About Us

23 is a creative agency based in Primrose Hill, London, specialising in creative direction and design. Founded by Matt Roach and Emma Hetherington in 2008, with the help of their dog Indy, the agency has attracted a diverse list of clients, from high fashion to yoga. We love working with people who love what they do, from start-ups to established brands. 

Matt Roach started his career in magazine creative direction as assistant art director of Dazed & Confused while studying for a degree in Graphic Design at The London College of Printing. He went on to art direct True magazine and later returned to Dazed & Confused as art director. After working as creative director on campaigns for fashion clients such as Dior, John Galliano and Patrick Cox, Matt returned to editorial in 2013 as the creative director of bi-annual fashion magazine, LOVE, a position he currently holds. At LOVE Matt works closely with Editor-in-Chief Katie Grand with photographers such as David Sims, Juergen Teller, Mert + Marcus, Steven Klein and Mario Sorrenti.

After graduating from Central Saint Martins with a first-class honours degree in Fine Art Film + Video, Emma Hetherington worked at Ridley Scott Associates as their in house clapper loader where she had the opportunity to work with some of the world's leading cinematographers on commercials, music videos and feature films. She went on to specialise in creating 16mm films for clients as diverse as Gucci, Dior, Kylie Minogue and Dizzee Rascal. Alongside her creative work for We Are 23, Emma has had a daily Ashtanga yoga practice for the past 12 years and is an authorised level 2 Ashtanga yoga teacher.