Uncommon’s CX Practice Appoints Tyler Hendy as Its First ECD

Uncommon Creative Studio’s CX practice has strengthened its leadership team with the appointment of Tyler Hendy as its first executive creative director, marking the next phase of growth for the studio’s customer experience offering.

Tyler joins the CX practice as it continues to expand its creative offering and deepen its capabilities across customer experience, service design, digital products and brand behaviour. The hire represents another milestone for the practice under the leadership of partners Ben Golik, Jonathan Goodman, David Yates and Margaux Sloan.

Previously creative director of CX at New Commercial Arts, Tyler spent the last year working within the creative studio at Coinbase, working across the EMEA market, launching their UK savings account and using every digital channel to drive growth. Prior to that, he held roles at Wunderman Thompson and Wunderman, building experience across brand, design and customer experience disciplines.

His portfolio spans work for brands including Nationwide, Nando’s, Habitat, Microsoft, BT, EE, Walmart, Sainsbury’s, The Gym Group and BT Sport. Notable projects include the Nationwide rebrand, Nando’s ‘Saka Sauce’ campaign and a series of customer experience activations for the brand.

Tyler began his career in design before moving into brand and customer experience, bringing a multidisciplinary approach that aligns with Uncommon CX’s ambition to create experiences that are as creatively distinctive as they are commercially effective.

“Beyond excited to have Tyler come on board" commented Ben  Golik. "His design thinking and lateral mind fit our full-on maker culture perfectly. Day one and he’s already vibe-coded an app. I can’t wait to see where he takes the big CX opportunities we've recently landed.”

“CX spends too much of its life stuck in a deck", Tyler added. "At Uncommon they drag it into the real world. Ideas and activations that people screenshot, send to a mate, post on Reddit. A brand isn’t a guideline document. It’s how the thing behaves when it meets a real person. Defining that behaviour, making a brand known for it, that’s what I’m keen to do.”

The appointment follows a year of significant momentum for Uncommon CX, which grew by 41% in 2025, driven by new client wins across the UK and US and increasing demand for its more distinctive customer experiences. The practice now works across customer experience, loyalty, digital products and CRM helping shape everything from communications and content to digital experience and service propositions.