We are a creative agency that works at the intersection of Strategy and Design. We develop ideas that deliver incredible change.
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Who we are

We work with national and international clients to grow their competitiveness and find unique ways to engage new and existing customers.

Brian Richards
Founding Partner

Brian hung up a shingle which said “Brand Strategist” 25 years ago when only a handful of individuals across the globe were exploring the nascent business discipline. Since then, Brian, along with other pioneers, has achieved global recognition in what is now considered a valuable business tool. Throughout his career he has advised governments, companies and communities in defining their point of difference and delivered brand strategies and enduring legacy brands across markets in Asia Pacific, Europe and the United States. Unashamedly commercial, Brian’s almost legendary skills in boardrooms have always seen him argue the bottom line performance of the brand and its story, as the best investment a company can make. “Business is about ethics, aesthetics and functionality,” says Brian, “brands, which capture these points of difference, should deliver a special experience through unique design, supportive cultures and an infectious and honest story you have never heard before.”

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Tuomas Pekkala
Project Director

The design process is all about people and how they communicate with each other. Tuomas arrived in Auckland from Helsinki where he began his career in journalism before gaining a degree in Design Management at the Parsons School of Design in New York — where he also spent time with leading design studio Base Design. Tuomas says his “Design Management degree has provided me with the understanding of design from all angles while my background enables me to understand design as a creative discipline but also a business and a business model.”  Living and working in Helsinki, Paris and New York, Tuomas says “each of these places has it’s own charm, but the work remains surprisingly the same across the continents.” As a skilled design manager Tuomas brings his broad worldview and deep understanding of the creative process to manage conversations between strategists, designers and clients. To collaborate you have to communicate. 

Raymond Tiong
Strategist

As a creative hybrid, Raymond is poised at the intersection of strategy and design. A graduate of AUT with a Bachelor of Design, Raymond arrives at Richards Partners after 5 years at Dave Clark Design where he assisted in establishing the Singapore studio. While at Dave Clark, Raymond was engaged with teams delivering strong brand guardianship and strategic design for ANZ across the Asia Pacific region. Now making the transition to strategy, Raymond says his “varied experiences have given me a skillset that balances big-picture thinking with obsessive attention to detail to produce thinking that is creative, thoughtful, and effective for our clients’ needs”.

Caitlin Rassie
Intermediate Designer

Caitlin believes in a culture of conversation – while learning to write HTML, CSS, PHP & JAVASCRIPT has become a passion within her developing design practice. Graduating with a Bachelor of Fine Arts from Whitecliffe College of Arts and Design, Caitlin developed her customer-centric focus from years spent in fashion on the shop floor – through to launching a high-end fashion e-commerce site. Working within the close knit studio team, Caitlin collaborates with clients and developers to ensure a seamless transition between design and development. Recent projects have included a refreshed website for sustainable timber company Abodo as well as The New Zealand Dairy Company. Caitlin says the best work comes from “interrogating the concept and pushing the bounds further than people are comfortable with”. We agree.

Logan Tran
Accountant
Keith Pinney
Strategy Director

Keith is adept at working across different geographies and cultures with a specialisation in understanding how business relationships and consumer behaviour operates in the Asia Pacific region. During his 8 year stopover in Japan, Keith steered companies operating in technology and communications before his focus shifted to China and Singapore. There he worked across numerous industry verticals with a client list including Unilever and Coca-Cola. During that time Keith also had regional responsibility for clients in South and Korea and Taiwan. Recently returned to New Zealand, Keith is using his executive level experience and diverse cultural understanding to develop sound strategic thinking and appropriate creative ideas that deliver tangible results for his clients.

Jinki Cambronero
Design Director

As Design Director, Jinki brings her years of experience across different roles and disciplines into focus. Early training in Information Management, Psychology, Public Relations and a background in the corporate sector, mean Jinki has a unique world view on what works. Pivoting a decade ago into design, Jinki spent the last 8 years at internationally recognised Auckland studio Alt Group, producing award winning identity, wayfinding and art direction work. Clients included, Auckland Art Gallery Toi o Tamaki, Auckland Museum, Auckland Council Arts & Culture (Lopdell Precinct and Te Oro) as well as the Silo Theatre. Making an impact on Auckland is what drives her – “the opening night of Auckland Art Gallery has been a highlight in my career” she says. Jinki is also an emerging photographer.

Bryn Chapple
Strategist

From ATMs to airplane meal settings, from yoghurt packaging to several ranges of outdoor gear: in his 30 years’s experience Bryn has had a hand at designing some highly visible, oft-used and easily recognisable products. As such, he has invaluable experience in conceptualising, designing, prototyping and manufacturing under rigorous industry standards and tight specifications. Usability and knowledge of the end consumer’s needs have been pivotal in his career. Before arriving at Richards Partners, Bryn has been Head of Product Design for Macpac, Founding Partner and Head of Production for Shape Design and a senior product designer in Germany. At Richards Partners he uses this fine-tuned design thinking to conduct workshops with clients and their user groups to better understand end users, their needs (expressed and latent) and how the client company can work organisationally, strategically and culturally to deliver products and services to meet those needs.

Anushka Harrison
Intermediate Designer

Great ideas and attention to detail are critical components that drive Anushka’s design practice. After graduating with a Bachelor of Communication majoring in Digital Media from AUT in 2010, Anushka completed her training with a Diploma of Graphic Design from Media School before beginning her career in the Auckland studio of Saatchi and Saatchi Design Worldwide. Her experience at Saatchi’s ranged from delivering campaign work for The Auckland Theatre Company; being part of the team to rebrand Spark and developing the brand direction for Lexus. Anushka’s work has been awarded multiple Gold Pins from the Designers Institute of New Zealand Best Design awards. 

Don Wilkie
Financial Controller