Joe
Creative Director
About Joe
Joe is the founder of Exhibit Interactive and our Creative Director. He oversees our creative direction, manages and develops key accounts, and presents the company and pitches our concepts to clients. He also encourages and embraces new technology and better ways of doing things, as well as generating ideas and inspiration.
How long have you worked in the events industry?
36 years, and I still get excited about every new project.
I’ve watched this industry transform completely during that time, from basic shell schemes to the modular system stands and interactive and sensory experiences we create today.
Technology has revolutionised how we design and build, but the core challenge remains the same, creating spaces that stop people in their tracks and make them want to engage with your brand.
What did you do before EI?
I started as a trainee plumber with my Dad’s company, which might seem completely unrelated, but it actually taught me valuable skills about problem-solving and working with my hands.
At 21, I made the leap into exhibitions and never looked back. The technical skills I learned in plumbing, like understanding how systems work together, attention to detail and the importance of getting things right the first time, have served me well throughout my career in events.
What does your day-to-day role entail?
My days are split between the creative and commercial sides of the business. I spend time designing solutions for our clients, preparing quotes and having conversations with customers about their vision and objectives.
I also work closely with our team, bouncing ideas around and making sure we’re always pushing creative boundaries. No two days are identical, which keeps things interesting and means I’m constantly learning.
What skills do you bring to your role?
I’m still very much hands-on with the creative process. Sketching is where most of my ideas start. There’s something about putting pen to paper that helps me think through problems. I use CAD for technical drawings and visualisations, but the initial creative spark usually comes from sketching.
I also bring practical installation experience, which helps when we’re designing something ambitious. Knowing how things actually go together in the real world keeps our designs grounded and achievable.
What do you specialise in?
Creativity on a budget. Anyone can create something spectacular with unlimited funds. The real challenge is delivering outstanding results when resources are tight.
I love finding clever ways to maximise impact without breaking the bank. It’s about understanding what really matters to the client’s audience and focusing their investment where it counts most. Smart design thinking can make a modest budget look like a premium spend.
Which bits of the job do you enjoy the most?
The creative process never gets old. That moment when an idea clicks into place is still as thrilling as it was 36 years ago. But I also love delivering projects using fresh methods and new technologies.
Whether it’s a modular component I haven’t used before (there aren’t many) or an interactive element that solves a client’s problem in an unexpected way, pushing boundaries keeps me energised and excited about what we do.
Who are some of the clients you’ve worked with?
I’ve been fortunate to work with some brilliant brands over the years, including Saint-Gobain, Jewson and Wavin. Each client brings their own unique challenges and opportunities, which keeps the work varied and interesting.
Building long-term relationships with clients means we really understand their business objectives and can create solutions that genuinely make a difference to their success.
Do you have a favourite project, stand or show?
Mobile World Congress in Barcelona is my favourite show. The standard of stand design there is spectacular. It’s where the exhibition industry shows off its best work. The creativity. The budgets. The ambition.
It’s inspiring to see what’s possible when brands really commit to creating something extraordinary. Walking that show floor always gives me fresh ideas and reminds me why I love this industry.
What are some of the places you’ve visited with clients over the years?
This job has taken me to some fantastic cities, including Barcelona, Cologne, Amsterdam, Munich and Paris. Experiencing different event cultures keeps our thinking fresh and gives us new approaches we can bring back to UK projects. There’s always something to learn from how other countries approach events.
What’s your pet hate about the events industry?
Events companies offering free stand designs. Creativity, knowledge and technical expertise are valuable commodities, so giving them away for free – in most instances – doesn’t make good business sense. As a creative, design-led business, we have vast expertise in creating memorable brand experiences for our clients. It’s only fair that we charge for it, right?
What do you do to solve it?
The solution would be industry collaboration, but it’s unlikely to happen because many exhibition companies are run by people who aren’t creative and therefore don’t respect what design actually brings to a project. Until that changes, we’ll keep demonstrating the value of proper creative thinking through our work.
Finally, what do you like to do away from work?
I like to go camping in my old Land Rover defender and enjoy some long walks. I also like to go and watch Hereford FC and play a bit of golf.
