What if design isn't neutral at all? In this episode, Katy sits down with Jessie McGuire, partner at New York design studio Thought Matter, to explore the real power of creativity and why it comes with responsibility.

Jessie shares her 10-year story at Thought Matter, working closely with founder Tom Jaffe to shape a studio built on experimentation, curiosity and big ideas. From those early days to recently winning the prestigious National Design Award, this is a conversation about commitment, belief and staying the course, even when the path isn't always clear.

They talk about imagination as more than a creative spark. It's a tool for shaping culture, influencing behaviour and questioning power. Jessie explains why she firmly believes design is never neutral and how every decision we make as creatives affects the world around us.

There's also an honest look at the past decade. From the shock of the 2016 election to the stillness of the pandemic, Jessie reflects on how those moments forced her and her team to pause, rethink and reconnect with what really matters. That shift led to more purposeful work, deeper questions and a stronger sense of direction.

Katy and Jessie explore what it means to do work that matters, how to support emerging designers, and why the industry needs more openness and collaboration. They also touch on the importance of discomfort and why pushing through uncertainty is often where the most meaningful work happens.

Jessie's perspective is grounded, thoughtful and quietly powerful. This is a chat about backing yourself, trusting your ideas and recognising that creativity isn't just about making things look good; it's about making things count.