5 Minutes with Neil Hugh Kenna,
Founder & Director of NHO
24.09.24

Discover the perspective of Neil Hugh Kenna, Founder & Director of NHO, who brings an intuitive approach to brand strategy and marketing, underpinned by the ideal of ‘design as a business imperative.’ Following over a decade of international brand management, Neil established his eponymous office in 2016 with a desire to bring pragmatic function to the highly creative design sector. Here, Neil reflects on NHO’s evolution, demystifies brand strategy as a service, and looks to the future with optimism.

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Q: What inspired you to establish NHO?

A: I was working in brand strategy and marketing for a global retailer for close to 10 years and was ready for a new chapter. I wanted to work for myself and always had an interest in design, so I thought why not combine my personal passion for design with my professional skillset? I began knocking on doors and approaching businesses to introduce myself and what I had to offer, and it grew from there. I won my first client, and then another and another, before hiring someone to help with the workload. Before I knew it, I had grown a little team who share my passion for design. A wonderfully talented and dedicated bunch, I might add.

A bit of naivety and blind confidence was essential in charting that course. At the time, I didn’t know anyone in the design industry. There was no grand business plan – growth was intuitive and incremental. I’ve always said, ‘no conversation is wasted,’ because you never know the potential impact of one meeting and how that might shape the future.

Q: How was the agency’s self-appointed vision to elevate the value of design and its potential for positive impact established?

A: For a long time, I’ve had a keen interest in design, which was nurtured through mentors in my early career. Initially, that started with Scandinavian design, which I really dove into. I remember learning about architects and designers like Alvar Aalto and Arne Jacobson and feeling incredibly inspired. It opened my eyes not only to their amazing talent but their holistic approach to design, conceptualising not just the architecture but the furniture and objects within. That demonstrated to me just how much thought and consideration goes into design, and it unpacked all these layers that I now refer to as ‘value.’

I didn’t come from a background where design was particularly well understood or discussed, but my strong connections with Scandinavia through professional and personal relationships highlighted for me this chasm between what is inherent in established design cultures versus what is lacking in Australia. What was blindingly obvious, at the time, was the misunderstanding or even lack of acknowledgement of design in Australia. I wanted to play a part in elevating its role. Since then, design awareness and appreciation has grown unbelievably, but there’s still a long way to go. I believe in businesses that stand for something and pursue a vision that’s greater than themselves. At NHO, we use our voice to champion design broadly, however we believe this benefits our clients too.

Q: How has your background in journalism shaped the business and your intuitive approach to brand strategy and marketing?

A: Because of my background in journalism, I’ve always valued storytelling and written communication. You’d think that would be a standard value in brand strategy and marketing but so often it’s overlooked. I also value concise expression, which has influenced NHO’s house style. More broadly, journalism taught me to be interested and engaged, to have great attention to detail, and to respect people’s stories. I think journalists have a great responsibility to understand and communicate personal narratives, which I apply to our role in representing clients.

Q: While NHO was initially focused on the built environment, today the office seeks collaboration with businesses that share its value of design in sectors as far reaching as retail and consumer goods, hotels and hospitality, and galleries and cultural institutions. How did this evolution occur and what is next for the agency?

A: We seek to work with people, businesses and brands that share our value of design so that we’re working towards our vision to elevate its value. Naturally this leans towards the built environment, however, design is much broader than what can be seen. We’re always interested in working with businesses from other creative fields who share our value of design. We now have cultural institutions, creative agencies and consumer goods in the mix. If our mission is to elevate the value of design, we need to consider the definition of design quite broadly. In terms of where we’re headed, I see our client mix continuing to grow in breadth and diversity – evidence of progress in achieving or working towards our vision.

Q: How does NHO approach marketing differently from more traditional approaches, and why is strategy such a fundamental part of your process?

A: Sometimes people are confused by what NHO does, because strategy can be hard to define. It’s often easier for people to grasp the concept of more tangible services such as PR – and while PR is an important part of what we do, we offer so much more than that. If a client approaches us for PR services alone, we question: ‘What about the rest of the marketing mix? Before we consider tactical marketing, what is your brand strategy? Who are you? What do you stand for? How are you differentiated? Where are you going?’

Until those fundamental elements are bedded down, short term tactical marketing moves are futile. Once the foundations are firm, however, we approach these moves holistically. ‘Nothing works in isolation’ is one of our favourite catch cries. Based on the client’s objectives, we devise a strategy that addresses the whole marketing mix – media placements, website, email marketing, social media, partnerships, events, advertising, paid search, SEO. It goes on and on, but the point is, it needs to be holistic. This obsession with “PR” is problematic to say the least.

Q: How has NHO navigated the challenges of the past few years and what strategies have helped you stay optimistic during uncertain times?

A: There’s no doubt the last couple of years have been tumultuous. A lot of uncertainty across the board is destabilising for all. We know that in a depressed market or in a downturn, the businesses that retreat are the ones that are sealing their fate. Though it’s easier said than done, when times are shaky, from a brand strategy and a marketing perspective, it’s the right time to put your foot on the accelerator because your competitors will be retreating, particularly if their foundations are not very stable. That opens opportunities for more airtime, if you can hold strong and power through. Tough times don’t last forever, and when you come out the other side, you’re on the front foot in a position to really maximise opportunity, as opposed to suddenly needing to claw your way back.

Through this challenging time, we have managed to persevere and we’re fortunate to have grown. We’re already seeing the green shoots of optimism coming back to the market. We’re feeling optimistic about the times ahead, and in many ways, the last few years have allowed us to get the house in order and make sure we’re in tip top shape.

Our new office in Fitzroy is a statement of confidence – a symbol of us backing ourselves. The vision for this space is much bigger than our everyday work. We have an open-door policy for our community and plan to host events, exhibitions and talks – again, playing our role in striving to elevate the value of design and contribute to the conversation, not simply facilitate it.

Q: As a food and wine aficionado, can you share some of your favourite restaurants in Melbourne or abroad?

A: When it comes to restaurants, bars and cafes, it really depends on the occasion and the mood, so I’ve got quite a diverse mix of favourites. During the week, you’ll often find me having lunch at Napier Quarter in Fitzroy – I love everything that Dan and the team do. A new favourite is Carnation Canteen, also around the corner from our office in Fitzroy. I love what Audrey and her team have brought to the neighbourhood – I’m a big fan.

An old favourite, which I always go back to for a cosy winter night or to sit on the terrace in summer, is City Wine Shop on Spring Street in Melbourne. If I’m in the CBD on the weekend, my partner Ash and I love to pop into Gimlet for a martini and some fries. Closer to home, The Montague is my go-to pub in Albert Park, which I love for its friendly neighbourhood vibe.

Overseas, somewhere I always return to is Ved Stranden 10 in Copenhagen. There’s something special about sitting by the canal in Copenhagen drinking amazing wine and eating marcona almonds in the sunshine, if you’re lucky. I consider Stockholm my second home though, so my tips are endless. Drop me a line for anyone who is interested, although you could just bunker down at Ett Hem and be utterly and entirely fulfilled.