Beyond UX, Colors, & Code: Cleo Henderson on the Power of Transformation Design
In a recent broadcast from the Gas South Convention Center, Cleo Henderson, the founder of the award-winning firm AndThereWas, joined Gwinnett Business RadioX ® Studio to discuss the evolving landscape of creative services. Cleo, an expert in Transformation Design, revealed how his company moves beyond traditional aesthetics to solve complex business and life problems through an interdisciplinary approach.
Here are the key takeaways from his interview regarding product design, transformation guidance, and the philosophy of creation.
The Philosophy: Saving Time is Saving Lives
At the heart of AndThereWas is a profound operational motto: “Saving time is saving lives”. Henderson emphasizes that whether he is working with fintech enterprises, startups, or individuals, the goal is to increase your understanding and confidence.
To achieve this, Cleo Henderson utilizes a five-step proprietary process to ensure consistency across all mediums, from day-to-day life, to user interfaces, to t-shirts:
- Discover
- Define
- Delight
- Design
- Deploy
This cycle is rooted in an “EARS” mindset—Empathy, Accountability, Responsibility, and Support. Cleo argues that you cannot design a solution without first empathizing with the client’s context and “digging deeper” to find the root problem.
Creating “Unicorns”: Creatives, Solopreneurs, and C-Suite Exes
One of the most distinct services AndThereWas offers is Transformation Journey Guru services. Cleo noted that many design students graduate with the “what” (technical skills) but lack the “how” and “when” (process and context) required in the modern digital age.
His goal is to help creative professionals, entrepreneurs, and C-Suite executives become “unicorns”—rare creatives who possess research skills, design capabilities, and strategic understanding. He bridges the gap between academic theory and real-world application by offering “à la carte” services and guidance that allow all comers to learn at their own pace.
The “Who” Over the “What”
Cleo stresses that creators, entrepreneurs, and startup executives should not attempt to do everything alone. A major part of his deployment strategy involves connecting clients to the right network—the “Whos”—such as tax experts, digital marketers, or experts with AI agents to empower your workforce.
He views his company logo not just as branding, but as a bridge, symbolizing his role in connecting clients vision to the solutions and people they need to succeed.
Learn More
For agile product design and development teams and startup executives in need of holistic strategy or individuals seeking transformation journey guidance and training, Cleo Henderson can be reached via his website.