As NU Creative celebrates 20 years of business this month. We sit down with
co-founders (and awesome husband & wife duo) Sarah and Tim to spill the tea.
Let’s start at the beginning. How did NU Creative come to life, and what was your vision from the start?
Sarah:
That would be me! I started out working in a med comms agency, and before that, I was on the client side. I became a bit disillusioned with the whole agency experience—it felt like some sort of secret cult. Agencies would never tell clients what things cost or what was extra. They’d send invoices, and the clients had no idea what they were paying for or why it was so expensive. It was really underhanded, and I didn’t like it. I wanted transparency.
So, I left and started what eventually became NU Creative, though it began as Sarah Kloosman Limited. The goal was simple: be completely honest about how I worked. I wanted to be upfront about everything—what clients were getting, when they were getting it, and how much it would cost. That’s how it all started back in 2004.
What led you to become NU Creative? How did you decide on the name?
Sarah:
That’s a good question! We’ve had a couple of names over the years. We started as Sarah Kloosman Limited, but in 2006 or 2007, we became Sauce UK Limited—Then, another company called Sauce basically threatened to sue us if we didn’t change our name. That was a huge learning curve. We learned how important it is to be careful about naming, trademarks and intellectual property (IP).
It was stressful at the time, but we turned that experience into a positive. Now, when we’re developing brand names for clients, we make sure they go through the proper trademark and IP processes. We learned the hard way that you have to be so careful about naming your business because there are other people out there with trademarks and IPs, and they will sue you.
So, after that, we became NU Creative. The name “NU” is Latin for “naked,” which ties back to our core value of being transparent and honest. That’s why we changed our name—to reflect the kind of business we wanted to be.
Tim:
Another reason for the name change was that the business was evolving. Sarah started out freelancing under her own name, but as we grew and started bringing people on board, we needed a name that reflected that change. We wanted to build a brand that wasn’t just tied to one person, but something bigger—hence the shift from Sarah Kloosman Limited to NU Creative.
Sarah:
At the time, it was really stressful, but looking back, it was the best thing that could have happened to us. It forced us to protect our brand legally, and that gave us the foundation to grow even more.
It sounds like a challenging but valuable experience. Now, let’s talk about how Tim joined the business. What were you doing before, Tim?
Tim:
For me, it was a complete career change. I was working in advertising and sales for a national newspaper, but I got bored and disillusioned with it. I didn’t want to be doing that for the rest of my life.
Sarah:
He was bored—really bored!
Tim:
Yeah, I was paid well, but I had no drive left. I wanted to find something I was passionate about. Sarah was doing well on her own, so it created an opportunity for me to join. Initially, I was going to use my sales background to help grow the business, but I quickly realised that wasn’t what I wanted to do anymore. So, I went back to university to do a master’s degree.
Sarah:
That was the worst year of my life! I had just had a baby—our son Jacob was three months old—and Tim decided to go back to college full-time. I had a newborn and a business to run, and Tim was off doing a master’s degree. It was a really tough year.
It sounds like a huge risk. How did you manage it?
Sarah:
It was a risk, but we did it. Tim was commuting to Westminster University, but the campus was in Wembley, so he’d travel from South East London to Northwick
Park a few days a week. He was balancing his studies, working on the business, and helping with the baby. It was intense, but we got through it.
What were some of the biggest challenges you faced in those early years?
Tim:
One of the biggest challenges was finding a balance between building a successful business and maintaining a happy home life. But that background also gave us credibility when we launched NU Creative. We were able to bring in both traditional print experience and digital expertise, which was just emerging at that time. It allowed us to have different conversations with clients and grow the business in new directions.
How have things changed since then, especially in the last few years?
Tim:
Massively. The biggest change in recent years has been how we work, especially after the pandemic. We’re no longer working five days a week in the office, which has affected the company culture and how we collaborate. But we’ve adapted and it’s created new opportunities.
Sarah:
From a client perspective, what clients want has also changed. The agency industry is extremely competitive, and it’s essential to stand out. B2B clients are starting to realise that their brand is one of their biggest assets. They used to think of design as a secondary, “nice-to-have” element, but now they understand the importance of a strong brand in staying competitive.
You’ve been through so much in 20 years. What are some of the most memorable projects you’ve worked on?
Sarah:
We’ve done so many projects over the years, but some really stand out. Early on, I remember pitching to Harrods and winning the contract. That was a big deal for me, especially since I was just starting out. It was a confidence boost to work with such a prestigious brand.
Tim:
The most rewarding projects are often the ones where we feel like we’ve added the most value. It’s not always about the biggest or most glamorous clients, but about making a real impact. Recently, we’ve been working with purpose-led brands and charities, which has been incredibly fulfilling.
Sarah:
We love working with charities because we can see the difference our work makes. It’s not just about design; it’s about helping them communicate their mission more effectively, which in turn helps them fundraise and grow.
Tim:
Two recent projects that stand out are our work with Hamlin Trust—now just called Hamlin—where we launched a new brand and website and Halsbury Travel, a company specialising in educational school trips. Both projects were hugely rewarding because we took them on a journey that transformed their brands and helped them stand out in their markets.
Looking back, what are you most proud of?
Sarah:
Honestly, just still being here after 20 years. Agency life is competitive and stressful and many agencies haven’t survived the last few years. The fact that we’re still here, still growing, and still passionate about what we do—that’s something to be proud of.
Tim:
Surviving the ups and downs—the global pandemic, economic challenges and now the rise of AI—has been a roller coaster. But we’ve adapted and thrived. I’m most proud of the fact that we’ve built a team that loves working at NU Creative and that we’re still growing in a meaningful way.
And what about the next 20 years? Where do you see NU Creative going?
Sarah:
We definitely want to continue growing, but not too much. We want to remain a boutique agency, focused on working with clients who align with our values. Growth for us is about bringing on new clients who share our passion for purpose-driven work and continuing to build a team with the skills and strategic thinking to deliver exceptional results.
Tim:
The future for NU Creative is being a B Corp. We want to continue growing, working with purpose-led brands, and making a positive impact. It’s about quality, not quantity, and staying true to our values as we evolve.
Let’s switch gears a bit. If NU Creative were a type of music, what genre would it be?
Sarah:
Oh, that’s a tough one! I’m not great with music genres. I’d probably say ‘80s, but that’s more a reflection of me and Tim than the company itself. It’s just the best decade for music, in our opinion!
Tim:
Yeah, I’d say ‘80s too—mostly because that’s the music we grew up with and love. But if I had to think about the company, I’d say we’re a bit of a mix. Maybe an ‘80s playlist with a modern twist!
What’s the funniest or most unexpected thing that has happened during a client meeting?
Sarah:
Oh, I’ve got one! We had a client over for a meeting, and they were trying to make coffee with a cafetiere. Somehow, while plunging, they managed to explode the whole thing—coffee up the walls and everywhere! It was a mess, but we all had a good laugh about it.
Tim:
Yeah, that was a memorable one. And with so many meetings being virtual these days, it’s nice to have those in-person moments, even if they’re a bit chaotic!
Here’s another fun one: If you could describe NU Creative’s journey in a movie title, what would it be?
Sarah:
“Winging It.” That’s exactly how it’s felt sometimes—like we’re figuring it out as we go along, and every day is a new adventure.
Tim:
That’s a good one! I’ll have to think about it, but “Winging It” definitely captures a lot of our early days.
And finally, what’s the most unusual place where you’ve found inspiration for a project?
Sarah:
The toilet! Seriously, sometimes the best ideas come when you’re least expecting them. I’ve also seen some pretty inspiring graffiti in bathroom stalls.
Tim:
For me, it’s usually in the middle of the night. I’m an over-thinker, so I often get
ideas at 3 AM, but then I forget them by the time I wake up because I didn’t write them down!
Thank you both for sharing your journey. It’s inspiring to hear how you’ve navigated challenges and stayed true to your vision. Here’s to the next chapter of NU Creative!
