20 years of creativity, collaboration and Passion at Waterford company
The team at Passion for Creative, who are celebrating 20 years in business this week.
Waterford creative agency, Passion for Creative, is celebrating two decades in business this week, having survived several office moves, a recession, a pandemic and "more creative deadlines than anyone cares to remember".
Established in 2006 by Manchester-born creative director Jill Hincks and copywriter Dan Jensen, the agency has grown from working with local businesses to supporting organisations throughout Ireland.
Before moving to Waterford in 2005, Jill had spent much of her career in Manchester and London, working with major brands including Marks & Spencer, B&Q, Argos, Disney, Littlewoods and Bank of Scotland.
"When I moved to Waterford, I hadn't really planned to establish another agency," Jill said, "Then I met Dan, we started collaborating on a few projects and quickly realised we made a great team.
"Dan is an excellent copywriter and I'm a visual creative, so our skills naturally complement each other. But what makes the partnership work is that we're almost always on the same wavelength. We share the same standards, the same creative instincts and the same commitment to our clients. That's actually quite rare."
Passion's first office was in the former Dyehouse Gallery on Mary Street, followed by ArcLabs in Carriganore and later the City Enterprise Centre, where the agency spent more than a decade.
Local businesses played a huge role in establishing the agency's reputation, with clients over the years including Kelly & Dollard, Utopia Flowers, Clem Hire, Blackwater Distillery, Kollect, Consort Cases and Suir Clean.
More recent work they've completed includes the rebranding and website development of Sliabh Medical Practice, formerly the Rowe Creavin Centre.
Today, the agency works with organisations across Ireland, particularly in the healthcare, community and publicly funded sectors. Its clients include Drug and Alcohol Task Forces, Children and Young People's Services Committees, youth organisations, medical practices and specialist healthcare consultants.
"Some of the most rewarding projects involve organisations doing extraordinary work in their communities but struggling to communicate the value of what they do," Jill explained.
"Our role often goes far beyond design. It's about listening, understanding the challenges and helping people find a clear, compelling way to tell their story."
Although Jill and Dan founded the business, both credit the wider team for the agency's 20 years of success.
Senior designer and web specialist Ciara McMenamin brings together creative design and digital expertise, while web developer Darragh Power is responsible for much of the technical development behind the agency's websites. Louise Hayes supports business development, helping the agency build relationships and identify new opportunities.
"We're fortunate to have a team of talented people who genuinely care about the work," Jill said. "Everyone brings different skills and perspectives, and that collaboration is fundamental to how Passion operates. Being a small agency also means our clients get to know the people actually working on their projects."
Over the past 20 years, Passion has evolved from a business largely focused on print design, advertising and direct mail into an agency offering branding, digital communications, website development, strategy and stakeholder facilitation.
Now, artificial intelligence is presenting another major shift.
"Having spent more than 40 years in the creative industry, I've seen enormous changes," Jill said.
"AI is undoubtedly transforming how we work, and I find the possibilities exciting. But technology can't replace experience, imagination or the ability to really understand people.
"That's why our philosophy remains very simple: Made by Humans."
Reflecting on the anniversary, Jill says the greatest satisfaction comes from the relationships built along the way.
"We've survived the Celtic Tiger's collapse, a recession, a pandemic and endless technological changes. Running a business isn't always easy, but it's certainly never been boring.
"We’re enormously grateful to all the clients who've trusted us over the years. We've made great friendships, tackled some fascinating projects and had plenty of laughs along the way."
And while some might see 20 years as a good time to consider a change, the team at Passion for Creative has other ideas.
"We’re incredibly excited about the future and the opportunities it brings. The truth is, we love what we do. We get to be creative, work with interesting people and feel valued. What could be better than that?"
