In their own words
We wanted to create a brand that could capture the collective and motivational capacity of an ambitious movement, and a visual language that could land corporate sign-ups while inspiring unique contests.
Whatever your route in, you need to allow yourself plentiful time to hone your craft: explore, immerse, observe and grow.
So we used qualitative research to validate strategic directions, mainly to help us shape a concept that would be needed in the market.
For a brand devoted to the automotive world, the previous application had been notably immotive.
The main challenge is isolating the aspects of a well-known brand that have recall value.
Their name, as a place, is such a gift in terms of standout and evoking a positive and elevational sentiment for the brand.
We liked the idea of a brand that thinks a bit more 'feeling' first.
To be truly useful, a brand audit needs to be an injection of truth serum for an organisation.
Our designers have more than a side plate of motion capabilities and a garnish of prompt engineering.
There's a rebalancing happening of the 'virtual' to 'physical' showings for brands, with big retail marketplaces exploring more and more IRL experiences.
Articles & interviews
- "Fold7Design Launches Branding for First Freedom Games Against Slavery"
Fold7Design created the brand identity for the inaugural Freedom Games, a global initiative by STOP THE TRAFFIK and Justice & Care to combat modern slavery. The London studio developed a sport-inspired, motion-driven visual system that balances urgency and optimism to encourage participation and fundraising. The project builds on Fold7Design’s previous rebrand for STOP THE TRAFFIK in 2024.
- "Creative Agencies Shift from Specialists to Valued Generalists"
The article explores whether the creative industry is moving beyond the age of the specialist toward a new era of generalist creatives. Through interviews with agency leaders, it argues that the most valuable professionals today are 'T-shaped'—those who combine deep expertise with broad, strategic understanding. AI, tighter budgets, and evolving client needs are driving this shift toward adaptable, collaborative talent.
- "Is University Still Vital for Creative Careers in 2025?"
The article explores whether university remains the best route into the creative industry in 2025. Featuring insights from creative leaders across agencies, it concludes that while formal education still offers structure and mentorship, self-taught and alternative paths are increasingly valid. The piece highlights accessibility, evolving technology, and the importance of time and practical experience in shaping creative careers.
- Key Traits for Future Creative Leaders Revealed
The article by Tom May explores the evolving traits that will define the next generation of creative leaders. Through insights from leading designers and creative directors, it identifies key qualities such as strategic thinking, adaptability, taste, vision, emotional intelligence, courage, and authenticity as essential for future success in the creative industry.
- Leaders Offer Essential Advice to Creative Graduates
Creative Boom’s article by Tom May compiles advice from leading creative directors and studio founders for graduates entering the design industry in 2025. The piece highlights themes of self-kindness, authenticity, personal branding, leadership, and embracing technology such as AI. Contributors from studios like SomeOne, Red Antler, and Fold7Design share practical insights for navigating the evolving creative landscape.
- Fold7Design Refreshes Cazoo's Identity for Its Car Search Evolution
Fold7Design has unveiled a refreshed brand identity for UK car search platform Cazoo, marking its transition from a direct retailer to a search-based service. The rebrand introduces a new logo merging the letter ‘A’ with a magnifying glass, a custom typeface called Cazoo Sans, and a vibrant color palette. Motion design and collage-style imagery bring a more human and dynamic feel to the brand.
- Fold7Design Crafts New Luxurious Identity for St.Tropez Brand
Fold7Design has refreshed the brand identity for luxury self-tanning brand St.Tropez, creating a sun-kissed, Riviera-inspired look that elevates the brand’s prestige. The rebrand introduces refined typography, a new logomark, and a sophisticated tone of voice that shifts focus from product efficacy to emotional experience. The updated identity rolls out across digital channels and U.S. retailers, reinforcing St.Tropez’s luxury positioning.
- "Importance and Best Practices for Effective Brand Audits"
The article by Tom May for Creative Boom explores the importance of brand audits in the design process, describing them as essential 'health checks' for understanding a brand’s position and opportunities for improvement. Featuring insights from several creative leaders, it outlines best practices for conducting effective audits, from stakeholder interviews to competitive analysis and strategic alignment. The piece emphasizes that successful audits require curiosity, honesty, and collaboration between designers and clients.
- Creative Leaders Outline Plans for 2025
Creative Boom’s feature by Tom May surveys global design leaders about their strategies for 2025. The piece highlights how studios plan to adapt to economic challenges, integrate AI, focus on purpose-driven work, and improve internal culture. The overall tone is cautiously optimistic, emphasizing flexibility, learning, and sustainable creative practices.
- Studios Face Major Challenges in 2025: Leaders Share Strategies
Creative Boom’s feature by Tom May explores the biggest challenges design studios will face in 2025, from AI disruption and client pressures to talent retention and market saturation. Leaders from studios like SomeOne, Red Antler, and Motto share insights on staying relevant, balancing technology with creativity, and maintaining sustainable business practices. The article highlights adaptability, differentiation, and human creativity as key survival strategies for the coming year.
- 2025 Design Trends: Insights from Creative Leaders
Creative Boom’s feature by Tom May gathers insights from leading creative directors and founders to forecast the major design trends for 2025. The article highlights AI’s growing role in final design output, a counter-movement toward handcrafted and human-centered design, and a renewed appreciation for craft and experimentation. It reflects an industry balancing technological innovation with authenticity and physical experience.