The Story

Ali McCarley, a Swansea-born creative from the South Wales coast, founded Studio Perfectamundo. The name nods to Fonzie’s easy charm and signature “Perfectamundo” catchphrase from Happy Days — a reminder to keep things cool, human, and a little tongue-in-cheek.

Fed on a diet of bold ideas from design pioneers like Rudy VanderLans, David Carson, and Neville Brody, Ali has spent over two decades pushing against convention and shaping ideas that connect. After earning a Distinction in Art & Design at Llwyn-Y-Bryn, he graduated from Swansea Metropolitan University with a degree in Graphic Design.

He cut his teeth at Brighton indie agency SG Design before heading to London, where he learned from Viv Wilcock at October Sun / Beyond Communication (Loewy) and James Ramsden (ex-Wolff Olins) at Rufus Leonard.

A spell in retail and experiential work followed — with TK Maxx, Fiona Leahy, and Karen Millen — before joining Mother London, Campaign’s Agency of the Decade. There, Ali worked with creative heavyweights like Tim McNaughton & Freddy Mandy and Hermeti & Anna Balarin on accounts including Boots, Stella Artois, Tanqueray, Baileys, IKEA, Halfords, Vauxhall, and Nokia.

These days, Studio Perfectamundo helps ethically minded start-ups and established brands find clarity, character, and purpose through design, direction, and a bit of that Fonzie-level cool.