• About

Tricky is a collective of talent; we work collaboratively as well as independently across a broad variety of projects.
Our strategic process is structured, deliberate, collaborative and a little bit inspired. Business acumen combines with cultural and creative nous. Both business guidance and creative opportunity are baked into our output. We create a practical guide, not a theoretical epistle. Brand-led decision-making builds strong brands. Our design output is similarly diamond-cut. Our vision across all design and identity decisions ensures the perfect intersection between form and function.
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Jill Brinsdon
Co-Founder
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Jill Brinsdon is a notable brand and culture strategist, a persuasive story teller and an influential media commentator. Before founding Tricky with Luke in 2018, she established the communication agency Radiation in 2000, following an awarded career as a Creative Director in major multinational advertising agencies.  

Jill has a restless intellect and is highly sought-after both in New Zealand, Australia and the US. Often referred to by clients as a business therapist at the end of projects, she remains at the heart of the businesses she helps refresh, reinvent or reposition for many years.  

Brinsdon's expertise extends beyond branding to include significant contributions to the diabetes community. She serves as a Global Council Member for Beyond Type 1, an organization dedicated to supporting individuals with Type 1 diabetes and raising awareness about the condition.  

In addition to her strategic work, Brinsdon is a sought-after [coach, mentor, speaker] and facilitator. Her media presence includes regular appearances on New Zealand television and radio, where she provides insightful and often entertaining commentary on various topics.
Jill@thisistricky.com
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Luke Morreau
Co-Founder
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Thanks to a career designing brands across Europe, the Americas, the Middle East as well as in Australasia, Luke Morreau has a global understanding of how to optimise brand presence in an increasingly complex marketplace.

Specialising in building inspiring and motivating brands that create richer more meaningful customer experiences, Luke has unrivalled experience across a diverse breadth of brands, products and sectors. His knowledge of the retail sector in particular is beyond compare. Luke has an acute understanding of what’s required to run a large omni-channel retail business, including developing new identities, websites, retail environments, global e-commerce platforms, and the creation of video, print and digital assets for multiple markets.

Perhaps his trickiest move to date is his role as designer, director and Co-founder of Woolkin, a range of 100 percent natural children’s products. A co-founded start-up with manufacturing in both New Zealand and Germany, this is yet another example of Luke’s real-world experience with taking business ideas and transforming them into powerful living brands.
Luke@thisistricky.com
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Penelope Barr-Sellers
Strategist
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Penelope Barr-Sellers brings a unique set of skills to her role as a Tricky strategist. Over a 25-year career, she’s worked as a senior leader in and alongside top local and global businesses, helping to build exceptional brands, and customer love to achieve target outcomes. 

Her work includes forming powerful insights that help to define or redefine a brand, developing brand architecture to future-proof the business, and creating strategic business plans that chart the way to successful outcomes and results. 

Bringing a combination of management and governance roles to the table, she is mindful of keeping boards highly engaged in the process of brand development, working alongside senior leadership to ensure they get the information they need and understand how risk is identified and managed.

Penelope’s first career was in broadcasting, first as a weather presenter on the evening news then expanding to present and report for a number of television programmes, most notably business show Made in New Zealand.
Pen@thisistricky.com
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