Vaughan Moffitt: “The Best Inspiration Is the Challenge at Hand”

Wonderful, a Sydney-based agency aiming to disrupt the traditional agency model, recently announced the appointment of Vaughan Moffitt as Head of Design.

Vaughan joins the Wonderful team from Deloitte, bringing along two decades of award-winning design experience. From Paramount to Foxtel and The World Health Organisation, Vaughan has spearheaded some of the world’s most innovative design projects. 

Across his career, he has worked with leading brands including Universal Pictures, Toyota, Virgin Money, AMP, Cancer Council, CommBank, Honda, NRMA, Optus, Telstra, True Alliance, and Westpac. 

Vaughan recently transitioned from the corporate world to Independent Agency Wonderful, citing a desire to work on a more diverse range of clients, with innovation at the helm, in a nimble and creative led environment:  

“Leaving the corporate world to join an independent agency was always of interest to me. It was serendipitous when Matt offered me the role as Head of Design as I was looking to challenge myself outside of the corporate space”, he says. “I have always had an entrepreneurial spirit and a passion for creating, these values align with Wonderful’s ideology. I’m afforded the bandwidth to push the realm of possibilities for our clients and just get on with making stuff.”

To find out more about what makes Vaughan tick, and get a sense of his plans in the new role, we sat down with him: 

Q> What made you want to become a designer? 

Vaughan> My passion for creating meaningful experiences that help solve problems has led me to pursue a career in design. I saw the opportunity to combine my natural curiosity with my creative talent to help people and businesses achieve their goals. With a degree in psychology and 20 years of experience in product, UX, and UI design, I have honed my skills in understanding human behaviour and crafting high-performing products and experiences.

Q> What have been the biggest difficulties in climbing to the top of the design ladder?

Vaughan> Climbing the design ladder requires dedication, a willingness to learn and adapt, and a strong work ethic. I have been fortunate to work in organisations that value design and providing the support necessary to climb to the top.

Q> Where do you look for inspiration?

Vaughan> I have found that the best source of inspiration is often the challenge at hand. By focusing on the customer's needs and business objectives, inspiration tends to naturally follow. I stay open and receptive to all kinds of sources - from art and design to technology and culture - and believe that by keeping an eye on emerging trends and exploring different industries, I can bring fresh ideas and perspectives to his work. 

Q> Can you give a breakdown of your role at Wonderful? 

Vaughan> As the head of design at Wonderful I am leading the team in crafting visually compelling and user-centric solutions for clients. My focus is on delivering exceptional experiences that help clients achieve their goals and connect with their audience. I am able to take a holistic approach to design and provide strategic solutions that drive results. My passion for solving user challenges and staying ahead of design trends make me an essential part of the Wonderful team, and my commitment to excellence is evident in every project I lead. 

Q> How do you hope to break through the creative industry at Wonderful?

Vaughan> At Wonderful, our goal is to make a real impact on the creative industry by consistently delivering exceptional work and pushing the boundaries of what's possible. We hope to establish a reputation for being innovative, strategic, and collaborative, and to become known as a go-to agency for forward-thinking design solutions. By building strong relationships with our clients and delivering results that exceed their expectations, we believe we can make a significant contribution to the industry and the wider business community.

Q> What major clients have you worked on previously in your career? 

Vaughan> I have worked with some major clients including AMP, Cancer Council, CommBank, Foxtel, Honda, NRMA, Optus, Paramount Pictures, Telstra, Toyota, True Alliance, Virgin Money, Westpac, and The World Health Organisation. This diverse range of clients reflects my ability to deliver high-quality work across various industries and user groups.

Q> Who would be your dream client to get at Wonderful?

Vaughan> At Wonderful, the team and I are already working with dream clients who are looking to develop new products, create exceptional digital experiences, or establish high-performing e-commerce solutions.

Q> What have been your biggest projects that you have led? 

Vaughan> I proudly led the design of Virgin Money Australia, a Digital First Bank, where I applied my expertise in product design, UX, and UI design to create a unique and engaging digital banking experience. My leadership and guidance helped the team deliver exceptional results that exceeded expectations.

Q> What has been your most successful project? 

Vaughan> Working with NRMA, my team took a human-centred design approach to develop a transformational leisure, lifestyle, and roadside assistance app. The app's exceptional results, such as being downloaded over 500,000 times within the first 4 weeks of launching, are a testament to the success of the team's approach.

Q> What has been the most interesting project?

 

Vaughan> During the COVID-19 pandemic, I collaborated with an international team of doctors and data scientists to develop a series of interactive dashboards for the World Health Organisation. These dashboards helped world leaders make informed decisions about implementing and easing restrictions and had a significant impact on the global response to the pandemic.

Q> What do you hope to achieve at Wonderful? 

Vaughan> At Wonderful, we're known for our strategic vision, creative solutions, and impeccable design, all backed by robust engineering and pioneering technology. We strive to provide an exceptional experience for our clients and users by working collaboratively to deliver high-quality products and services.

Q> How is it working in a smaller team? 

Vaughan> At Wonderful, we're a growing team with big ambitions. We're a talented group of strategists, designers, engineers, and digital marketers who bring a wealth of experience to the table. I am very excited to lead the design operations and lay the foundations for the team to grow and scale.

Q> Why did you decide to leave the big corporate world and join an independent? 

Vaughan> Leaving the corporate world to join an independent agency was always a dream of mine, and I saw the perfect opportunity to do so when Matt was setting up Wonderful.

Q> What benefits of joining an independent have you experienced so far or hope to experience?

Vaughan> Joining an independent agency offers the chance to work on a wider variety of projects, be more hands-on, and take on more responsibilities. The prospect of setting up and growing the design operations for a young and ambitious team also excites me and is something I am thoroughly enjoying thus far.

Q> How do you walk the line between being unique and commercial?

Vaughan> At Wonderful, I believe that creating a unique brand is crucial for standing out in a crowded market. My team and I work with organisations to uplift their visual identity and brand, helping them to communicate their unique value proposition effectively. However, I also recognise the importance of commercial viability, and that a successful product or service needs to have a strong UX design that is tested and refined to ensure it resonates with users. Through a balance of brand identity and UX design, my team and I aim to create successful products and services that are both unique and commercially viable.