Victory Lab is a provocative workshop experience that cultivates creative courage. Part brainstorming think tank session, part professional development lab — we come to you, work with your team, get you unstuck and fired up, so you can connect with your audience and create work that moves the world. We help you clarify who you are and how you can share your particular story with grace, confidence, and massive impact.

Why Us?

James Victore is a graphic artist, author, and activist who teaches creatives how to illuminate their individual gifts in order to achieve personal greatness. James’ work has been exhibited (twice!) at the Museum of Modern Art in New York and is represented in the permanent collections of museums worldwide including the Louvre and the Library of Congress. He has an Emmy, a gold and silver medal from the Art Directors Club, and a Grand Prix from the Brno Biennale. His clients include Adobe, MailChimp, Starbucks, Bobbi Brown Cosmetics, Aveda, Time and Esquire Magazines, Moet & Chandon, Yohji Yamamoto and The City of New York. A monograph of his work was published by Abrams titled, Victore or, Who Died and Made You Boss? Victore taught at the School of Visual Arts in NYC for over 20 years. James works with his wife and partner, Laura Victore. He lives, loves and works in Brooklyn.

“The man has a brash eloquence that few designers ever master.”
Fast Company

Described as “part Darth Vader, part Yoda,” James is widely known for his timely wisdom and impassioned views about design and it’s place in the world. He leads thousands online with his weekly Burning Questions video series, delivers life-changing talks around the world, and performs live avant-garde workshops and seminars to help creative types of all spheres understand the power of their innate creativity. At the helm of his independently run design studio, James continually strives to make work that is sexy, strong and memorable; work that tows the line between the sacred and the profane.

Who It's For?

We don’t judge. Even though our background is in art and design, we feel that everyone is wildly creative — and it’s that creative ability that makes our lives and our businesses memorable, meaningful, and capable of great things. So whether you’re a freelance photo editor who needs a creative kick in the pants, or a group of marketing execs at a global ad firm ready to reach a wider audience, we’re ready and willing to help you get to that next level.

“James sees, shares, and understands peoples’ potential — and helps you build upon it; there’s nothing quite like it.”
Scott Belsky, Adobe
Book a Victory Lab

Class 1

The power of your story

Mine your personal story to create an authentic connection and loyal followers.


Sharing your own unique worldview is the best way to connect to a broader audience. Authentic communication does not come from asking, “What do THEY want?” but rather, “What do I have to say?” This class will teach you how to stand out from the crowd and create work that not only solves a problem, but intrigues, and inspires your followers to action.


  • Boost customer loyalty
  • Grow your platform
  • Increase followers and create genuine connections
  • Map out clear and effective communications
  • Target your audience
  • Strengthen your brand

Class 2

The Cliché

How “business as usual” kills innovation and what you can do about it.


Behind every hackneyed cliché is a meaningful truth. Your job is to delve into the cliché, find it’s deeper meaning, and create effectively charged communications. This workshop instills you with creative confidence and the tools necessary to communicate your ideas with clarity, power, and impact so people will sit up and take notice.


  • Boost innovation
  • Free-up stagnant idea generation
  • Out-think the competition
  • Communicate with direct honest impact
  • Grow profitability, success and sales
  • Get noticed by new clients

Class 3

How To Thnik

Get to the core of your best ideas; Stronger, better, faster.


Where do killer ideas come from? How do you win the attention of your audience in a saturated media? This class will widen your perspective of play, imagination and the power of the wrongest ideas to take you somewhere new, relevant, and effective. It’s P90-X for your brain.


  • Distill the essential idea out of complex situations
  • Create ideas that are memorable and incite your audience to action
  • Boost creative confidence
  • Cut down ideation process time
Book a Victory Lab
“Technique is important but, as Victore’s designs demonstrate, it’s the ideas that count.”
Creative Review