Trinity Ross (2017)

Founder of creative agency Superthink with a mission to harness the power of creativity and design to innovate a better world, Trinity Ross spoke at Lauriston Foundation’s It’s Her Turn is Happening event. We captured some of her insights here.

How did your time at Lauriston help you to forge your own path?

“Lauriston taught me to be curious and courageous and not be afraid to fail.”

Year 10 was a time where we could explore subjects and sports, and give things a go. Which made me try Biology. I wasn’t good at it, but it taught me to be comfortable with failing. It showed me that having the curiosity and courage to try something and say ‘ok I might be terrible at this subject, or look dumb playing this sport, but why not!’ is such an important step in the journey to help you find out what you love to do. Because no matter what subject you choose or career path you take, you will face obstacles and struggle. So it’s up to you to be curious enough to find out what you love and what you find is worth struggling for. 

How do you use creativity to problem-solve and make a difference?

I truly believe that creativity and ideas have the ability to change the world. Because when you pair ideas with psychology, it’s insanely powerful. It has a strong influence on what people think. Typically we’ve been using this insight to push people to buy things they don’t need or consume media in an unhealthy way, so when you flip it, and align it with causes for good, that’s how we can have a positive impact on the world. That’s why in my work, where I run a creative agency called Superthink, everything I do is linked to the United Nations’ 17 Global Sustainable Development goals (SDGs), addressing issues such as clean energy, climate action and sustainable cities. For me, the positive impacts I can achieve through my work and ideas is what makes the inevitable obstacles and struggles worth it. 

Can you reflect on how social impact is taking centre stage?

Young people today are really tuned into social issues. Brands now are not only a platform for selling goods and services, people now want brands and businesses to have a purpose and believe in something. They want them to come up with a solution, or take a stance, before their actions have environmental or social impacts, rather than being reactive.

Recently I have been so proud and excited to share that Superthink’s project, ‘Google Translate: A Good Sign’ which aims to bring sign language to Google translate, was recognised on the Fast Company 2022 World Changing Ideas Awards honourable mention list. World Changing Ideas is one of Fast Company’s major annual awards programs and is focused on social good, seeking to elevate finished products and brave concepts that make the world better. I was also delighted when on a recent trip to New York, I met with the NY United Nations SDG representative who also endorsed my idea.

If you’d like to talk about ideas and how creativity can help your project improve the world, please send an email to