Calum S.

Energizer
DISC Type : I

Creative Lead at Pair

London, England, United Kingdom

Overview

Calum is a Design Director at PAIR, where he leads brand and product design for AI-native experiences. With over a decade of experience, he has led significant public sector projects at the Design Council and holds a degree in Communication Design from Robert Gordon University.

His work focuses on ensuring technology is clear, coherent, and human-centered, shaping best practices around ethical data use and accessibility. He has also directed a major brands transformation across both digital and physical platforms.

Unique fact: Calum led the design work for the UK Government’s Data Ethics Framework.

Personality Overview

Full Of Energy

Big Picture Person

Believer

They are always positive and upbeat, so take their promises with a pinch of salt.  Unlike C or D types, they are vocal with their opinions but not so much with their questions. They are not always early adopters but can be pursuaded by leveraging strong relationships.

Topics They Care About

Ethical AI Design
His current role involves building AI tools, and he previously led the UK Government's Data Ethics Framework, showing a focus on responsible technology.
Human-Centred Products
His professional headline and work philosophy emphasize making sure products are clear, coherent, and a pleasure to use for people.
Accessible Systems
He led the creation of Network Rail's Design Guidance, which focused on improving accessibility, demonstrating a commitment to inclusive design.

Media Appearances

Calum has no verified media appearances

Work History

2-2025
Creative Lead at Pair
Design Consultant at KOKO
9-2019 - 8-2022
Lead Designer at Design Council
5-2017 - 9-2019
Senior Designer at Design Council
9-2016 - 5-2017
Designer at Design Council

Education

2013 - 2015
BA (Hons) Communication Design from Robert Gordon University
2005 - 2007
HND Visual Communication from Ayr College

More Information

Social Presence :

Prographics :

Exp : 6 Location : London, England, United Kingdom Job Level : Middle Designation : Creative Lead at Pair
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Insights For Selling To Calum

During A Call Or A Meeting

DO's

  • Be friendly and entertaining in your conversation
  • Talk anecdotally about the customer experience that your product offers
  • Use phrases like ‘people will love’, ‘massive impact’ etc.

DONT's

  • Don’t be too formal, focus on building comfort and trust
  • Avoid overloading them with too much detail
  • Don’t assume a yes just because they have not said no

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Calum is

  • Relationship and rapport can play an important role, sometimes more than the other factors.
  • Will you ever get a clear answer from Calum

  • They will probably never say no directly, you have to make that decision yourself.

Insights For Deal Planning

    How fast (or slow) will Calum move?

  • They are not the quickest decision makers, their friendly attitude could be misleading.
  • Can Calum take some risk or not?

  • They can take certain risks that are unlikely to have personal consequences.

You And Calum

Personality Compatibility


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