Initial research, exploration, and concepting can now happen much faster.
AI is an accelerator and provocateur. It opens doors faster and broadens the creative conversation.
We're streamlining how we work by using tools, automation and AI agents to make the process smoother, freeing up time to focus on thinking and craft.
Propelling Promise really took flight. Teams across the organisation felt aligned to the sentiment of being a brand about action – a driving force, as well as compassion and hope.
Creative Boom’s special report by Tom May gathers insights from seven UK studio leaders on how AI is influencing the creative process. While many see AI as a useful tool for accelerating research and ideation, they agree it hasn’t replaced human creativity or judgement. The consensus is that AI is being pragmatically integrated into workflows, enhancing efficiency without redefining the essence of creative work.
The article gathers insights from leading creative directors and studio founders about their strategic priorities for 2026. Themes include efficiency through AI, the growing importance of strategy, blurred boundaries between disciplines, and the need for bold, distinctive creative work. Despite economic uncertainty, many studios express optimism and a focus on smarter, more collaborative approaches.
FORM Brands Studio has rebranded London's Air Ambulance Charity with a new identity built around the concept of 'Propelling Promise'. The design introduces a gradient inspired by helicopter blades, a vivid orange drawn from medic uniforms, and a refreshed tone of voice that balances urgency with compassion. The rebrand aims to strengthen public connection and fundraising impact while maintaining accessibility and authenticity.