British luxury car manufacturer, Bentley has announced they have taken on their first External Creative Directors, designer Mai Ikuzawa and photographer Greg Williams. The decision, revealed on 4 September 2025, follows two major milestones: the unveiling of the fully electric EXP 15 concept at Monterey Car Week in August and the introduction of the marque’s fifth-generation emblem in July.

By bringing external creative voices onto the team, Bentley aims to push beyond tradition without losing sight of its heritage. Ikuzawa and Williams will work closely with marketing, communications, and design teams in Crewe, guiding the brand’s creative direction and visual identity through 2026.

Crafting a New Visual Language

Mai Ikuzawa steps into her role with a perspective that bridges car culture, design, and strategy. Known for her multidisciplinary approach, she brings together the precision of motorsport with the aesthetics of contemporary graphic design. Her career has spanned industries where luxury and performance collide, giving her an ability to translate the heritage of Bentlwy into modern visual language.

“My personal journey with Team Ikuzawa has shown me the power of an authentic heritage combined with an understanding of modern aesthetics and culture. My role is to help the brand recapture that confidence, and bring this heritage brand to life in a relevant way for today. The opportunity to apply this experience to a brand like Bentley, with a 106-year history is a unique one.”

Mai Ikuzawa, Creative Director, Bentley

At Bentley, her first mission is to redefine how the marque presents itself to the world. From reimagined advertising campaigns to special projects, Ikuzawa’s influence will shape everything from the brand’s tone of voice to the lifestyle it represents. Central to this is a new luxury collection, set for release in 2026, that extends Bentley beyond the car and into the realm of design-led living.

Cinematic Storytelling in Motion

Greg Williams brings a different kind of storytelling power. Once a warzone photojournalist, he went on to document James Bond films, capture Hollywood’s biggest names, and direct campaigns for fashion houses. His work is marked by a candid, cinematic quality — images that feel as if they’ve been pulled from the middle of a story.

“Working alongside Mai, I’m excited to create imagery that redefines what Bentley stands for – visual work that’s bold, distinctive and true to the extraordinary Bentley spirit.”

Greg Williams, Photographer & Creative Director, Bentley

Williams, a long-time Bentley owner himself, will channel this sensibility into the marque’s campaigns and content strategy. His partnership with Ikuzawa has already begun, with the pair set to reshape both still and motion imagery. The ambition is not just to refine Bentley’s visual output, but to give it a distinctive signature: a look and feel that is instantly recognisable and emotionally resonant with modern audiences.

Shaping Bentley’s Cultural Legacy

For Bentley, 2025 has been nothing short of transformative. In July, the marque unveiled its fifth iteration of the iconic ‘Winged B’ emblem, a rare redesign in over a century of history. A month later, the EXP 15 concept took centre stage at the Pebble Beach Concours d’Elegance, introducing a radical three-door, three-seat configuration powered entirely by electric propulsion.

The EXP 15 is more than a concept; it’s a statement of intent. By pairing sustainable engineering with sculptural design, Bentley signals its vision for what luxury mobility looks like in a new era. The timing of Ikuzawa and Williams’ arrival aligns with this momentum, positioning them as key architects in shaping how these innovations are communicated and celebrated worldwide.

“In more than a century of history, Bentley has been defined not only by the cars we create but by the stories that surround them – how they are experienced, remembered and retold.”

Robin Page, Director of Design, Bentley

The appointment of External Creative Directors is just the beginning. Bentley is expected to expand its global creative network over the coming year, ensuring the brand continues to resonate and remain at the forefront of luxury culture.