Strategy Meets Soul.

I’m James Macrae, and this is Cowboy Studio.

With 15 years of experience across in-house, studio and freelance landscapes I’m sure to pick up what you’re putting down. Let’s ride!

Close-up of a blue denim jean with a tan leather brand patch stitched on the waistband.

THE WORK

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A disposable paper cup decorated with illustrations of vegetables, a sheep, a chicken, a fruit, and kitchen utensils, with the word 'tonTON' printed on it.
A holiday toy sale flyer featuring dolls, video games, plush toys, remote control vehicles, Disney cars playsets, educational toys, and value packs with pricing details and discounts marked in red.

BRANDS I’VE IMPACTED

  • Sign for Chemist Warehouse with a humorous message about stopping overpaying for chemicals, offering discounts.
  • Toy World logo with bold white letters and a star on a black background.
  • Black image with large white text spelling 'DFO' centered in the middle.
  • Black background with a silhouette of a woman in a wide-brimmed hat and a cape, with the text 'Jeanswest' in white letters at the bottom.
  • Black background with a white square border containing the letters 'MS' in bold black inside a white rectangle, and the word 'Australia' in white below.
  • Logo for Sutton Tools with the slogan "world class cutting tools" on a black background.
  • Logo of Vicinity Centres with a stylized swirl graphic and the company name in bold letters against a black background.

cowboy code

In a world of brand saturation, digital noise and uncertainty, I’m pioneering resilient brand solutions that deliver measurable results. With 15 years of strategic design expertise, I craft bold, soulful brand identities and campaigns for NGOs, startups, corporates, and beyond.

A colorful promotional poster advertising live performances and merchandise at Nephalem, featuring bold text and graphics.
Portrait of Liz Stenhouse smiling outdoors, wearing a green blouse, with text about supporting MS employment support services.

The work fuses data-driven strategy with human connection, turning challenges into opportunities for growth and impact. Let’s ride? Learn more

DO I LOOK okay?

Let’s grab a coffee (or beer)!

CONTACT