Design by Structure is an award-winning strategic branding agency that specialises in B2B branding solutions for holders of capital, the companies they invest in, and the organisations that support them.
This focus creates an embedded expertise and an ecosystem of insight and experience that accelerates impact for their clients.
At Structure, strategic branding is more than a service—it’s an obsession. The team is dedicated to ensuring that the brands they create deliver on clients’ commercial strategies and contribute to their success. Operating on projects across the UK, Europe, USA, and Asia, Structure comprises 20 passionate individuals who believe that a well-executed brand can drive business forward. They emphasize the importance of embodying the brand clients deserve, unlocking passion and energy within their companies to fuel success.
As Jeff Bezos famously said, “Brand is what they say about you when you are not in the room.” Structure aims to harness the power of brand to accelerate impact, making businesses not just visible but memorable and influential.
What was the inspiration behind Design by Structure?
The inspiration behind Design by Structure came from a shared experience between my co-founder, John Galpin, and myself. We worked together at an early digital business that, despite being small, was profitable and successful. However, the founders’ ambitions led them to raise capital on promises they couldn’t deliver. John and I witnessed firsthand the consequences of this, including the challenges of securing funding and the aftermath of unmet expectations.
We wanted to create a business that not only delivered on its promises but also ensured our clients’ success. Our goal was to develop a structured and logical approach to branding that would de-risk the journey to achieving success. This systematic methodology inspired our name, Design by Structure. We aim to design success through a structured process that constantly refines and improves, ensuring that our clients achieve their goals reliably and effectively.
Who do you admire?
For me, admiration is less about specific individuals and more about those who inspire. Inspiration is crucial for growth and staying relevant, and it can come from anywhere—an overheard conversation, a glimpse of something on a journey, or insights across different channels.
Currently, I am inspired by leaders like Bob Iger, whose book “The Ride of a Lifetime” details his time at Disney, his bold approach to buying Pixar, and his transformative impact on the company. Phil Knight’s story in “Shoe Dog” about Nike’s near failures and ultimate successes is another source of inspiration, showcasing resilience and the willingness to take significant risks.
Steve Jobs is also a perennial source of inspiration for me. His return to Apple during its darkest days, alongside Jony Ive, to create a company that emphasized the importance of well-designed products and transformed retail environments, is legendary. These stories remind me of the power of visionary leadership and the impact of innovative thinking.
Looking back, is there anything you would have done differently?
While there are certainly things I might have done differently, I try not to dwell on past mistakes. It takes effort and discipline to live without regrets. Assessing situations carefully, making thoughtful decisions, and committing to them while staying open to change if needed, is my approach.
Do I wish we had started Structure earlier? Yes. But the experiences and lessons learned from our previous ventures were crucial to our success. Opportunities often come at the right time, and it’s essential to be ready to seize them.
What defines your way of doing business?
In our line of work, we handle the brands and identities of the businesses we are privileged to work with. Our role is to inspire, push, and help these companies transform into the best versions of themselves. This process should be memorable and infused with energy and enthusiasm. Our belief in the success of our clients, coupled with our optimism and commitment to the ‘power of possible,’ defines our approach.
We aim to bring a positive and dynamic presence to every interaction, reflecting this in our meetings and deliverables. Our goal is to create a rich combination of optimism, enthusiasm, and belief in the potential of the brands we work with.
What advice would you give to someone starting out?
Time is your greatest asset. Take the time to find what you truly want to dedicate yourself to and commit to it. This commitment will open unexpected doors and bring enjoyment to your work.
It’s essential to have a plan. Think about your direction and what you need to achieve. Success often takes time, so take the pressure of urgency off the table. Work methodically towards your targets, seek advice, ask questions, meet people, and take time to think. You have more time than you realize, and using it wisely can lead to long-term success.
Paul Jones
Harvard alumni and former New York Times journalist. Editor of Business Matters for over 15 years, the UKs largest business magazine. I am also head of Capital Business Media’s automotive division working for clients such as Red Bull Racing, Honda, Aston Martin and Infiniti.
