Bronwen Westrip is executive creative director of Denomination, a female-founded branding agency which specialises in the wine and spirits sector. Design What would your monograph be called? Design is cheap, ideas are priceless. With AI advancing, creativity remains our most valuable asset. Trends come and go, but a great idea stands the test of time. From a brand design perspective, the real currency lies in original thinking, not just aesthetics. What recent design work made you a bit jealous? I loved a conceptual piece done by Muuv that I thought was super clever and so on point – a collaboration between Absolut and Italian tomato brand Mutti to make a Bloody Mary. It was a perfect example of jumping on the trend for unusual formats combined with brand mash-ups that felt totally on point, fun and was beautifully considered. I hope Absolut took note! What’s an unusual place you get inspiration from? The New Scientist magazine. My parents were both scientists, so I grew up with its constant presence on the periphery of our home. It is full of the most amazing stories, from tiny new fluorescent life forms to mind-blowing photography in deepest space, that pull me out of my usual frame of visual reference into a world of the micro and macro. Name something that is brilliantly designed, but overlooked. Worcestershire sauce – a little gem of history, hiding in plain sight. It carries the same energy as Angostura Bitters – brilliant yet often uncredited. Lea & Perrins Worcestershire Sauce, first invented and sold in 1837, has remained virtually unchanged for over a century, with its bottle, label, and secret recipe standing as a testament to enduring design. A quirky Victorian staple that has stood the test of time, it’s an unsung hero of FMCG branding – instantly recognisable, reliably familiar, and likely found in almost every household. What object in your studio best sums up your taste? It’s an unusual one. In the 1970s, my mum, a research scientist, took an evening class in resin casting. While others preserved dried flowers or lace, she embedded a rat embryo, its translucent body revealing purple bones and pink veins. To most, it might seem unsettling, but to her, it was beautiful – a fusion of science and art. That perspective shaped my creativity too – finding beauty where others might not. The rat embryo, forever suspended in resin, is more than an object – it’s a reminder of how design, like science, is about seeing the world differently and finding beauty in unexpected places. Bronwen Westrip’s rat embryo Leadership What feedback felt brutal at the time, but turned out to be useful? That I care too much… it wasn’t doing me any favours. Initially I was confused that something which had propelled me up the ranks and ensured I delivered could be seen as a bad thing. I’ve worked incredibly hard over the years, and when you reach a certain level that can lead to burnout and set a bad example to those below. It took me a while to realise that a pinch of chill goes a long way to being a better creative director, having a better perspective on projects and personal balance. What’s an under-appreciated skill that design leaders need? The ability to have fun. Our industry is hard work and often feels unrewarding when projects go on for extended periods or clients don’t share your vision. Covid and Zoom calls have meant it’s much harder to build a culture that’s enjoyable beyond the work, but it’s important as it’s why most of us joined the industry in the first place. What keeps you up at night? The search for a better idea. Whether it’s a project I’m working on or just a thought experiment, I’m always asking – what’s the best possible way to do this? Recently, Ian Ritchie, former owner of JKR, told me a story about the Fosbury Flop – how for decades, athletes high-jumped by going sideways over the bar until Dick Fosbury flipped the approach, quite literally, by going over backwards. It changed the sport forever. That challenge – what’s my Fosbury Flop? – is what runs through my head at night. The left-field idea that isn’t just different, but fundamentally better. What trait is non-negotiable in new hires? A work ethic. I can’t tolerate those who aren’t in for the team effort and the propensity to put in the extra when needed. Creativity isn’t a clock-in and clock-out business. Complete this sentence, “I wish more clients…” … trusted their agencies more. Short-term marketing can lead to risk-averse decisions that tick boxes in research, or placating consumers rather than inspiring them. We always push our clients to be braver – when done intelligently it leads to higher commercial gains, but also category defining work, whether that be radical re-invention or simply protecting a treasure. Brands in this article #designleader #denominations #bronwen #westrip