Called Blender57, the company aims to help clients build distinctive and memorable brands that put the consumers at the heart of the business.
Among the company's first projects will include work for Mark Favela, the celebrated Amsterdam-based tattoo artist. Blender 57 aims to develop the Mark Favela brand by establishing creative partnerships that celebrate the culture and heritage of tattoos.
In order to broaden its offering, Blender57 has partnered up with a number of companies offering a range of specialisms, including the creative agency One Big Agency, and the design and research company Freedom of Creation.
During his time at the Global Brand Group, Lyon oversaw the running of the company's Fifa account, helping the organisation establish global merchandise and product strategy ahead of the 2010 World Cup.
Prior to joining the Global Brand Group, Lyon spent over 10 years as business director for Nike's global football apparel offering.