As Creative Director at Magnetic, I helped clients worldwide use design thinking to solve tough challenges and innovate quickly. Magnetic’s approach celebrated collective intelligence, valuing unique perspectives over uniformity. This open-minded, flexible mindset allowed us to bring fresh and unexpected ideas to each project. My role was to grow Magnetic’s creative discipline from a one-person operation into a tight-knit, versatile team. Each member brought something different, from conducting research and co-creation sessions to crafting brand identities and producing videos. Our team wasn’t just a support function; we became a trusted, integrated part of client teams.
The Creative Practice
I focused on building a team that valued collaboration and creativity equally. Over time, I brought in skilled creatives who were just as passionate about design as they were about working with clients. This approach meant that every team member was empowered to do their best work, helping our clients achieve results they truly valued.
Bringing the Brand to Life
As the custodian of Magnetic’s brand, I translated our values into a bold, cohesive visual identity that spanned our website, publications, and events. I also actively recruited new clients and helped Magnetic secure partnerships with companies like Microsoft, PepsiCo, Mars, and the Foreign & Commonwealth Office.
Space for Growth
I saw the link between brand and culture and aimed to make Magnetic a place where people could make their roles their own. I encouraged everyone to shape how they contributed to the company, giving them the space to use their strengths in ways that felt rewarding to them and impactful for our clients.
Design Thinking
I advocated for embedding design thinking and rapid prototyping across the organisation, encouraging our team to approach challenges with empathy and curiosity. This approach wasn’t limited to the creative team—it inspired everyone at Magnetic to think differently and find innovative ways to tackle our clients’ challenges.
Testimonials
"Design is a craft, something you have to believe in and inspire others to believe in. Tricky does this, not just through his expert delivery, but in the way that he mentors his team and the way that he coaches and guides clients."
Dean Wilson, Consultant
"As a leader, Tricky leads with heart and mind - he has a rare ability to galvanise a team and build a culture of creativity and excellence (I’ve seen him do this twice now)."
Rory Keddie, Consultant
"Tricky is a champion of user-centred design and evidence-based decision-making meaning that his teams always chase after and solve real customer problems."
Murray Sim, Consultant
