Creativity that Runs on Structure and Routine

Zac Gould’s power lies in his strong ideas, blending creative and strategic thinking to create inspiring experience-driven narratives that resonate with both clients and audiences.

Boasting over a decade of experience crafting immersive, brand-driven events, his expertise spans the entire creative spectrum, from inception to development and implementation.

When he’s not bringing ideas to life, Zac enjoys perfecting his golf swing and has a personal goal to play at every major golf course around the world.

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Person

Structure fuels my creativity. It might seem counterintuitive, but for me, routine (early mornings, exercise, and mental stimulation through books and music) unlock my best ideas and set the tone for my day. I find that moments of solitude are essential in allowing space for my ideas to take shape before the demands of my day set in.

I don’t wait for inspiration to strike. Unlike the stereotypical free-spirited creative, I work best within a framework, refining and evolving ideas rather than starting from a blank page. I’m process-driven, detail-oriented, and pull inspiration from unexpected places, film, architecture and movement, always looking for ways to blend perspectives and create something new.

I’m not precious about ideas; I believe in iteration, in shaping and reshaping. It’s not about protecting ideas, it’s about pushing them further until the best version of an idea emerges.

My strength lies in guiding a vision and balancing instinct with precision to ensure every creative decision feels intentional.

Product

Great design is about both the big idea and the fine details. My background in architecture and interior design has made me obsessive about the small things - the subtle touches that aren’t immediately obvious but ultimately elevate an entire experience. While the overarching concept is critical, I believe the unspoken layers of a project are what make it truly resonate.

At the heart of my work is the emotional connection it creates. Design shouldn’t just be visually aesthetic, it should be felt. Whether it's crafting a physical space, an immersive activation, or a brand experience, I always put myself in the guest’s shoes, ensuring the work doesn’t just look good but functions seamlessly and leaves a lasting impression.

Every project should tell a story, and my role is to make sure that story is both compelling and meticulously executed.

Process

It all starts with why, with every project beginning with these key questions: What’s the purpose? The feeling? The impact? From there, I map out solutions, translating thoughts into words and words into visuals. I cast the net wide at first, capturing every possible idea, before refining and distilling down to the core concept.

Narrative has to be at the centre. There has to be a strong, compelling thread that ties everything together. A strong creative idea should be clear enough to sum up in one sentence; if it can be distilled that simply, it has the power to be truly impactful.

Review and iteration are crucial in my process. I challenge ideas constantly, pushing them to their limits to ensure they hold up. Brainstorming and feedback sessions are not limited to refining creativity; they’re about making sure the entire team is aligned so that the final product isn’t just strong from a design standpoint, but also works across all disciplines. A great idea should drive everything else, and often, the simpler and more distilled it is, the more profound its impact.

Press

I’ve always been drawn to design. That passion led me to architecture, where I learned that great spaces aren’t just about aesthetics, they’re about how they make you feel. Architecture trained me to think big while refining the smallest details, to balance concepts with execution, and to understand that creativity is as much about problem-solving as it is about inspiration.

That foundation gave me an adaptable skill set, allowing me to move across different design disciplines without feeling boxed in. Working in high-pressure environments honed my ability to think fast and work efficiently, but it was moving to the Middle East nearly a decade ago that shaped my approach in an entirely new way. The fast-paced nature of the region, the diversity of cultures, and the ambitious scale of projects have all pushed me to expand my perspective.

Here, speed is key – the clients move fast and expectations are high. You have to be incredibly pitch-fit and quick to ideate, adapt, and execute under tight timelines. Living and working abroad has broadened my outlook, exposing me to global influences and reinforcing the idea that great design transcends borders.

Wrap-Up

Creativity is a constant balancing act between structure and spontaneity, concept and execution, vision and detail. My approach has been shaped by an obsession with craft, a drive to push ideas further, and the belief that great work isn’t forced, it’s built through exploration, iteration and collaboration.

The creative process isn’t always linear, but when anchored in a strong foundation, both in thinking and execution, it has the potential to create work that doesn't just stand out but resonates with its audience.