A month ago on a vaguely summer’s evening, we found ourselves soaking up the buzz at Bristol Beacon’s Lantern studio in the heart of Bristol for ‘Foundations’ – a deep-dive into design strategy.
Strategy is often wrapped in jargon and mystique (brand onion anyone?), so our aim was to peel back the layers and get real. No pretence about who’s the smartest in the room and no long-winded explanations. We welcomed Elissa O’Brien from Outlaw, Lucy Baldwin from Kinneir Dufort and Jamie Watson from Taxi Studio – three brilliant minds from brilliant Bristol agencies. It was an evening of honest chats around what strategists do, how they do it, and the winding paths they tread. We walked away with fresh insights and – as always – a tighter-knit creative community.
Strategy Unveiled: Insights from the Experts
Elissa O’Brien, Strategy Director & Co-Founder of Outlaw urged the wannabe strategist to ‘geek out’ – podcasts, walks, books – to fuel our creative fires. She encouraged us to go to that exhibition, get nerdy with it, and crucially rubber-duck it, which means talking stuff through to find out what you really think and why. She spoke with self deprecating humour when she described her journey from newbie to agency founder and leader, highlighting how curiosity fuels great strategy. She emphasised the importance of thorough research to identify opportunities and inspire creativity.
Lucy Baldwin, Head of Research & Strategy at design and product development agency, Kinneir Dufort opened minds and inspired in equal measure. Challenging our perception of strategy, she shared her passion for impactful and human-led products that change the way people live and work. Her dedication to being part of a team who create products focused on improving lives was evident. She talked about the need to get under the skin of real-life issues to understand the problem and then develop a practical design solution. Her empathy-driven approach gave us all much food for thought.
Jamie Watson, Associate Strategy Director at Taxi Studio shared his journey from the worlds of London and Sydney advertising to Associate Strategy Director to Bristol branding agency, Taxi Studio. Describing it as the art of sacrifice that gives voice to the consumer, he highlighted how strategy turns business needs into creative opportunities and makes the work work. For Jamie, clarity is knowing what the problem is, and direction is about spotting a gap in the market and finding reasons to care. His passion for the discipline shone through as he likened it to being like a firestarter that reimagines the future. Ultimately, strategy for Jamie is about being useful and making a tangible impact.
We learned that there’s no one route to a career in strategy — in fact, there are probably as many ways in as there are strategists. But strategy, when it’s done well, resembles a good map. Without it, you won’t get very far. Or if you do, you’ll likely make mistakes, get lost, and waste valuable time. By the time you finally reach your destination, you may have learnt some lessons, but in the business world, that would be too late.
Q&A: From Aspiring Strategist to Success
When we sat down as a panel to reflect, the questions from the audience opened up even more discussion. We heard about our speakers’ dream briefs, including creating a non-macho, easy-to-use energy gel brand (that actually tastes nice), and fixing online dating for good. Plus they gave us the inside scoop on what inspires them right now.
And the best part is, the crowd wanted in: how does one become a strategist? It’s more than design — it’s the journey. Share the story, the why behind the work. Simple, common-sense strategies win the day.
In Conclusion
The Bristol Beacon night wasn’t just about strategies – it was about connecting, sharing, and demystifying. We left with clarity, inspired by our three strategic minds and their real-life tales of the world of design strategy. A huge thanks to our speakers, partners, volunteers and everyone who came and shared the evening with us. Keep your eyes peeled – we’re planning another cosy Huddle event before Christmas.