Nice to meet yah!

Image credit: Ellie Morag

3 quick questions with Veronique, founder of PERO

1/ Why did you start PERO?

I wanted to work on cool projects with sound* people. Working for over a decade in comms, I'd quite the digital rolodex of talented, smart and witty friends + contacts who are pushing themselves and their work in the creative industries, business, marketing, PR, design, business, culture etc. and I just kept thinking I would love to work with you - but what would the project be? 

I'm super passionate about connecting audiences around the globe with exciting authentic work. 

And I'm ready to flex what the role communications and strategic thinking has in helping us all to build a better, more equitable and sustainable world. 

Oh and PERO is a family nickname. 

2/ How would you describe your approach to projects? 

Everything goes back to what, why and for who? Once the purpose and context is clear then it's time to sit back and reflect on the best approach to truly engage audiences. 

I approach every project with care for the people involved and respect for the concept. I look to ensure that projects are culturally relevant and ambitious. 

I also think its essential to put anti-racism and anti-ableist action at the heart of projects, ensuring existing power and privilege are interrogated alongside giving a voice to the underrepresented. 

I'm all about fair pay and good working practices. So it sounds quite boring but I’m also super interested in the practical, the everyday. I'm very process-driven and always looking for how we can make processes run even more smoothly, efficiently and ethically. 

All that and also there’s a part of my brain that is always like how can we make that hella stylish + slick.

3/ What makes you tick?

I’m basically still the little mixed heritage kid who grew up between grey Scottish towns and the vibrancy of the tiny tropical island of Mauritius during the 90s. I found escapism, colour and so much life-giving joy in clothes, music, art and TV. 

Aged 11, I used to spend all my hard-earned pocket money on The Face, i-D and Dazed and Confused. Oh and Kerrang! cause I ofc went through a rock phase. Fashion and cultural magazines are in my DNA and I’m still obsessed with sub-cultures, local and global trends, lifestyles and cultural analysis. 

During my undergraduate in classics and anthropology, I explored these very same topics more critically through exploring ancient Greek theatre, feminist theory, indigenous cultures and semiotic analysis. 

And as I focused on turning these interests into a career in communications, further thinking includes interpreting them through the lens of business, marketing, management and coaching.

*sound - is UK slang for decent, cool, awesome, legit etc.