James (Jim) was an illustrator for clients like The London Evening Standard and The Spectator before moving into art direction for advertising. In 1999, he became creative director of BSA Advertising, London, before opening Giraffe in 2003 with two partners. In July 2010, he started his own agency, NGI. He has written and art directed for Allied Irish Bank, British Airways, Elizabeth Arden, French Connection, Google, ITV, John Lewis, Kurt Geiger, Lazard, Stolichnaya and YouTube. He has judged the Ri5 and The Guardian CIPD creative awards.

Jim has traveled and photographed in 41 countries worldwide. His images have been published by Arte Fotográfica, BBC News, BBC Countryfile Magazine, Cengage, Eye Books, First News, Guardian Weekend, Lonely Planet, Lonely Planet Magazine, The Chap Magazine, Metro, National Geographic Traveler, The New Republic, The Observer, Real Travel, STA Travel, The Sunday Times Travel Magazine, The Daily Telegraph, Time Out and Wanderlust.