Cheryl Catterall

Cheryl Catterall

I position myself as a navigator, tracing a path through the unchartered territories that link creative technology, physical environments and user experience.


Member Since

December 2023

At my core, I am a storyteller. I thrive on the challenge of bringing people together around seemingly conflicting agendas. Experience has shown me that success comes through the ability to articulate a narrative that resonates with the different audiences that need to connect around a rallying vision.

Over my 30-odd years in the creative technology field, I have developed a deep and varied skill set that allows me to frame multi-disciplinary collaboration, partnering with private, public and institutional clients. I am often brought in as an outlier, to move the needle within organisations and projects and innovate in the application of vanguard technology to a more conventional offer.

Core to who I am as a leader is the collective elevation of teams and individuals. I have a proven track record of driving loyalty and assuaging fear around risky endeavors. My skills as a storytelling are put to use around inspiring cohesion in support of organisational re-culturing towards innovation and forward-looking strategic development.

Ask me about

The best ways to garner alignment and bring interlocutors on a journey where they can realize their aspirations.

My super power is

Being able to navigate grey zones and pull together the red thread that can weave cohesive narrative around complex endeavours.

I'm looking for

an opportunity that will allow me to disrupt how we think about design process and how we envisage design not as a finality, but rather as an ever evolving framework for human behaviour and connection.

What I love about experience design

The performing arts, and dance specifically, is the ability to use a set language to develop a flow that can change from day to day and react to an audiences specific vibe. I dream that we can imagine spaces as reactive frameworks that respond to its user’s needs.

Best piece of advice I've ever heard

Take time off and let the dust settle

Where I find Inspiration

Sound design and how it is a game changer in how we design and experience space.

Practice Area

Branded Environments, Digital Experiences, Exhibition, Placemaking, Public Installation, Strategy/Research/Planning

Focus Area

Destination Experiences, Digital, Interactive, Smart Cities


Cultural, Entertainment, Sports, Urban + Civic, Workplace