Milk Creative Director Anthony Hos says bouncing ideas off colleagues always makes work better – just don’t ask him to pick a favourite project.
What’s the most important thing?
Ideas are everything. At Milk, we wholeheartedly believe that transformative design starts with a brilliant idea – something that moves people and resonates on a deeper level.
A great idea doesn’t just shape design, it guides a business, its owners, its team and even who they hire. It provides a clear vision for a better future. Pair that with a dream team to bring it to life, and you have the foundation for the best work.
How many creative directors do you work with?
I work closely with both Sarah Melrose (Executive Creative Director) and Ben Reid (Managing Director at Milk). We’re each creative directors in our own way, and love to collaborate and bounce ideas off each other and with the wider team.
We believe a problem shared is a problem halved – or, better yet, an idea shared is an idea squared. (I’m definitely guilty of loving a good saying!)
What’s your favourite part of the creative process?
There is a real thrill that comes from the initial making and sharing of futures with our clients. That first creative presentation that ideally gives our clients a sense of excitement, emotion and joy (sometimes even tears of joy).
Beyond that, the most rewarding part is watching design transform a business, and witnessing the real, measurable impact of our work.
Does a person’s experience and background make a difference to how they approach a piece of work?
100%. Experience and background play a huge role in shaping how someone approaches creative work.
At Milk, we see this every day. We have a team of designers with such varied skill sets, perspectives and ways of thinking – that diversity is one of our biggest strengths.
We love mixing different creative “superpowers” on projects because it leads to more interesting, unexpected, and original outcomes.
It also means we’re not locked into a single house style – something we deliberately avoid. Every project deserves a unique response, and that’s only possible when we embrace different ways of thinking.
A great example of this is our recent work with Honeysticks, the brilliant team behind some of the world’s safest and most sustainable arts and crafts products for kids – like their beeswax crayons.
Because creativity is at the core of their business, we tried to mirror that in our approach, assembling a project team with a mix of strategic thinkers, copywriters, illustrators, typographers (who create fonts) and animators. That blend of skills allowed us to craft a brand identity that reflects their playful, imaginative spirit. It’s a project we’re immensely proud of and excited about.
What’s your process when an idea is almost there but just needs something extra?
I always come back to that saying: “An idea shared is an idea squared.” In the studio, when something needs that final touch, we share it.
Fresh perspectives unlock missing pieces, refine thinking and elevate the idea to its purest and strongest form. Every time we do this, the work gets better.
Favourite piece of work?
There are too many to choose from! Every project becomes a favourite for its own reasons. But a recent standout has been our work with Honeysticks.
You can’t help but fall in love with what they do. They really believe in giving all children the best creative start with safe, sustainable tools that enable boundless exploration. Creativity + kids + planet-friendly products + made right here in Aotearoa New Zealand = an awesome formula.
It’s also been a favourite because so many of our team have contributed. And personally, working on something designed for children, especially as a parent, has been special. There’s something deeply rewarding about designing for your own kids and others like them.
My two boys, Johnny and Ollie, even played a part in the process with some hands-on market research. Safe to say, we’re all excited for the brand launch.
Anything else you’d like to mention?
This year, we’re celebrating 20 years of Milk – a milestone we’re incredibly proud of. It’s a great moment to reflect on the journey so far and dream up what the future could look like.
We also have some other exciting projects in the works that we can’t wait to share… so watch this space.
This story was published in NZ Marketing magazine issue 82, March-April 2025. Why not subscribe? Get four issues a year delivered for just $50 if you autorenew. Essential marketing intelligence. Don’t miss it.
