Creative62 Co-Founder Mark Robinson Appointed Entrepreneur in Residence at University of Leicester
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University of Leicester has appointed Creative62 co-founder Mark Robinson as an Entrepreneur in Residence, strengthening the connection between ambitious students and the realities of modern brand-building.
For us at Creative62, this isn’t just a title. It’s a natural extension of what we believe great branding should do: connect ideas with impact.
Bridging Academia and Real-World Brand Experience
Over the past year, Mark has contributed to guest lectures, live briefs and marketing programme projects within the University’s School of Business. His appointment formally recognises the impact of bringing agency-side thinking directly into the classroom.
At Creative62, we’ve always believed students benefit most when academic insight is paired with live commercial experience. The challenges, constraints and creative tensions that shape real brands in real markets.
Mark’s role will allow:
- One-to-one mentoring with aspiring founders
- Feedback on early-stage business ideas
- Support for enterprise projects inside and outside the curriculum
- Greater collaboration between local businesses and the University
This reflects something we’ve long championed: stronger on- and off-campus commercial relationships.
Why This Matters to Creative62
Creative62 was built on the belief that bold thinking and commercial clarity should go hand in hand. Supporting the next generation of entrepreneurs is part of that responsibility.
Leicester has an incredibly diverse and ambitious business community. Through this role, alongside Mark’s work with organisations such as Leicestershire Business Voice and the Blaby Business Board. We’re continuing our commitment to strengthening the regional economy and nurturing future talent.
When students understand branding not just as aesthetics, but as positioning, differentiation and long-term value creation, they build stronger ventures from day one.
A Shared Vision for the Future of Education
Mark said:
“The next phase of education is about developing much stronger on- and off-campus commercial relationships, places where academic knowledge blends with real-world commercial experience and insight. The University of Leicester is leading the way with its Entrepreneur in Residence Network. It’s a privilege to be involved, and I’m excited to see what we can achieve together.”
From our perspective, this partnership represents something bigger: a shift in how universities and agencies collaborate to shape future business leaders.
We’re proud to see Creative62 thinking represented at this level and even more excited to support the ideas that will emerge from it.
How to Diagnose What Your Brand Really Needs
Messaging
(Before You Invest in Design, Campaigns or a Rebrand)
When brand performance dips, the instinct is often to act quickly.
A new campaign. A refreshed website. Updated visuals.
But many brand problems aren’t caused by a lack of activity, they’re caused by misdiagnosis. And investing in the wrong solution, even a well-executed one, rarely fixes the underlying issue.
Before deciding what to do next, it’s worth taking a step back and asking what your brand actually needs right now.
Why Brand Problems Are Often Misdiagnosed
Brand issues tend to show up as symptoms:
- Low engagement
- Poor conversion
- Inconsistent messaging
- Weak recognition
- Feeling “outdated”
The mistake is treating these symptoms as the problem itself.
In reality, they’re usually signals of something deeper: clarity, relevance, positioning, or alignment.
A Simple Way to Diagnose the Real Issue
Instead of jumping to solutions, work through the four areas below. Most brand challenges sit primarily in one of them.
1. Clarity: Do people understand what you do and why it matters?
If your brand lacks clarity, you may notice:
- People asking basic questions you assumed were obvious
- Long explanations during sales conversations
- Inconsistent descriptions across teams
- Messaging that feels vague or interchangeable
If clarity is the issue, design changes alone won’t help. The work needs to focus on sharpening messaging, positioning and language.
2. Relevance: Are you still meaningful to the audience you want?
Relevance problems often appear when:
- The market has moved on
- Customer needs have changed
- Competitors feel more current or aligned
- Your offering has evolved, but your brand hasn’t
In these cases, the brand may still be recognisable, but it no longer feels right. This is where strategic realignment, not necessarily reinvention, becomes important.
3. Trust: Does the brand feel credible and confident?
Trust issues can show up as:
- Hesitation before enquiries convert
- Prospects needing reassurance
- Reliance on personal explanations rather than brand assets
- Difficulty justifying value
Here, the brand often needs stronger proof points, clearer articulation of value, and more consistency across touchpoints, not louder messaging.
4. Alignment: Is the brand working internally as well as externally?
Internal misalignment is one of the most overlooked brand problems.
Signs include:
- Teams interpreting the brand differently
- Inconsistent execution across channels
- Uncertainty about tone, messaging or priorities
- Marketing feeling harder than it should be
If alignment is the issue, the solution usually sits in foundations, guidance and shared understanding, not surface-level updates.
What to Do Once You’ve Diagnosed the Issue
Once the core issue is clear, the right next step becomes much easier to identify:
- Clarity issue? → Messaging and positioning work
- Relevance issue? → Strategic brand refresh or repositioning
- Trust issue? → Content, proof, consistency and experience
- Alignment issue? → Brand foundations, frameworks and internal rollout
Not every problem requires a rebrand. Not every solution needs design.
Final Thought
Strong brands aren’t built by doing more, they’re built by doing the right things in the right order.
Taking the time to diagnose what your brand really needs before investing in solutions doesn’t slow progress down. It prevents wasted effort and creates momentum where it matters most.
Why Strategy Comes Before Design
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We love design. It’s what we do at Creative62. But we always lead with Strategy, otherwise things can look great but miss the mark. Strategy thinking, married with excellence in creative execution, is something we do really well.
That’s why we always start with strategy.
It’s Easy to Jump Straight Into Design
Most briefs sound familiar: we need a new website, our brand feels dated, this doesn’t look right anymore. Design is the obvious fix and the fun part.
But when you skip the thinking and go straight to making, you end up designing on assumptions. That’s when projects drag, feedback clashes, and the work loses focus.
Strategy Is Just Clarity
For us, strategy isn’t complicated. It’s about asking a few important questions upfront:
- Who are we talking to?
- What do we want them to do?
- What problem are we really solving?
Once those answers are clear, everything else gets easier.
Better Strategy = Better Design
When strategy leads, design stops being about personal taste and starts being about purpose. Decisions are faster. Feedback is clearer. The work feels more confident.
Design becomes something that actually works, not just something that looks good.
Our Belief
At Creative62, strategy gives design direction. Design brings that direction to life.
That’s why we believe strategy should always come before design.
Creative Thinking vs Creative Execution
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Creative thinking and creative execution often get lumped together. They’re related, but they’re not the same and confusing the two is where a lot of projects fall apart.
At Creative62, we see them as two very different (but equally important) parts of the creative process.
Creative Thinking Is About the Idea
Creative thinking happens before anything is made.
It’s the messy part. The questioning. The conversations that challenge assumptions and uncover better ways of doing things. This is where we figure out:
- What’s the real problem we’re solving?
- What’s the smartest idea behind this?
- How can this brand stand out in a meaningful way?
Creative thinking sets the direction. Without it, you might execute beautifully, just in the wrong direction.
Creative Execution Is About Bringing It to Life
Creative execution is where ideas become real.
This is the craft: design, copy, motion, build, and detail. It’s about how something looks, feels, and works in the real world. Strong execution makes ideas clear, engaging, and usable.
But execution can only be as good as the thinking behind it.
Where Things Go Wrong
Most problems don’t come from poor execution. They come from weak or rushed thinking.
When teams skip the thinking phase, execution is forced to carry the weight. That’s when work looks polished but feels empty or when endless tweaks try to fix an idea that wasn’t right to begin with.
How We Approach It at Creative62
We separate thinking from making, on purpose.
First, we slow down and think. We explore ideas, test logic, and get aligned. Then we move into execution with confidence, knowing exactly what we’re bringing to life and why.
That’s when the work clicks.
The Takeaway
Creative thinking gives work meaning. Creative execution gives it form.
You need both but in the right order.
At Creative62, we believe great work doesn’t start with execution. It starts with thinking.
Trends We’re Watching in 2026
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Trends come and go. Some are just visual noise, others signal real shifts in how brands think, act, and connect with people.
As we head into 2026, we’re paying less attention to what looks new and more attention to what’s actually changing behaviour. Here are a few trends we’re watching closely.
1. Less Noise, More Meaning
Brands are pulling back.
After years of loud visuals, bold-for-the-sake-of-bold identities, and constant content, we’re seeing a move towards clarity and restraint. Simpler systems, fewer messages, stronger ideas.
Not minimal for style points, minimal because it works.
2. AI as a Creative Partner (Not a Shortcut)
AI isn’t replacing creativity, but it is reshaping the process.
Used well, it speeds things up, unlocks exploration, and helps teams think broader. Used poorly, it flattens ideas and creates sameness.
In 2026, the difference won’t be who uses AI, it’ll be who uses it with taste, judgement, and intent.
3. Brands Acting More Like Products
People now expect brands to behave like well-designed products: intuitive, useful, and constantly improving.
That means fewer “campaign-only” moments and more focus on the full experience, from first touchpoint to long-term use. Strategy, UX, and brand are no longer separate conversations.
They’re the same one.
4. Personality Over Perfection
Perfect design is starting to feel cold.
We’re seeing more brands embrace warmth, imperfection, and personality. Not in a messy way, but in a human one. Design that feels considered, not manufactured. Confident, not overworked.
People connect with brands that feel real.
5. Digital Experiences With Depth
Fast, functional digital experiences are the baseline now. What’s next is depth.
More thoughtful interactions. Subtle motion. Clear storytelling. Experiences that reward attention instead of demanding it.
Less doing everything. More doing a few things really well.
Our Take
Trends shouldn’t drive decisions but they can reveal where things are heading.
In 2026, the strongest brands won’t be chasing what’s new. They’ll be doubling down on clarity, usefulness, and ideas that last. Need help? Let’s talk.
How Traditional Marketing Still Plays a Role in a Digital World
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With digital platforms dominating today’s conversations, it’s tempting to think that traditional marketing is outdated. But here’s the truth: traditional and digital marketing don’t compete, they complement each other.
From print ads to direct mail to in-person events, traditional channels continue to create impact when integrated into a modern marketing mix. Here’s why they still matter, and how to use them effectively in a digital-first world.
1. Tangibility Builds Trust
There’s something powerful about holding a beautifully designed brochure, receiving high-quality packaging, or seeing a billboard in a busy city center. These physical touchpoints create a sense of credibility and permanence that digital alone can’t replicate.
When paired with digital, traditional assets reinforce brand recognition. For example:
- A print magazine ad that drives readers to a social hashtag.
- A branded direct mail piece with a QR code linking to a landing page.
2. Reaching Audiences Where Digital Doesn’t
Not every audience is glued to their phone 24/7. Traditional marketing still shines for:
- Local communities (billboards, flyers, event sponsorships).
- Older demographics who may prefer print or broadcast media.
- In-person environments like trade shows or retail spaces.
By layering traditional channels with digital ones, brands can reach broader and more diverse segments.
3. Creating Memorable, Multi-Sensory Experiences
Digital is powerful, but it’s often fleeting. Traditional marketing taps into more senses; sight, touch, even sound in the case of radio or experiential activations. These experiences stick with people and give campaigns staying power.
Example: A pop-up installation promoted on Instagram can create buzz online and a physical, immersive brand moment offline.
4. The Power of Integration
The most effective strategies combine traditional and digital seamlessly. Some ideas:
- Direct mail + retargeting ads: Send a physical piece, then follow up with digital ads to reinforce recall.
- Event marketing + social content: Use live events as content engines for digital storytelling.
- Broadcast + hashtags: TV or radio ads that encourage real-time interaction on social platforms.
The result is a brand experience that feels consistent, omnipresent, and engaging across all touchpoints.
5. Measuring Impact in New Ways
One of the biggest critiques of traditional marketing has always been measurement. But with digital tools, even offline campaigns can now be tracked. QR codes, unique promo codes, and custom landing pages bridge the gap between print or broadcast and online analytics.
Final Thoughts
In a world where digital dominates, traditional marketing still plays a crucial role. It provides tangibility, broadens reach, and deepens engagement in ways digital can’t achieve alone.
The future isn’t about choosing between the two, it’s about blending traditional and digital into one cohesive strategy that meets people wherever they are.
At Creative62, we help brands craft campaigns that seamlessly integrate both worlds, building timeless trust while embracing modern reach.
Storytelling Techniques Brands Can Use to Stand Out
Messaging
In a crowded digital landscape, facts and features aren’t enough to capture attention. What truly makes people connect with a brand is storytelling. A good story gives your brand a voice, a personality, and a sense of purpose.
Here are some powerful storytelling techniques brands can use to cut through the noise and stand out.
1. Start With Your “Why”
Simon Sinek said it best: people don’t buy what you do, they buy why you do it. Your origin story, mission, and vision give people a reason to care.
- Share how your brand began.
- Highlight the problem you set out to solve.
- Connect your purpose to your audience’s values.
This creates authenticity and emotional resonance.
2. Use Relatable Characters
Every story needs a hero and in brand storytelling, that hero should be your customer, not your company.
Frame your brand as the guide who helps them overcome challenges. For example:
- Instead of “Our software is the fastest,” try “Here’s how businesses like yours save 10 hours a week with our platform.”
Your audience should see themselves reflected in your stories.
3. Create Conflict and Resolution
Conflict makes stories compelling. In branding, that conflict is often a pain point your audience faces. Show the struggle, then demonstrate how your brand provides the resolution.
Example:
- Conflict: “Managing multiple social accounts feels chaotic.”
- Resolution: “Our tool simplifies it into one seamless dashboard.”
This narrative structure keeps people engaged while positioning your brand as the solution.
4. Harness the Power of Emotion
Emotions drive decisions more than logic. Use storytelling to evoke feelings that align with your brand identity. Whether it’s joy, inspiration, security, or empowerment.
Ways to add emotion:
- Visual storytelling through imagery or video.
- Customer testimonials framed as human stories.
- Messaging that taps into aspirations or fears.
5. Keep It Simple and Consistent
The best stories are clear and repeatable. Don’t overcomplicate your narrative, boil it down to a few key messages that can be echoed across channels.
Consistency reinforces recognition. Whether it’s a social post, an ad, or your website copy, your brand story should feel seamless.
6. Leverage Different Formats
Storytelling doesn’t have to mean long blog posts. Experiment with formats that suit your audience:
- Short-form video (TikTok, Reels, YouTube Shorts)
- Interactive experiences (quizzes, AR filters)
- Case studies and testimonials
- Infographics or carousels
Each format is a chance to tell the same core story in a fresh, engaging way.
Final Thoughts
Storytelling is what transforms a brand from a logo into a living, breathing entity. By focusing on your “why,” spotlighting your customers, and weaving in emotion, you create stories that resonate long after the scroll.
At Creative62, we help brands uncover and craft stories that don’t just get noticed but remembered.
The Power of Storytelling in Marketing: Engaging Your Audience
Messaging
Once upon a time, in a world overflowing with noise and distractions, there was a small design agency trying to make its mark. The team had amazing skills—creating beautiful logos, crafting stunning websites, and developing eye-catching branding—but they were struggling to connect with their audience.
They realised something crucial: their potential customers weren’t just looking for a logo; they were searching for a story. They wanted to feel something, to connect emotionally with the brand behind the services. That’s when they decided to embrace the power of storytelling in their marketing.
The Shift to Storytelling
At first, the agency focused purely on design and technical skills. But after a few months, they noticed their audience wasn’t engaging. The agency decided to change their approach, shifting from simply showcasing designs to telling a story. They asked, “How does our work impact people’s lives?” Instead of just sharing logo designs or website features, they began to tell the story of their clients—how their branding helped businesses grow, how the right design turned a vision into reality.
The Impact of Storytelling
As they continued telling stories, the agency’s branding efforts became more authentic. They highlighted how their creative process was more than just design—it was about connecting people to something larger.
Why Storytelling Works
This agency’s shift to storytelling wasn’t just about creating engaging content; it was about building relationships. They learned that people don’t buy services; they buy into stories they can relate to. By making their clients the heroes of their own stories, they were able to create deep emotional connections. This approach brought real results: increased engagement, stronger brand loyalty, and a more human connection with their audience.
Your Turn to Tell Your Story
So, how can you use storytelling to elevate your own brand? Whether you’re a large organisation or a small business, storytelling can set you apart in a crowded market. Start by thinking about your own brand’s journey and the people you serve. Share the challenges you’ve overcome, the impact you’ve had, and how your products or services can change lives.
If you’re ready to craft your brand’s story, contact us today. Creative62 specialises in helping businesses like yours connect with their audience through powerful, engaging narratives that drive results.
Tips for creating accessible design and content.
Messaging
What is Accessibility?
Accessibility is the practice of designing and creating content that can be accessed and used by people with different abilities and preferences. It’s important that your content is inclusive for your audience, which is why we’re sharing some great advice on how to make your content accessible for people with disabilities, and users who rely on assistive technologies such as screen readers, magnifiers and keyboards.
Tip 1 – Use clear and concise language
Avoid using jargon, slang, acronyms and abbreviations – this may confuse or exclude your readers. It’s always best to use clear, plain language that is easy to understand and follow, and make sure the text is punctuated, capitalised and grammatically correct. Instead of writing in passive voice, we also recommend that you write in an active voice. For example, “Creative62 published an article on accessibility best practices”.
Tip 2 – Add alternative text to images and videos
Tip 3 – Use hashtags and emojis sparingly and appropriately
Hashtags and emojis can add personality and engagement to your social media posts, but they also create barriers for some users.
Hashtags are difficult to read and pronounce for screen readers, so it’s best to avoid long, complex tags. Only use hashtags when they are relevant or meaningful, and separate words in hashtags by capitalising the first letter of each word, which will help make it easier to read and pronounce. Finally, avoid using too many hashtags, as they can clutter the screen and distract from the main message.
Emojis can be confusing and misleading for many people with cognitive or visual impairments, as well as for readers who use different platforms or devices. Provide a text equivalent for emojis that convey information or emotion. You should avoid using emojis that are ambiguous, offensive or culturally insensitive, and test your emojis on different platforms and devices to ensure they are displayed correctly and consistently.
Tip 4 – Use colour contrast and legible fonts
Make your posts easier to read for people who have colour blindness, low vision, or dyslexia, by choosing high contrast colours and fonts for your text and backgrounds. Avoid using colour alone to convey a meaning, or a text colour that is too similar to the background. Use fonts that are clear and large enough to be seen, and if you highlight an important piece of text, make sure it’s noticeable by making it bold.
Tip 5 – Videos and audio
Add captions or transcripts to your videos and audio clips for users with hearing challenges, but also for people who prefer to read rather than listen. Where possible, avoid flashing or excessive moving elements that may trigger seizures or distract attention. If you do use them, always provide a warning notice at the beginning, with an option to turn them off.
And finally, the best advice…
Test your content with different devices and accessibility tools. You can use online tools like WebAIM or WAVE to check for accessibility issues and get suggestions on how to fix them. But best of all, welcome feedback from people with different abilities and preferences who use screen readers, keyboard navigation, or magnification technology.
How can social media increase brand awareness?
Messaging
Most businesses will know that brand awareness is completely essential to growing your business sustainably. But, many businesses are unlikely to have thought about the huge part social media can play in generating that brand awareness. Here’s how social media increases positive brand awareness for thousands and thousands of businesses every single day.
Show some personality!!
Social media offers an exciting new avenue for your business to add a touch more personality, to create your very own community and to get involved in activities which other outlets don’t allow.
Whether you’d like to be seen as professionals in your field, as a page for inspiration or to build more of a fun community, you’ll need to decide on a tone of voice which will achieve that for your business. Choosing something a little more unique will help your business stand out and could help your business to become more memorable. It’s certainly a brand awareness opportunity not to miss out on!
The importance of consistency.
Although it’s likely that a large number of businesses do now have a presence on at least one social media platform for their business, are they using it effectively to positively impact brand awareness? One of the biggest pitfalls for busy companies is neglecting their social channels. Consistency is always preached when it comes to social media, but for good reason. If you push posting on social media down to the bottom of your to-do list, your account can start to look a little neglected. Sometimes, even looking so neglected that when people search for your business and see that you haven’t posted in weeks, months or even years, there’s a good chance they’ll get the impression that you’re no longer in business anymore.
A stat to get you straight onto that content calendar of yours is that 21% of consumers are more likely to buy from brands that they can reach on social media! Not having consistent posts being published to your social accounts could leave people hesitant to make an enquiry through social media due to your account becoming seemingly inactive. A lack of consistency could result in a lack of enquiries. So essentially, our tip is to post consistently and as often as you can to keep your presence maintained.
Social media is the new Google search!
As buyer habits continue to change, a huge development announced by Google itself, states that nearly
40% of Gen Z prefers using TikTok and Instagram as a search engine over Google!
Whether that’s looking for the best shampoo on the market, or watching reviews on the latest technology, the social media platforms have become the go-to place to search for reviews and honest opinions from content creators.
Creating short-form videos for TikTok and Instagram is a great way to get your brand out there and discovered by new interested people! Get a conversation going, show some personality and become memorable as people begin taking to TikTok and Instagram over Google when looking for products and services on offer.
Hashtags- the easiest way to increase brand awareness.
Hashtags offer another chance at increasing your company’s brand awareness, on the topics you’d like to be most well-known for too. It’s a quick and easy way to get those extra few keywords into your posts and to help your post show up in search results when people type in words related to your brand.
Believe it or not, less is often more with hashtags to avoid things looking too spammy. Make sure to get in a good mixture of broad and popular hashtags, with more specific and less used hashtags to increase your chances of reaching your target audience.
Manage the publics perception of your brand.
The good, the bad and the ugly, social media has undoubtedly become the place for customer feedback. Whether it’s positive or negative feedback, on a public channel or through private messages, any feedback is an opportunity for you to manage public perception of your brand.
If somebody compliments your products or services, you’ll want to make sure to thank them right away, so they know just how appreciated their custom and feedback really is.
In the case of receiving a negative comment or message, being active on social media means you can respond quickly and professionally, willing to resolve any issues which may have arisen. On a public channel, other customers will be able to see you actively addressing customer issues, meaning they’re likely to turn the negative they’ve seen into a positive!
There were just a few of the many reasons why incorporating a strong social media strategy into your marketing plan can skyrocket your brand awareness! Need a hand with getting your social media off the ground? Get in touch with us and let’s have a chat!