Blog ❯ Meet Our Creative Director
Meet Our Creative Director
Meet our Creative Director, Daniel Asel
How long have you worked with Kidzsmart for?
14 years.
What is your role?
We’re a design-centric business, so really, it’s a little bit of everything from brand strategy to executing on design. There is a real shared sense of purpose across all departments, and so you’ll often see our creative team working directly with account management on user empathy, or as “sales engineers” within our business development team. Yes, there is the output of graphic design, illustration, video… I could go on, but the outcome is a sense of empowered leadership in each individual that is focused on our Five Pillars, and in turn, a better product for our clients.
I strongly believe design is an inclusive process. What happens within the creative department is inclusive of our entire company, and vice versa. User empathy is a big deal. As a team we believe in this radical empathy approach as our clients are not one-size-fits all.
Why did you join the company?
Wow, it was a bit of a journey. I had been working in the TV & Film industry overseas and was starting to burn out. At the time my goal was to transition into illustrating kids’ books, which I did independently until I came across this small kids & family agency located in a quiet coastal town. I was keen on a new adventure, and so here I am, 14 years later!
Being a traditionally trained animator (believe it or not, I worked on paper!), creating fun content for kids was a natural fit. The brands and organizations Kidzsmart was working with at the time really excited me, and within that first year I was illustrating and designing for some of my favourite IPs.
What do you like about working at Kidzsmart?
For me it has always been about the people and the product. We have a good group here with a lot of great ideas and unique perspectives. That alone is very enriching. Meanwhile, the product has been fun, as mentioned earlier no two clients are the same. When I started with the company, I was the de facto “sports guy” and found myself building out programs for some major pro sport brands almost immediately. That was such a fun product to develop.
I’m also very passionate about education. Working with organizations or major brands devoted to making a difference really hit home for me. I come from a family which historically didn’t always have access to education, so the pursuit of knowledge and sharing said knowledge is both fulfilling and exciting.
As creative director I’m really driven by the mentorship side of the role. My archetype would be that of a creator as I’m driven to build, find potential and uncover originality with liberated imagination. A former boss of mine taught me the value of growing a team by coaching thinking over triaging behaviour. She really understood how to build a team. As de Saint-Exupéry said, “If you want to build a ship, don’t drum up people to collect wood […] but rather teach them to long for the endless immensity of the sea.
It’s that yearning for the sea that I like most.
What are you looking forward to at the moment?
I really like the new relationships we’ve formed recently, from STEM/STEAM industry partners to our international alliances within the We Are Family network. There is a wealth of insight and perspective now that really excites me, and I’m keen to see it grow.
Ultimately, I’m most excited about what we can create together. We’re in the business of building passion, and the STEAM edutainment content we’re working on is very encouraging. Helping kids to dream bigger and find their passion, for me, is really cool.
What are the values that drive you?
Kindness always wins. I’m a big fan of Fred Rogers – both his life’s work and fashion sense – so I really connect with when he said, “Always look for the helpers”. Starting a conversation by asking how you can help someone goes a long way.
What do you enjoy doing when you’re not working?
Hanging out with my family! I’m a dad and absolutely love doing dad stuff.
What is your favorite quote or best piece of advice you’ve been given?
I have two go-to quotes.
On life and work I think of Horace Mann’s “Be Ashamed to die until you have scored a victory for humanity”.
On parenting, “Power struggles with a toddler is like wrestling a pig. You both get dirty, and the pig probably likes it.” I believe one should always bring their sense of humor to parenting.
About Kidzsmart Communications
We believe your content should be more than just another coloring book. Kidzsmart is a creative agency that is is your spokesperson to modern families, and we’re dedicated to contributing to the greater wellbeing of kids.
For over 20 years we’ve worked with the government, healthcare, and educations sectors as well as global brands in the restaurant and hospitality, tourism, and professional sports industries. Our team has the expertise to expand your family outreach, and we have the tools to do it right. Top of feed means top of mind, and we’re dedicated to creating greater family content that makes a meaningful impact on the lives of kids and families!
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Kidzsmart’s experience with the hospitality sector demonstrates a 20-year commitment to creating high-quality edutainment style family outreach programs for restaurants.
Check out the first episode of Let’s Get Kidzsmart, we talk to Corrie-Locke Hardy from The Tiny Activist about culture, identity, and diversity in children’s books.
See how Kidzsmart can help you
Ready to shape young minds? Let Kidzsmart help you create data-driven edutainment experiences with impact.