Wolff Olins

Creative Boom · Mar 23, 2026

Creative Boom reports that the Northern Design Festival returns to Lancaster in May 2026 with a new theme of 'Heritage' and a bespoke typeface called Lancer, created in collaboration with F37. The identity extends into a regional billboard campaign exploring northern creative identity, while the festival continues its community-driven approach with talks, workshops, and collaborations across the UK creative scene.

Creative Boom · Nov 25, 2025

Design recruitment agency Craft has unveiled a new brand identity centered on the concept of 'cultivation', symbolized through a floral visual system. The rebrand, led by a global creative team including Sundry, Good City, and photographer Paula Codoner, reflects Craft’s mission to nurture creative talent and leadership. The refreshed identity replaces a decade-old Elmwood design with a more mature, textured, and globally resonant look.

Creative Boom · Aug 11, 2025

Creative Boom profiles designer Steffan Cummins, who left his dream job as Creative Director at Wolff Olins to start his own studio, Lost Property. The article explores his journey from early ambitions and career success to burnout, rediscovery, and renewed creative energy. It reflects on redefining success and finding fulfillment through independent creative work.

Creative Boom · Jun 16, 2025

The article explores how creatives across the UK are adapting to the 2025 economic slowdown and the rise of AI. Freelancers and small studios face reduced work and uncertainty, prompting many to diversify income streams, explore international clients, and emphasize human creativity. Voices from across the industry share strategies for resilience, authenticity, and adaptation in a changing landscape.

Creative Boom · Jun 12, 2025 · Interview

Episode 158 of The Spark, Creative Boom’s podcast, features designer Emma Barratt in conversation with host Katy Cowan. The discussion covers authenticity, creative buzzwords, personal quirks, and lessons learned from rejection, including her early experience applying to Wolff Olins. The episode offers a humorous and candid look at the realities of creative life.

Creative Boom · Jun 9, 2025 · Interview

This Creative Boom Podcast episode features Emma Barratt, global executive creative director at Wolff Olins, in conversation with host Katy Cowan. Barratt discusses her working-class background, experiences with imposter syndrome, and the barriers to social mobility in the creative industry. The episode advocates for deeper inclusivity and systemic change within design culture.

Creative Boom · Apr 28, 2025

Creative Boom announces the launch of Season 9 of its podcast, celebrating one million downloads since its 2020 debut. The new season features leading creative figures such as Michael Johnson, Emma Barratt, and Kiser Barnes, alongside sponsorship from the School of Communication Arts. The article highlights the podcast’s evolution, new guests, and the refreshed bonus segment 'The Spark'.

Creative Boom · Jan 8, 2025

Sandals and Beaches Resorts have launched a new multimillion-dollar campaign titled 'Made of Caribbean', created by Leo Burnett with a refreshed brand identity by Wolff Olins. The rebrand emphasizes authenticity and Caribbean culture through a unified visual system, refined logos, and a shared design language. The campaign spans multiple media channels and aims to highlight the resorts' deep connection to the islands and their people.

It's Nice That · Dec 17, 2024

It’s Nice That’s annual ‘Review of the Year 2024: Top 50 Most Read’ highlights the most popular stories of the year, spanning rebrands, creative industry debates, and projects exploring technology’s role in design. The roundup includes features on major rebrands by Wolff Olins, JKR, and Order Design, as well as cultural commentary from writers like Elizabeth Goodspeed and Thomas Steeles.

It's Nice That · Dec 17, 2024

The article, written by Olivia Atkins in partnership with Frontify, highlights five standout branding moments of 2024. It explores how studios like JKR, Little Troop, and Wolff Olins redefined brand identities for clients such as Mozilla, Cliik, and Ubisoft’s Anno, emphasizing themes of nostalgia, playfulness, and human connection. The piece reflects on how brands are balancing innovation and authenticity in a rapidly shifting digital landscape.

The Brand Identity · Dec 10, 2024 · Interview

The Brand Identity interviews Matt Jenkins, founder of OtherType.Studio, about the studio’s philosophy of designing typefaces that prioritize function and restraint over stylistic excess. The conversation explores their custom typeface for Tanqueray, early experiments with variable fonts, and the development of their first retail releases, Casa Alpha and Casa Beta. Jenkins discusses the studio’s origins, collaborative approach, and future plans for expanding their type library.

Creative Boom · Nov 18, 2024

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.

Creative Boom · Nov 13, 2024

Creative Boom’s feature by Tom May explores how design studios are adapting to shifting client expectations in 2024. Through interviews with leaders from agencies such as Motto, SomeOne, and Wolff Olins, the article highlights trends toward integrated services, faster delivery, data-backed creativity, and AI adoption. It paints an optimistic picture of a more collaborative, strategic relationship between studios and clients.

Creative Boom · Nov 11, 2024

Creative Boom’s feature by Tom May gathers insights from leading design studios about what excites them for 2025. Themes include sustainability, AI as a creative enabler, motion design, mentorship, and a renewed focus on simplicity and experimentation. The article paints an optimistic picture of a design industry embracing purpose, innovation, and human connection.

Creative Boom · Nov 4, 2024

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.

Creative Boom · Jun 13, 2024

Wolff Olins and Wieden+Kennedy Amsterdam collaborated with Ubisoft to create the first-ever masterbrand for its long-running Anno strategy game series. The rebrand, centred on the idea of 'Crafted with Care', introduces a cohesive visual identity featuring earthy tones, chiselled typography, and a flexible 'A' symbol. The launch included a cinematic trailer and social campaign, positioning Anno as a global brand for world-building enthusiasts.

The Brand Identity · Apr 10, 2024 · Interview

The Brand Identity’s interview with Wolff Olins Creative Director Andy Khatouli explores his creative journey from Studio Moross to co-founding Oddigy and joining Wolff Olins. Khatouli discusses his inspirations, leadership philosophy, and the importance of challenging conventions and making meaningful work. The conversation highlights his personal resilience, creative process, and advice for emerging designers.