SOLVING THE TRICKY STUFF

With Radiation having had a successful and enduring presence in the branding landscape since 2000, what was the idea behind starting Tricky in 2018?

Brinsdon: Tricky is a response to understanding that brands can no longer tell their stories via marketing message alone — the customer experience has to measure up.

Until now, delivering on this new reality involved a multiagency response across design and storytelling, as well as people, performance and customer experience. Tricky has been set up to deliver and inspire response, all the way throughout a business’s ecosystem.

Radiation has since been repositioned to specialise