How did you discover your interest in a creative career and learn the necessary skills to enter the field? I’ve always been drawn to a creative career, even before I fully understood what that could look like. Having grown up in a family full of designers, writers and artists, I’ve always been surrounded by creativity, culture and visual storytelling. I suppose a lot of that has seeped into my subconscious and creatively shaped me from an early age.

I went against my schoolteacher’s recommendations to focus on a “sensible” career path and instead followed my instincts and studied both art and fashion. This gave me a strong foundation in both creative thinking (and doing) and the strategic side of branding, from concept development to understanding what makes a brand truly connect with its audience.

Of course, the insides of a classroom can only take you so far. Many of the most valuable skills I've gained have come from learning on the job: working on live projects, adapting to the fast-paced agency environment, and staying ahead of the curve with consumer behavior and industry trends. And when your job is to be fully clued up on how to keep brands relevant, being deeply immersed in online culture and media has become second nature—and one of the most effective ways to stay sharp.

What do you do in your role as culture and strategy manager at the Manchester, UK–based creative agency LOVE., and what do you enjoy about it? I help brands to find their place in culture by connecting the dots between communities, subcultures, tastemakers and their wider audiences. It’s a role that sits at the intersection of insight, instinct and immersion—both online and in the real world.

I am chronically online in the best possible way: scanning social media with a sharp eye for how brands behave, reading Substack thought-pieces, diving into Reddit threads for unfiltered consumer opinion and hanging out on sites like Highsnobiety to track cultural shifts as they happen. Offline, I’m out in key cities doing cultural recess, noting hotspots and observing where brands are showing up and how they’re investing to be seen in person. It’s all very proactive, and the key is to be thorough and detail-driven, looking at the edges rather than the middle.

From there, I translate those real-time cultural insights into actionable strategies that help our clients stay relevant, resonant and ahead of the curve—helping brands not just respond to culture but shape it.

How would you describe the cultural trends that Gen Z gravitates towards, and how are creative agencies and brands responding to these by changing their campaign strategies? Gen Z is a digital-native generation, shaped by a world of fast scrolling and ever-refreshing feeds. As a result, the cultural currents that drive them are in constant flux, and winning brands are mirroring this pace to stay relevant.

I’ll use Gen Z’s gravitation toward nostalgia as an example here: a respect for legacy that has brought heritage roaring back into relevance. Driven by a longing for simpler times, this generation has developed a real appreciation for brand legacy when it’s open to reinterpretation, not frozen in time.

This isn’t about brands delivering a dull history lesson. For Gen Z, heritage resonates when it’s expressed through a contemporary lens. They respond to tradition when it’s reimagined, not preserved. Reactive brands are leaning into this, dialing up their heritage and remixing it to feel fresh, relevant and culturally connected.

Whether it’s brands celebrating their own legacy in a big way or giving heirlooms a fashionable comeback, the key is reinvention. Burberry is winning in this space; having overhauled its brand strategy, it’s reasserted its status as a British heritage icon by remixing tradition through modern marketing and sharp cultural relevance.

Even brands without a deep-rooted history can tap into this by using heritage-inspired design cues or nostalgic references. Pharrell’s auction house Joopiter, for example, plays with legacy aesthetics in a fresh, Gen Z-friendly way.

As Gen Z are primarily digital natives, why would you say it’s important for brands to create and maintain physical brand homes? After years of having their attention held captive by phone screens, Gen Z is now actively seeking ways to get offline, which is exactly where the power of the brand home comes in. For this generation, digitization is an everyday reality rather than a novelty, so physical experiences now represent a coveted form of escapism. Brands wanting to speak Gen Z’s language need to actively embrace this shift.

A thoughtfully designed brand home offers more than just a space; it offers a reason for Gen Z to engage in person, hang out with a brand and build emotional affinity. With the travel market surging and Gen Z leading the charge, the time to innovate in the brand home space is now. As key players in the future of travel, Gen Z is seeking more than just destinations; they’re looking for brands that show up creatively in the real world.

In this new landscape, physical brand homes not only serve as brand extensions but also as cultural destinations. They meet Gen Z’s craving for immersive, shareable and authentic experiences, giving brands a real-world stage to stay relevant.

What would you say makes a successful branded experience, and how can brands build on it to create lasting relationships with audiences? Storytelling. And storytelling that’s done in a captivating way, packed with great ideas, creativity and playfulness. The heart of a brand is the story it tells. Without a consistent and compelling narrative, a brand is never going to survive—it quickly becomes forgettable. Ultimately, meaning and connection keep consumers coming back. And it’s storytelling that creates both.

Branded experiences are where that story comes to life. They’re not just touchpoints or “nice to have” brand extras; they’re opportunities to be expressive, immersive and bold. A chance for brands to show who they are and what they stand for. That’s how community and lasting relationships are forged.

What have been some of your favorite projects you’ve worked on at LOVE.? I love working on projects where the client is open to bold ideas and willing to challenge category norms. One standout for me has been Australian wine producer Penfolds. It has made trailblazing moves, shifting from a traditional, old-world luxury wine brand to a contemporary brand that confidently sits at the forefront of culture.

It’s been a pleasure to help shape that reinvention. From ideating one-of-a-kind limited edition pieces, like the Penfolds Grange Record Player, to setting up collaborations with leading cultural figures like Japanese fashion designer Nigo, we’ve been able to create unexpected, genre-blending moments—like fusing streetwear and fine wine. Projects like these go to show just how powerful design and brand thinking can be when there’s trust, ambition and a shared appetite to creatively push boundaries.

What campaigns have you seen recently that have stuck with you? Burberry’s British festival campaign, which dropped at the start of summer, is a standout example of how the brand is remixing its heritage for a Gen Z audience. Set against the backdrop of a quintessentially muddy British festival—wellies included—Burberry reimagined tradition with a curated lineup of cultural figures. Instead of typical models, the campaign cast a host of British icons posing as everyday festivalgoers, including a full Gallagher lineup ahead of the much-hyped Oasis reunion. This wasn’t just a marketing move; it was a deliberate reinvention of British identity. The campaign brought together actors, icons, musicians and it-girls, perfectly capturing the spirit of modern British culture. And the internet loved it.

If you could choose any client that you’d like to create a branded experience for, what would it be, and why? The fashion house Jacquemus. The brand consistently delivers the unexpected with surreal, immersive and perfectly executed experiences, from giant walk-in vending machines and supersized toasters to swimming pool changing rooms hiding immersive discoverables behind each door. Jacquemus bridges the gap between whimsical childlike imagination and high-end craftsmanship, turning curiosity into tactile reality. Being playful while driving luxury forward, the fashion house is one that gets bold, disruptive ideas beyond just the concept stage.

Do you have any advice for creatives just starting out in the industry today? Don’t be afraid to politely pester. Breaking into the creative industry can be tough at first, and it can be disheartening to send out portfolios and job applications and not hear anything back. Don’t let silence discourage you. Sometimes your message isn’t ignored, it’s just buried, lost in the busy abyss of a creative director’s inbox. Follow up. Then follow up again. I know people who have emailed the same portfolio to the same person over and over until one day it got noticed.

Pay attention to detail. In the creative industry, it’s all about how things look and are communicated; you are your own brand and your own first client. From the way you present your portfolio to how you craft an email or show up online, every detail speaks before you do. Design everything you put into the world with care and intention. You’re not just looking for a job; you’re building your own brand. ca