Meet the member
Bobby Burrage, The Click
Twenty-one years ago, Bobby Burrage founded Norwich-based creative studio The Click. Today, his studio has created brand identities for established names including the National Trust, University of Cambridge, Norwich Castle and Jarrolds.
But Bobby’s creative interests extend well beyond the studio. Alongside his wife Fiona, he’s built and launched a collection of businesses, from lifestyle brand Nor–Folk to creative co-working space Studio Inn. And while much of his working life is spent shaping how brands look and feel, away from the desk he’s happiest on the water, preferably with a flask of coffee and the Norfolk Broads to himself.
We caught up with Bobby to talk about the art of building brands, working alongside your other half, creative instincts and why, for him, no holiday is complete without water.
On building brands that last…
When Bobby founded The Click, the studio offered everything from graphic design to campaigns and websites. It wasn’t long before he realised where its real strength lay. “We made a bold call. We’d only take on new clients if the job was branding. Today our portfolio is full brand work, built from the ground up, often right from naming and positioning.
“For Bobby, great branding comes down to conviction, something that has become second nature after two decades in the industry. “We strip away everything that doesn’t need to be there. No trends, no fashion, no decoration for its own sake. Just the clever idea that engages people. The best brands share an innate confidence. Know who you are, what you do and why. Then stand out in a way that’s authentic and meaningful, not just by wearing a bright jacket.”
And if The Click itself came to him as a client today? Would he change anything?
“Never been tempted. The click is the moment an idea strikes. The moment someone engages with a brand and gets the clever thinking behind it. It has described what we do from day one, and it still does. I’d tell us to keep it.”
On creative partnerships and life beyond The Click…
Alongside his studio work, Bobby has developed a number of other ventures, many in collaboration with his wife Fiona. “My most important partner in all of it is my wife, Fiona. She’s a serial founder who has built and sold businesses, creates brands for fun, and is a hugely talented creative director.”
Together they created Nor–Folk, the lifestyle brand later sold to Jarrolds, and Studio Inn, a creative co-working community in Norwich. Fiona has also founded wellness brand Sense of Place (SOP), while Bobby co-founded electric-roasted coffee company Buzzing.
But do two creative minds always see eye to eye?
“We’re different, and that’s the point. We have huge respect for each other’s thinking, but we disagree on creative calls more often than we agree. The magic happens where our instincts overlap.”
And while their work and personal lives are closely intertwined, Bobby sees that as part of the appeal. “Being creative is a way of life, and for Fiona and me there’s little line between the two. On holiday we always seek out the arts, culture and heritage, whether that’s a great magazine shop in Södermalm or a gallery in whatever city we’re in. That, for us, is pleasure.”
On good design and knowing when to stop…
Having spent so much of his career creating identities for others, Bobby has a clear view on what makes design stand the test of time. “Every detail considered, every element there for a reason. That’s how you reach timelessness. Campaigns and marketing are seasonal; that’s where you can play with trends. The core identity should still feel relevant years from now.”
It’s a philosophy that extends to the spaces he and Fiona have created for themselves. “Pared back and calm,” is how he describes their personal taste.
One such project was the Water Cabin, a dilapidated property on the River Thurne that they transformed into a Scandi-inspired retreat, running it for seven years before selling to fund their next venture. And it’s perhaps no coincidence that so many of Bobby’s favourite places are connected to water.
On growing up on the Broads…
“The water is in me,” Bobby says. “Growing up on the Broads helps, but I’m also obsessed with boats.” He owns a 1965 Broom Viking, a classic Broads-built boat, and his idea of a perfect day is wonderfully simple. “A crisp, sunny midwinter morning, a flask of coffee and the Broads to myself. There’s something magic about being out on the water.”
On slowing down and Fritton Lake…
For someone whose working life is driven by ideas, switching off isn’t always straight forward. But Bobby has come to appreciate the importance of creating space for creativity. “It’s when we deliberately slow down that we’re at our most creative. That’s especially true of Fiona. Take her out of the day-to-day, put her in a room with no distractions, and within a few hours she’ll come out with a new idea, product or venture. It’s one of the things I love most about her.”
Bobby and Fiona first discovered Fritton Lake during a winter stay in one of the cabins. “It was every bit as beautiful as summer. What brings us back is the same: walks, slowing down, being in nature, cosying up by the fire with good food and perhaps a cocktail.”
And his ideal day at Fritton? “A leisurely coffee in the clubhouse garden, a swim and a sauna, lunch, then an afternoon fishing, ideally from one of the rowing boats. Back on the water. I’m told there are monsters in that lake.”
The Click | A brand-led design studio. Identities with ideas.
