Nomad collaborated with Pentagram to create a new motion-first brand identity for the Natural History Museum, the UK’s most-visited indoor attraction in 2021 and 2022. The project aimed to position the Museum as a vital voice in addressing the climate emergency while celebrating its natural history collections. The new identity includes a symbol that represents the interconnectedness of nature, featuring a circular formation and three-colour sunburst. Motion plays a crucial role, inspiring elements such as Ripple, Grow, Pulsate, and Orbit. These dynamic components, along with sound-reactive animations, bring the brand to life, embodying energy and advocacy for the planet, thus supporting the Museum’s mission to become an agent for change in its 150-year history.
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.
Liz Gorny’s opinion piece for It’s Nice That explores whether client briefs in the creative industry are deteriorating in quality. Drawing on perspectives from industry figures like Aries Moross, Terry Stephens, Mike Reed, and Ed Tsue, the article examines trends such as longer, AI-written, and more collaborative briefs, as well as issues of stakeholder misalignment. While some see these changes as signs of decline, others view them as evidence of growing client awareness and ambition.
Katy Cowan argues that communication, not talent, is the most vital skill for freelancers. Drawing on her experience and examples from Stuart Watson of Nomad and James Ede of Be Heard, she explains how consistent, respectful communication builds trust and long-term client relationships. The article emphasizes that reliability and clarity often matter more than creative brilliance in sustaining a freelance career.