Instrument, a digital-first design agency creating brands, products, websites and campaigns for Google, Spotify and ServiceNow, today announced two new leadership additions: Terence Hobson as Group Executive Creative Director, Brand Studio and Yan Sze Li as Group Executive Creative Director, Product Studio.
Hobson joins from EA Sports, a division of Electronic Arts (EA), where he most recently served as Group Creative Director. Yan Sze joins from M·A·C Cosmetics, where she most recently served as Executive Director, Digital, Global Creative.
Together, they’ll lead Instrument’s Brand and Product Studios, guiding multidisciplinary teams, deepening executive client partnerships and bringing strategy, design and technology together to create work that moves businesses forward.
Laurel Burton, CEO of Instrument, says: “As our industry continues to evolve, the value of creative leadership has never been higher. Leaders like Terence and Yan Sze remind us that excellence isn’t found in a portfolio alone. It’s found in the ability to inspire teams, challenge clients, embrace new technology, and consistently turn great ideas into meaningful business outcomes. That’s the future we’re building at Instrument.”
Hobson brings more than two decades of creative leadership spanning brand design, campaigns, digital experiences, content, photography, video and experiential work. He previously partnered with Instrument as a client at EA, where the agency collaborated on one of the brand’s most significant rebrands in recent years.
Hobson says: “There’s a level of craft, taste and progressive thinking that has always felt like the engine behind Instrument. The agency has consistently stood out for the quality of its work, the way it approaches creative partnership and its early belief that digital experiences would define how people connect with brands. Having spent time on both the agency and in-house sides, it felt like the right moment to return to agency life—to be surrounded by exceptional creatives and focused on crafting thoughtful, intelligent solutions together.”
Yan Sze brings 20 years of experience leading creative across agencies and global brands, with deep expertise in digital products, fashion, luxury and beauty. Before joining M·A·C Cosmetics, she worked at Pat McGrath Labs as their design director for digital and worked across numerous creative agencies and design studios such as See Me Creative, 2×4 and Wednesday New York.
Yan Sze says: “I’m excited to be back in the design world, working closely with the next generation of creative talent and learning from them. I’m here to help teams do their best work, bringing thoughtful creative direction to products that are ambitious, useful and beautifully made.”
The appointments reflect Instrument’s continued investment in creative leadership as clients increasingly look for partners who can seamlessly connect brand, product and technology.
