The European Accessibility Act (EAA) will become law in all EU member states on 28 June 2025. This landmark piece of legislation aims to ensure equal access to digital products and services across all 27 countries in the European Union.
The EAA also applies to any organisation that trades with the EU—which includes us here at Outlook Creative.
As a creative agency, we proudly work with a number of clients across Europe. We’re also an organisation that’s committed to inclusivity; we strongly believe that transforming creative into reality—the ‘thing’ we hang our hat on—is only successful if everyone can enjoy our solutions.
So let’s dig a little deeper into what the European Accessibility Act is, why it matters and what we’ve been doing at Outlook Creative to make sure we’re part of a more inclusive future.
The EAA is a directive of the European Union which was initially passed in April 2019. Its purpose is to improve the accessibility of products and services across all Member States by removing barriers created by divergent rules.
The legislation covers areas that have been identified as ‘most important’ to people with disabilities, including computers and operating systems, smartphones, audio-visual media, e-commerce, banking and more.
There are four core principles that underpin the EAA’s accessibility criteria, known as the POUR model (perceivable, operable, understandable and robust).
Organisations have until 28 June 2025 to audit their existing materials and fix any identified issues in order to become compliant.
Put simply, it’s about inclusion. In our increasingly digital world, access to information and services is not a luxury: it’s essential for being able to fully participate in society.
It’s soon to be a legal requirement, but it’s always been an ethical one. Accessible websites and digital tools help make sure that people with visual, auditory, motor or cognitive impairments can move through the world without added barriers.
It’s also about universality. Accessible design practices benefit everyone. Think about the last time you watched a video with subtitles, used a voice assistant or adjusted the font size to make something easier to read. Many of us rely on accessibility features on a daily basis—they make our lives easier. What the EAA does is make improved user experience for everyone a legal requirement. And that can only be a good thing.
Well, first and foremost, we’re not waiting until June. We’ve been busy behind the scenes reviewing, discussing and reviewing again to make sure we’re continuing to deliver accessible solutions for our clients.
Our preparations have taken three main tacks:
Internal training
Natalie from our UI team delivered a super-informative training session to our internal colleagues last autumn. We discussed the EAA, what it means for us at Outlook Creative and key things to look out for when creating accessible digital solutions.
Updates to systems & processes
To hold ourselves accountable, we’ve made an addition to our internal briefing tool. Now, any Seeker returning a piece of work must confirm that their designs comply with European accessibility standards.
Open conversations
Accessibility—digital or otherwise—is our shared responsibility. It’s also an ongoing process. By having conversations with our clients around inclusive design and making it an intrinsic part of how we measure the success of our work, we all contribute to making our world a fairer, more inclusive space.
Here’s to a future of digital design that can be enjoyed by everyone.
Need help getting your materials EAA-ready before June? We’re here to make sure your digital presence is compliant and inclusive. Get in touch and let’s chat.
Terri has been promoted to Senior Production Manager for Design & Digital—recognising the experience, steady leadership and collaborative spirit she brings to the team.
This marks a particularly strong year for Terri. With more than a decade at Outlook, she continues to lead by example—balancing detail, delivery and people with care and consistency. Over the past six months especially, her contribution has made a real impact across the business.
As our Joint Managing Directors Adam Sherlock and John Lloyd noted, this next step feels both well-earned and full of potential.
We’re delighted to see Terri take on the role.
“Collaborating closely with Terri over the last six months has been a pleasure. Terri is diligent and has a great eye for detail. In addition, she has proven to be a strong leader and I am looking forward to this next exciting step in her journey. Congratulations, Terri.”
Adam Sherlock, Joint Managing Director
“Having worked with Terri for nearly 11 years, it’s clearly her strongest year yet. Well done, Terri, and enjoy the journey ahead.”
John Lloyd, Joint Managing Director
After six months in the interim position, Sarah Skates has now been formally appointed as Operations & Business Support Manager.
The new title reflects the scale of Sarah’s contribution across the business—particularly her role in keeping day-to-day operations running smoothly and supporting the wider team through a demanding period of delivery.
Her promotion follows a strong year professionally, including recognition as runner-up in the Seeker Awards. As noted by Joint Managing Directors Adam Sherlock and John Lloyd, Sarah has become a key part of the way Outlook operates—bringing consistency, dependability and a growing confidence that’s been felt across the agency.
We’re pleased to see her step into the role permanently.
“Every business needs a Sarah. Thank you for your ongoing commitment and for everything you do behind the scenes to keep the Outlook Creative wheels turning.”
Adam Sherlock, Joint Managing Director
“Runner-up in the Seeker Awards and a promotion—what a year! Watching Sarah’s confidence grow throughout the year has been fantastic, and I feel there’s even more to come. Well done.”
John Lloyd, Joint Managing Director
We won’t name names, but a trusted colleague of ours once said, “Success lies in making the complex seem effortless.” Stick it on a plaque.
For us, that idea of making the complicated look easy is more than an aspiration; we treat it as a commitment. It’s something that drives every project we turn our hand to, especially when it comes to events.
Whether it’s 15 delegates in a boardroom or thousands of attendees at an exhibition, we thrive on managing the behind-the-scenes stuff that makes most people sweat. Think last-minute changes, technical complexities, multiple moving parts, all handled seamlessly to deliver an event experience that’s memorable for all the right reasons.
But rather than us blowing our own trumpet, let’s get into the specifics. When we say “We make events easy”, here’s what that really means—and how it makes a difference for our clients.
Let’s be honest, events can be complex beasts. From venue negotiations and safety protocols to that one specific lighting fixture you absolutely must have, there’s a lot to juggle.
…which is industry speak for: “A logistical nightmare that keeps you awake at 3 am.”
But not on our watch. Your dedicated project manager becomes your event ally, handling everything from initial concept to final teardown. That includes everything else that comes with it: nailing down the perfect theme, developing your comms strategy, producing your event collateral—you name it, they take care of it.
They know your vision inside and out, anticipate your needs before you even voice them and, most importantly, they’re just one call away.* Always.
*Just, please, don’t call at 3 am. We need our beauty sleep…
Remember when you had to explain your vision using hand gestures and hope for the best? Well, those days are gone. Our 3D wizardry, flythrough animations and AI-assisted toolkit mean we can bring your event experience to life before a single piece of equipment arrives on site.
It’s not just pretty pictures; it’s practical magic.
Spot issues, make tweaks and perfect your vision, all before spending a penny on setup. We’ll show you exactly what to expect, so there are no on-the-day surprises. And, what’s more, we’re fully maximising AI’s potential to make your stands and visuals better, quicker and cheaper. Just look at what our Joint MD had to say.
Great events need great content, but who has time to coordinate designers, animators and tech teams while managing everything else?
Psst… the answer’s us. We do.
The team orchestrates everything from creating template files to lay solid foundations, through to handling formatting inconsistencies and last-minute changes, making sure that your content performs flawlessly when the spotlight hits.
Our producers rehearse transitions, test every video and create backup plans for your backup plans. Because in live events, “it should work” just isn’t good enough.
Events aren’t just about what happens on the day—they’re about the story you tell before, during and after.
This is where our Creative team really shines. We take the time to understand your objectives, your audience and what makes them tick. Then, we craft messaging that connects. Sometimes it’s a surprising statistic that changes perspective; other times it’s a personal story that tugs at heartstrings. Often, it’s an interactive element that turns passive listeners into active participants.
Whatever approach we take, the result is the same: an unforgettable message that stays with your audience long after the event ends.
The world has changed and so have events. Whether you’re going fully virtual or creating a hybrid experience, we’ve got you covered.
We’ve all been to virtual events where technical issues, poor production values or clunky interfaces created more barriers than bridges. We do things differently. Our technical know-how makes remote attendees feel like they’re in the front row.
But technology is just the beginning. We also reimagine how content is delivered for digital audiences, incorporating interactive elements, shorter segments and engagement tools that keep remote attendees just as invested as those in the room.
So, there you go. Our comprehensive, collaborative and remarkably easy approach to events. Got one on the horizon? Drop us a line and let’s chat about how we can make your next event the easiest—and most impactful—you’ve ever produced.
Recently, our Joint MD, Adam Sherlock shared some thoughts on AI’s role in revolutionising trade stand management and congress design. And he’s spot on—rather than ‘smuggling AI’ into the workplace we need to find the right ways to explore this next step.
Congresses are one of my favourite sectors within the creative industry. The vibe is different—multiple suppliers, all in the same space, showcasing their work.
We all appreciate a ‘standout’ stand—the unique design, the most engaging experience, or even just the one with the best giveaways. But what was the journey that stand went on? And what role has AI played in its development?
Adapting and implementing AI across much of what we do is no longer a choice—it’s a necessity. Initially, creatives saw AI as a threat to the norm, but resilience and adaptability are in our DNA. The focus has since shifted to maximising AI’s potential and improving our offering to clients.
We’re all using AI to some degree—sometimes even in secret. I recently read a BBC article about employees ‘smuggling AI’ into the workplace. Businesses that restrict exploration will surely be left behind. At Outlook Creative, we’ve launched an AI action group to explore its evolution together.
We thrive on disruption and breaking patterns—something AI has yet to fully master. It’s often said that AI lacks personality. However, what it does offer is an invaluable tool to accelerate projects and push creative boundaries.
The fun part. Brief received. Pencils at the ready.
The phrase ‘sketching on the back of a cigarette packet’ may be lost on some, but some of the best ideas have started this way. From early iterations to days of tweaking in the studio, the ideation stage has always been an exciting process.
This is also where AI can work its magic. Quick-hit ideas provide a great starting point and help steer creative direction. Anyone who has attempted to design an entire stand will understand the frustrations it can bring. AI won’t replace the creative process, but it can assist with designing specific spaces, exploring different viewpoints, and refining layouts.
Industry trends and data are now easily accessible. Understanding what has worked well at past congresses is just a prompt away. AI doesn’t replace experience and firsthand knowledge, but when pitching for a new project, it can be invaluable. The same applies to analysing your target audience—this has never been more accessible. These are all positive changes, and a good agency will use these tools to become a more valued partner. The true value lies in collaborating with AI and knowing how to use it effectively.
“From early iterations to days of tweaking in the studio, the ideation stage has always been an exciting process.”
Bringing concepts to life has always been an adventure—traditionally, it required detailed sketches, 3D renders, and long hours in the studio. As creatives, we know the challenge of communicating a vision to clients and vendors. You see it clearly in your head, but how do you best convey it?
3D renders have long been an essential tool, allowing us to create a tangible representation of a stand. When produced by a skilled 3D artist, they are incredibly effective, but the process can be time-consuming and costly. AI is now helping to streamline this, working under exact specifications to generate visuals faster—allowing creatives to focus on pushing boundaries and exploring multiple options.
This doesn’t eliminate the need for 3D artists—quite the opposite. It strengthens the relationship between creative and production teams, ensuring efficiency while maintaining a human touch. The transition from sketch to 3D now seamlessly merges ideation and visualisation, opening up new possibilities for immersive previews, real-time adjustments, and virtual walkthroughs.
However, make no mistake—this is still a skill-driven process. AI is a powerful tool, not a replacement. The real value comes from how AI-driven visualisation supports human creativity, giving agencies and clients another layer to make bold, well-informed decisions.
We’ve said it before, and we’ll say it again—it’s all about the research.
Endless hours of Googling have always been an inconsistent task, digging through out-of-date trends and questionable sources. AI now helps with quick-hit insights upfront. Working alongside creatives, project managers, and tech teams, AI can supply real-time data on location-specific options, costs, and availability. It’s not always perfect, but it provides a strong starting point to guide decision-making.
At the core of great trade stand management is human interaction. AI isn’t just about assisted search; it’s about enhancing engagement. The best agencies understand that leveraging AI effectively is key. No single tool does everything—it’s about stacking AI capabilities to enhance storytelling and interaction.
Some key AI-driven applications for on-stand content include:
At Outlook Creative, we see AI as a tool—a partner, not a replacement. It helps transform creative ideas into reality while keeping human insight at the core.
Craftsmanship, experience, and attention to detail are where agencies set themselves apart—core elements of effective trade stand management. There is nothing artificial about that.
Yes, the world of ‘digital twins’ and online congresses is exciting, but when it comes to the physical and human element—does anything really beat face-to-face interaction? Personally, I have yet to see AI’s direct impact on physical builds, but I’d love to hear others’ thoughts.
One critical point the entire creative industry must consider is sustainability—a topic that deserves an entire discussion of its own. AI requires massive amounts of power to function, and this should be factored into post-event sustainability reports. If we’re truly striving for greener events, this is something we can’t ignore.
AI isn’t replacing creativity—it’s reshaping how we work, unlocking new efficiencies, and challenging us to think differently. The best agencies will be the ones that embrace AI as an enabler, using it to refine ideas, enhance visualisation, and improve engagement.
At the end of the day, congresses and exhibitions are about connection—between brands and audiences, suppliers and partners, and ideas and execution. AI can enhance these connections, but it’s human creativity that brings them to life.
Want to see how AI can improve your next congress? Get in touch today to see how Outlook Creative can support you with design, trade stand management and everything in between.
Written by Andy Upton, Art Director
Recently, I had the incredible opportunity to visit Forward Festival Vienna, the final stop in their four-city tour across some of Europe’s most inspiring creative hubs.
This two-day event, held in the historic Gartenbaukino—Vienna’s oldest cinema—was a masterclass in innovation and artistry, featuring over 20 world-class creatives sharing insights, techniques, and jaw-dropping projects in design, animation, and film.
Vienna is a city that breathes art and history in equal measure. From the vibrant graffiti along the Danube Canal to the majestic palaces, cathedrals, and monuments scattered across the city, it’s a stunning blend of classical elegance and modern urban grit. I was lucky to have some time before the festival to explore, soaking in the visual feast the city offers. Everywhere you look, there’s inspiration—whether it’s the intricate details of Baroque architecture or the bold, expressive street art.
The speaker lineup was packed with talent, but a few stood out for me:
If there was one recurring theme throughout the conference, it was playfulness. Every speaker touched on the importance of embracing a playful mindset—not just as a means of crafting standout work but also as a way to make the creative process itself more enjoyable. Whether it’s experimenting with wild ideas or pushing boundaries, it’s clear that a sense of fun can be the secret ingredient to success.
Forward Festival Vienna wasn’t just an event; it was a celebration of creativity and a reminder to approach our work—and our lives—with curiosity, courage, and a little bit of mischief. Vienna’s charm and the festival’s energy left me inspired and ready to infuse more playfulness into my own projects.
Forward Festival Vienna got you inspired? Let’s bring bold creativity to your next project. Get in touch to see how we can collaborate.
“Have we become too comfortable with convenience?”
Our Joint MD, John, recently took a trip to Switzerland to catch up with some of our clients (read about it here). It was a valuable visit for lots of reasons—not least because of his now expert-level knowledge of Swiss public transport—and it got us thinking.
With hybrid and remote working becoming more commonplace as a result of the COVID-19 pandemic, is the ease of virtual communication actually just moving the dial too far in the wrong direction?
Like everything in life, it’s all about balance—and Teams and Zoom have undeniably brought huge benefits, especially in a more eco-conscious world. But many of us have seemingly convinced ourselves that virtual catchups are more effective.
John’s week in Switzerland gave us a timely reminder that this isn’t always true. But more importantly, it led to two vital conclusions:
The science stuff
Our discussion about the impact of our boosted screen time set the cogs whirring; surely there’s something scientific in all this? As it turns out, there very much is.
We know that the timeline of human existence on Earth stretches back around 200,000 years. Up until March 2020, the majority of this time has been spent almost exclusively in person.
So, face-to-face interaction is deeply rooted in our biological evolution. More recent findings also show that our behaviour, brain processes, and cognition work differently when we interact in the same physical space.
It’s a chemistry thing. In-person conversations, along with physical gestures like handshakes and hugs, have been proven to release oxytocin—a feel-good hormone that builds trust and fosters social connections.
Which makes sense. It’s much harder to read things like body language and social cues through a screen; we lose the subtlety that’s so key to shaping our dynamics and strengthening our relationships. The task-oriented nature of our virtual meetings also leaves little space for the small talk that helps us feel more connected with one another.
“You can’t truly add value and elevate a project with creativity until you know your client. And you’ll never fully know your client until you’ve spent time with them in person.”
How do we reconcile this with modern-day agency life?
Ours is a people industry. It’s also creative and fast-paced with tight deadlines. Sometimes, we just need to get shit done, pronto, and in these instances, it absolutely makes sense to jump on a Teams call.
But the thing is, it’s not always about productivity or efficiency. Building trust and rapport with our clients is essential for us to do what we do best (transforming creative into reality). And you have to put the work in to make this happen.
We’ve never been an agency to just churn out what our clients ask for without a second thought; we pride ourselves on going above and beyond. But you fundamentally can’t do that well without knowing the person behind the brief.
So, to answer our own question, we think convenience is overrated—and we challenge you to change our minds. Let’s chat about it in person; coffees are on us.
Let’s make ideas happen—together. Visit us in person and experience how collaboration sparks creativity.
In case you missed it, we recently launched Inside Outlook—our first ever outward-facing digital magazine. And we’re really proud of it! It’s the first time we’ve truly flung open the door to our world of creative problem-solving and invited everyone in for a hearty dose of all things Outlook Creative.*
Have a flick-through while you’re here. It’s full of honest conversations, stories of fulfilling client partnerships, and insights into the thought processes behind our work—essentially, all the things that get the cogs turning.
But the process of getting here sparked a wider debate. Isn’t a digital magazine a bit of a rogue move? We all have busier lives, shorter attention spans, and more content to digest than ever. It’s a short-form world. Surely no one’s going to read a 60-page magazine?
We’re going to go out on a limb and say…We think they will.
This isn’t just us blowing smoke up our proverbial. Digital magazines aren’t a new thing at Outlook Creative—our internal magazine, The Outlook, publishes three times a year and receives consistently high engagement rates. In fact, its popularity is what inspired a host of additional longer-form publications (including the one that’s the subject of this article).
We’re also noticing a growing trend towards long-form content among our clients. We recently won a competitive pitch to work with Salts Healthcare on their The Salts Way campaign. Our proposal for this lifestyle-inspired, nurse-led movement is centred around a campaign linchpin of—you guessed it—a carefully curated magazine.
Now, these examples may be anecdotal, but the broader point we’re making is echoed by the wider industry and consumer behaviour.
It’s not news that AI is transforming marketing at a rate of knots. But as a direct reaction to the saturation of uniform and often impersonal AI-generated content, experts predict that human-centric content, storytelling, and making an emotional connection will become more important than ever throughout 2025 and beyond.
In other words, people are craving authenticity and human stories. Digital magazines (and other longer-form mediums) provide an ideal platform for delivering the depth and meaningful engagement audiences are looking for.
“People are craving authenticity and human stories. Digital magazines (and other longer-form mediums) provide an ideal platform for delivering the depth and meaningful engagement audiences are looking for.”
We’re not saying that long-form content is the be-all and end-all of answering this need for a genuine, trusted voice. What we are saying is: Don’t write it off as part of a bigger strategic picture.
Because, while a pithy social post, short blog, or video is great for capturing attention, longer-form pieces are where you maintain that interest as part of an integrated cross-channel strategy, meeting your audience further down the funnel with the specifics of how your offering can make their lives easier. It’s also an opportunity to demonstrate thought leadership and authority on a more extensive scale—qualities that build confidence and scratch the authenticity itch.
So, it’s clear that long-form content is far from dead. It’s actually alive and kicking when used strategically—for example, a digital magazine that offers an interactive, multimedia-rich experience that stands the test of time…
That’s why we stand by our assertion that we think people will read Inside Outlook. And we’d hate for you to miss out.
“Long-form content isn’t dead. It’s actually alive and kicking when used strategically—for example, a digital magazine that offers an interactive, multimedia-rich experience that stands the test of time…”
*Everything featured is work our NDAs allow us to talk about. Anything else remains for our respective clients’ eyes only.
So, there you have it. That’s Inside Outlook. Want to feature in the next issue or have a magazine of your own? Get in touch and let’s chat.
Danielle Reading is stepping up as our Senior Event Project Manager—the natural next step for someone who makes project management look easy.
As Adam Sherlock, our Joint Managing Director put it: “[Danielle brings] a strong sense of tenacity and a dedicated client focus on every event she delivers.”
We’re excited to see what comes next.
When not working at Outlook, Danielle has a second full time job keeping up with her three children’s social calendar, being mum’s taxi or walking her pooch Phoebe, officially her fourth baby and bestie.
“Danielle has an incredible desire to be busy and valuable. Her commitment is clear to see.”
John Lloyd, Joint Managing Director
“Danielle has truly grown into her role within the LI team, demonstrating a strong sense of tenacity and a dedicated client focus on every event she delivers. We’re excited to see her career continue to advance—well done, Danielle!”
Adam Sherlock, Joint Managing Director
As a wise Client Services colleague of ours once said, “Our job is effectively to make our clients’ lives easier.”
At Outlook Creative, we see this as less of a principle and more of a promise. It extends to every creative service we offer and underpins the very thing we hang our hat on: transforming creative into reality.
Like all promises, it’s built on trust, integrity and credibility—saying what we mean and meaning what we say. Because what’s the point of style if there’s no substance to back it up?
So when we say “We make film easy”,what does that actually look like? And most importantly, what specific benefits does it bring to our clients?
One of the biggest transformations we’ve seen recently is the introduction of our snazzy new Elements™ server. This state-of-the-art media ecosystem is purpose-built to support every step of the post-production and broadcasting workflows.
…which is technical speak for “a top-tier tool that makes your video projects as faff-free as possible.”
Sounds good, right? Let’s get into the specifics:
Immediate access with just one click
Elements™ puts your projects at your fingertips. No more downloading, uploading, rinsing, repeating. One link, one click, and you’re ready to dive straight in. Simple.
Feedback on the fly, wherever you are
Provide edits, make notes—whatever it is, one of the biggest benefits of this new way of doing things is that you can instantly feedback on your videos with time-coded annotations. Gone are the days of unwieldy email back-and-forth; you’re in your Element™.
Quality through collaboration
As the old saying goes, “Many hands, in real time, make more efficient work” …or something like that. Elements™ is built with cross-team collaboration in mind, so whatever it is your project needs, we can facilitate it pronto.
Less time, more moolah
We’ve saved the best ‘til last. Elements™ exists to make things happen in the most streamlined way possible. That means optimised workflows that deliver better work for lower costs. It’s a win-win.
Elements™ is a top-tier tool that makes your video projects as faff-free as possible.
So, there you have it. Our flexible, future-proof, and easy-to-use new server. Keen to put it to the test? Get in touch and let’s chat about how we can use it to make your next video project easy.