About John Pace
I’ve been drawing and painting for as long as I can remember. That early love of art led me to study graphic design at college, which in turn took me into the world of advertising.
I was lucky to be mentored by exceptional creative directors, including Brian Searle-Tripp at Rightford Searle-Tripp & Makin and Ogilvy & Mather. Later, I became a founding partner at Lowe Bull Calvert Pace alongside Matthew Bull and Ian Calvert.
Over the years, I’ve worked across many creative disciplines. I spent a long time as an art director at Ogilvy & Mather before helping to build Lowe Bull Calvert Pace into a successful agency. After eight great years, I stepped away — realising that design had always been my true passion.
Advertising taught me how to think creatively and strategically — how to generate ideas for print, TV, design, and eventually fine art. Art direction is about communication: shaping stories, directing photo shoots, building narratives, and crafting messages that connect.
I’ve had the privilege of working on brands such as VW Golf, Audi A4/A6/A8, Carling Black Label, Castle Lager, Nedbank, Omo, Pioneer Foods, Unilever, Coronation Fund Managers, Heineken, and many more.
Twenty-three years ago, I started AtPace, my graphic design studio. Since then, we’ve designed beer labels for Heineken across Africa and the Middle East, wine labels, FMCG packaging (from Pioneer Foods to Woolworths), and brand identities for some wonderful clients.
What i do best
I specialise in brand strategy, brand & packaging design, illustration, and painting — helping businesses create distinctive identities that connect with the right audience. With decades of experience across visual identity, logo design, packaging development, and marketing communications, I bring a practical, hands-on approach to every project. Whether building a brand from the ground up or refining an established one.
Clarity, creativity, and real-world impact. His work spans print, digital, and campaign design, alongside expressive illustration and fine art painting that add depth and character to brands. By combining strategic thinking with strong visual storytelling and artistic craftsmanship, I help businesses strengthen their visual presence.
The art of experience
While much of the industry moves toward automation and digital shortcuts, I continue to build and strengthen brands with original, timeless art. I invest in traditional craft — sketching, illustration, hand-lettering, and painting,— bringing a tactile, human quality to every project.
This hands-on creative process allows brands to develop authenticity, and character that simply can’t be replicated by algorithms. By blending strategic brand thinking with fine art and craftsmanship, I help businesses create identities that feel genuine, memorable, and built to last in a modern world.
Working with a client is much better than working for one
Building lasting relationships, creates trust on both sides, you’re not simply a design client with me— you become a strategic partner. A good idea does not mind where it comes from, after all it could be the clients idea in the first place. Drawing on decades of experience of knowledge across retail, trade dynamics, and shopper behaviour, I bring far more than aesthetics to the table. I understand how brands need to perform in the real world — in the aisle, at the bar, on the shelf, and online.
My commercial insight, combined with creative expertise, ensures that every brand and packaging solution is not only beautifully crafted but strategically built to compete, connect, and convert.
Trusted across global markets
Over the course of his career, I have delivered brand and packaging work for leading South African and international alcohol, FMCG, and lifestyle brands, with projects spanning more than 11 African and Middle Eastern markets. My experience across diverse categories and regions brings a valuable perspective, while maintaining a deep understanding of local market dynamics and consumer behaviour.
