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Avant was established in 2007 by owners Chris and Jonathan Gould, bringing together 40 years of experience in the automotive & industrial design industry.  

Since our formation, we have carefully evolved, adapting our design process around new methods and technology to construct a truly unique, forward-thinking approach for our clients. In Spring 2022, Avant established a studio, situated in the heart of Royal Leamington Spa, and the UK automotive industry. This now provides an inspirational hub for our growing team. 

Jonathan Gould, Managing Director of Avant

Jonathan Gould

Jonathan graduated in 1988 with an honours degree in Transportation Design and has consistently worked in the automotive design consultancy business for over 32 years. During this time, he has supplied many creative designs to the world’s automotive manufacturers, including the national cars for Iran, Turkey, and Malaysia. During the 1990s, he was responsible for the design and development of numerous bespoke Bentleys for the Sultan of Brunei and the Rolls Royce Corniche, the last Rolls Royce to be built in Crewe. From 2001 to 2007, he was responsible for the design team within Ove Arup & Partners.

In 2007, Jonathan launched his own consultancy, That’s It! Design Ltd, supplying cost-effective 2D & 3D OEM standard design solutions to the automotive industry with an emphasis on the niche vehicle market; ranging from low volume kit cars to one-off bespoke designs. Key notable projects during this time were designs for the re-launch of three iconic automotive brands, namely Jensen, Healey, Facel Vega, and the production design for both the LEVC TX and VN5. In 2018, Avant Design was formed and, along with Chris Gould, Jonathan has since continued to build on the wide contact base generated over his career. This has helped to develop the business whilst also gaining greater capability.

Jonathan's particular skill lies in the appreciation for a brand’s history in order to develop appropriate designs for the modern era. He also has a wide knowledge of the whole design process and, therefore, can appreciate and work well with the other areas of design and manufacturing.

Avant was built on the strong foundations established during Jonathan’s successful career in automotive design consultancy, over the course of 34 years, Jonathan gained a varied portfolio of clients in the automotive and product sector, successfully delivering many projects to both niche and OE level manufacturer. It’s with great pleasure that all of these companies have made the transition with us to Avant and have been a key part in our growth to date.  

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Chris Gould, Creative Director of Avant

Chris Gould

Chris Gould holds a 1st class honours degree in Automotive & Transportation Design and has been involved in design consultancy for over 7 years. During this time, he has contributed to many client-based projects, and provided vital design support in numerous studio environments, including Geely Design, Barcelona. He now coordinates and delivers solutions throughout the design process for both OE and low-volume programmes.

In 2018, Chris established Avant Design alongside Jonathan Gould. He has since taken the lead on a diverse range of projects, ensuring Avant continues to deliver the foremost in progressive design solutions to its clients.

Core to Chris’ approach is a belief that strong visual design is the key to effectively communicating a brand’s unique vision and setting them apart from the competition. Combining aesthetic design experience with comprehensive industry knowledge, Chris addresses projects with an emphasis on building purposeful and bold design identities.

Two Avant employees working at desks in the studio

We strongly believe that building trusted relationships with strategic partners allows us to deliver exactly what our clients require, and via our extensive support network, we are proud to be able to offer a comprehensive and professional design service.

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