Brigid McMullen
Founder · Managing Director
In their own words
Norwex already had a rock-solid belief system. Our job was to help express it more concisely, distinctively and memorably – not only in words, but in how it would be experienced and felt across every product and platform.
Understanding Petticoat Lane Market's layered history and previous reputation with desk and local library research was really important to us.
We could have made it feel very 'heritage,' but we wanted to borrow from the heritage story while making it contemporary in its aesthetic.
This word is literally useless until and unless we use it accurately.
This word is literally useless until and unless we use it accurately.
Articles & interviews
- Norwex unveils first-ever rebrand as eco pioneer evolves from cleaning cloths to premium personal care
Norwegian eco brand Norwex has unveiled its first full rebrand in over 30 years, created by London consultancy The Workroom. The new identity reconnects the company with its Nordic roots while expanding its focus from home cleaning to personal care. The rebrand includes a new logo, visual system, and brand architecture designed to express Norwex’s sustainability mission in a more premium and contemporary way.
- London's Petticoat Lane Market Unveils New Brand Identity
Creative Boom profiles The Workroom’s rebrand of Petticoat Lane Market, one of London’s oldest marketplaces. The new identity blends the market’s textile heritage with a contemporary aesthetic, featuring a bespoke typeface and community-informed design. The project revitalises the market’s image while maintaining its authenticity and accessibility.
- 2025's Outdated Creatives Buzzwords and Alternatives
Creative Boom’s Abbey Bamford explores the most overused buzzwords in the creative industry for 2025, gathering opinions from designers, strategists, and writers across various studios. The article humorously critiques terms like 'purpose-led', 'strategy', 'premium', and 'sustainability', offering more meaningful alternatives and encouraging clearer, more human communication. It reflects a broader trend toward authenticity and substance in creative language.
- "2025 Creative Buzzwords to Abandon and Their Alternatives"
Creative Boom’s feature by Abbey Bamford explores the most overused buzzwords in the creative industry for 2025 and what professionals suggest using instead. Designers, strategists, and writers from various studios share their frustrations with terms like 'purpose-led', 'strategy', 'premium', and 'authentic', advocating for clearer, more meaningful language. The article humorously critiques industry jargon while promoting more honest communication.