Nestled in the vibrant Ministry of Work workspace, Diane Pagan has carved out a niche as a champion for creativity and education. Founder of The Imagination Box, Diane’s mission is both simple and profound: to make art accessible to children around the globe. In her words, “I support teachers, parents, homeschoolers, any adult who wants to get kids to be creative. That’s where my resources go.” Her journey is an inspiring example of how passion and purpose can transform a side hustle into a thriving business that touches lives in over 100 countries.
From Sportswear to Community Art
Diane’s career started in the fast-paced world of branded sportswear design, where she worked with iconic names like Reebok and Ellesse. Reflecting on those early days, she recalls, “It was a really good education post-uni to learn so much about licensing, branding, and sport fashion.” While working for Reebok, she even had the chance to meet a young Ryan Giggs—“a clear reminder of how much time has passed,” she jokes.
But after a decade immersed in the intersection of sport, fashion, and music, Diane sought something more meaningful. “I wanted to work with people, not products,” she says. This desire led her into community art, where she worked in schools, hospitals, and mental health settings, eventually training as a psychotherapist. It was here that she saw firsthand how art could transform lives. “It wasn’t about making brilliant art. It was about how creating made people feel better—adults, children, anyone.”
Building a Creative Empire
Becoming a mother brought new focus to Diane’s creative work. What started as a small side project—sharing art resources online—soon gained momentum. She discovered Teachers Pay Teachers, an American platform that Diane likens to “Etsy for teachers.” Despite not being a traditional educator, Diane quickly made an impact. Seven years later, The Imagination Box is a limited company that has sold over 220,000 art activities, reaching classrooms and homes worldwide.
“I’ve sold over 220, 000 units, in over a hundred countries”
Diane’s resources are designed for ease of use, particularly for teachers. “They’re like printable magazines, sometimes 50 pages long, ready to print and go,” she explains. Her work is especially popular in the United States, where teachers often buy materials out of their own pockets. “They’re so hardworking and philanthropic,” Diane says of her American customers. “They embrace everything, from Groundhog Day to seasonal celebrations.”
Navigating Challenges and Growth
Creating high-quality resources is a labour of love, but it’s not without its challenges. “It’s very time-consuming,” Diane admits. “I’ve got way too many ideas, so I have to sit, drink tea, and decide which ones can go to fruition.” Another hurdle is standing out in an increasingly saturated market. Platforms like Pinterest, once a major traffic driver, have become less reliable. To adapt, Diane is focusing on building her own audience through email marketing and has soft-launched a membership model that provides monthly art packages. “It’s about gaining trust and making art affordable for everyone,” she explains.
Giving Back at the Ministry of Work
As a member of the Ministry of Work, Diane brings a wealth of expertise in branding and design. “I’m really good at big-picture thinking,” she says. “If someone has an idea, I want to know what it looks like, what colour it is. Wording, messaging, corporate identity—that’s where my confidence lies.” Her background in branding from her sportswear days clearly still plays a significant role in her creative process.
In turn, Diane is eager to learn from her fellow members, particularly when it comes to finding her voice online. “I’m quite a shy person and not particularly camera-confident,” she admits. “But as we move forward with AI and other technologies, it’s so important to come across as human. There are a lot of people here doing that well, and I’d love to learn more about it.”
Life Beyond Work
Outside of her professional achievements, Diane is a full-time single parent to two teenagers and a fluffy dog named Friday, who frequently accompanies her to the Ministry of Work. “I’m really family-first,” she says. Whether travelling with her kids or enjoying coffee and cake with close friends, Diane’s personal life reflects the same values of connection and creativity that underpin her work.
Trusting the Process
When asked about the best advice she’s received, Diane emphasises the importance of trusting your gut and avoiding overthinking. “If it’s perfect, it’s too late,” she says, quoting a mantra that keeps her focused on progress rather than perfection. It’s a philosophy that has clearly served her well.
“Trust your gut instinct and don’t wait or overthink things”
For anyone looking to connect with Diane, you can find her online at theimaginationbox.com, or on Instagram and Pinterest. Better yet, drop by the Ministry of Work and say hello—you might even get to meet Friday.
Diane Pagan’s story is one of creativity, resilience, and a deep commitment to making a difference. Through The Imagination Box, she’s not only empowering children to explore their artistic side but also setting an example of how passion and purpose can create a lasting impact.
