USBY Night Antwerp 2016
In this talk, I shared the journey of Rosie Lee, from our early days to where we are now—a global creative agency specialising in retail design, branding, and digital solutions. We’ve come a long way from starting out in the basement of a hairdresser’s, but the spirit of those early days remains with us. The name Rosie Lee, which means "tea" in cockney rhyming slang, still reminds me of our roots and the importance of staying grounded in authenticity.
I reflected on our original mantra: “An unorthodox blend of many disciplines and undisciplines.” That has been the guiding philosophy for everything we do, and 15 years on, it’s still central to how we operate. Today, we have offices in multiple countries, working with a global network of clients, but that original blend of creativity and unorthodoxy is still at the core of Rosie Lee.
During the talk, I opened up about my personal journey, which wasn’t exactly straightforward. I spoke about getting kicked out of college—twice—and how those setbacks didn’t define me. Instead, they fuelled my drive to push boundaries and take risks. After bouncing around a few jobs and working in pubs to make ends meet, I eventually founded Rosie Lee. The early days were tough—no funding, no safety net. We even had to invite friends to pretend they were part of the company during client visits just to give the impression we were more established than we were.
It was risky, but to me, the bigger risk would’ve been not trying at all. That’s a central theme I shared with the audience: the real gamble isn’t in taking bold steps—it’s in holding back, playing it safe, and not pushing your ideas forward. Starting a company, setting up offices in new countries, and presenting a raw, honest day-by-day account of opening our New York office all felt like leaps into the unknown. But these were the steps that made us who we are today.
I recounted the experience of launching our New York office, a move that came at a pivotal time in my life. After facing a series of personal challenges in 2014, I decided it was time for a big change, and New York became that change. The process was anything but smooth—endless paperwork, visa issues, and sleepless nights managing clients across multiple time zones—but it was all worth it. We opened that office with just one other person, and it felt like jumping off a cliff into the unknown.
Through a day-by-day breakdown, I shared the highs and lows of those early weeks in New York: the excitement of opening the office, the frustrations of setting up bank accounts, and the emotional rollercoaster of trying to establish ourselves in a new city. There were moments of doubt, but also moments of triumph, like securing new projects and forming valuable connections.
I also talked about the importance of storytelling in everything we do. At Rosie Lee, we don’t just design spaces or create campaigns—we tell stories. Whether it’s through the layout of a store or the messaging of a brand, every element is crafted to engage people on a deeper, more emotional level. We’re always thinking about how brands can form genuine connections with their audiences, because at the end of the day, that’s what makes a brand memorable and meaningful.
Looking forward, I discussed the importance of staying adaptable in today’s fast-changing world. Brands that survive are those that have "soul"—that are authentic, consistent, and true to their purpose. We need to think about what people really want from brands today: authenticity, social responsibility, and emotional connection. It’s not just about selling products anymore; it’s about building long-term relationships with consumers who expect more from the companies they support.
I concluded by reflecting on the value of risk. Starting Rosie Lee, expanding into new markets, and continually pushing ourselves creatively has been a journey full of uncertainty. But I’ve learned that not taking those chances would have been the bigger risk. Holding back, staying safe, and not daring to pursue big ideas—that’s where the real danger lies. The lesson I wanted to leave with the audience was simple: don’t be afraid to take risks. It’s the only way to truly grow, both personally and professionally.