John Dunne launched The Unknown Creative in 2009, providing strategic and design partnerships to clients around the world.
This year, the Newcastle-based agency launched a biotech product CryoCase with US-based cell and gene therapy firm BioLife Solutions. The agency recently worked on a series of animations and films for travel technology specialists SITA, and has supported the national hair and beauty franchise Saks for 14 years.
Doubling the firm’s headcount in the last five years, The Unknown Creative has also launched its own Design School to nurture upcoming local talent, and entered new international markets, particularly in North America.
The agency now has ambitions to grow its revenue by an additional 25 per cent in the next eighteen months to hit the £1.25 million mark.
From entering the agency world to big job challenges, Dunne shares his career journey so far with some words of advice…
How did you first get into your industry?
I worked in a print department in my youth, where I saw a whole range of creative work designed, laid out and printed. It sparked my interest and inspired me to apply to the Northern School of Art (then known as the Cleveland College of Art & Design). I was thrilled to be accepted onto the course.
This period was life-changing for me because it enabled me to fully immerse myself in the history of art and discover my love for design. To this day, that artistic drive underpins everything we do at The Unknown Creative.
From there, I studied graphic design at Northumbria University. This was in the mid-1990s – an exciting and energetic time in the art world. That passion rubbed off on me as I found my style as a graphic designer.
While studying, I spent some time with a design agency, where I saw firsth-and how creatives with a shared passion could come together to make something remarkable. From then on, I was hooked on agency life.
What do you love about your job?
For me, it’s the creativity that makes my job so enjoyable. Running an agency like The Unknown Creative involves merging beautiful design with analytical thinking, building compelling narratives that resonate with our clients’ audiences.
I especially love working on brand identity projects with our team. It’s a fantastic way to express innovative ideas, while also driving meaningful connections between brands and consumers.
I thrive on the challenge of understanding market dynamics and leveraging insights to create strategies that elevate brands, engage communities, and foster loyalty in an always-evolving landscape.
I’m also passionate about building strong relationships with our clients and working with young designers. It’s so important to nurture new talent in this industry, which is why last year we launched The Unknown Creative Design School, an in-house programme for our graduates and entry-level creatives to hone their craft and boost their careers.
Who – or what – has inspired you in your career?
Like many creatives, my inspirations are varied and wide-ranging. From Brutalist architecture, to working-class subcultures and even transport systems, it’s all motivated me to push creative boundaries.
The late fashion designer Alexander McQueen has always been a major influence in how I approach work. He was a true storyteller, unafraid to challenge the status quo and change perspectives.
Lee had big ideas, honed his craft, and brought working-class sensibilities to the world of haute couture. As someone from a working-class background, I’ve been inspired by his legacy, encouraging me to always innovate and strive for more.
What are the biggest challenges in your job?
I love being a business owner and running my own agency, but it’s not without its challenges. There’s a need to stay competitive whilst not compromising on big ideas, which is always a balancing act!
Ultimately, our commitment to our clients and the craft drives us to overcome this obstacle as we continue to improve and evolve.
We have set out ambitions to grow our revenue by a quarter in the next eighteen months, which would see us hit the £1.25 million mark. Our challenge will be to grow at the right pace, finding the right new talent, and to continue to look after our team and expand our client portfolio.
To achieve this, our focus is on upskilling, which involves strengthening and nurturing talent within our team, while also hiring for two new roles. This is going to be an incredibly exciting year for us.
What skills have been the most crucial to your success in your career so far?
As with any client-facing role, communication is key. You have to quickly build strong emotional connections, put the client first, and cement an efficient and transparent way of working together that brings the very best concepts to life.
With creative professions, you also have to generate original ideas. I’ve always thought of myself and my team as storytellers, crafting new and engaging narratives that communicate a brand’s message, values and personality in a way that will resonate with consumers.
Of course, technical skills are vital. Thoroughly understanding the principles of graphic design, appreciating various artistic elements and successful brand identities, and thinking critically to find creative solutions – these are the essential skills that have been the secret to our success.
However, it’s important to stay humble! Remain true to yourself, your creative influences and your passions, and you’ll go far.
What was your first salary, and what could someone getting into the industry expect to earn nowadays?
My first ‘proper’ salary in this industry was £12,000 in 2001, which doesn’t seem like much now! Thankfully times have moved on, and the creative industry now offers a variety of fantastic career opportunities and salary levels.
As a business we are committed to treating our people well and rewarding them fairly. Our view is that if we are succeeding as an agency, they should benefit too.
We invest heavily in our team, including upskilling and developing professional expertise in-house. I’ve learned so much from being in this industry for decades now, and I want to share that knowledge and set others on their path to career success.
What education or training would be most useful for someone looking to follow your career path?
I’m a huge advocate for art school, simply because my time at the Northern School of Art really opened my eyes to the impact good design has on the world. An education that digs deep into design history will benefit anyone looking to enter a creative career.
As an alumnus of Northumbria University, I have so much admiration and respect for the world-class universities in our region, which continue to produce hundreds of talented and ambitious graduates every year. We should be very proud of the higher education opportunities the North East has to offer.
If you’re looking to study or train, my advice would be to choose a college or university with a good reputation for graphic design and communications, but one that will also provide a solid grounding in a range of creative disciplines.
Learning doesn’t stop when you graduate. We are always working with our team to help them go further, tailoring their training and development to give them as diverse an experience as possible while also honing their craft.
What advice would you have for someone looking to follow your path?
Whether you’re looking to work client-side, in an agency, or even launch your own business like I have, my advice is to never lose your passion for the craft. Continue to immerse yourself in art, design and creativity, explore new perspectives, and never be afraid to try something new.
I’d also advise anyone in our industry to embrace change. There are big conversations around AI now, which can feel intimidating. But with new technologies come new creative possibilities, and there’s so much more we can do to explore that.
If you do decide to start your own agency, my number one rule is simple: always look after your people. Treat them well, reward them fairly, help them grow and develop, and soon you will have a stellar team who will consistently deliver excellence for clients.
