Episode #509 - Pixels with Purpose: Building a Purpose-Driven Creative Collective - with Wes Henstock

In this episode of ScaleUp Radio, Kevin Brent is joined by Wes Henstock, founder of Confid3ntial – a purpose-led design and brand strategy agency with a global reach and a truly distinctive structure.

Launched in 2006 after an unexpected layoff, Confid3ntial began as a white-label service provider for creative agencies. It has since evolved into a remote-first collective of creatives, united by the mission of delivering "pixels with purpose" – where branding is driven by meaning, not just aesthetics.

In their conversation, Wes shares his views on how purpose should infuse every part of a business – from culture and team communication to client strategy and design. He also highlights the power of relationship-building, revealing that most of Confid3ntial's clients come from long-standing personal networks rather than traditional marketing.

This episode is structured into three key parts:

1. The Business Journey – Wes walks us through Confid3ntial’s origins, remote operating model, and evolution from a behind-the-scenes support team to a values-driven agency.
2. Scaling Challenges – From staying lean and global to debating the need for physical offices, Wes shares what it means to grow a business around trust, flexibility, and authenticity.
3. Quickfire Round – Get a glimpse into Wes’s personal inspirations, mentors like Marty Neumeier, and his philosophy of learning and giving back.

 

🔑 The one key thing from this episode?

Purpose isn't a brand accessory – it’s the foundation of everything.

Make sure you don’t miss any future episodes by subscribing to ScaleUp Radio wherever you like to listen to your podcasts.

For now, continue listening for the full story from Wes.

 

Scaling up your business isn't easy, and can be a little daunting. Let ScaleUp Radio make it a little easier for you. With guests who have been where you are now, and can offer their thoughts and advice on several aspects of business. ScaleUp Radio is the business podcast you've been waiting for.

If you would like to be a guest on ScaleUp Radio, please click here:

https://bizsmarts.co.uk/scaleupradio/kevin

You can get in touch with Kevin & Granger here:

[e-mail]

[e-mail]

 

Kevin's Latest Book Is Available!

Drawing on BizSmart’s own research and experiences of working with hundreds of owner-managers, Kevin Brent explores the key reasons why most organisations do not scale and how the challenges change as they reach different milestones on the ScaleUp Journey. He then details a practical step by step guide to successfully navigate between the milestones in the form of ESUS - a proven system for entrepreneurs to scale up.

More on the Book HERE - https://www.esusgroup.co.uk/

 

Wes can be found here:

https://www.confid3ntial.com/

https://www.linkedin.com/in/weshenstock/

 

Resources:

Playing To Win by Roger L Martin - https://uk.bookshop.org/p/books/playing-to-win-how-strategy-really-works-a-g-lafley/4765636?ean=9781422187395

Brand Gap by Marty Neumeier - https://uk.bookshop.org/p/books/brand-gap-the-revised-edition-marty-neumeier/4452437?ean=9780321348104

Zag by Marty Neumeier - https://uk.bookshop.org/p/book