We're all in it together

We’re all in it together – with Cat How

What does it mean to run a creative agency where radical transparency and empathy aren't buzzwords, but business fundamentals?

In this episode of NeverNot Creative, host Andy Wright sits down with Cat How, co-founder of design studio How & How, to talk about building a creative business that leads with values and doesn’t compromise on care, ethics, or ambition.

Cat opens up about launching How & How with her husband during the pandemic, creating a culture of honesty and mental health support, and why saying “no” to oil and gas clients is non-negotiable. From implementing a salary transparency framework to navigating creative rejection with care, Catshares how her team uses systems, structure, and shared values to protect their people and stay creatively sharp. This is a conversation for anyone who’s ever wondered how to build a business that actually walks its talk—and still makes beautiful, meaningful work.

🔎 Find Out More About Cat How⁠

https://how.studio/⁠⁠

https://www.linkedin.com/in/cat-how-0499b9149/⁠⁠

https://www.instagram.com/how___studio/⁠‍

⏱️ CHAPTERS

‍00:00 - Introducing Cat How

01:12 - From Journalism to Creative Direction

03:45 - Launching How & How in a Pandemic

06:20 - Structuring Culture: Transparency, Mentorship & Salary

10:15 - Saying No: The Moral Compass for Clients

13:30 - Turning Down Oil & Gas Work

15:10 - The Business Case for Salary Transparency

17:00 - Mental Health & Leadership Vulnerability

20:25 - Creative Rejection and Emotional Safety

24:15 - Why Client Services Matter More Than You Think

27:40 - Founders and the Loneliness of Leadership

31:00 - Firing Clients That Mistreat the Team

33:20 - Building Organic Culture, Not Beer Pong Fridays

36:00 - Leading with Empathy and Structure

39:40 - AI as a Creative Superpower

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