"Technology should enrich the way people experience the world, not pull them out of it."
Alumni Gavin Jones on Creativity, Community and Digital Impact.
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?Graduated BA (Hons) Digital Art and Technology in 2012
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Co-founded Elixel
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?Champions responsible technology that delivers meaningful, human-centred impact
Ultimately, ñ offered everything I needed: the right course, the right environment, and the chance to explore my creative interests further. My student experience was fantastic. I met some incredible people, learned so much, and really grew during my time there. Iñޙm so glad I made that choice.
Gavin Jones, BA (Hons) Digital Art and Technology
ñޜThe Artist Who Couldnñޙt Drawñޝ: Finding the Right Creative Path at ñ
The Digital Art Technology course at ñ was a really interesting choice for me because, for a long time, I struggled to figure out where I fit in the world. I studied a VCGE in Art and Design at college, and I often joked that I was the artist who couldnñޙt draw! I loved working with my hands and building things, so I wanted a course that allowed me to explore that creative side. At the same time, I recognised that the industry was transitioning more towards digital formats, and I wanted to learn how to build and create in a 3D environment. I saw that as the future, and I wanted to be part of it.
Location was also a big factor in my decision. I grew up in small villages and hamlets in the countryside, so I didnñޙt want to study somewhere overwhelming, like a massive, busy city. ñ struck the perfect balance. Itñޙs a decent-sized city with plenty going on, but itñޙs also surrounded by natural beauty, with the coast on one side and Dartmoor National Park on the other. That combination really resonated with me - it felt like the right fit.
Before starting university, I took a year out to make sure I was ready. I worked several jobs - at one point, I think I was juggling three different roles! Iñޙd been in education for such a long time that I wanted to be certain university was the right next step for me. That year out gave me the space to reset, work hard, and mentally prepare for the transition to university life.
From Lectures to Launchpads: How University Support Sparked a Start-Up
There were so many ways the University supported us throughout our studies, and those experiences had a huge impact on where we ended up. My course was a sandwich degree, so I had the opportunity to take a placement year in my third year, which was incredibly valuable.
In our second year, one of our lecturers said something that really stuck with us. They told us, ñޜYouñޙre already delivering industry-level projects here - you should think about setting something up.ñޝ That encouragement sparked conversations among us about creating something of our own, even before we went on placement.
The placement year itself was transformative. We all went off into different roles with some really exciting organisations. For example, Christian went to work for Sony, which was amazing, Becky moved back to Bristol for her placement year and worked as a developer for a design agency, and Paul completed about five different placements - he really maximised the opportunity. I spent my placement year working as a creative technologist for a live streaming company, where I got to build a variety of platforms and projects. The experience gave us a real understanding of how the industry works and helped us identify where we wanted to challenge and drive things forward. It also solidified the idea that we wanted to create something of our own.
The lecturers played a huge role in this journey. They didnñޙt just deliver education - they encouraged us to look beyond the course and seize opportunities to do something more. Their support was instrumental in giving us the confidence to think big.
In our final year, we took part in a module called Venture Culture, run by Dawn Melville. That module was a game-changer for us. It gave us the chance to come together, formulate our ideas, and actually create a business. We worked on business plans, developed pitch decks, and divided the roles between us to play to our strengths. Without that module, I genuinely donñޙt think we would exist as a company today. It brought us together as individuals, gave us the tools to make our vision real, and provided a structure to bring the business to life.
Graduation to Global Clients: The Evolution of Elixel
We started our business, , straight after graduation. I donñޙt think I saw it as brave or risky. When youñޙre a student, youñޙre already used to lean living, so itñޙs a perfect time to start a business. Youñޙre not burdened with overheads, and youñޙre comfortable with starting small.
But it has been quite a journey! In many ways, Iñޙve been doing the same role for the last 12 years, but it has evolved significantly over time. I co-founded the business in 2012, which feels like a lifetime ago, especially when you think about where technology was back then. Smartphones were just starting to dominate how people accessed the internet, and we were one of the early organisations developing responsive websites - sites that could dynamically adapt to different platforms, whether desktop or mobile. At the time, this was a big shift in the industry, and we were excited to be part of it.
When we started, we thought, ñޜThere arenñޙt many digital and tech companies in the city, so weñޙll just jump in and the work will come.ñޝ What we quickly realised, however, was that there were actually a lot of businesses already hereñޔthey just werenñޙt particularly visible. That realisation led us to set up Digital ñ within the first two years of starting the business. Digital ñ became a network for creative and digital businesses, and as technology became a core part of every industry, it also became a hub for people working with technology in various roles. Next year will mark Digital ññޙs 10th anniversary, and weñޙre already planning a big celebration for that milestone.
Throughout the early days of the business, we were fortunate with the opportunities that came our way. One of our first clients was Wild Futures, a charity that supports primates rescued from the pet trade. We had worked with them while studying at university - they pitched a challenge to students as part of a project module. Our team won that project and developed a game for them. A year later, after we had set up the business, Wild Futures came back to us for another project, which involved Stephen Fry. That opportunity was a huge boost and gave us a solid foundation as a new business.
From there, things grew quickly. In our second year, we landed a Arvato Latham, a multi-billion-pound organisation. Itñޙs incredible to look back and think that such a significant company trusted us with a project so early on. The first few years were a whirlwind, and the last decade, honestly, feels like a bit of a blur because of how much weñޙve done.
Our journey hasnñޙt been without challenges!
The real challenge - something we didnñޙt realise until later - was the lack of experience. We jumped straight into running an agency without really understanding client management, project timelines, or marketing. Looking back, if Iñޙd worked in an established organisation for a couple of years, I probably could have grown the business faster. But thereñޙs a trade-off. Starting straight out of university means youñޙre building from the ground up, without sacrificing comfort or stability. Itñޙs all about what your goals and ambitions are.
It was also difficult when one of our co-founders decided to leave. It could have been a massive setback, but life has a way of aligning things. Around the same time, I had been building a relationship with someone from a software company, and through those conversations, they ended up stepping in to buy my co-founder out. They joined as our commercial director, and that transition allowed us to pivot, take on larger projects, and even work internationally.
It taught me the importance of trusting the process and building strong relationships. You never know how those connections will help you down the line. Even when youñޙre not in the room, people will advocate for you if they trust you and your work. Thatñޙs invaluable.
If you stay open, build relationships, and focus on delivering great work, things have a way of working out - sometimes even better than you could have planned.
One of my more recent milestones came about four years ago when I became a trustee for Citizens Advice ñ. It was a big decision for me because running your own business makes it hard to dedicate time to supporting other organisations. But I quickly realised how important it was for me to give back. They approached me to help think about their digital delivery and internal processes, and itñޙs been incredibly rewarding to support an organisation that helps so many people in the city. Itñޙs a milestone Iñޙm particularly proud of because it aligns with my values and allows me to use my skills to make a meaningful difference.
Classroom to Commercial Projects: Staying Connected with the University
For us, the key support was having access to a space to work in and being able to stay front of mind for the University. It wasnñޙt just advice and guidanceñޔalthough thatñޙs always helpfulñޔbut being trusted to deliver actual commercial work was what really helped us get started. The University supporting and recommending us for projects early on made a huge difference.
For example, I remember being mentioned in discussions with the Student Union or being put forward for opportunities. That kind of exposure and commercial work during those early stages is what builds a business. Itñޙs one thing to give advice, but enabling students or young startups to apply their skills in real-world scenarios is what really matters.
Weñޙve had the chance to work on multiple commercial projects through the University. Those experiences not only helped us develop as a team but also gave us the credibility and portfolio we needed to grow.
Networking and those early commercial projects are absolutely vital, especially when youñޙre starting out and wondering where the next piece of work will come from. Having a community and network to support youñޔboth in recommendations and opportunitiesñޔwas hugely important for us. Itñޙs been symbiotic as well because weñޙve always tried to give back in return.
Weñޙve collaborated with the software development course in the past, providing students with opportunities to work on commercial projects. For instance, we brought some students on board for a project we were working on with the National Marine Aquarium. These partnerships not only benefit students but also create a valuable connection between industry and education.
Itñޙs all about making that connection between education, real-world projects, and the people who help guide and inspire you. Having that ecosystem, especially in those early years, can be the difference between struggling to get started and finding your momentum.
Building Technology That Puts People First
At Elixel, weñޙve always found the most fulfilment in projects that genuinely help people and deliver a positive impact.
When we first started Elixel 12 years ago, we did a bit of everythingñޔbranding, game development, websites, mobile apps, e-commerce - you name it. But over time, we narrowed our focus to building platforms and products. This shift allowed us to better align with projects that deliver real, meaningful value.
With the collaboration with Wild Futures, we helped improve how people engage with their cause. That project showed us how technology, when implemented responsibly, can be hugely impactful. Itñޙs one thing to build a functional platform, but itñޙs another to know itñޙs positively affecting people and supporting organisations. That makes the stress of running a business feel worthwhile.
Digital tools and technology are incredibly powerful, but theyñޙre also double-edged. If used irresponsibly, they can be problematic. On the other hand, when applied thoughtfully, they can deliver a net-positive impact.
Thatñޙs why weñޙre really intentional about how we approach technology. Recently, I participated in a panel discussion about responsible technology, and we explored how to ensure tech benefits people rather than disrupting them. Thatñޙs something weñޙre passionate about: using digital tools in a way that enhances lives, not detracts from them.
One project weñޙre really excited about at the moment is Wildling, which aims to get more people out into nature. Itñޙs supported by figures like Deborah Meaden and Tim Smit, and the goal is to create a platform that helps people discover opportunities to reconnect with the natural world. But crucially, it stops there. The technology is a tool to encourage people outdoorsñޔit doesnñޙt become a distraction once theyñޙre there.
Thatñޙs a principle we care deeply about: technology should enrich the way people experience the world, not pull them out of it.
Weñޙre always looking for ways to scale that impact. Recently, in our work with LiveWest, one of the outcomes we identified was how our solutions could help 500 more young people. That got us thinking: what if the work weñޙre doing could help a million more people?
Weñޙve started to frame this as our ñޜMillion Moreñޝ conceptñޔa kind of aspirational goal for the projects we develop. Success, for us, is about scaling our impact in a way that benefits as many people as possible. If the tools and platforms we create can positively affect a million more lives, then thatñޙs the ultimate success metric
Creating a Community: How Digital ñ Put the City on the Map
Everything Iñޙve achieved has always been in collaboration with others. Thereñޙs often this perception of success as something people accomplish individually, but in reality, no one gets where they are on their own. Even the most visible figures, like Elon Musk, donñޙt do it aloneñޔthereñޙs always a team behind the scenes making things happen.
Personally, I know I wouldnñޙt have set up a business by myself. Collaboration is at the core of everything Iñޙve done. And if I had to pinpoint my proudest achievement, it would probably be the work weñޙve done with Digital ñ
Digital ñ came about over 10 years ago when we recognised a gap in the local tech community. I was part of something called ñ Web, which brought together technical professionals, but it didnñޙt naturally mix with other skill sets, like marketing. At the time, I was on a mentorship program with Dave, a marketer, and I invited him to an event. It was fascinating to see the conversations unfoldñޔmarketers and technical people coming together and learning from one another.
That experience inspired us to create something biggerñޔa platform that would bring together different disciplines, connect people, and strengthen the tech community here in ñ. Gary, Sabrina, and Rob, who were also passionate about this idea, joined forces with us, and we decided to build it together.
One of our major goals was to get ñ recognised nationally as a tech cluster. Back then, there was a Tech Nation Cluster Map showing key tech hubs across the UK. Truro and Exeter were marked, but ñ was this void in between. That was a huge challenge. If youñޙre running a tech company in ñ, being absent from the national conversation makes it harder to get recognition, attract talent, and drive growth.
Within about two years, through a lot of collective effort, we succeeded. ñ was officially recognised on the national tech cluster map. That was a massive milestoneñޔnot just for me but for everyone who contributed to building the community. It showed what could be achieved when people come together to advocate for a shared vision.
Whatñޙs been particularly rewarding is seeing how the initiative has grown and endured. Next year, Digital ñ will celebrate its 10th anniversary. At the same time, Elixel, our agency, will hit 12 years - so weñޙre almost teenagers! To run both through some of the economic climates weñޙve experienced is something Iñޙm incredibly proud of.
Start with Purpose, Learn with Intention
My advice is: take the time to learn. If youñޙre thinking about starting your own business, especially in a new field, find someone whoñޙs already done something similar or whoñޙs working in that space. Even if itñޙs just getting exposure to how they operate - like understanding funding, growth, or how they deliver value - take the opportunity to work for those organisations first.
The reality is, when youñޙre starting out without much experience, that learning will make a massive difference. Youñޙre not just working for the sake of it - youñޙre working, saving, and absorbing knowledge with the clear goal of eventually starting your own venture. Itñޙs about starting with purpose and kicking off your entrepreneurial sprint equipped with the right skills and insights.
Another thing Iñޙd say is to be open to the fact that nobody knows everything. Youñޙll never have all the answers, and thatñޙs okay. But also, be cautious of anyone who claims they do. Being a successful entrepreneur is a constant process of learning, adapting, and growing.
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