1 – What is your favourite project by Fred?

The Havens Hospices rebrand was a particular favourite for me; a great organisation doing amazing work.

2 – Who do you think is most in need of a rebrand right now?

I think its time for WH Smiths to start looking at raising their game.

3 – Do you have any advice for young designers?

You learn more when you are outside your comfort zone.

4 – What is the biggest challenge of your career so far?

Building a business is hard; maintaining it is equally challenging.

5 – What is the story behind We Are Fred?

2 mates, 10 beers, 1 amazing idea.

6 – What is branding for you?

People buy with their eyes . . . even if they don’t realise it, and we get to be involved with this process.

7 – Favourite book, movie and musician

The Tattooist of Auschwitz  /  Apollo 13  /  Saul Hudson

8 – A company you’d love to work with?

Disney. Not only is it the happiest place on earth, but a huge and successful business empire (read Bob Igers book: The ride of a lifetime)

9 – What campaign has caught your eye recently?

Wu Pao Chun Bakery – low carb buns. Best packaging design Ive seen for a while (and Fat Face bags being used for Christmas wrap). Simple and effective.

10 – How do you build the perfect team?

Create a culture and an environment that people want to be a part of.

11 – What is your best advice to clients briefing agencies?

Rather than just a briefing document, a conversation about the project is so worthwhile; it helps us understand what’s in your head.

12 – What is the best advice you’ve been given?

You can be motivated by money, but money mustn’t be the motivation.

13 – What do you see as the next trend?

Towns created with biophilic design at the forefront.

14 – What is your favourite biscuit?

Garibaldi . . . or a Happy Face.

15 – If you were stranded on a desert island, what three things would you take with you?

A dog . . . a tennis ball . . . and one of those bendy sticks to help me throw it.

16 – If you could be any adjective, what would you be?

definitely positive . . . always positive.

17 – What is your slogan for life?

It’s all about the journey, not about the destination.

18 – If you could live anywhere in the world, where would it be?

I could certainly get used to the pace of life in Tuscany; Chianti Classico, cheese and crackers, and an afternoon nap.

19 – What is your go to takeaway order?

BBQ food, smoked is the preference.

20 – What is your comfort TV?

A good (long) Netflix series. Mad Men is the favourite so far.

21 – What is your favourite celebration?

Christmas Eve . . . or the Galaxy chocolate (the question was a little ambiguous)