A Decade in Design & Digital: The Dodgems and Floss Journey

Happy 10th birthday, Dodgems and Floss!

Time flies when you’re creating incredible things. Dodgems and Floss is officially 10 years old, and what a ride it’s been!

To mark this milestone, I sat down with our founders - Ben, Andrea, and Tony - to reflect on the journey so far, the highs, the challenges, and what the next decade holds.

Let’s start at the beginning.

How did Dodgems and Floss come to life? What inspired you to start the business?

Ben: Well, back in 2014, I’d sold my previous tech business and bought a former Greek restaurant on Canterbury High Street. I was looking for a new challenge, something different that really played to my strengths, and at the same time, Andrea and Tony were on their own paths toward something new.

Andrea: Yeah, the startup I was working for at the time was relocating to London, and I had no plans to move back up there. Ben and I had always talked about starting an agency together (since our Uni-days!). At the same time, Tony and I were working on a freelance project, talking about our future dream projects when it all just fell into place, our skills aligned, our ambitions matched, and we had this shared vision of building something together.

Tony: For me, Dodgems and Floss is a manifestation of a childhood dream. I’ve always known I was meant to be in the creative space - sketching, designing, experimenting - so the idea of starting a creative agency was something I'd had in the back of my mind for years. I was actually about to join another agency at the time, but when the opportunity arose to start something new, I knew it was the right time to take a risk and follow a dream.

What was the vision when you first started, and how has that evolved over the last 10 years?

Ben: From day one, the goal was always quality over quantity. We never set out to be the biggest agency, we wanted to be the best at what we do. That meant working with great people, crafting exceptional experiences, and being the kind of agency that clients could truly rely on.

Andrea: Collaboration has always been a core part of our approach. We never wanted to be a service provider, we wanted to be a partner. That mindset has deepened over time, with every project refining our skills and pushing us to deliver work that doesn’t just meet expectations, but exceeds them.

Tony: Alongside those, our focus has always been on people, our clients, our team, the end-users of our work. That’s why we take a human-centered approach to everything we create. Every brand, website, or campaign we create has to bring value, make someone’s life better, or spark some form of joy.

Was there a moment when you thought, ‘We’ve made it’? A standout project or milestone?

Ben: Launching our own escape room was a huge moment for me. It was the first time we pooled all our creative and technical skills into something for ourselves. It proved that we had the talent, the capability, and the drive to build something from the ground up. And off the back of that, we won some local awards, which was a definite high.

Andrea: For me, it was launching our very first client website. Seeing it go live, knowing that real people were going to interact with something we’d created, it made everything feel real. That was the moment I knew: this is it, we’re an agency now!

Tony: I’m really proud that we helped create Pride Canterbury’s identity and continue to collaborate with them in order to push the brand forward. It’s been amazing to see the event grow into Kent’s biggest Pride celebration. Being part of something that promotes diversity and inclusivity is really special.

It hasn’t all been smooth sailing. What have been some of the biggest challenges you’ve faced?

Ben: The lockdowns were tough. Because we don’t work on contracts, our clients stay with us because they want to, and we suddenly found ourselves in a situation where budgets were being slashed overnight. It was a moment of uncertainty, but we kept our cool, secured some financial backing just in case, and rode the wave of the accelerated digital shift.

Andrea: That time was definitely unsettling. But instead of panicking, we turned our focus inward and worked on our own brand. That gave us a sense of direction, and when clients were ready to invest again, we were in a great position to support them.

Tony: Every stage of growth comes with challenges, finding clients in the early days, growing the team in the right way, to a pandemic. But our approach has always been to stay flexible and solve problems head-on. We’re big believers in the Apollo 13 mindset: lay the problem out, focus on the most critical task, use our creative firepower and just keep moving forward.

Let’s lighten the mood... what’s been your most awkward client moment?

Ben: Oh, it has to be the sperm thing. (Laughs) Hysterical, but not awkward. More awkward was finding out that a client, who I genuinely liked, had posted some… let’s say, unkind comments about me on Facebook due to my involvement in local politics. It was a wake-up call that business and personal beliefs don’t always mix.

Andrea: One of my favourites was when a client sent us a hand-drawn wireframe for a website… scanned in on paper. (Laughs) But hey, we made it work!

Tony: We once sat through a heated internal debate between two clients.. during a feedback session. But in a way, it showed that we’d created an environment where clients felt comfortable expressing their honest thoughts in front of us. That’s a win, I guess?

10 years in, what’s been the key to building a successful creative agency?

Ben: Adaptability. No matter what’s thrown our way, we’ve stuck together and evolved to meet every challenge.

Andrea: Stay flexible, embrace new technologies, and always push the boundaries.

Tony: Be passionate. The best work comes when you genuinely care about what you do. Every project brings a new opportunity to be different, explore and invent a new creative direction and learn about new industries and people. This is what excites our team and keeps our creative minds ticking over.

What advice would you give to someone starting their own business?

Ben: Just start. You don’t need every detail figured out. Get going, learn as you go, and don’t be afraid to raise your prices when the time is right!

Andrea: Find the right people. Having a team that shares your vision makes the journey so much smoother.

Tony: There’s never a ‘perfect time.’ Be brave and take a risk, be yourself and don’t be afraid of being different. Most importantly, do something that you love.

Looking ahead, where do you see Dodgems and Floss in the next 10 years?

Ben: As the go-to creative specialists, the ones you call for something bold, innovative, and perfectly executed.

Andrea: Embracing AI, VR, and other emerging tech to push creativity even further. It's an exciting time to work in digital.

Tony: Continuing to build a space where our team can express themselves, grow creatively and allow them to shine. Ultimately, creating work they’re proud of and makes an impact for people.

Here’s to the next 10 years!

Dodgems and Floss has come a long way from three friends with a dream to own an agency. As we look ahead, one thing remains unchanged: the passion for creativity, collaboration, and making meaningful work.

Here’s to the next decade of pushing boundaries, embracing new challenges, and, of course, having a laugh along the way.