Lex Talk Design

Damian Hinks: Turning Creative Talent into a Sustainable Design Business

• Lex Design Agency • Season 2 • Episode 2

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In this episode of Lex Talk Design, Renée sits down with Damian Hinks, a long-time figure in the Australian design industry and founder of The Commercial Creative.

With more than two decades of experience spanning print production, music management, agency leadership, and consultancy, Damian has spent the past nine years helping creative professionals transform their studios into sustainable, profitable businesses.

Together, Renée and Damian explore the complex relationship between creativity, entrepreneurship, and business leadership - and why many designers struggle with the commercial side of running a studio.

They discuss how the creative identity often sits in tension with the responsibilities of business ownership, why talking about money still feels uncomfortable in many creative circles, and how studios can build systems that allow them to grow without sacrificing their creative vision.

The conversation also looks at how the design industry has shifted in recent years, particularly following COVID-19, with many studios moving away from the traditional “bigger agency” model toward smaller, more specialised teams doing high-impact work.

Damian shares practical insights from his work advising creative businesses, including the importance of clear systems, healthy financial awareness, and surrounding yourself with the right people to support growth.

This episode offers a thoughtful look at what it means to be both a creative and a business owner - and how designers can build careers that are not only creatively fulfilling, but also commercially sustainable.

In this episode:

  • Why many creatives struggle with the business side of design
  • The difference between entrepreneurial thinking and business management
  • How COVID reshaped the way design studios approach growth
  • The rise of small, highly specialised creative teams
  • Why systems, structure, and financial awareness are essential for sustainable studios
  • How creatives can build businesses that support - rather than limit - their creativity

Connect with Damian Hinks

Learn more about Damian’s work and The Commercial Creative:

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