[Interview] Ryan Liedeman, Freelance Creative Director, Xfacta

Xfacta is a bespoke strategic design, brand and concept agency with an expertise spanning brand strategy, digital designs, prototype development, graphic and packaging designs and copywriting among others.

The agency has worked with clients across sectors such as retail, FMCG, hospitality, real estate and telecoms.

Ryan Liedeman, the Freelance Creative Director tell us more.

What would you consider as the biggest achievements of the creative department at Xfacta?

My primary focus has been on new business. Since starting at Xfacta almost 11 months ago, we’ve opened markets in Australia, Saudi Arabia, the UK and US. This due to the way in-which Xfacta has positioned itself under the guidance and leadership of Nick Schilperoort, our CEO and of course the relentless resilience and expertise of the entire team.

As for the creative department at Xfacta, we’ve always been driven by a blend of strategic insight and bold creativity. One of our biggest achievements has been our ability to consistently deliver strategic campaigns and brand developments that don’t just meet the brief but push the boundaries of what’s possible in branding.

Whether it’s reimagining legacy brands for the digital age or launching new, disruptive products into the market, Xfacta prides itself on creating work that resonates deeply with audiences and drives measurable results. Our work with global brands has often been celebrated not just for its aesthetic value but for its ability to create cultural conversations.

How do you ensure that your creative vision aligns with the overall marketing strategy of your clients?

At the heart of every successful campaign is a deep understanding of the client’s brand strategy. And the beauty of Xfacta is that the strategy originates with us. I always tend to start by immersing myself in the brand’s ethos, target audience, and business goals.

The creative vision then becomes a natural extension of these elements. Regular check-ins with the team and clients, collaborative brainstorming sessions, and aligning on key metrics from the start are essential. It’s about creating a symbiotic relationship where the creative work enhances the strategy, and the strategy gives the creativity purpose.

How do you measure the success of your campaigns, and what metrics do you find most valuable?

Success in our world isn’t just about awards—though those are nice too. It’s about impact. I’m a firm believer in both quantitative and qualitative metrics. On the quantitative side, we look at engagement rates, conversion rates, brand lift, and ROI. But equally important are the qualitative aspects: how a campaign or brand repositioning or design makes people feel, the conversations it sparks, and whether it leaves a lasting impression.

A successful campaign or brand identity is one that not only meets the KPIs but also becomes a part of the cultural zeitgeist.

In what ways do you think the role of the Creative Director has evolved over the past few years?

The role of the Creative Director has evolved from being the ‘aesthetic gatekeeper’ to becoming a strategic partner in the business. We’re now more involved in data, consumer insights, and even business decisions that go beyond just the creative aspect.

The digital transformation has also meant that we need to be more agile, constantly learning and adapting to new tools, platforms, and audience behaviours. Today’s Creative Director is part artist, part strategist, and part technologist.

How has the rise of influencer marketing impacted your approach to campaign development?

Influencer marketing has added a new dimension to how we develop campaigns. It’s no longer just about the brand’s voice but also about finding authentic voices that can amplify the message.

This shift has made us more collaborative in our approach, as we now often work with influencers from the early stages of campaign development. It’s about co-creating content that feels genuine and relatable, while still staying true to the brand’s identity.

How do you manage client relationships to ensure their vision is effectively translated into creative work?

Client relationships are the cornerstone of our work. It starts with active listening—understanding not just what the client says, but also what they mean. Transparency is key; I believe in setting realistic expectations and keeping communication open throughout the process.

I also find it important to educate clients about the creative process so they understand why certain decisions are made. When clients feel like they’re part of the journey, it makes it easier to translate their vision into creative work that everyone is proud of.

Which emerging technologies and trends will most impact the future of the industry and why?

The future is all about personalisation at scale, and AI is at the forefront of this trend. AI-powered tools are enabling us to create more tailored experiences, whether it’s through dynamic content or hyper-targeted ads. As Creatives with access to AI we’ve become creative curators and originators, balancing these roles are essential to the way we now operate.

In strategy and design, these game-changing technologies allow us to create more personalised and immersive brand experiences, which can significantly enhance customer engagement and loyalty. The trend towards sustainability is also crucial, as more brands look to align their identities with eco-friendly practices.

What do you consider a successful campaign?

From a strategy and design perspective, a successful campaign is one that strengthens the brand’s identity and resonates with the target audience on a deep, emotional level. It’s about creating a lasting impression that aligns with the brand’s strategic goals, leading to long-term brand loyalty and growth.

For the ATL Creative Director, success is about impact—whether the campaign cuts through the clutter and gets people talking. It’s about creating a moment in time that captures the audience’s attention, drives engagement, and ultimately, achieves the client’s immediate marketing objectives. A successful campaign in this space is one that becomes part of the cultural conversation and leaves a lasting impression.

Extra thoughts?

Always stay curious. The creative industry is in constant flux, and what worked yesterday might not work tomorrow. Embrace change, be willing to take risks, and never stop learning.

Whether it’s new technology, shifts in consumer behaviour, or cultural trends, the ability to adapt and innovate is what keeps us relevant and impactful. And most importantly, remember that creativity is about connecting—connecting ideas, connecting with people, and connecting with the world around us. It’s this connection that makes our work meaningful and, ultimately, successful.

www.xfacta.com

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