Will Thacker
Co-Founder · Creative Partner · Creative Director
In their own words
We translated the concept by designing a generative system driven by real human interaction.
Sustainability is a crucial cultural shift and a core focus for 20(SOMETHING), so their aim is to help clients respond to this growing zeitgeist.
The issue is brought to life through a zombie apocalypse-like campaign, which juxtaposes wool's renewable qualities with 'the undead persistence of synthetic fibres'.
A key challenge was raising awareness about fabric composition, which is often overlooked.
Articles & interviews
- From Blur to clever branding metaphors: how creative studios got their names
The Creative Boom article by Abbey Bamford explores how several creative studios chose their names, revealing the stories and philosophies behind them. Featuring Coffee & TV, Butterfly Cannon, The Bigger Boat, ThreeTenSeven, and 20(SOMETHING), the piece highlights how cultural references, personal traits, and creative beliefs shape studio identities. Each story underscores the importance of naming as a reflection of values and creative intent.
- 20(SOMETHING) Crafts Identity Using Human Data
London-based studio 20(SOMETHING) developed a generative brand identity for Omidyar Network, a philanthropic organisation focused on human-centered technology. The identity uses data from real human interactions to create evolving visuals, supported by a bold duotone palette and a typographic pairing of Feijoa and F37 Lineca. The system reflects Omidyar’s mission to embed humanity within digital progress through a dynamic, modular design approach.
- Woolmark Campaign Highlights Fast Fashion's Environmental Impact
Creative agency 20(SOMETHING) collaborated with Park Village and Studio Birthplace on Woolmark’s global campaign 'Wear Wool, Not Waste', a cinematic horror-inspired project highlighting the environmental impact of synthetic fibres. The campaign uses zombie imagery and advanced VFX to contrast the biodegradability of wool with the persistence of synthetic materials. The initiative continues Woolmark’s sustainability messaging and builds on previous campaigns like 'Wear Wool, Not Fossil Fuel'.