Adam Charlton - Creative Director at BrandCraft

Big isn’t necessarily better, but attention to detail is all have motivated brander Adam Charlton.

What’s your story?

After uni in London studying design theory, I began my career at a well-known branding agency in Hong Kong.

I have spent the last 8 years in Hong Kong building a branding studio called BrandCraft. I am now back living in the UK, working with the team remotely and building up my consulting practice.

What excites you most about your industry?

Learning about the businesses and people we help.

What drives you in business to push beyond what other people consider normal?

Attention to detail on one hand, while keeping a realistic, larger view.

What have been the most useful skills you have learnt and applied in your journey?

The ability to communicate with all kinds of people, across socioeconomies and geographies.

What’s the best piece of advice you ever received?

The director of the agency I worked for in Hong Kong, on my last day after my “f&*k this I quit” epiphany, said the most real thing to me during my whole time there:

“You’re not the type of person that will ever be happy working for anyone.”

Who inspires you?

Anyone who overcomes setback and ‘failure’.
Anyone with the stamina to push on regardless of what others think.
Anyone who doesn’t give up on their vision.

What have you learnt recently that blew you away?

“In business, all profit comes from risk.” Peter Drucker

If you had your time again, what would you do differently?

Nothing. OK, OK, maybe I should network more.

How do you unwind?

Friends, walking, cycling, nature.

What is a major mindset change, belief shift or ‘ah ha’ moment that you’ve experienced in relation to your business?

I was chasing the idea for a long time that the studio had to be at least “X” amount of people. I think Hong Kong, is quite obsessed with the idea that size of company relates to ability.

Over the last two years I’ve become more straightforward, now we’ve got a few big clients on the books, I’m probably too direct, “We’re three people, this is our client list, if you want a big agency with account mangers, we’re not the right fit.”

Everyone in business should read this book:

Stillness is the key – Ryan Holiday
Creative strategy and the business of design – Douglas Davis