Somewhat curmudgeonly. Passionately paternal. A creative fidget with a desire to peel back the veneer.

> Introduction

I’ve spent 3 decades in the creative consulting game. I started as a designer, became a business owner, sold that business to a larger design organisation, became Head of Design, almost burned out, stepped back deliberately, and then built something new on my own terms. Along the way I’ve worked across the UK and abroad, across markets, cultures and contexts that have shaped how I think about design, creativity and the
people who practice both.

Throughout all of it, the one constant filter on every decision has been family. I’ve turned down juicy roles because of horrible commutes. I’ve walked away from equity because of what the job was doing to the people at home. I’ve always valued time with my daughters over title, salary or security. I don’t regret any of it for a second.

I now work full time as Director of Device Technology at Össur – a prosthetics and orthotics company (part of Embla Medical). A deliberate move toward depth, purpose and human-centred product development after three decades in consultancy.

FourBeards continues alongside that, as a platform for writing, mentoring and the occasional act of industry provocation. If you’re here because you’d like an honest conversation about your creative career or business, I’m still very much open to that.

> If you’d like to connect…

Feel free to connect with me on LinkedIn or send me an email.

> Introduction

I’ve spent 3 decades in the creative consulting game. I started as a designer, became a business owner, sold that business to a larger design organisation, became Head of Design, almost burned out, stepped back deliberately, and then built something new on my own terms. Along the way I’ve worked across the UK and abroad, across markets, cultures and contexts that have shaped how I think about design, creativity and the
people who practice both.

Throughout all of it, the one constant filter on every decision has been family. I’ve turned down illustrious roles because of horrible commutes. I’ve walked away from equity because of what the job was doing to the people at home. I’ve always valued time with my daughters over title, salary or security. I don’t regret any of it for a second.

I now work full time as Director of Device Technology at Össur – a prosthetics and orthotics company (part of Embla Medical). A deliberate move toward depth, purpose and human-centred product development after three decades in consultancy.

FourBeards continues alongside that, as a platform for writing, mentoring and the occasional act of industry provocation.

If you’re here because you’d like an honest conversation about your creative career or business, I’m still very much open to that.

> If you’d like to connect…

Feel free to connect with me on LinkedIn or send me an email.

> How I think

> Character testimonials

I have a fairly low tolerance for bluster.

The creative industry is full of it. The polished pitch, the process deck, the carefully curated case study that bears limited resemblance to what actually happened. I’ve spent enough time inside agencies, running them and watching them to know that the gap between how the industry presents itself and how it actually works is considerable.

That’s what most of the writing here is about. Not tearing the industry down. I still believe in what design and creativity can deliver when given the space to do it properly, but more about peeling back the veneer. Saying the thing that tends to go unsaid in polished talks, LinkedIn boasts and website spin. Talking about the hard bits, the unglamorous bits, the bits that don’t make it into the case study.

I write the same way that I talk. Which means it’s occasionally sweary, frequently opinionated and always honest. If that sounds like something you’d want to read, you’re in the right place and you are very welcome.

Trevor | Product Manager
“Yes, Russell has a deep passion and appreciation for design, and yes, his enthusiasm and expertise have a way of enlivening even the gloomiest meeting, and yes, it's also true to say that I've never met anyone that can match Russell's ability to instantly absorb information and be up and running on projects within seconds. These are all true but what sets Russell apart and makes him a great leader is the passion that he has for people. Whether it's helping to guide and mentor his team or understanding the challenges that clients and users face, Russell always put people first and this has always resulted in work that has had purpose and impact. Working with Russell has taught me a lot about design, about people and about myself.”
Individual
Vicky | Marketing Director
“I consider myself very lucky to have worked alongside Russell, where I observed his creative brilliance, passionate approach to design and utmost dedication to his clients. Russell was a pleasure to work with; a joy to watch in creative action, particularly in a public speaking capacity, where I often witnessed an audience captivated by his insight and presentation delivery. Russell is an inspirational, supportive and kind leader, has a real passion for nurturing promising new design talent, and encourages others to deliver the most meaningful and impactful results, whatever the challenge.”
Individual
Elena | Innovation Strategist
“Russell is an incredible designer, an inspiring leader and a genuinely nice bloke. Always pushing himself and his teams to deliver excellent work, he combines a rare mix of sharp creative judgement, clear strategic thinking and commercial acumen. His strength is in getting under the skin of complex challenges and make them understood by all, as well as helping people connect problems with solutions, through innovative design and ideas. He will always roll up his sleeves when a tough design challenge needs his direct input and his work ethic and values have genuinely inspired colleagues and clients alike. If you have the chance to work with or for him, take it.”
Individual
Kris | Sustainability Strategy Manager
“Russell is a pleasure to work with, providing technical excellence in design, real-world understanding of application and superb project management. He is always communicative throughout the design process, ensuring that all parties are aware of the progress and milestones in the project hit. On the design front, he's not afraid to challenge the status quo and push the boundaries in order to deliver true innovation, whilst also being mindful of creating on-brief designs to meet the customer's needs, using the full spectrum of design principles and leaving no stone unturned. I would not hesitate to recommend Russell to anyone who was looking for a great design and management talent, but also someone who has the personality and skills to build great relationships with clients, and get the best out of a team.”
Client Team
Abby | Senior Designer
“My first experience of Russ was when working as a young designer. At a time when our team lacked senior leadership, Russ came in to guide us through a large project at a difficult time. I remember being hugely inspired by both him and his design approach - he took time to be thoughtful and questioning, never rushing to the obvious answer. Russ lacks the ego usually associated with designers of his experience, making him incredibly approachable. He sees the strengths in others and nurtures it by encouraging confidence and self exploration. I've stayed in touch with Russ ever since those days, having catch ups when we can. But it's Russ's approach to design that I align with most. He approaches a problem with questions and open learning, meaning the end result is truly right for the client, whether it ends up being a physical product or not.”
Individual

> How I think

I have a fairly low tolerance for bluster.

The creative industry is full of it. The polished pitch, the process deck, the carefully curated case study that bears limited resemblance to what actually happened. I’ve spent enough time inside agencies, running them and watching them to know that the gap between how the industry presents itself and how it actually works is considerable.

That’s what most of the writing here is about. Not tearing the industry down. I still believe in what design and creativity can deliver when given the space to do it properly, but more about peeling back the veneer. Saying the thing that tends to go unsaid in polished talks, LinkedIn boasts and website spin. Talking about the hard bits, the unglamorous bits, the bits that don’t make it into the case study.

I write the same way that I talk. Which means it’s occasionally sweary, frequently opinionated and always honest. If that sounds like something you’d want to read, you’re in the right place and you are very welcome.

> Character testimonials

Mike | Senior Customer Experience Manager
“It is a credit to Russell and how great a mentor (and all-round decent bloke) he is, that he was able to help me during a particularly low point professionally. I had drifted from design and wasn't sure what to do next, or even what I wanted. Through his relaxed but thoughtful process he helped me map out my journey and the decision making that had influenced it. With the help of a series of fun, reflective tasks that got my design brain thinking again, we reframed many of the traits I felt were weaknesses into strengths, and found that some of what I thought was fixed about me really wasn't. He was never judgemental and gave me space to explore different possibilities and reach my own conclusions, in my own time. With renewed confidence and a couple of promotions in the bag since, I can pin-point it as a crucial moment in my career reboot.”
Individual
Hamit | Head of Design
“I found Russell at a very critical point in my life when I was relocating to a completely new country and transitioning from a business owner for a decade to an employee of a company. Turning the focus onto myself went far beyond updating a CV or portfolio. It required a deeper, more comprehensive approach to how I was perceived from the outside. Russell showed up at the right time and held the mirror up to me, allowing me to work on myself at my own pace. Russell generously shared his vast experience, helping me understand the depth and dynamics of a bigger market I had only vague knowledge of. I count myself as incredibly lucky to have received such comprehensive support from him in the midst of chaos. He didn't just guide me but supported me through the process, keeping me focused on what truly matters. He is the mentor of mentors who goes the extra mile without hesitation.”
Individual
Ollie | Junior Designer
“Russell has been a huge support in my design journey, from when we first sat down and talked about what a job as a designer looked like, whilst I was still in high school. Over the years, he has always been a great sounding board; challenging my ideas and gently nudging me in the right direction, without ever telling me what to think. Having his perspective during my final year at university pushed me to create a final year project that the industry was interested in, instead of one that just checked all the academic tickboxes. Russell also introduced me to his wider network, who in turn inspired me and allowed me to have a real head start as I entered the world of design post-graduation. Russell has been a great mentor, who knew exactly how to guide me forward, whilst giving me the space to find my own creative direction and make my own mistakes along the way.”
Individual
Nina | Global Lead, Consumer Experience Design
“Not only has Russell provided fantastic mentoring to some of the designers in the Mondelez CED team, he has partnered closely with us on aspects of our Transformational Innovation programme. Helping us paint those future scenarios, expanding our view of the world and stretching our thinking to de risk our innovation pipeline. Professional, authentic and knows how to get the best out of a team, it’s a pleasure to work with him.”
In House Team
Jamie | Senior Lead Industrial Designer
“Mentoring with Russell was the result of a lengthy search for a Creative Mentor, at a moment where I was seeking to recalibrate after some professional disillusionment, in order to find meaningful future career focus. Russell was at the same time going through his own recalibration, so there was genuine empathy right from the start, not just professional distance. After patiently listening to understand my journey, insightful questions and challenges followed - always delivered in his warm style, but undeniably cutting through to find what mattered most to me at the team, design, and human levels. As a career-long in-house designer, Russell also offered me a 'peek over the fence' at consultancy and self-employed life, sharing invaluable, honest advice shaped by his decades of experience. He has been an incredibly generous and altruistic mentor whom I wholeheartedly recommend to others, and with whom I look forward to continuing a long relationship.”
Individual
Kieran | Senior Engineering Leader
“I've had the pleasure of working with Russell across a number of roles and industries over the years, and one thing has remained consistent throughout: his commitment to helping people grow. Russell invests his time in understanding people's strengths, asking thoughtful questions, and creating the confidence for them to become the best version of themselves. What I've always appreciated most is that Russell leads with curiosity rather than ego. He challenges assumptions, encourages different perspectives, and creates an environment where people feel supported to learn and develop. Russell brings deep design expertise, but it's his ability to combine that with empathy, humility and a genuine passion for people that sets him apart. I'd happily recommend him to anyone looking for a thoughtful leader, mentor or design partner.”
Engineering Team

> Client Experience

I’ve worked with a lot of different people over the years.

What has energised me most are the relationships I’ve built across the client/consultant divide and how, when done well, it can really help to solve big knotty challenges.

The sectors vary enormously. The underlying challenges rarely do. People, process, ambition and the gap between the three. That’s the constant.

Big brands aren’t the ‘be all and end all’, but it’s a simple enough way to communicate the breadth and depth of the work.

Industrial + B2B Clients
Industrial + B2B Clients

I’ve worked with a lot of different people over the years.

What has energised me most are the relationships I’ve built across the client/consultant divide and how, when done well, it can really help to solve big knotty challenges.

The sectors vary enormously. The underlying challenges rarely do. People, process, ambition and the gap between the three. That’s the constant.

Big brands aren’t the ‘be all and end all’, but it’s a simple enough way to communicate the breadth and depth of the work.

> Client Experience

I’ve worked with a lot of different people over the years.

What has energised me most are the relationships I’ve built across the client/consultant divide and how — when done well — it can really help to solve big knotty challenges.

The sectors vary enormously. The underlying challenges rarely do. People, process, ambition and the gap between the three — that’s the constant.

Big brands aren’t the ‘be all and end all’, but it’s a simple enough way to communicate the breadth and depth of the work.

Industrial + B2B Clients

> Frequently Asked Questions

Why did you leave consultancy?

The honest answer is that it left me before I left it, or at least the version of it I’d built a career around. The effort-reward equation shifted. The industry changed shape. And after thirty years of doing it at full speed, the signal to step back was clear enough that ignoring it felt dishonest. I’ve written about it in depth in an article called “¡Adiós! Magic Beans…”

How often do you write and what what inspires you to do so?

Across the UK and abroad. In agency, consultancy and in-house environments, across markets ranging from healthcare and technology to food and beverage, consumer products and industrial. I ran my own studio (Square Banana Ltd.) for twelve years before merging it with Kinneir Dufort (now Ensera Design), where I became Head of Design. I now work as Director of Device Technology at Össur, a prosthetics and orthotics company. The full career arc is probably best understood through the writing rather than a list of job titles. For specifics, probably best to stalk my LinkedIn profile.

Would you ever go back into consultancy again?

Probably not in the traditional sense. The Össur role represents a deliberate move toward depth and purpose rather than breadth and variety. FourBeards continues alongside that. The mentoring, the writing, the occasional advisory work, but the consultancy model of selling time and convincing clients to part with money for intangible things has run its course for me. But never say never. Just look at what it is front of you and make the best decision you can at the time for what you might need. When I left University I never intended to work in consultancy and have spent 30 years within it. I vowed never to work in London but I ended up doing so. I decided I would never set up a consultancy alone, but did it all by myself. Go figure.

How did FourBeards start?

Out of necessity and curiosity in equal measure. I stepped back from Kinneir Dufort in early 2020 as a result of impending burnout, just as COVID arrived, which was either terrible timing or perfect cover depending on how you look at it. I needed a vehicle to think, write and eventually re-engage with the industry on my own lean and agile terms. FourBeards was that vehicle. The name comes from a conversation with my family – the Four Beards – and a determination to ensure that they were always the focus of my endeavours.