As Blue Kangaroo turns 20, Jason Knights reflects on what has shaped the creative powerhouse over the years

Jason, big congrats on Blue Kangaroo’s 20th anniversary! Talk me through the origins of the company – what sparked you to launch Blue Kangaroo?
It wasn’t some big, perfectly mapped-out master plan. If I’m honest, it started with a mix of instinct, frustration and a bit of naivety.

Back in the early days, myself and my then business partner Ian were working at another design agency and could see a gap between what clients needed and what they were getting. A lot of agencies were either too rigid, too slow or too focused on their own process rather than the outcome. That’s really what sparked Blue Kangaroo.

We wanted to build something that felt different – a business that was creative at its core, but also practical, responsive and easy to work with. No layers of complexity, no ego… Just good people doing good work and genuinely caring about the result.

In the beginning, it was very much about rolling up sleeves and saying yes to opportunities. We started out focused on marketing collateral and packaging, but quickly realised that clients didn’t want lots of different agencies, they wanted one team they trusted who could do more. That mindset shaped everything that followed.

Over the years, we’ve evolved into illustration, style guides, retail, experiential and now content creation – but the core idea hasn’t really changed. It’s always been about adapting, staying relevant and building long-term relationships, rather than chasing short-term wins.

If I look back now, the biggest driver wasn’t a specific idea – it was the desire to do things better, build something of our own, and create a team and culture people actually want to be part of. And somehow, 20 years later… Here we are.

Amazing. And what have been some crucial developments for the studio over the years?
If it had stayed as the business we started, we probably wouldn’t still be here. The evolution hasn’t just been a nice-to-have, it’s been essential.

In the early days, Blue Kangaroo was very much a design-for-hire studio. Marketing collateral, packaging – the kind of work that gets you in the door. It was fast-paced, reactive and a great foundation, but also quite transactional.

The first big shift came when we realised clients didn’t just want ‘design’, they wanted thinking. That’s when we started moving into style guides, brand development and illustration. Instead of just executing, we were helping shape how brands showed up. That was a big step up in terms of trust and value.

Another crucial moment was embracing international work. Making the decision to actively explore opportunities outside the UK especially across Europe and into the US. Different markets, bigger briefs, and long-term relationships with global brands. That shift has been massive for the business. But honestly, the biggest evolution hasn’t just been services, it’s been mindset.

And what have been some notable projects over the years?
One of the real turning points for us came early on when we started working with Paul Read, who was heading up the Disney Stores design team in Hammersmith at the time. He was the first person to really back us.

Up until then, we were building momentum, but this was different. Paul trusted us with the opportunity to work on major brands within The Walt Disney Company, and that trust forced us to level up fast. It changed everything… The standards, the thinking, the way we approached our work and ultimately how the industry started to see us.

That relationship with Disney is something I’m incredibly proud of. It’s played a huge part in putting Blue Kangaroo on the map. And 20 years on, we’re still working together which probably says more than anything else.

Another big one for us must be the Stranger Things x Primark project. It’s one of those moments where everything came together from brand, storytelling, retail, and full-scale execution.

Working with Netflix on such an iconic show and bringing that world to life in a physical retail environment, pushed us creatively and operationally. It wasn’t just about making something look good it had to feel authentic, immersive and true to the Stranger Things universe. It also showed how far we’d come.

What is the key to the studio’s longevity?
The team. The business has only grown because of the people in it, people who care about the work, challenge ideas and take ownership. As we’ve grown, making sure we’ve got the right people – and the right culture – has been critical.

And also staying grounded commercially. Creativity is at the heart of what we do, but we’ve always understood that our clients have objectives whether that’s driving sales, footfall or engagement. Balancing creativity with commercial thinking has helped us stay relevant.

What have been some recent highlights for the company?
The last couple of years have probably been some of the most exciting we’ve had a real mix of recognition, new directions, and building momentum.

Internally key moments have been strengthening the leadership team. Promoting from within has been a real highlight for me, seeing the team step up and take the reins has been one of the proudest moments over the past 20 years.

You’ve added different capabilities to the studio over the years. Looking ahead, do you see there being more strings to add to your bow?
Short answer is yes… But not for the sake of it. Every time we’ve added a new capability, it’s come from a real need. Either clients were asking for it, or we could see a gap where we could add more value. It’s never been about saying: “We should offer this”. It’s been: “We’re already halfway there, so let’s do it properly.”

That’s how we moved from design into illustration, then into 3D and experiential, and more recently into content. Looking ahead, I don’t think it’s about bolting on loads of new services. It’s more about deepening what we already do and joining it up better.

Last question! How would you describe the creative culture at Blue Kangaroo? And what fuels your own creativity?
I’d describe the culture as open, collaborative, and grounded.

There are no big egos here as the best ideas can come from anywhere, and that’s genuinely how we work. It’s not about hierarchy; it’s about getting to the strongest outcome. People are encouraged to challenge, to contribute and to take ownership of what they’re doing.

At the same time, it’s a very practical kind of creativity. We’re not creating work to sit in a portfolio – it has to live in the real world, whether that’s in retail, at an event or as part of a campaign. So there’s a constant balance between pushing ideas and making sure they actually work. That keeps everyone sharp.

There’s also a strong sense of a team and shared responsibility. The projects we take on are often complex, with lots of moving parts, so collaboration isn’t optional it’s essential. When it works well, there’s a real buzz around the studio.