3) Leading & Guiding

A love of culture and business, food and psychoanalysis, classics and cricket led me to a tipping point recently to found The Seeking State: a business that helps clients redefine how we engage with culture in the future.

My classrooms have been Classics at St John’s Cambridge and a discovery of the joy of footnotes, Christies’ New York and Contemporary Art Theory at the Courtauld Institute. Academia surprisingly led me to be the Product Developer at Tate with a love of Monday morning sales figures. There I was responsible for the strategic direction, creation and production of Tate product, committed to supporting the Tate brand financially and emotionally through the retail experience. Work included copyright machinations for Matisse/ Picasso; planting a forest for Joseph Beuys; collecting raindrops with Olafur Eliasson and getting in trouble for my Agent Provocateur knickers.

After a brief flurry in garden design, I was a Director at Jane Wentworth Associates, an international branding consultancy in the cultural and educational sectors. Clients included V&A Dundee, National Museum Sweden, National Museum of Qatar, Glyndebourne, Whitworth Art Gallery and the Open University. Helping to grow the business from 2 at the kitchen table to an international team was the ultimate classroom and preparation for The Seeking State.

Frances Croxford

The Seeking State is a collaborative effort and has a creative network of partners: 

Sue Daniels
Ned Campbell
The Cutting Service 
Luis Castellón