design/leader: Mark Christou, CCO at CBX
This week, we interview Mark Christou, chief creative officer at independent brand strategy and design agency CBX. With more than 20 years of experience across the London and New York design landscape, Mark talks to us about listening in the right places, solving the right problems, and sharpies.
Design
What would your monograph be called?
Make It Matter.
Because creativity isn’t decoration. If the work doesn’t move the needle, earn attention, change perception, or grow the business, it isn’t finished.
What recent design work made you a bit jealous?
The FIFA World Cup 2026 identity.
Not because of the logo itself. Because it turns the biggest sporting event in the world into a flexible system built for participation. It knows a brand isn’t a mark anymore – it’s something people step into, shape, and help bring to life.
What’s an unusual place you get inspiration from?
Comment sections.
Not for the opinions. For the language. People will tell you exactly what they care about if you’re willing to listen.
Name something that is brilliantly designed, but overlooked.
A retail brand shelf strip.
It has a fraction of a second to communicate value, influence behaviour, and help close a sale. That’s a serious design challenge.
What object in your studio best sums up your taste?
A Sharpie.
Because if an idea can’t survive being drawn with a marker, it probably isn’t strong enough yet.
Leadership
What feedback felt brutal at the time, but turned out to be useful?
“You’re solving the wrong problem.”
It’s easy to fall in love with the work. It’s much harder to make sure you’re solving what actually matters.
What’s an underappreciated skill that design leaders need?
Conviction.
Not stubbornness. The ability to know when something is worth fighting for and to bring clients/teams/people with you.
What keeps you up at night?
Seeing something with real potential and not quite getting it there. That’s harder to live with than a miss.
What trait is non-negotiable in new hires?
Curiosity.
Curious creatives ask better questions. Better questions almost always lead to better work.
Complete this sentence: “I wish more clients…”
…gave us the whole portfolio.
The biggest opportunities rarely live in a single project. The real value comes when you can connect the dots across a business, not just a brief.
If you’d like to be interviewed for our design leaders series, drop us a line at [email protected]