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Getting to know Rob Halford, Force24’s Lead Designer

4 July 2018
by Force24

We’re as renowned for our people as we are for our tech. So, once a month, we put a member of our team in the spotlight to learn more about their role, why they’re good at it, and what their advice is for the wider world of marketing. Next up it’s our lead designer Rob…

1. Summarise your role in one paragraph

As my job title suggests, I lead and manage our internal design team – we are the middle ground between the Account Management and Front-End Development teams. Our key role is to visualise our clients’ briefs and structure ideas in the best possible way, to deliver them to their customers.

We make their ideas easy to digest whilst also helping push the essence of the client’s brand. When delivering the content, we need to strike a balance to ensure customers understand it at the same time as reinforcing an emotional connection.

2. What’s your favourite part of the job?

Having the opportunity to work with such a wide variety of clients. The new web technology Force24 has implemented over recent years has opened the floodgates for new and exciting companies flowing into the business. The variety of companies has been boundless as the services Force24 provides are universally adaptable for all types and sizes of organisations.

3. Which one word would your colleagues use to describe you?

The way I reinforce the creative team is through trying to be more empathetic, which also translates across the way I conduct myself with our other internal teams. My main focus is to support co-members of the creative team, encouraging the development of their ideas in a constructive way to help them be more independent and confident when applying themselves.

As the creative team is the ‘middle ground’ for the majority of our client projects, empathy is a key trait to have in the role – after all, we’re designing for other people not ourselves. So, to be able to visualise projects from the same perspective as clients helps our understanding from the start.

4. And the word you think best describes Force24?

Innovative. We are always trying to push boundaries for our customers, consequently improving their experience of our software and the level of service they receive. It would be easy to just settle on something because ‘it works’, but we always strive for better, smarter and more effective.

Always innovating and always improving is the key to longevity and I believe this is something that makes Force24 a real… force, in the marketing world.

5. Why do you personally think Force24 stands out from competitors?

By pushing the bounds of our service – we make improvements based on markets needs and capitalise on the latest technologies, but we always take into consideration what our clients want and how our developments will improve their working experiences with Force24.

6. The phone rings and it’s your dream client… who would it be?

If we are being totally hypothetical, it would be a Silicon Valley start-up. The SMB’s over there always have the courage to do something different and take risks creatively with their design. But if I had to pick an existing company, it would have to be one of the big retail/tech brands like Google or PlayStation. The amounts of high quality product and brand collateral at their disposal would be a lot of fun to work with, plus the high levels of engagement would be really interesting to monitor against each campaign.

7. What’s your favourite feature within Force24’s marketing automation software?

The Email Builder for sure! It is always amazing to see how we are enabling our clients to get creative with their campaigns. More and more we are implementing new ideas and techniques to improve one of our more feature driven products.

8. The office attracts quite a lot of attention from visitors. What’s the best bit?

Our open plan space provides a really great working environment – different teams can work extremely closely together which makes relationships stronger. Also, one thing I can’t leave out is when we have the office dogs in – they always put a smile on everyone’s faces.

9. What is the biggest challenge facing the marketing industry over the next 12 months?

GDPR – it’s going to change the game, but as always, we are one step ahead to inform and protect our clients’ business needs.

10. And your top marketing hack?

Go above and beyond what the client asks for; don’t just settle with the initial brief if you feel like it can be improved upon. In some cases, I will complete what has been asked of me but also create a secondary version including my own additional ideas. This approach still delivers what the client has asked for but presents them with further and/or alternative scope too. It shows initiative as well, which provides a great platform to develop and grow both the client relationship and my own design flair.


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