Paul Tapping

Paul Tapping is Creative Director at Blend, where he sets and safeguards the creative vision and leads the designers turning B2B brands into clear, distinctive creative. When a brand needs rethinking or a piece of work isn't landing, he finds the idea that makes it click and shapes it into something that looks and feels right. His run of successful brand projects has grown the portfolio and made brand a core part of what Blend is known for.

Paul has spent more than 25 years in B2B, the last five evolving Blend's creative offering. He works across rebrands, brand guidelines, and website design for complex, technical businesses in healthcare tech, SaaS, manufacturing, and transport, where the challenge is making something complicated look clear and feel human.

He started out as a designer and art director before moving into leading teams, and the biggest lesson from that time is a simple one. Get the idea right first, and the rest follows.