The Thinking Behind MC&Co
Decades of experience across design, product development and commercial strategy — applied through a single, rigorous analytical framework.
Different disciplines. One shared lens.
Most businesses don't struggle with a lack of ideas or direction. They struggle with knowing which ideas matter, which directions are right, and when to act on them.
Trend and aesthetic information is everywhere. But without a structured framework for understanding what is driving change, and what that change means commercially, it creates noise rather than clarity.
MC&Co exists to change that. To help businesses move from observation to decision, with confidence.
Founders
MC&Co Trend was founded by Michael Cleghorn and Steve Worthy. When you engage MC&Co, you work directly with the principals, the people who developed The Helix™ and who apply it in every engagement. No sales team. No account manager. No handoff.
Together, they bring complementary expertise across commercial strategy and creative direction, forming an approach that is grounded in experience, shaped by instinct, and refined through execution.
Michael Cleghorn | CEO & Founder
Michael brings the commercial and strategic lens. With over 30 years of experience across manufacturing, product development and global supply, he has worked at the intersection of design and business, helping companies identify where opportunity truly sits.
His approach connects emotional consumer insight with rigorous commercial thinking, ensuring that direction is not only inspiring, but viable, scalable and aligned with market realities.
That thinking is the foundation of The Helix™ ,developed through three decades of applied practice, and refined through ongoing global research and keynote speaking at major industry events including Maison et Objet.
Steve Worthy | Creative Director
Steve leads the creative and visual direction of MC&Co Trend. With a background spanning design, music and creative industries, he translates abstract thinking into clear, compelling outputs.
His work ensures that ideas are not only understood, but seen and felt. From visual storytelling to AI-assisted image generation, Steve brings clarity to future-facing concepts, making them tangible and actionable for product, range and brand decisions.
Steve works across every creative output MC&Co produces, from The Helix™ Directives to the Annual Report. His ability to translate strategic direction into visual language is what gives MC&Co's work its commercial precision.
Our Consultants
Lou Petersen (UK) | Design & Consumer Insights
Lou brings a deep understanding of global interiors and consumer taste, shaped by years working with heritage brands including Laura Ashley and Cath Kidston. Based in the UK, she was previously Head of Design Innovation at DFS, where she led the development of commercially driven design direction.
Her work connects emotional direction with real-world product opportunities, ensuring ideas remain both relevant and commercially grounded.
Lou leads MC&Co's European client relationships and brings particular depth to the premium home and design sector.
WHERE OUR WORK IS APPLIED
The direction MC&Co develops is built to be used, across every team and every decision that shapes how a business faces the market.
PRODUCT DEVELOPMENT — DESIGN DIRECTION — BRAND POSITIONING — CUSTOMER EXPERIENCE
We don't provide inspiration.
We provide direction you can act on.
Michael Cleghorn
MC&Co Founder
