Leadership Transition Signals Continuity, Capability and Long-Term Commitment
Fore Design + Flex Planning is entering an important new phase, with a leadership and ownership transition that reflects both the strength of the business today and its confidence in the future.
As part of this evolution, General Manager Jordana Ashcroft O’Sullivan and Design Director Scott Robinson have joined founder John Ashcroft as Principals and co-owners. This marks a deliberate and well-planned shift, one that reinforces continuity for clients and partners, while positioning the business for its next stage of growth.
Built on legacy. Positioned for what’s next.
Since its founding in 1990 by John and Miriam Ashcroft, the business has grown from its beginnings at the family dining table into a respected South Australian design and town planning practice.
Over more than three decades, the organisation has evolved with the market, from its early days, through the Beyond Ink era, to the launch of Fore Design + Flex Planning in 2025 as two closely aligned specialist businesses.
This latest transition represents a natural progression:
- Preserving the values and relationships that underpin the business
- While introducing new energy, expanded capability and a forward-focused mindset
It is not simply a change in titles, it is the continuation of a long-term strategy grounded in stability, adaptability and thoughtful growth.
A leadership structure designed for integration
The new ownership structure strengthens the integration between design and town planning—something that sits at the core of how Fore Design + Flex Planning delivers value to clients.
- Jordana Ashcroft O’Sullivan, CEO + Principal
Leading strategy, growth and operations, with a focus on strengthening capability and delivering consistent, high-quality outcomes. - Scott Robinson, Director of Design + Principal
Responsible for creative direction and design excellence across projects, ensuring a strong and evolving design-led approach. - John Ashcroft, Founding Principal
Continuing to provide mentorship, strategic guidance and stewardship of the values and relationships that have shaped the business over decades.
This structure reinforces a key strength of the business—early and meaningful alignment between design and planning—supporting more informed decision-making and de-risked outcomes from the outset.
Continuity clients can rely on
For clients and partners, this transition is designed to feel seamless. Relationships remain strong, service delivery remains consistent and the team you work with remains committed to practical, commercially grounded advice.
As John notes:
“Over many years, we have built a business grounded in trust, hard work and a genuine commitment to our clients and community. This transition is an important milestone, and I have every confidence in the next generation of leadership to carry the business forward.”
Strength from within
A defining feature of this transition is that it comes from within. Jordana and Scott have both played significant roles in shaping the business over many years. Their progression into ownership reflects:
- A strong internal culture
- Clear career pathways
A commitment to retaining and empowering experienced people
For clients, this translates to consistency and confidence. For the business, it builds long-term resilience.
As CEO Jordana Ashcroft O’Sullivan explains:
“Stepping into ownership is both a privilege and a responsibility. Our focus is on continuing to grow with purpose—investing in our people, strengthening our capabilities, and delivering thoughtful, high-quality outcomes.”
A continued focus on design quality and planning clarity
Looking ahead, the business remains firmly focused on delivering integrated, commercially aware design and planning outcomes.
Fore Design will continue to lead forward-thinking commercial and residential design with an emphasis on practicality, buildability and long-term value.
Flex Planning will build on its specialist town planning expertise, helping clients navigate planning pathways with clarity, confidence and efficiency.
This alignment enables earlier insights, better coordination and more predictable outcomes—key factors in de-risking development and supporting project success.
As Director of Design Scott Robinson summarises:
“Design innovation remains a strategic pillar of our business. We’re committed to thoughtful, high-quality work and an approach that continues to evolve with the needs of our clients and communities.”
What this means for clients
This transition is ultimately about strengthening what already works well—while making space for what comes next.
Clients can expect:
- Continued access to experienced, senior-led teams
- A highly collaborative design and planning approach
- Clear, practical and commercially aware advice
- A business structured for long-term stability and growth
Looking forward
With second-generation leadership now in place, Fore Design + Flex Planning is well positioned for its next chapter.
The focus remains clear: deliver high-quality, integrated outcomes, maintain strong relationships, and continue evolving in response to the needs of clients and the market.