If you have ever seen a corporate video or animation that pulls you in and makes you feel something, that’s where the magic of Storytelling has played its part.

Getting your message out isn’t just about throwing out facts and figures; it’s about making those concepts relatable and humanising them. Imagine your brand’s story being told in a way that connects with your audience, breaking down walls and making your message crystal clear. That’s the power of Storytelling done right.

Let’s talk strategy for a second. When you tailor every visual, every word, and every tone to your brand’s identity, you’re not just making a video—you’re making a statement.

See how we helped Vestergaard share their powerful story.

You’ve got to keep your viewers hooked to get your message understood. That’s where we excel. We’ll ensure every performance feels real and every scene draws you in, keeping your audience glued to the screen from start to finish.

But it’s not just about engagement; it’s about creating an experience. Picture your audience walking away from your video feeling like they’ve been on a journey. That’s what we aim for. We’ll craft every detail carefully, leaving a mark that sticks with your viewers long after the video ends.

We’re passionate about Storytelling and bringing your vision to life in a way that leaves an impact. It’s not just a job for us – it’s a mission. We handle everything from the script to the final edit, ensuring your story shines through in every frame. So, let’s work together to weave a story that sticks.

We make a promise to our clients that projects will be ‘passionately delivered,’ and we mean it. This is something that my fellow MD and I are… well… passionate about.

You may not be aware, but my background is that of an account handler, and Adam is an event producer by trade. We have been passionately involved first-hand in the delivery of thousands of projects.

Personally, I think it’s a pride thing. When delivering a project, or even a part of a project, I want to be proud of the outcome and how we got there—the easiest way to ensure that is to be passionate about the delivery of the project from the very beginning.

I asked Adam how he felt about it, and he said:

“There’s no better feeling than seeing your hard work, collaboration, and sleepless nights (!) come together to deliver the original vision (and beyond).
 
It’s a line of thought that our industry is one of the most stressful there is, but I strongly believe it’s one of the most rewarding. It takes a certain individual to work agency-side; passion is a key element. Without passion, the long hours, rounds of amends, and challenges would seem insurmountable. Some call us crazy. Maybe they are right—but we love it.

Passion can certainly be influenced and developed, and being around like-minded people helps keep this burning. Everyone has the potential to be passionate about what they do. As humans, we are intrinsically motivated to master skills, grow, and get excited about the tasks we’re working on. Here at Outlook, one of our core values is collaboration and we believe this is one of the key drivers when transforming creative into reality.”

We are fortunate that there are many other people at Outlook Creative who share this sense of pride in themselves and their team. It shows in the passion which fuels the delivery of their projects.

It’s part of who we are, what we do, and where we will go.

Picture this: in 2023, after much hard work and dedication, we nailed our ISO accreditation for 9001, 27001, and 14001 audits. We’re talking about raising the bar for quality, info security, and sustainability!

It’s been quite the ride. Starting with our dive into ISO 9001 quality standards in 2017, then shifting gears to tackle ISO 27001 for IT and Security in 2020, and now proudly adding ISO 14001 for Environmental and Sustainability to our repertoire. Our journey screams commitment to delivering nothing but the best, always.

But let’s not downplay the effort it took. We didn’t just wake up one morning and tick off these audits. Oh no, it was a year-long journey of meticulous planning and preparation. We’re talking late nights, endless brainstorming sessions, and more sticky notes than we care to count!

See those ISO symbols plastered on our documents? To us, they’re more than just fancy decorations. They’re a testament to our ongoing pledge to keep sensitive info under lock and key, to do our bit for a greener planet, and, of course, to keep pumping out top-notch projects.

Let’s raise a glass to the power of collaboration, to our unwavering pursuit of improvement, and the journey ahead. Here’s to Outlook Creative – where excellence isn’t just a goal. It’s a way of life!

The Art of Connected Experiences

Connected experiences emerge as a beacon of coherence and resonance for brands to stay ‘front of mind’ against the constant background noise of everyone else.

Let’s be clear about what we mean by connected experience. For us, it’s a seamless journey woven with a common thread, enveloping you in a tapestry of emotions and familiarity. That’s the essence of connected experiences—a symphony of touchpoints meticulously orchestrated to evoke profound connections.

In branding and marcomms, this goes beyond transactions; it’s about fostering relationships. Imagine encountering a brand where every interaction feels like coming home—a place where you’re understood, valued, and cherished. That’s the magic of a well-crafted, connected experience.

It’s not just about functionality or aesthetics; it’s about stirring something within, igniting a spark of joy or wonder. Think of those moments when a simple encounter leaves you with a lingering smile or a sense of belonging—the hallmark of a genuinely exceptional connected experience.

Luxury fashion brands and upscale hotels epitomise this ethos with finesse. Step into their world, and you’ll be enveloped in a cocoon of exclusivity and elegance. Each touchpoint, from the ambience to the service, exudes a distinct charm, drawing you deeper into their narrative.

But connected experiences aren’t confined to the realms of luxury; they permeate every facet of our lives. Think of your favourite local coffee shop, where the barista knows your order by heart and greets you with a warm smile. Or perhaps the online retailer that remembers your preferences and recommends products tailored to your taste. These seemingly mundane interactions forge lasting connections and cultivate brand loyalty.

That’s where Outlook Creative stands out the most: we are masters of the connected experience, Transforming Creative into Reality for better audience experiences.

Embark on a journey with us as we lead the charge towards a greener, more sustainable future. Our latest triumph? Achieving ISO 14001 accreditation is a shining beacon of our unwavering dedication to environmental stewardship in the creative sphere.

At Outlook Creative, we’re not just creating; we’re crafting a legacy of responsible creativity. With a firm resolve, we’re sculpting our operations to tread lightly on the Earth while positively impacting our industry. From our products to our practices, we’re committed to minimising our ecological footprint and maximising our positive influence.

But it doesn’t stop there for us. We’re cultivating a culture of environmental consciousness, staying ahead of the curve on regulations, and championing the cause of sustainability in everything we do. Our mission? Not just meet standards but also set them.

Be part of our quest for a better tomorrow. Whether reducing waste, conserving resources, or partnering with suppliers who share our vision, we’re paving the way for a brighter, greener future—one project at a time. Together, let’s create a masterpiece of sustainability that leaves a lasting impression on future generations.

The funny thing about the word “relentless” is that you don’t want to mess around with it. It can carry negative connotations—”the Carolina Reaper seed was relentless when I ‘accidentally’ flicked it in my eye on a dare.”

There’s an intensity we felt was necessary when we discussed our approach to creativity. “Let’s get serious,” we said. “Let’s get disruptive” (a grossly played-out term, we agreed). Let’s communicate that we are passionate and a bit inflexible when it comes to revolutionary creativity. You know what? We are relentless when it comes to our creative. Bold? Yep. Honest? Always. Scary? A little. But we if aren’t pushing and scaring ourselves regularly, we are doing it wrong.

“Creative,” on the other hand, truly belongs to everyone. Sure, the word is knocked around a lot, and some might argue tossed around too much, diluting its very nature. But I don’t believe that to be true. I believe it’s fair to say that everybody is a bit creative. It takes creativity to run a business, mow a lawn, deliver the mail, decode my daughter’s borderline criminal algebra, navigate the Northern Line, tie a shoe. It’s certainly not reserved for “creatives.” We’ve all heard “I’m not a creative person” countless times. People often say it if they feel they are surrounded by “creatives.” It’s a disclaimer. It’s a proclamation. It’s malarkey.

So, what does being relentlessly creative mean to us as an agency?

Everything.

Strong creativity is our driving force. I wouldn’t be writing this, or even be here, if it wasn’t for our approach to creativity. We use it to breathe life into everything we do, across all touchpoints. It’s this WHOLE-AGENCY APPROACH that sets us apart. Think about that for a sec. Everyone. A select group of highly skilled people, all motivated by a common goal, all using their specialities to develop a better way of doing something, looking at the world, bringing your band experience to centre stage.

We’ve delved deeply into our core motivations (they’re here, [link] by the way), and our approach to creativity is kinda like crafting the perfect pizza from scratch. Meticulously selecting the freshest ingredients, balancing flavours, and considering the preferences of everyone who folds a slice and has a bite. It’s beyond what we create; it’s where we transport you. Mmm.

Sure, that metaphor may stretch thin in places, but you get the idea. It’s a collaborative effort—a mindset we share and strategically use to constantly strive for improvement. It’s what fuels us, sparks innovation, binds us together, and we don’t compromise.

You can be relentless, and you can be creative, but being relentlessly creative is something entirely different. We will continue to throw the word “creative” around, whether it’s overused or not, and so should you.

During my recent trip to Confex, the less-often-talked topic of ‘event psychology’ was brought to the forefront in a presentation by Kelly McCormack, discussing ways of applying the science of human behaviour and psychology to event strategy.

I won’t go into too much detail about Kelly’s presentation. Still, she warned of a trap that is all too easy to fall into – focussing too much on trying to change event technology, the format, or reinvent the wheel while not giving enough conscious thought to how our delegates think and feel.

Many factors can contribute to a delegate’s experience at your event – environmental, social, musical, and behavioural psychology all combined and filtered through each individual’s perception and personality. But there’s no reason technology can’t be made even better when considering psychology.

One great example highlighted the careful balancing act when allowing delegates control to co-create the event experience they want. For some, this is a massive source of excitement; for others, having too many choices can be a source of distress and even lead to decision paralysis.

With everyone seeking a different ideal, the only solution is offering an individualised amount of choice available to every delegate to suit their preferences. With the profiling potential of so many event registration platforms, advancements in AI and utilisation of data, a well-thought-out profiling questionnaire at registration could be the answer to delivering a unique and personal delegate experience.

For those who want absolute control, their event app shows them every possible choice when building their event agenda from a blank slate. Some may prefer being prescribed sessions with the option to make changes, while others may prefer to receive a fixed agenda based on their questionnaire results.

There is unlikely to be a ‘one size fits all’ approach, but that’s the whole point, right? If you’re not effectively utilising technology when planning your next event to better cater to psychology. Well, maybe you should think again.

The anticipation grew as I entered Confex, the UK’s premier event expo. This annual gathering isn’t just about networking or showcasing; it’s a pilgrimage where industry aficionados converge to explore, innovate, and reinvigorate their event strategies.

This year, my focus is sustainability—a pivotal ethos in event planning. As a company, Outlook Creative is steadfast in its commitment to authentic sustainability by dismissing greenwashing and focusing on impactful change. Our ISO 27001 accreditation stands as a testament to this unwavering dedication.

Within the bustling halls of Confex, sustainable alternatives amid tightening budgets emerged as a prevailing theme. With the events industry contributing to 10% of the world’s carbon footprint, the imperative to act swiftly and decisively has never been clearer. While sustainable solutions often carry a price tag, the landscape is evolving, promising viable options that balance eco-consciousness with fiscal prudence.

Diving into tangible strategies for crafting sustainable events, here are some that we already use:

1. Reuse vs. Recycle: We endeavour to infuse new life into past event materials wherever feasible, curbing carbon emissions and fostering continuity in our creative endeavours. For instance, reusing materials from previous events, even if they’re not the same item, can halve the carbon emissions associated with production.

2. Mindful Material Selection: The appeal of eco-friendly materials can sometimes clash with budget, making it a tough decision for clients. Yet, strides are being made with alternatives like Zero Formaldehyde MDF and VOC-free Sterling board, supporting our commitment to sustainability without compromising quality.

3. Sustainable Graphics and Flooring: Traditional graphic materials often rely on PVC, which is known for its harmful environmental impacts during production and disposal. However, we’ve consciously decided to pivot towards PVC-free alternatives as standard. By opting for eco-friendly materials in our graphics, we minimise our carbon footprint and contribute to the preservation of natural resources.

While flooring may seem negligible in event planning, its environmental ramifications are significant. We adopt a proactive approach by repurposing offcuts rather than discarding flooring after a single use. These offcuts find new life as pallet bases, wraps, and covers, sparing them from ending in landfills. Furthermore, our dedication to recycling extends beyond our operations; we partner with recycling facilities to ensure that even the flooring remnants unsuitable for reuse are repurposed into pallets and other useful industry materials.

4. Venue Selection: The venue serves as the canvas for our sustainable vision, emphasising accessibility and eco-friendly amenities. Opting for venues with alternative energy sources and digital signage further reduces our environmental footprint while enhancing the attendee experience. Transport and travel account for, on average, a whopping 60% of all event emissions, making accessible venues a critical factor in reducing overall emissions where possible.

5. Thoughtful Catering: Acknowledging the disproportionate environmental impact of animal-based diets, we advocate for menus with a high percentage of plant-centric options sourced from local, seasonal produce. This aligns with sustainability goals and caters to diverse dietary preferences. Animal meat is responsible for 57% of all food-based emissions compared with 27% of plant-based emissions, making the shift to plant-based options a significant step in reducing our carbon footprint.

Amidst the dynamic landscape of sustainability, we remain vigilant, adapting to emerging trends and advocating for meaningful change. Our commitment extends beyond the confines of event planning; it’s a testament to our enduring stewardship of client experiences and the planet we call home.

A brand isn’t just a logo—it’s the heartbeat of a company. It’s a promise made, a story told, and a journey embarked. And when it came time to unveil our new brand identity, we didn’t just throw a party—we ignited a spark that lit up the room and set our team on fire with excitement!

Learn more about our brand journey.

Picture this: anticipation buzzing in the air, hearts pounding with excitement, and then…the big reveal! Our brand had undergone a stunning transformation—bold, vibrant, and unmistakably us.

But the magic didn’t stop there. Our event wasn’t just about the visuals or the merch—it was about the people behind the scenes who poured their passion and creativity into every detail. Every team member played a crucial role in making our brand identity launch successful.

Ultimately, our brand identity launch event wasn’t just about unveiling a new look—it was about igniting a spark of excitement and possibility that would fuel us on our journey forward. And as we continue to write the next chapter of our story, we do so with hearts full of passion, purpose, and endless optimism. There are lots of pictures we will be sharing on social media. Here are a few of them.

25+ years working for one agency—how did that happen?

It’s a great question and one I have been asked plenty of times by wide-eyed Gen Zs and millennials, who often find the idea of staying put in one place tantamount to insanity.

The simple answer is that it wasn’t planned and has happened in the blink of an eye. It’s true time does fly, especially when you’re having fun (and even when the going gets tough, such is agency life). One minute I was making plans to travel and work in Australia post-finishing university, and the next my last CV application for a design role (genuinely) led to an interview at Outlook HQ in Northampton—and the rest is history.

Outlook as a business has always managed to meet my ambitions and provide a career path within a growing agency that has allowed me to grow and flourish, rising from Graphic Designer to Director and proud shareholder in the business. 


As well as my personal growth within the business, the transient nature of agency life has meant that I’ve been blessed to have worked with many exceptional designers, producers, account managers, and colleagues throughout the 25 years. This, combined with the opportunity to work with and for some truly brilliant clients and brands—including Silverstone, Twickenham, Club Wembley, GLP, Sacla, Fred Olsen, and Parexel, to name but a few—has kept the creative juices flowing. The satisfaction of seeing our talented team delight and inspire clients never ceases to put a smile on my face and keep the passion for my role burning brightly.

The evolution of the agency, its people, and its values over 25 years also plays a huge part in keeping things fresh and engaging. New opportunities, new people, new thoughts and beliefs, new client challenges, and new and constantly evolving technology mean we are never standing still. The highly competitive nature of the industry we operate in means there is never a dull day; we always need to be on our A game, even in those difficult times. In fact, the irony is that it’s the difficult moments on projects where both individuals and teams learn the most. If it’s easy, then you have to question whether you’re really nailing a client brief and putting in the extra effort to sprinkle that all-important magic that helps set you apart from the many ravenous competitor agencies that are waiting in the wings to swoon a client should you drop your guard and let your standards slip.

One of the most pleasing aspects I have seen big improvement in since I first started is the investment in our people’s welfare. Naturally we can continue to improve and evolve, but we have made huge strides forwards in terms of trying to find a much better work-life balance for our teams in what is a very high-pressured service-led industry where the clients and their deadlines are key. We recognise the importance of having happy, healthy, and motivated individuals at the top of their game and this can’t happen if we’re working them to the bone and not giving them any time to enjoy the fruits of their labour and spend quality time with their friends, family, and colleagues.

It’s equally pleasing to see that clients also recognise the importance of respecting a supplier’s welfare. We want to be an extended part of our clients’ teams and, for us to be able to do our very best work, we need the time and support to do this working in collaboration with a client’s own challenges and demands.

The role of technology has been the biggest and most visible shift in transforming our industry recently and this, I believe, is only set to increase massively. Personally, I find AI and all the benefits it can bring to our profession exciting and, if used correctly and morally, can be a huge benefit to both agencies and the end results we provide for our clients. The access to essential data, R&D, the speed, and the mega visual library at an agency’s fingertips combined with the expertise of a talented team of creatives can only bring positive benefits for all. It’s the equivalent of turbocharging a creative team’s experience and talent, which is incredibly powerful. As an agency we shouldn’t fear AI but embrace what it can do to improve the output and efficiencies of our industry.

So, to summarise: Is staying with one company right for you? I think it’s a very personal choice and there is no right or wrong answer. If you work for a great company that treats you well, has fun, produces great work for great clients, and provides a positive career path for you, then why move? The grass is often not always greener. But if any of these elements are missing or not putting a smile on your face then, yes, it’s time to move on—and this can also be a positive for your development.

What works for one doesn’t work for all, but don’t feel the pressure to move on just because you feel your CV demands it. Agencies now, especially with the advent of AI, are looking for integrity, loyalty, and positivity, combined with initiative and drive.

Being happy and motivated to create your very best work is the key, and this should be a core value to align with your personal ambitions. Whether this is with one business or several, the choice is yours. But whatever you do, enjoy the journey!