Jan 05, 2026

Creative OS: The Soft Stuff is the Hard Stuff

Zia Somjee RGD & Kristian Hay

About this video

Description

Design isn’t just what we make. It’s how we make it, and who we make it with. Behind every great project is a hidden creative operating system. Trust, communication and emotional labour quietly keep things moving. Join Zia and Kristian as they explore the human side of creative work. The soft skills that actually run the show but rarely get the spotlight. They’ll unpack how relationships shape the work, guide decisions and help teams handle the friction that comes with doing work that matters. Find out why emotional intelligence is just as important as technical skill, how to build trust without burning yourself out and why who you work with matters as much as what you make. From treating tension as a sign of investment to making room for honesty and care, this talk shows you how to stay grounded, collaborative and creatively alive, even when things get messy.

Zia Somjee RGD & Kristian Hay

ZAK is a Vancouver-based, full-service creative agency that specializes in brand development and visual identity. Over the last 7 years, the firm has helped clients big and small strengthen their brand voice through strategy, visual identity and a multi-disciplinary approach to design. As the Partner focused on creative strategy, Zia connects high level marketing and communications goals to creative projects, whether it’s developing a robust brand positioning deck and brand story or developing key messages for campaign work. As Partner and Creative Director, Kristian guides the firm’s creative projects from beginning to end ensuring all work is held to the highest level of creative output while aligning to established strategic goals.