamic to our team, and to the future of our brand. We recently caught up with James to talk about his creative process, what inspires him, and how he plans to help shape the next chapter of Pretty Technical.
You describe yourself as someone who’s creatively driven and inspired by work that’s intrinsically rewarding. What does that mean to you? And how does that shape the way you approach projects?
The most important thing for me is that I am enjoying what I am creating, no matter what that may be. You can’t fake enthusiasm. I am a very creative person, my mind is always running at a thousand miles per hour, so I use that to my advantage when approaching projects. I have an intrinsic need to create, so if I find a project that I can become emotionally invested in, I will always create my best work.
What’s your creative process like? How do you go from idea to execution?
With every project I work on, there are a few key steps I follow to make sure the content meets the brief. First, I identify the goal: what are we aiming to achieve? I like to define content pillars that each project falls under.
Next, I create a creative template — whether that’s for a video, a graphic, or a newsletter. Templates give you a solid foundation for each content pillar, which you can then build on for that specific project. It streamlines the process without watering down the artistic integrity. I then expand on that base and tailor the content to the specific message we’re trying to convey.
Once I’ve pulled everything together, I take it to the team for feedback. The opinions of others are invaluable, as they can offer perspectives you might not have considered and help elevate the project to where it needs to be. That’s the process I follow every time I create something.
What excites you about leading the brand and creative direction at Pretty Technical?
Pretty Technical’s brand and tone is different from other companies in the iGaming space, in that it’s both professional and fun. It’s easy to fall into the trap of being overly serious in how you present your brand, but PT balances that really well.
I feel like the brand fits who I am as a person, too — sometimes serious, sometimes fun, always colourful. It feels like something I can build upon.
Pretty Technical is a deeply technical business, but brand perception and storytelling matter more than ever. How do you balance creativity and clarity when representing the company?
Finding that balance is surprisingly easy at Pretty Technical, because creativity and clarity are both natural parts of how the company operates. It’s a very technical business and, as I mentioned earlier, serious — but it’s also incredibly creative and fun. There’s always room to maintain that side of the brand.
The key is making sure both elements are present in each project. A lot of our messaging — whether it’s on the website, in product promotion, or elsewhere — needs to reflect the technical side. But the creativity often shows up in the imagery and presentation of the brand, especially in how we show up online. That lets us communicate the technical value while making it feel approachable and visually engaging.
You’re passionate about music, visual art, and storytelling; both professionally and personally. How do those passions influence your approach to your work?
I do a lot of creative work outside of my job role. For example, I’m in a band. When I’m working on the artistic direction for my band, musically and visually, I put a lot of care into how it’s seen and experienced by the audience. It’s really important to me that the visual side of the band reflects the sound and energy of the music.
So when it comes to Pretty Technical, I apply that same mindset. Does the visual branding and tone match the company itself and the people who run it? Is it a true reflection of who we are and what we do? Asking those bigger questions helps me define what the brand should look like and from there, I can dig into the nuances.
Finally, what does ‘putting the pretty in Pretty Technical’ mean to you?
To me, it means investing in a strong, eye-catching visual identity for the company; something that can grab someone’s attention, even if they’ve never heard of us before. Presentation really does matter. You could have the best product in the world, but if it doesn’t look appealing, people are subconsciously less likely to be drawn in.
Whether it’s a stand at a conference, a social post, or our website, I want people to feel something the moment they see what we do. That’s what “putting the pretty in Pretty Technical” is all about.
Check out our recent conversation with Sarah McLean for a perspective on leadership at Pretty Technical.
If you’d like to work with James and our team why not take a look at our Careers page and send an email to [email protected]. If you’d like to find out more about Pretty Technical products and services please use our Contact Form.
