Steven Baillie doesn’t just build brands—he builds cultural moments.

You may recognize him from RJ Cutler’s Netflix documentary Big Vape or Hulu’s The New York Times Presents, where he helped JUUL become one of the most provocative and talked-about brands in recent history, crafting a narrative that captured attention and sparked controversy. Beyond the headlines, Steven has spent his career launching, scaling, and reinventing brands across fashion, retail, and tech.

Steven partnered with Chris Kolbe to transform Penguin Brand into a $75M global business in just five years. As the founding ECD of Bonobos, he helped pioneer the direct-to-consumer model, turning e-commerce from mere transaction into an engaging storytelling platform—setting the tone for the next generation of DTC brands, including Warby Parker, Glossier, Allbirds, and Away.

In the agency world, Steven led global creative for Gap at Laird+Partners, shaped Target’s distinctive, design-driven aesthetic at Peterson Milla Hooks, and collaborated with Gerry Graf at Saatchi & Saatchi to reimagine JCPenney. His bold, impactful work has earned recognition from The One Club, Type Directors Club, and the Art Directors Club of New York.

Steven began his career in editorial, shaping the visual identities of Arena Homme, The Face, GQ, and The New York Times: T Magazine. He studied at the Art Institute of Philadelphia and Glasgow School of Art, and continues to blend strategic insight with a strong creative perspective.

Steven works with brands that want to lead, not follow. Whether you're a legacy brand in need of reinvention or a startup determined to break through, he brings vision, storytelling, and just the right amount of edge.