Lee believes in the powerful duet that design and nuanced messaging can play in societal and consumer behaviour. During his 22-year career in design, he has received multiple design awards for projects in corporate and consumer branding. Lecturing in graphic design, and a playful obsession with words led him to specialise in writing for brands. Through creative strategy, a dash of behavioural science, and the occasional joke he strives to help brands be the best beings they can be. He is designer of Paulina’s fourth book, Unscrewing Humanity: Ushering in the Creativity Age.
My speciality is unleashing the creative powers within us all and harnessing it for innovation. I have a Master of Science in Creativity and Change from Buffalo State University, which I use to help transform organisations of every size to be more dynamic and innovative. I am the catalyst that can ignite creativity in your organisation to create innovation that improves the experience for your customers, consumers and employees. Whether you’re a creative agency, a corporate or an individual, you will benefit exponentially from enhancing your creativity. It is vital to fully realising the potential within us all.
My incomplete undergraduate degree was at Parsons School of Design, The New School, New York City, because, sadly, while I love design, I suck at it. So, at the end of my third year, I dropped out and became a backpacker making money on the side doing things like teaching English in Japan. I wasn’t very good at that either, so it wasn’t that big of a risk to throw it all in and follow a boyfriend to his home town in Perth, Western Australia. Well, we didn’t last too long in Perth, but ended up managing turn a fling into a marriage and moved to Sydney adding a beloved rescue kitty, Thomas, somewhere along the way.
Before establishing my own business, I spent 15 years doing innovation for global beverage companies like Diageo and Pernod Ricard. It’s the closest you can get to being paid to not to grow up, especially when you are working in a creative department, like innovation. I have had a hand in launching over 35 products, globally, with my favourite being Jacob’s Creek Double Barrel. It’s a wine aged in whisky barrels – a world first that has since been copied by some of the largest wine producers in the world.
I build long-term relationships with the people I work with (I don’t call them clients, they become true friends) and together we have created results I am extremely proud of. I don’t save lives, but I have rescued a lot of people from difficult situations and helped them do work they can be proud of, too. You really can’t ask for much more than that.
LOVED THE SESSION – GOT GREAT STUFF OUT OF IT WE CAN USE IMMEDIATELY. VERY GRATEFUL.
Larocca is an expert when it comes to helping people unlock their creative potential and generate innovation.
PAULINA, YOUR BRILLIANCE HURTS MY HEAD IN ALL THE RIGHT PLACES. YOU REALLY HELPED CRYSTALISE OUR STRATEGY AND OPEN THE DOORS TO BOUNTIFUL CREATIVE TERRITORIES.
FEEDBACK ON YESTERDAY’S SESSION BASICALLY WENT LIKE THIS … I LOVE HER. SHE’S THE BEST. WILL SHE BE MY FRIEND? ETC.
YOU ARE AN INSPIRATIONAL WOMAN AND HAVE BECOME A GREAT FRIEND. CATS ASIDE 🙂
EXCELLENT STUFF. JUST WHAT WE ALL NEEDED AFTER THIS WEEK FROM HELL. YOU’RE AMAZING!
BLOODY GREAT QUESTIONS. I WILL GET BACK TO YOU – THIS MIGHT HAVE JUST SAVED MY ASS!
WE GOT TO A SPACE WE NORMALLY WOULDN’T HAVE GOTTEN TO.
LAROCCA’S ‘CREATIVITY+’ IS A FANTASTIC POCKET-SIZE ADVENTURE CREATIVE LEADERS CAN USE AS A CATALYST FOR CHANGE.
‘CREATIVITY+’ TAKES THE “BULLSHIT” OUT OF DESIGN THINKING AND EMPOWERS PEOPLE TO START DESIGN-DOING INSTEAD OF JUST THINKING.
YOUR ARTICLE ON BRAINSTORMING REMOTELY IS BRILLIANT. AS AN ENGINEER BY EDUCATION, THE STEP OF DETERMINING THE ISSUE THAT NEEDS A CREATIVE SOLUTION RESONATED WITH ME.
I’M GLAD TO HEAR YOU FOUND MY IDEAS USEFUL IN YOUR OWN THINKING.
GLAD TO KNOW THAT OUR RESEARCH HAS BEEN USEFUL FOR THIS MOST INTERESTING CREATIVE WORK! (THE HOLEY BIBLE)
WOWSERS, WHAT A TREMENDOUSLY CREATIVE AND INSPIRATIONAL BOOK! YOU NAILED THE CREATIVE PROCESS. (THE HOLEY BIBLE)