I used to think my toughest client sat on the other end of a Teams call, now he throws books at my head if I don’t turn the pages fast enough. The client’s name is Teddy, he’s nearly 18 months old and he’s my son. Depending on the day, he’s either the best project I’ve ever worked on or the one most likely to scream in my face because I cut his banana up wrong.

We can’t quite remember where the name Teddy came from. Perhaps the idea just hit us, or was it a creative brainstorm at the dinner table? I don’t think we murder boarded it or workshopped it, it just kind of was. It isn’t short for anything, I don’t like the idea of nickname names, so he’s not Theodore, just Teddy. Probably something to do with my name, a loose brand extension or a branded house approach or quite possibly an ego thing, (creatives, right?) His name just felt right, signed off first time.

But here he is, my greatest creative achievement. Which I know sounds dramatic – but it’s true. I’ve worked on global brands, campaigns, created entire identities from scratch. None of them required this much revision. Or this little sleep. From 9-5:30, I’m a creative. I design things. I craft things. I make things make sense. But at the same time, all the time, and sometimes 5:12am on a Saturday, I’m Dad.

Two different jobs but they require the same skills: empathy; patience; communication; problem-solving; creativity. Also, an ability to stay calm while someone shouts “No” at your face with increasing volume.

Both roles have briefs that change halfway through. Both involve tight deadlines, last-minute feedback, and “clients” who don’t really know what they want until they see it and then change their mind. I spend my days responding to feedback like “I preferred the other one”, “Why is it that colour?”, “Can you make it bigger?”,

“I don’t like it anymore”, “That’s not what I meant”. And my evenings? The exact same. Only now the person saying it is 80cm tall, covered in spaghetti (currently his favourite, until it isn’t, and he launches it at the wall), and only just learning to form actual words.

Theo Richards

Theo is a creative, art-directing across packaging, branding, event spaces and campaigns.

My client from hell heaven ▶︎

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