Peta Waddington


During her 25+ years in the industry Peta worked for some of London’s most notable design companies including Fitch & Co., Imagination, Sampson Tyrrell, The Partners and 20-20. This extensive design experience coupled with the skills gathered as art editor at publishing company Reed Books equipped her well in starting up the graphic design department for Virgile & Stone.

Peta excels in Art Direction and has travelled extensively creating photography for fashion retail. She has designed and curated exhibitions in London and USA, provided retail consultancy and brand strategy for high street brands and designed a broad range of brochures, stationery and CD packaging. Peta has also taught at Ravensbourne College of Art, Surrey Institute and Portsmouth College of Art.

Since starting a family in 2005 Peta has concentrated mainly on designing record covers, small print jobs, art direction and teaching art and letterpress printing to children.


“What I enjoy most is the opportunity to undertake a real variety of projects, utilising all the creative skills I have amassed and bringing all my experience to bear. I am able to tackle a job with a good perspective and breadth of understanding.”

Art Direction

Broad knowledge of photographers across all disciplines, locations, model agencies, studios and stylists. General production and co-ordination of photo-shoot. Art direction of a wide variety of photography including food, children and animals! All point of sale and print purposes.



Outdoor fashion

Paula Pryke

Florist, book ‘Flower Innovations’

Racing Green



Health & beauty retail chain

Virgin Finance

Financial services company



Solid foundation in traditional typographic skills, publishing and good grammar. Designs include company stationery, restaurant menus, brochures, catalogues, illustrated books, invitations, record covers, posters and matchbooks.



Brand consultancy, London

Proper Records

Record label, Beckenham, Kent


Interior design practice

Reed Elsevier Group

Publishing company

ReHab Interiors

Interior design company, Glasgow

Wedgwood & Waterford Crystal

Luxury china & glassware

YepRoc Records

Record label, North Carolina


Exhibition Design

Concept, design and co-ordination of exhibitions of varying scales, invariably working in a team comprising interior architect, lighting designer and sound engineer.


Lippincott Mercer

Design and brand strategy consultants


Global technology company

Red Bull

Energy drinks company

Retail Design & Consultancy

Twenty plus years of experience in retail design incorporating all aspects from projects as small as a mobile beauty therapist to enormous Dutch shopping centre, by way of UK High Street and Finnish supermarket chain.


Body Shop

Ethical cosmetic brand


the Chemist

Chez Gérard

Traditional French restaurant chain, London

Early Learning Centre

Educational toys for children

The Pier

Furniture & accessories chain


UK supermarket chain

De Bijenkorf

Department store, Netherlands