The creative advantage: embedding design thinking into commercial strategy.

In my design career, I’ve worked with some iconic brands – from start-ups to household names – and seen firsthand how creativity can shape, shift and scale a business. But what makes creativity really thrive in a commercial setting? It’s not just about hiring great talent or delivering beautiful campaigns. It’s about building a culture where creativity is embedded into how a business operates.

When I joined Pret, it was a time when creative thinking was leading the business. Design wasn’t an afterthought – it was the starting point. Whether it was a pioneering new concept or a seasonal moment in shops, the creative team played a central role in driving the brand forward. That experience has stayed with me. It taught me that creativity isn’t a department – it’s a mindset. And when it sits at the heart of a business, extraordinary things happen. One of the most powerful lessons I learnt at Pret was that designers hold real influence when they bring others along on the journey. Creativity can’t be hidden behind a curtain. The magic lies in making it visible – letting people across the business see the thinking, the decisions, the challenges, and ultimately, the craft. That’s how you build an understanding and respect for what design truly contributes.

In the past, design was perhaps seen as a function that makes things look good – but we know it’s so much more than that. When I joined Mindful Chef, I saw an exciting opportunity to connect the design function more closely with the commercial engine of the business – acquisition, growth and performance. It quickly became clear that the designers were already shaping experiences that influenced all of these areas. The next step was making this work a clear priority within the team and building stronger connections with stakeholders across the business to amplify its impact. 

One of the advantages of working in a digital environment is that you can see the effect of creativity in real time. From customer behaviour to campaign performance – it’s all there in the data. So we integrated the creative team into the key business areas, such as acquisition and retention.

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If creativity was going to drive performance, it had to sit at the table where those decisions were being made. Take acquisition, for example. It hadn’t really been a core focus for the design team – but it was a major focus for the business. So we introduced dedicated team days, bringing everyone together to brainstorm ideas, execute quickly and test them. We’d then analyse the results, learn, and go again. The creative process delivered a large influx in customer signups. It proved – beyond doubt – that creativity drives commercial.

We applied the same thinking to other key moments in the customer journey. A new landing page concept we developed delivered a 30% increase in conversion compared to the existing version – a significant result from just a few days of creative exploration. Across email journeys, website content, and campaign work, the creative team was unlocking growth by doing what they do best – solving problems with imagination.

But here’s the real key…the team knew they were making a difference. They weren’t just fulfilling briefs – they were helping to shape them. They understood the business challenges and saw the direct results of their work. That empowerment fuelled them to go further, push harder and challenge what was expected. It shifted the perception of creativity from supportive to strategic.

I’m incredibly proud of the in-house team I work with – designers, photographers, videographers – all of whom move the brand forward in every piece of work that they do. Their passion is infectious. And when the whole company sees that excitement, understands the process, and feels part of the creative journey, the culture shifts. People become more open to ideas, more collaborative and more ambitious. I’ve been lucky to always feel the energy that creativity can bring and I want everyone I work with to feel that too. Because when a company believes in the power of creativity, the results speak for themselves.

We all have a role to play in championing design – by involving creatives early, hearing their perspective and building ways of working where ideas can truly thrive. The future of work – whatever it may be – will be led by creativity. A driving force that solves problems and delivers meaningful, measurable impact. Because when creativity thrives, business does too.

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