Tori Flower is our Creative Director. Since she joined in 2009, she has established and continues to define the company’s strategic approach to behaviour change with CEO Nick Stanhope, and practically applies this approach to a wide range of social and environmental issues, identified by corporates, other non-profits and We Are What We Do itself. She leads the creation, design and marketing of We Are What We Do’s products and services.
Tori’s background is in the advertising industry. After reading Classics at the University of Cambridge, Tori studied Art Direction and Copywriting for Advertising at Watford College. She started her career in the creative department of London advertising agency, WCRS, where she worked for several years for clients including BMW, Mini, Volvic, 118 118, Sky, Littlewoods, Abbey National, Transport for London, 3 Mobile and Brylcreem and won D&AD, BTAA, and Creative Circle awards.
Tori has taken her understanding of consumer products and services, and what makes them popular, credible and desirable, and applied it to tackling major social and environmental issues. She aims to work with consumer culture, rather than against it, appreciating that normal people like to watch TV, surf the net, watch sport, play games, spend time with friends, read magazines, and go shopping, for instance.
As Creative Director of We Are What We Do, Tori has a led the creative development of a number of high-profile products that have tackled issues including recycling, the inter-generational divide, digital inclusion and plastic bag usage.
Tori gave a fantastic presentation at the first Innovation Workshop for the Cancer Prevention Initiative. Tori presented a We Are What We Do project that demonstrated how positive behaviour change can be achieved through working collaboratively to create substantial services and innovative products that meet the target audience’s needs. The workshop participants were highly engaged and the presentation facilitated a number of interesting conversations afterwards, with participants thinking in new ways about how to tackle behaviour and lifestyle issues for cancer prevention.
Lucy Davies, Cancer Prevention Officer, Cancer Research UK
Tori recently led a workshop for emerging designers at the RSA, which looked at how We Are What We Do’s implicit, facilitative approach to design to can be used to tackle mental health issues. Tori gave a brilliant talk, hosted a Q&A, and facilitated some practical activities. The group was really engaged throughout and responded extremely well to Tori!
Sevra Davis, Manager, RSA Student Design Awards
Tori recently spoke at the TEDxKCS: Collaboration event in Wimbledon. Tori conveyed with dynamism and real clarity the potential that behaviour change organisations like We Are What We Do have. Using fascinating examples from her portfolio she was able to demonstrate the importance of harnessing advertising and marketing strategy to enact positive change for a range of issues such as public health and the environment. She is obviously – and rightly – truly passionate about what she does and feedback from the audience suggests that she is really very good at selling it.
Ellie Collin, teacher and organiser of TEDxKCS 2014
Tori delivered a very well structured training session for us, highlighting critical elements to consider when designing products and services that generate behaviour change – particularly those that deliver social or environmental good. Her presentation was highly effective with fascinating examples of some of her high impact projects. Naturally this led to a deluge of questions which Tori fielded impressively and we concluded with her facilitating a highly interactive discussion with a very engaged group.
Seigo Robinson, On Purpose Associate
Tori recently spoke at Imperial Create Lab’s first Make-a-thon, and stepped into the chaos of an inaugural, student-led event completely un-phased and unflustered. Her talk was incredibly clear and well-structured and offered a unique, refreshing perspective on a tired issue. We were very grateful to her for lending us her time!
Dominic Falcao, Manager, Imperial Create Lab, Imperial College
Tori was a brilliant speaker and clearly illustrated the power of understanding the target audience’s needs and seeing how those can be met in a sustainable way that benefits society. It was really interesting to listen to some of the projects that she had been able to work on and the positive impact they’d had! We thoroughly enjoyed having Tori at the event and we’re glad that she could be part of it.
Christa Mpundu, Co-ordinator, Bristol Social Enterprise Conference
Tori was fantastic as a speaker and a contributor and everyone I spoke to afterwards loved hearing from her. Her energy is infectious and her focus on product design was awesome, everyone was fascinated by it and amazed by the positive impact some of the house-hold brands she mentioned have, without mentioning sustainability. This was a really important takeaway message for everyone. It was great to continue our events programme and it was a real privilege to have Tori there.
Henry Simonds, Paradigm Hub
Since graduating from the Post Graduate Creative Advertising Course at West Herts College, Tori has continued to make significant contributions to the student experience by hosting many workshops, lectures and presentations at the various advertising agencies she has worked over the past 7 years. Tori has matured into a confident presenter of creative ideas and a speaker of note. Current students have found her talks remarkably insightful, engaging and enjoyable. For example, at our end of year show, (July 2012 at The Internet Advertising Bureau), with great enthusiasm and passion she discussed how each idea could be improved. The students all benefited from her astute observations and constructive comments as their ideas were quickly improved. Possessing a precision with language, a passion for creativity and genuine warmth, Tori is an articulate promoter of current conceptual themes and ideologies.
Tony Cullingham, Programme Leader, Post Graduate Diploma in Copywriting/Art Direction, West Herts College