The three partners include yourself, and two designers — Luke Morreau and Denise Faraco. What do you each bring to clients?
Denise and Luke have both had robust careers working in Europe at large design agencies; they actually met each other working at award-winning brand design agency, Design Bridge in Amsterdam. They bring a very structured and disciplined approach to a hugely creative process. I’m in awe of it. Whereas, I’m driven by finding the most persuasive and sustainable way of connecting the best of the client with the unmet needs of their customers. Those guys set my words on fire every time!
How do you approach your work with a client — what’s the first step? Getting to know them and what their real issues are.
Getting to know their customers and future customers. Getting to know their business category and competition. For brand story to be sustainable, we need to be connected to the whole organisation. The Tricky process involves interviewing all key stakeholders; leadership needs to be committed to the authenticity of the output, or it won’t stick. We’ve also developed really creative ways of creating staff engagement via our proprietary workshopping process Think. Again.
Who hires Tricky? Is it still marketing?
Leaders hire us — people who want to solve the tricky stuff.
Those leaders are sometimes in the marketing function, but not always. If there’s a new product launch which needs a name, story and design identity, marketing definitely appoints us here.
But regularly, we are also being appointed by CEOs or others in the C-Suite, including chief marketing officers and cultural or people leaders. For example, we’re about to launch a large future-focused health sector project, which is run by the CMO, but is most definitely inspired by the CEO.
We were appointed by healthcare entrepreneur Dr Liz Berryman to help launch a new personal wellbeing and cultural health app for organisations, called chnnl. Already successfully piloted with both Middlemore and Dunedin Hospitals, it’s a real idea for this time; a new space for employees to safely share their feedback, and employers to gain unprecedented insight into the collective health of their company culture.Via a short daily interaction on their smartphone, each employee provides unique and wholly confidential insight into their daily wellbeing, producing robust real-time data that can assist leadership to beffer understand the wellbeing of their entire organisation.
We created the name, messaging, design identity, photography and website and have worked closely with both the client and app developers, Roam, to ensure brand consistency. We’re so convinced chnnl has success written all over it, that not only have we become shareholders, but I’ve also been appointed to the advisory board.
If you could see organisations do one thing now, what would that be? Share the responsibility of keeping their brands healthy, across every part of the business. Constantly connect their brand’s behaviour – how the customer experiences it – with what the brand is saying in its marketing comms.
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