Author: Dale Anne Scogings, Creative Lead @ Canva 

Being an in-house creative leader is more than just driving business results through creative excellence, it’s about vision, energy, and influence. Unlike agency life, where teams switch between clients and industries, in-house creatives are responsible for shaping a single brand over time, keeping it fresh, relevant, and engaging. To succeed in this space, you need the right tools. Over time, I’ve learned to keep three essential items on hand for this journey. A crystal ball, a disco ball, and a megaphone. I use each item to guide businesses and teams towards creative excellence. 

1. A Crystal Ball: Seeing the Future, Shaping the Strategy 

A creative leader needs more than great instincts; they need foresight. The industry never stands still, and neither can an in-house team. The crystal ball represents the ability to anticipate future trends, not just in design and branding, but in business strategy, operations, and technology. Whether it’s harnessing AI in creative workflows, predicting shifts in audience behaviour, or staying ahead of hiring and structural changes, looking beyond the present is key to staying competitive. 

But foresight alone isn’t enough. A crystal ball also represents vision, ideas and strategy; the ability to translate insights into actionable creative direction. Strong creative leadership means not just spotting what’s next, but shaping it. It’s about championing ideas that challenge convention and ensuring creativity isn’t just an executional function, but a strategic powerhouse that drives the business forward. 

2. A Disco Ball: Keeping the Energy High and Getting Everyone on the Dancefloor 

Creative energy is everything. In-house teams can easily fall into routine (or creative ruts), working on the same brand day in, day out. The disco ball is a reminder to keep the culture vibrant, ensuring that creativity doesn’t become stale or siloed. This means fostering an environment where ideas are celebrated, risks are encouraged, and the creative process stays playful. Workshops, passion projects, and opportunities for professional growth help keep the team inspired. 

But a creative leader’s role isn’t just to energise their immediate team; it’s to get the whole company on the dancefloor. The best ideas don’t always come from one department alone;

they emerge from unexpected collaborations across marketing, product, HR, and beyond. A thriving creative culture invites different teams to join in, sparking conversations, exchanging ideas, and moving in sync toward shared goals. When creativity is something everyone feels part of, not just the ‘creative team’, it leads to stronger, more impactful work. 

3. A Megaphone: Making Creativity Impossible to Ignore 

Great creative work means nothing if no one sees or values it. The megaphone represents  amplification; a creative leader’s ability to make sure that in-house work gets the attention it deserves. Often, in-house teams face the challenge of internal politics, bureaucracy, or being seen as “just the design team.” A strong creative leader fights against this perception, advocating for the importance of creativity in business growth and brand differentiation. 

The megaphone is also about communication and influence. It’s not enough to produce great work; in-house leaders need to sell ideas, pitch concepts, and prove their impact to senior leadership. This means not just speaking the language of creativity, but also understanding the language of business, aligning creative initiatives with commercial objectives to demonstrate real value. When creative leadership is vocal, visible, and confident, it ensures that creativity has a seat at the table, not just a desk in the corner. 

Leading with Vision, Energy, and Influence 

In-house creative leadership is a balancing act between vision, energy, and influence. The crystal ball ensures you’re always looking ahead, guiding strategy and ideas with foresight. The disco ball keeps the creative spark alive while also ensuring the whole company feels part of the creative process. And the megaphone ensures that creativity is heard, valued, and championed at every level of the business. 

So, as you pack for your own leadership journey, ask yourself: Are you seeing the future? Are you creating an environment where creativity thrives? And most importantly, are you making enough noise about the incredible work your team is doing?