At Valiant, we’re always looking ahead - whether it’s through cutting-edge design, innovative styling, or sustainable solutions. Leading the charge in this space is our new Creative Director, Fran, who brings a wealth of experience across architecture, interiors, and furniture design. From product development to brand storytelling, Fran’s expertise spans multiple disciplines, and she’s ready to bring her unique creative vision to Valiant. We sat down with her to chat about her design philosophy, inspirations, and what the future holds.
.jpg)
Seeking the Truth in Design
When asked to define her design philosophy in one sentence, Fran doesn’t hesitate: “Seek the truth and express it.”
“This philosophy is a distillation of the Modernist ‘Form follows Function’ into an ethos that applies across any type of project,” she explains. “By seeking the truth in product design, we highlight the core qualities of a material—wood, recycled plastic, or cast aluminum—by designing products that showcase their inherent beauty and strengths. The same principle applies when designing for an interiors or events brief: we seek the core truth behind a brand or client’s vision to create a space that reflects their goals and enhances the experience.”
Interiors vs Events: A Different Approach
Designing for interiors and events may seem similar, but according to Fran, the approach varies significantly.
“The scale, timeframe, and brief are very different and naturally require a different mindset,” she shares. “At Valiant, we have dedicated teams for each, ensuring that our clients receive expert guidance. Interiors projects work within clearly defined floorplans —a residence, a workplace, or a display home—where we develop a cohesive style that is specific for that location and client, seeking to create inviting spaces with settings that enhance the ritual of daily life. With events, it’s the opposite. We start with the venue as a blank canvas and define a floor plan to suit the event style, layering in furniture settings, activation zones, and key styling elements that match the brief. We want to create a unique atmosphere in each space that we design.”
At the heart of both disciplines? Understanding client expectations and ensuring each design achieves its intended impact.
Finding Inspiration in Unexpected Places
Where does Fran look for new ideas? The answer is both simple and profound: everywhere.
“I find joy in small, everyday details,” she says. “Travel is a huge source of inspiration, but I also approach design from a human perspective—how are people using this? Human-centric design begins with empathy, understanding how people will really use your product or space. We all seek meaningful connections and new experiences. Whether I’m designing an event, an experience, or a furniture piece, I focus on that fundamental truth to create something that resonates.”
Sometimes, inspiration comes from the most unexpected places. “I recently noticed a mosaic tile pattern on a shopfront—probably installed in the 1980s—and fell in love with the color palette. Someone made a design choice decades ago that still speaks to me today. There’s no limit or rule to what can inspire you.”
The Rule of Three
Every designer has their go-to styling rule, and for Fran, it’s all about the magic of three.
“Working in a series of three is an easy way to ground a project,” she explains. “Three key materials, three colours, proportions divided by three - it’s a self-balancing number, and the human eye is instinctively drawn to it. Once you establish that balance, you can layer in other elements. And, of course, all design rules can be broken - so long as you understand why you’re breaking them.”
The Future of Design: Sur/Reality
Looking ahead, Fran is most excited about a rising global trend called Sur/Reality.
“This trend embraces surrealism, blending AI-aided design tools with traditional craftsmanship,” she explains. “Designers are playing with distorted shapes, exaggerated scales, and unexpected material combinations. It’s about embracing the unexpected to create bold, memorable experiences.”
Creativity Meets Practicality
Balancing creative ambition with real-world constraints is a skill Fran has honed throughout her career.
“I like to distill creative ideas down to a single essence and keep that at the heart of the brief,” she says. “Design work generally follows the 80:20 rule—20% creativity and 80% project delivery—so it’s beneficial to have tools that help you ideate and express an idea quickly. AI image generation tools, especially in programs like Adobe, are a game-changer. The time saved here allows us to spend more time refining that 20%. For me the best way to push creative boundaries is to continually imagine "what if?” and push the idea as far as it can go. I can then pull the key elements out and develop a realistic version that can be achieved within the project scope.”
Her golden rule? “Never fall in love with a concept. There's no point risking a broken heart if the client says no.”
Dream Collaboration: Faye Toogood
If she could collaborate with any designer, past or present, Fran has an easy answer:
“The moment I saw the Roly-Poly chair in 2014, I looked up Studio Toogood and have been a devoted fan ever since,” she says. “I love her analogue approach to design and broad palette of inspirations. She recently created a series of clay, wire, and paper maquettes for her collection with Tacchini, and they’re sculptural artworks in their own right. She was also just awarded Designer of the Year at Maison + Object 2025—maybe my dream collaboration will happen one day!”
.jpg?width=265&height=265&name=Blog%20Square%20(26).jpg)
Connecting People Through Design
So, what exactly does Fran’s role as Creative Director at Valiant entail?
“It’s a mix of high-level analytics and a little bit of witchcraft,” she laughs. “Essentially, my job is to develop new products that meet the market at a future point in time - exactly when our clients need them. That means researching global trends, technological and material innovations, and connecting them to local cultural moments in design, fashion, art, and music. People are the best source of inspiration, and I love connecting with our clients to understand their perspectives and share ideas.”
Her day-to-day involves collaborating across multiple teams - including Events, Interiors, Marketing, and Operations - to ensure the creative vision is seamlessly executed across every aspect of the business.
Sustainability and the Future
Sustainability is a major focus for Valiant, and Fran is committed to integrating it into every design decision.
“In 2025, we’re looking toward a new era of circularity and product custodianship,” she explains. “People are more conscious of their impact than ever before, and at Valiant, we’re striving to provide furniture solutions that people can feel good about choosing.”
Her approach? Assessing three key qualities in every new product: Materials, Function, and Style.
“Are the materials appropriate for the application? Are they recycled, and how will we repurpose them at the product’s end-of-life? Is it functionally fit-for-purpose, and does it bring a fresh aesthetic to our collections? These are the questions we need to ask as we move toward a more sustainable future.”
Fran’s passion, creativity, and strategic thinking are already making an impact at Valiant, and we can’t wait to see the exciting projects she leads next. Stay tuned for more as she shapes the future of design at Valiant!
.jpg)