In the run-up to its 25th anniversary, Salford's Lowry has undergone a bold rebrand by Manchester studio, EDIT. With big, industrial-era typography, a "straight-talking" tone of voice and a vibrant colour palette, the new identity marks a fresh chapter for the arts centre.

In a region as rich in culture as Greater Manchester, the Lowry arts centre in Salford has long been a creative powerhouse. Standing proudly on Salford Quays at the end of the Manchester Ship Canal, it celebrates its 25th anniversary next year. It is marking this milestone with a bold brand refresh by EDIT Brand Studio.

The new look hopes to emphasise that "inclusivity, accessibility, and creativity" are the cornerstones of its mission. It also aligns with Greater Manchester's Creative Health Strategy, which positions the region as a "global leader in using culture and heritage to improve the health and well-being of its residents".

A Salford Icon with a Fresh Perspective

Named after the famous 20th-century painter L.S. Lowry, the theatre and gallery complex has stood at the heart of Salford Quays since 2000. Over the years, the cultural landscape has grown up around it, with the bustling MediaCityUK as its neighbour. However, despite its location and reputation, many still see Lowry as "just" a theatre, unaware of its broader offerings, which include art galleries, a learning and engagement programme, and a vibrant retail and dining experience.

EDIT's challenge, therefore, was to help Lowry redefine its public image and communicate the full breadth of its offer. "From day one of working with EDIT, they got us," said Rachel Miller from Lowry. "They understood the challenge of our complexity whilst embracing our achievements over the past 25 years that have been realised through the power of creativity."

A Bold, Unapologetic New Look

Lowry's new identity unveiled ahead of a major public campaign, centres around a vibrant, playful approach that takes cues from Salford and its community spirit. Drawing inspiration from the bold architecture and colourful interiors of Lowry's iconic building, EDIT's design uses industrial-era typography and a dynamic colour palette. "We wanted to create a brand that captured the huge, warm, Salford welcome that you get as you step into Lowry," said Khadija Kapacee, MD at EDIT.

One of the most noticeable changes is the shift in tone and language. Working with Reed Words, EDIT crafted a new narrative with a straight-talking, Salford-inspired voice, highlighting Lowry as a welcoming space for everyone. The new tagline, 'Whatever you're here for, we're here for it', reinforces this inclusive spirit, making it clear that Lowry is not just a theatre but a home for creativity in all its forms.

Beyond the Arts: A Community Catalyst

Lowry's mission goes beyond the walls of the theatre and gallery, aiming to democratise access to culture for all. With only six per cent of its funding coming from the government, Lowry is largely self-sustaining, using its resources to foster creativity and community engagement. "For most, arts and culture can feel elitist and intimidating, but from our very first visit, we knew that was not a problem for Lowry," said Karen Hughes, EDIT's creative director. "We felt their current brand presentation was far too humble and wanted to create an unapologetically bold and impossible-to-ignore identity."

The rebranding also reflects Greater Manchester's broader Creative Health Strategy, which aims to harness creativity to address health inequities and improve the well-being of its citizens. As Lowry continues to evolve, this renewed focus on community and accessibility aligns perfectly with the city's vision of creativity as a powerful tool for change.

Capturing the Spirit of Salford

One of the standout features of the redesign is the collaboration with Manchester-based photography team Shaw&Shaw, whose quirky and playful style captures the vibrant energy of Lowry's programme. EDIT's use of a modular motion style, echoing the building's distinctive tiled walls, adds a dynamic visual element that showcases the many ways visitors can experience creativity at Lowry.

In a subtle but significant change, the arts centre has also dropped 'The' from its name, now simply known as Lowry. As EDIT puts it, this allows for a more flexible branding system that puts Lowry front and centre, with a masthead-style logotype that really hits home its importance within the cultural fabric of Salford and Greater Manchester.

What's Next for Lowry?

Lowry's new identity will soon be rolled out across all aspects of its onsite experience. While its first-ever brand-led campaign will launch across Salford and Manchester later this month. The campaign will include a brand film and out-of-home advertising to further spread the message that Lowry is a place where everyone is welcome, whether they're here for the theatre, the galleries, or simply a cup of coffee.

Lowry's CEO Julia Fawcett sees this rebranding as a crucial step in expanding the institution's reach: "We welcome more than one million visitors through our doors every year and engage with more than 30,000 young people each year through our community programmes—but we can do more! We hope that our brighter and bolder identity, together with a more accessible tone of voice, will help us reach even more people and help them to feel that Lowry is a place where they can experience and enjoy creativity."

We asked the creative community about the fonts they're excited to use over the next 12 months… and here they are. Read on to discover the typefaces that will define 2025's visual landscape.

Typography is a funny thing because while it's largely based on fundamental, eternal principles, it nonetheless continues to evolve year after year. Most notably, some of the best font foundries are constantly working to develop new typefaces and reinvigorate beloved classics.

With all these fabulous fonts in the ether, though, it's easy to miss out on a lot of the good stuff. So, we asked the Creative Boom community to highlight their favourite fonts going into 2025. And we present the 50 most popular in our article below.

This year's selection showcases a diverse range of styles, from timeless classics reimagined for the digital age to cutting-edge designs that push the boundaries of legibility and aesthetics. More specifically, we're seeing a resurgence of elegant serifs, now optimised for screen readability, alongside bold, expressive sans serifs perfect for making a statement in branding and editorial design.

Our list also reflects the ongoing shift towards versatility and functionality, with many typefaces offering extensive language support and a wide range of weights and styles. At the same time, handwritten and display fonts continue to captivate, offering unique personalities for projects that demand a touch of the extraordinary. (For a deeper discussion of developments in the field, meanwhile, make sure you read our article The biggest font trends to look out for 2025.)

Whether you're looking to refresh your go-to font choices or seeking that perfect typeface for an upcoming project, you're sure to find something new and exciting in the selection below. Plus, for further inspiration, our 2024 list is still very much worth looking at too.

1. TYPE BY Quadraat by Fred Smeijers

Quadraat is a versatile typeface that combines Renaissance elegance with contemporary ideas on construction and form. Its letterforms feature vibrant outlines without being overly flashy or dated. Designer Fred Smeijers' first commercial typeface, released in 1992, was fully remastered in 2019 and re-hinted to meet the demands of today's digital technology. With its calligraphic roots and sharp edges, it's a great choice for evoking a sense of elegant authority.

2. Arnhem by Fred Smeijers

Another typeface by Fred Smeijers was initially designed for the Nederlandse Staatscourant, the daily newspaper of the Dutch state. As you'd imagine, it has a very functional design suitable for setting long text, making it a good option for any designer prioritising legibility in their designs.

3. RST Thermal by Reset

RST Thermal is a variable font that blends classical typography with modern design, focusing on balance and contrast. It features two axes, weight and optical size, offering versatility for text and display applications. The regular and italic weights create a warm atmosphere, drawing inspiration from 16th-century French type designer Robert Granjon. This design evokes a comforting rhythm, enhancing readability and providing a familiar, enjoyable experience.

4. Druk by Berton Hasebe

Designed by Berton Hasebe, Druk is a bold, condensed display typeface designed for impactful headlines. Originally commissioned for Bloomberg Businessweek in 2011, it draws inspiration from artists such as Willem Sandberg and Barbara Kruger, as well as historical condensed sans serifs, notably Annonce Grotesk. Hasebe's design choices include flat surfaces for clean stacking and tighter spacing to enhance visual impact.

4. Romie by Margot Leveque

Romie is a calligraphy-inspired display font created by Margot Lévêque, which carries forward the rich legacy of influences from Lubalin and Bookman. Available in 12 styles, it's a delicate, elegant serif with a modern twist, making it ideal for editorial use. It supports over 300 languages worldwide, and an update in June 2024 includes all italic styles, completing the family.

5. PP Editorial New by Pangram Pangram

Designed by Mat Desjardins and Francesca Bolognini, this precise and elegant narrow serif typeface combines a retro mid-90s feel with a contemporary richness. Its lighter weights exude elegance and refinement, making it ideal for fashion brands and magazines, while the regular weight offers excellent legibility for editorial content without being bland. The heavier weights feature exaggerated curves, adding personality to designs, especially when paired with its lush italics. This font comes in 16 styles, each with 463 glyphs.

6. Rhythmic Regal by RabenRifaie Studio

A contemporary serif with rhythmic and elegant curves, Rhythmic Regal is designed for luxury branding. The result of a "happy accident", it emerged from a spark of inspiration that came to the studio while working on one of our client projects. Exuding grandeur and intricacy, this ornamental typeface is built on a grid and offers a striking contrast with its elaborate details and regal presence.

7. NaN Serf by NaN

NaN Serf is designed for optimal performance at all sizes. Its orthogonal detailing combines historical elements with contemporary aesthetics, providing a warm letterpress feel at small sizes and a crisp, geometric finish at larger sizes. It features perpendicular terminals, open counters, and flat terminal endings, ensuring excellent screen readability and a graphic appeal. As of July 2024, NaN Serf has been updated to include italics for all weights.

8. ITC Garamond by ITC

Designed in 1975 by Tony Stan, ITC Garamond is an interpretation of Garamond that was originally conceived as a display face. Consequently, it boasts unusually wide proportions and a taller x-height than the more typical Garamond-inspired book faces. It contains 24 styles in total.

9. Big Caslon by Matthew Carter and Cherie Cone

While William Caslon's iconic text typefaces have often been revived, the eccentric display sizes had remained untouched until the release in 1994 of Big Caslon. Designed by Matthew Carter and Cherie Cone, this font is characterised by high contrast and is intended for use at size 18 points or above.

10. Leiko by Visual Arts Institute

Free for personal and commercial use, this display font was created by students at the Media & Design Department of Hungary's Visual Arts Institute. It's a re-interpretation of Lora, an open-source text serif with moderate contrast.

Sans Serifs

11. Europa by Charly Derouault

Europa is a geometric sans serif with a clean, minimal design, making it well-suited for branding projects. Designed by Charly Derouault, this multi-script typeface builds on the history of European Grotesque typography, with forms inherited from Akzidenz Grotesk but developed through a more subtle contrast. Applied to a utopian project, the creation of a new pan-European motorway network, the three scripts which compose Europa were drawn jointly, the design of each influencing the design of the others.

12. Push by Christine Gertsch/Fontwerk

Push is a high-contrast sans serif inspired by Swiss typography and influenced by early American Gothics and European Grotesques. Its design reflects the evolution of sans serifs over the past century while maintaining a contemporary feel. Notable features include a bold, condensed, crossbar-less capital 'G' inspired by Thorowgood's 1830 Seven-Line Grotesque and a lowercase 'a' similar to Plak from 1930.

13. Gamuth Sans by Production Type

Gamuth Sans is a versatile sans serif with elegant curves ideal for branding. Combining humanist warmth with rational precision, it's designed for UI applications. Designed by Max Esnée, it offers clarity at small sizes and multiplexed fonts for easy content hierarchisation without affecting layout. Gamuth Sans includes 12 styles, supports over 500 languages and provides extensive OpenType features.

14. Paramount by Production Type

Paramount is a modern sans-serif with clean lines and a bold character. Designed by Chi-Long Trieu, it's inspired by sci-fi and blends futuristic aesthetics with human warmth. The family includes Paramount and Paramount Neo, each with six Roman styles and matching italics, featuring unique glyph alternates and distinctive letter shapes.

15. Nave by Jamie Clarke Type

Released in 2024, Nave is a contemporary sans serif designed for clean typographic compositions. Inspired by ancient churches, its unique character combines formal structure with dynamic, approachable shapes, making it suitable for designs that aim to inject life into familiar forms. This font includes 14 styles, 227 languages, and 600+ characters.

17. Cina Sans by Andrés Torresi

Cina Sans is a sans serif with personality, designed for versatility. A Neo-Grotesque typeface inspired by Helvetica but reimagined through multiple iterations; the typeface reflects designer Andrés Torres's long engagement with typographic history. It features nine weights, 1,460 characters per weight, and various stylistic sets, aiming to be both familiar and innovative.

18. Vitamiin by Typokompanii

Vitamiin is a playful sans-serif with rounded terminals perfect for casual branding. Described by its creators as a "Semi-Softie" typeface, it brings together humanist and geometric styles with a mix of rounded and sharp elements. The family supports Latin and Cyrillic scripts, with uniquely constructed italics using slanting and rotating techniques.

19. Lato by Łukasz Dziedzic

Lato is a classic sans serif with a friendly and warm character, a great choice for web design. It was designed in the summer of 2010 by Warsaw-based designer Łukasz Dziedzic ('lato' means summer in Polish) and has since been published under the open-source Open Font License. The easiest way to use the latest 2.0 version on the web is through Adobe Typekit.

20. Right Grotesque Mono by Pangram Pangram

Designed to be a versatile and high-quality type family for both serious and fun projects, Right Grotesk is a sans serif with mono-weight strokes. Combining technical precision with style, it blends the neutrality and functionality of workhorse typefaces with a touch of distinctive personality. It features smooth curves, moderate contrast and slightly unusual anatomy.

21. Inter by Rasmus Andersson

Designed by Swedish designer and programmer Rasmus Andersson, Inter is a popular sans serif with a large x-height designed for optimal legibility across digital platforms. As a free and open-source font family, its creators say you can use it in "almost any way imaginable".

22. Obviously by Oh No Type Co.

Obviously is a bold and expressive sans serif designed for clear, unsubtle communication, such as attention-grabbing headlines. It was inspired by handpainted signage, vinyl and "billboards that advertise with black on an obnoxious shade of pink or neon green". Available in 96 styles, it's purpose-made for "places like nail salons, laundromats, and mechanics"; places where straightforward messaging is key.

23. Neue Montreal by by Pangram Pangram

Neue Montreal is a contemporary sans serif with a wide and geometric design. Described by its makers as "a versatile Grotesque font with the spirit of a display font", it comes complete with 14 weights (seven uprights and seven italics) and a slightly tighter kerning including Cyrillic support.

24. Halvar Breitschrift by type.today

Halvar Breitschrift is a bold sans serif that can be used for both display and body text. All its styles are multiplexed, so a word in one of Halvar's Roman or italic widths will occupy the same space regardless of weight. This makes it a good choice for fine work in annual reports, interface design, or anywhere space is at a premium, and the demands of reflow, rollover and animation must be considered.

25. Work Sans by Wei Huang

Work Sans is a sans serif optimised for readability on screens. The family is based loosely on early Grotesques, such as those by Stephenson Blake, Miller & Richard and Bauerschen Giesserei. The Regular weight and others in the middle of the family are optimised for on-screen text usage at medium sizes (14px-48px) and can also be used in print design. The fonts closer to the extreme weights are designed more for display use both on the web and in print.

26. Söhne by Klim Type Foundry

Söhne is a geometric sans serif inspired by the typefaces of the 20th century. Its creators describe it as: "the memory of Akzidenz-Grotesk framed through the reality of Helvetica [...] it captures the analogue materiality of Standard Medium used in Unimark's legendary wayfinding system for the NYC Subway." Published through Klim Type Foundry in 2019, it comes in eight weights with matching italics.

27. Miligram by Zetafont

Milligram is a minimalist sans serif that's a good choice for both print and web projects. It was designed by Cosimo Lorenzo Pancini and Andrea Tartarelli as a homage to Akzidenz Grotesk, with its focus on tight spacing and negative space. The Text subfamily offers a more relaxed rhythm, while the Macro variant explores extreme tightness and touching of letterforms.

28. Retail by Oh No Type Co.

Retail is a humanist sans serif designed for retail branding and product packaging. The designers at Ohno wanted it to be reliable yet different from the overused Helvetica style. For small sizes, they created simple, restrained Text styles with straight stems and low contrast, perfect for everyday use. The Display styles, however, are more expressive and bold, adding warmth and personality.

Display

29. Euchre from Okay Type

Euchre is a playful sans-serif display font that's a good choice for posters and editorial work. With comfortable proportions and a dependable open structure, its charm comes from its perfect balance of contrast, as its creators put it, "just enough to make words sparkle but not dazzle".

30. Canvas Inline by Ryan Martinson at Adobe Fonts

Canvas Inline is a bold inline display font, which is worth considering for headlines and advertising designs. Designed by Ryan Martinson of Yellow Design Studio, it's an eccentric handpainted unicase family with unique layering options and an authentic, high-res texture that retains its realism even at very large sizes. Canvas Inline also boasts double-letter ligatures that automatically fix adjacent duplicate letters.

31. Montsserat by Julieta Ulanovsky, Sol Matas, Juan Pablo del Peral, Jacques Le Bailly

Montserrat is a popular display sans serif used in various branding and web projects. Inspired by an old neighbourhood in Buenos Aires, it was created by Julieta Ulanovsky in 2010 while she was a student of typeface design. This free, open-source font boasts subtle optical adjustments that make it a worthy choice for the editorial and corporate realm.

32. Ssonder by Type of Feeling

Ssonder is a quirky, expressive display typeface from Jessica Walsh's new foundry, Type of Feeling. The serif typeface is inspired by the feeling of profound realisation that each person you encounter has their own intricate and unique life, forming a delicate web of experiences and memories. With this in mind, Ssonder has been crafted to reflect the interconnectedness of individual stories through its design.

33. SWORDFISH by CAST Studies

Swordfish is an all-caps geometric sans for display, branding, and titling. It was inspired by avant-garde typefaces of the 1920s and 30s and jazz record covers of the 40s and 50s. This bold, dramatic display font would make a good choice for posters or any project demanding visual impact.

34. Mattone by Collettivo

Mattone is a display font with distinctive letterforms and a creative vibe. This highly visible sans serif boasts generous width proportions and loud curves. Initially launched in 2017 as a display face, it was completely redrawn from scratch in 2021 and can now set longer text pieces at smaller sizes, with broad language support.

35. Embryo by Hannes von Döhren

Embryo is a soft, rounded display typeface with a playful, organic feel. The concept behind it was to create a typeface that has not completely evolved. As designer Hannes von Döhren puts it, "The letters can already be recognised, but they are still not completely finished. The result is an ultra sweet, super heavy font that is already readable".

36. Poppins by Indian Type Foundry, Jonny Pinhorn, Ninad Kale

Poppins is a geometric sans serif that's a good choice for display and web projects. It supports both the Devanagari and Latin writing systems. Both scripts are based on geometric principles, especially circles and nearly monolinear letterforms, with adjustments made to ensure even typographic colour.

37. ES Rebond Grotesque Medium by Extraset

ES Rebond Grotesque Medium is a bold sans-serif display font that is great for titles and headlines. Designed by Roger Gaillard, it combines French-Swiss influences with the traditional Germanic Grotesque style. Blending strictness with flexibility, it balances a neutral overall tone with distinctive, assertive details expressed through curves and links.

38. Hatton by Pangram Pangram

Hatton is a stylish display font with a modern aesthetic. Created in collaboration between London-based studio Two Times Elliott and Montreal-based type foundry Pangram Pangram, it's inspired by Hatton Garden, the historic jewellery quarter in London known for its diamond trade. The typeface reflects the character and charm of the area's street signage, ghost signs, and shop fronts, capturing the hand-rendered imperfection of the local lettering. The result is an eclectic, unique typeface with 3,224 glyphs, available in 8 weights, from Ultralight to Black.

39. Blue Ocean by Heru Utama Putra

Designed by Heru Utama Putra and published by Letterena Studios, Blue Ocean is a display font characterised by ocean-inspired curves and organic shapes. It's a good choice for designing eye-catching titles and logos on everything from posters and flyers to edgy branding projects, as well as fashion and lifestyle products.

40. Britti Sans by Nois Type Studio

Britti Sans is a bold, sans-serif display font that's a good option for impactful design. A modern grotesque typeface with geometric influences and strong ties to industrial design principles, its versatility is enhanced by OpenType features such as alternate characters, localised options, and multilingual support. Key features include contextual alternates, localised Sharp S, numerators and denominators, a variety of currency symbols (including Bitcoin), emojis, icons, proportional/tabular numbers, fractions, and circled numbers.

41. Commissioner by Kostas Bartsokas

Commissioner is a variable and static sans typeface designed for digital use and also suitable for display. Designed by Guillermo and published by Nois, the family consists of three "voices". The default style is a grotesque with straight stems. As the flair axis grows, the straight grotesque terminals develop a swelling and become almost glyphic serifs, while joints become more idiosyncratic. The volume axis transforms the glyphic serifs into wedge-like ones.

42. Rework by Sociotype

Rework is a dynamic display font that's suitable for digital and print projects alike. A sans serif superfamily and contemporary workhorse, it's inspired by 19th-century architectural lettering, the earliest printed grotesques, copperplate engraving, and 20th-century phototypesetting. This modern workhorse is designed to perform impeccably at any scale, from monumental to minuscule.

43. Neue Machina by Pangram Pangram

Neue Machina is a sans serif with a technical, modern twist that's a good choice for futuristic and tech-focused designs. Inspired by robotics and machine aesthetics, this bold, meticulously crafted typeface with monospace and geometric features is distinguished by pronounced ink traps in its heavier weights. It comes in both an Inktrap and Plain cut, each with corresponding italics.

Other

44. TT Firs Neue by Type Type

TT Firs Neue is a Scandinavian sans serif which has a graphic appearance while being highly flexible in its application. It can be used for headings, text fragments, visual merchandising and building decoration, and the web. More specifically, it would work well visually on podcast and video covers and is an ideal choice for packaging design.

45. Cringe Sans by Brandon Nickerson

Cringe Sans is a funky handwritten display font aimed at a more casual aesthetic. This distressed typeface has nonetheless been designed for legibility and can help give your brand/design a unique look and feel.

46. Lausanne by Nizar Kazan

Designed by Nizar Kazan, Lausanne is a handwritten font that can help add a personal touch to your designs. A sophisticated sans serif with an ultra-organic aesthetic, it's very legible in small sizes and full of refined details in display sizes.

47. Gooper by Very Cool Studio

Gooper is a quirky, bouncy, handwritten font well suited to posters and creative branding. Its makers describe it as a "lively, loveable, sticky typeface made for the use of squishy living things, so they can communicate with other squishy living things." And they urge you to swap it out for whatever "heartless minimalist font you were using" to bring your type to life.

48. Romancial by Typia Nesia

Romancial is a handwritten script font with elegant flourishes. Designed by Typia Nesia, it would work well in invitations, luxury branding, classy editorial design, women's magazines, cosmetic brands, fashion, and any project with a romantic theme.

49. Aleo by Alessio Laiso

Aleo is a contemporary slab serif that combines geometric shapes with a humanist twist, making it great for both display and text. It was designed by Alessio Laiso as the slab serif companion to Łukasz Dziedzic's Lato. Aleo has semi-rounded details and a sleek structure, giving it a strong personality while still being highly legible.

50. Jubel by Type of Feeling

Jubel is a display sans serif that expresses the idea of joy and celebration, often accompanied by a sense of pride and accomplishment. The letters are bold and capture the happiness and enthusiasm of a festive celebration, while the thick strokes and lively curves exude excitement, reflecting the jubilant mood.

From a sans-serif backlash to neo-retro revivals, our experts predict a diverse typographic landscape for the coming year.

No one wants to be seen as a follower of trends. We all want to be seen as individuals, ploughing our own paths and pursuing our own creative vision.

But let's get real. We don't exist in a vacuum, and we all need to be aware of what's happening culturally around us. That doesn't mean you should ape it, and it's perfectly fine to ignore it altogether if you've really thought it through. But at the same time, you need to make an informed decision, not one forged by ignorance.

So, every year, we gather intelligence from creative leaders to inform you about the latest typography trends bubbling up within the industry. As 2024 turns into 2025, we've got a lot to tell you about, from the resurgence of serifs to the rise of imperfect letterforms.

Read on to discover how designers and brands alike are set to navigate the complex terrain of typography in 2025, balancing functionality with flair and tradition with innovation. Alternatively, if it's specific font recommendations you're looking for, head to our article 50 fonts that will be popular with designers in 2025.

The return of the serif

It's undeniable we've seen an explosion of sans serif typography over the past year, if not the last decade. But every action has an equal but opposite reaction. And Beth Vizard-Overbury, senior designer at Outlaw, predicts a resurgence of serif typefaces in 2024.

There are signs of this happening already, she believes. "With recent trends reflecting on brand's histories and evoking nostalgia, serif type has naturally resurfaced," says Beth. "Looking back on 2024, Dairy Milk's limited-edition bars celebrating their 200th anniversary showcased iconic designs that demonstrated how serif typography can stand out on the shelf next to sans serif logos."

Going forward, she sees an increasing role for "minimal yet impactful customised serifs", creating a middle ground between classic and modern. "I've started to notice contemporary brands shifting toward this trend, but with a slight edge," she says. "Contemporary serif typefaces are being modernised by increasing weights, experimenting with beaks, cross strokes, descenders, and more, which I'm sure will continue throughout 2025.

Pushback against sans serifs

Grant Mitchell, creative director at Design by Future, certainly hopes she's right. "As we look ahead to 2025, I hope that designers might start pushing back against the homogenisation of sans serifs that has dominated in recent years," he explains. "The trend towards oversimplified typography, especially in major brand logos, has led to designs that, while clean and minimal, often lack distinct personality and character. Logos have been stripped down to the point where they risk becoming indistinguishable from one another."

He has a point. In a digital landscape where inspiration is just a scroll away, it's always easy for designers and typographers to draw from the same influences, resulting in a uniformity of style. As Grant puts it: "Social media feeds filled with similar visuals have become a shared well from which many are drinking."

He hopes that, moving forward, creatives will break free from this cycle of similarity. "The opportunity is ripe for designers to deviate from this well-trodden path, stop following trends blindly and embrace a more experimental approach to typography, when and where appropriate," says Grant. "By exploring unique letterforms and pushing the boundaries of type design, creatives can foster a more human authentic way to communicate visually with their audiences.

"Typography has always been more than just a tool for legibility," he adds. "It's a means of expression. In 2025, I hope we see a return to this idea, where individuality, craftsmanship and experimentation come to the forefront, offering a refreshing contrast to the uniformity we've grown accustomed to."

The rise of variable fonts

James Clarke, design director at Bandstand, believes that the big story of recent years has been the rise of custom type, and it's a trend that shows no sign of slowing down. "In 2025, I think we'll see a continuation of typefaces with personality being adopted by big brands as they strive to convey ever more personality and quirk through their comms," he says.

Because of this, he predicts not only the continuing rise of variable fonts but also an expansion of "ones which allow dialling up or down the details within the face itself; not just limited to width, weight or skew".

He offers up Marbla as a good example of this. "In its simplest form, it's a clean sans serif, but when dialled up, its glyphs become characterful balloon animals," he explains. "Whether you'd want to use such extremes is another question entirely, but the subtle flexibility and customisation it provides is an exciting space to be."

Ultra-versatile fonts

Here's another shift in the use of variable fonts that Mat Desjardins, founder at Pangram Pangram, points to, although he's not necessarily a fan.

"As variable fonts enter the mainstream, we're seeing more 'ultra-versatile' typefaces: fonts that try to be everything at once," he says. "These 'Swiss knives' of typography are packed with features, and that's exciting. But in trying to do it all, they often become a bit more bland or generic."

Next year, though, he predicts a fresh shift. "The real breakthrough will come from pairing these workhorse types with something bolder: highly expressive typefaces that add contrast, character and soul," he says. "We've seen glimpses of this already, but I think 2025 will be when these experimental fonts truly define the designer's toolkit. The anticipation of this exact trend was one of the main reasons behind the launch of Off Type, our sister foundry."

Of the designers we spoke to, these two developments – the shift back towards serifs and the continued rise of variable fonts – are the biggest on people's minds right now. But there are other trends in the wind, too. Read on as we share five more.

Neo-retro and DIY approaches

Josh Matthews from Outlaw identifies a growing trend towards nostalgic typography. "It feels like we've reached a peak in the digital age, sparking a growing fascination with reviving typography from previous decades," he explains. "Whether it's the distressed ink textures of 1950s advertising or the nostalgic digital fonts of the 90s and early 2000s. There's even been a fun resurgence of Microsoft WordArt!"

He believes this neo-retro trend will continue into 2025 as brands seek to "balance a vintage aesthetic with contemporary design principles, drawing on heritage to reinforce key attributes and create trust and emotional connection".

Similarly, Oscar Warr, senior designer at Wolff Olins, perceives a trend towards a more DIY approach to typography.

"With the dust settling on Brat Summer, the stretched, low resolution, and do-it-yourself approach to graphic design has been flung back into mainstream consciousness," he explains. "Typefaces that are freely available to be cut up, messed up and plastered on every available surface for maximum impact could start to be adopted by brands and designers. This would give designs a sense of attitude and participation in 2025.

"The super-condensed and super-extended cuts of Dinamo's Asfalt are a clear example of this," he adds. "They bring back an awkward, almost amateur approach to typography reminiscent of the early days of Microsoft's WordArt and cooltext.com. It's 90s grunge repackaged for the digital era."

The resurgence of optical sizes

Type trends aren't just cultural; they can be technical as well. Thierry Blancpain from Grilli Type is seeing an ever-increasing appetite for optical sizes and believes this is sure to continue in 2025.

If you don't know what that means, here's a quick primer. "Optical sizes are an age-old feature of type design that fell by the wayside in the early days of the digital font revolution," he explains. "Back in the metal type days, each font was cut in a way that was adjusted to the font size. Smaller fonts got wider spacing, larger x-height and counters, and more robust designs that were less likely to break and produce ink splatters instead of the letter's design. Larger fonts have fine details, tight spacing, and so on.

"Then along came floppy disks, and optical sizes fell to the wayside," he continues. "But that meant that every typeface would either work great at small sizes or at large sizes. "Despite what typeface marketing sometimes claims, there's no such thing as 'works great in large and small sizes'; not without optical sizes, anyway. That's why all of our typefaces are now being designed with optical sizes in mind from the start."

This ensures, he adds, that the typeface works more as a system than a single design. "What works at small sizes in a UI is different than what works on a huge billboard. However, the concept and intention of the design stay intact across all sizes. Our minisite for GT Pantheon, for example, shows off the typeface's optical size axis really nicely."

Embracing imperfection and low-res

Aaron Moss, TBWA\London's Head of Design, sees a trend towards a more characterful type going forward. "As brands look to differentiate themselves and connect with their audience, I think we will see the continuing development of custom typefaces and fonts that embrace imperfect letterforms," he explains. "Whether it's irregular stroke widths or the inclusion of hand-drawn aesthetics, these features can add a touch personality to a brand, as well as create a sense of uniqueness and individuality."

Similarly, Katarzyna Wozniak, senior graphic designer at Wonderhood Studios, predicts a continuation of the low-resolution trend. "In 2024, we've seen a rise in 'crunchy' low-res, un-pretty looks, with bitmap fonts taking centre stage," she says. "Looking ahead to 2025, I think this trend will only go further. As tools like Calvary and TouchDesigner become more accessible, motion and creative coding are becoming crucial tools in experimentation, giving rise to bold, visually complex designs from studios and designers like Alliage.work, John Provencher, André Burnier, Andreas Gysin and Studio Lowrie."

Cristina Villellas, CEO at Arillatype, tells a similar story. "Raw letterforms and organic shapes are emerging as a reaction to the highly polished, minimalistic aesthetics that have dominated design for years," he says. "These typefaces bring a bold sense of honesty, reflecting a growing need for authenticity in an increasingly digital world, and standing out as a reminder of the human touch behind every interaction."

The future of brand typography

So, what does this all mean for brands? If there's an easy way to sum up all this, it's that custom type is big right now and only going to get bigger.

"Changes in type are always an interesting way to refresh a brand," explains Charlie Beeson, design director at FutureBrand. "Right now, custom typefaces are continuing to grow in popularity as brands look to build greater distinction and ownership of their visual identity. This means there's a growing trend in creating typography with more personality so that it can be intertwined with a brand's story.

"We're going to see more growth in the use of variable typography as brands are driven by digital and need to adapt for different channels and devices," he continues. "Variable typefaces allow messages to be more evocative in motion, while interactive typography is something we'll see for more personal experiences. For brands, this means owning a single typeface to aid consistency and solve the challenges of multiple typefaces in a toolkit."

Finally, Charlie hopes to see a revival of the craft of traditional typesetting and letterpress in the near future to reflect the growing preference for analogue alternatives over digital solutions. "Incorporating this craftsmanship into the origin story of any new typeface would create an authentic origin story for its narrative and design."

Conclusion

As we look towards 2025, it's clear that the world of typography is set for an exciting and diverse year. From the resurgence of serifs and the embrace of imperfection to the continued evolution of variable fonts and the revival of retro aesthetics, designers and brands have a rich palette of typographic options to explore.

The key will be finding the right balance between innovation and readability, as well as personality and functionality, as typography continues to play a crucial role in visual communication and brand identity.

However, as we said at the start, while it's good to know about trends, that doesn't mean we should blindly follow them. In the words of Marion Sendral, manager at Production Type: "In 2025, I would argue against the idea of definitive trends in typography, to promote the concept of use cycles. From my perspective, purchasing decisions in this field are largely driven by what is visible and easily accessible to type users.

"Whether through social media or other platforms, designers and brands often gravitate toward fonts that are well-presented and attractive in their specific context," she notes. "In that sense, it's less about the typeface itself and more about the brand narrative and exposure, which remains consistent year after year."

Nigerian CEO Chisom Okechukwu offers a lesson on growing with outsiders and explains why so-called 'stranger danger' is a mirage.

Have you ever partnered with a designer or creative agency in Africa? Would you? It's an interesting question and one that, if you're honest, may bring forth an instinctive reaction that's at odds with your outwardly cosmopolitan views.

To give a fresh perspective on this issue, we wanted to share this brilliant article by Chisom Okechukwu, co-founder and CEO of Check, a team of owners scattered through Lagos, London and LA. In this article, Chisom explores the idea that, despite what our instincts may tell us, our growth and success often come from embracing those who are different.

No such thing as stranger danger: a lesson on growing with outsiders

I remember the liberating simplicity of travelling as a kid born in Nigeria. Passing through immigration checks, I'd crack a smile at the officer in crisp uniform and be met with a smile in return. In those moments, it didn't matter where I was from. I was just a kid, and in those airport halls, it felt like there were no barriers, no boundaries. I felt a sense of universal acceptance as if I belonged wherever my feet touched.

Fast-forward to today; that same scenario has a very different energy. Now, as my passport lands in the hands of the officer, I'm met with a steely gaze and a barrage of questions: "What brings you here?" "How long do you plan to stay?" The green passport in my hands labels me a stranger, and the vibe makes it clear that I'm being assessed with caution.

What changed? My status? My age? Maybe. But I think it's also about how, as we grow older, we become more attuned to boundaries – both the physical and the ones we create in our minds. Somewhere along the line, the world teaches us that strangers are to be met with suspicion, not smiles.

When you think about it, the way we approach business is similar. As a Founder, you just might imagine that it makes sense to rely on the tried-and-true methods, the partners within your circles, and the ideas that align with your existing worldview. That way, you'd have a better sense of control and security.

Except I don't think security is the surest path to growth. The success story of one of the most compelling brands of the past two to three decades makes my point. When it was time to put an end to its biggest manufacturing challenge, IKEA, the Swedish furniture giant, turned to resources and talent from an unexpected place: Poland.

An unusual choice

In the 1960s, Sweden's labour costs were climbing, and it was getting harder for IKEA to keep the promise that it had built its brand on stylish, functional furniture that regular people could actually afford.

Instead of sticking to familiar ground, IKEA looked east—towards Poland, a country still struggling to find its economic footing after World War Two.

Poland was an unusual choice. It wasn't known for manufacturing or cutting-edge design. But it had something Sweden didn't: people who put both heart and reason into everything they did.

Ingvar Kamprad, IKEA's founder, used to say, "IKEA was founded in Poland." According to the brand's Made in Poland 2021 report, the combination of Poland's entrepreneurial spirit and Sweden's need for simplicity and innovation opened doors they hadn't even imagined.

One of those doors was Marian Grabinski, a young Polish designer who brought fresh eyes to old problems. His ideas helped shape the flat-pack concept that's now an integral part of IKEA and has transformed the global furniture industry.

But the decision to grow with Poland wasn't just about saving a few kronor — it was about finding kindred spirits. It taught IKEA that sometimes, the best way to grow is to reach out to the 'strangers' who see the world a little differently. And it was this unlikely partnership that laid the groundwork for IKEA's expansion across the globe, proving that sometimes, the right connection can change everything.

Insane growth happens at the edges

In the 60s, the world felt a lot smaller. Sweden was culturally miles away from Poland; they might as well have been on different planets. One was part of Western Europe, enjoying its freedom and economic growth; the other was tucked behind the Iron Curtain, weighed down by a different reality. But now it's 2024, and the world has changed in ways we couldn't have imagined.

The distance between places like Sweden and Poland? It's nothing now — just like Lagos and London feel like neighbours despite the miles. It's all about finding your people. That's what IKEA's founder believed: the idea that no matter where you are, you can connect through shared values. And that same belief inspires me.

Today, IKEA's model of seeking out and integrating emerging talent from unexpected places is a blueprint for other global brands.

It isn't rocket science to understand that growth often comes from embracing those who see the world differently, yet it's easy for most companies to stay within their comfort zones, working with partners who "get" them because they share the same space language or culture.

Of course, it's easy to default to what feels safe, especially when the stakes are high. But insane growth happens at the edges, in the space where the outsider meets the insider.

That's a perspective we have embraced at Check, a design company that started in Lagos but has clients across continents.

For all the times we have worked with clients from other countries, it's rarely been because we were a safe, predictable choice. More often, it's been because they saw the value in what we could offer as outsiders – new ideas, a different lens, and an eagerness to prove ourselves. In fact, during an intro call, a client once sighed in relief when we walked them through our work, and they realised we were truly the ones behind it.

It's not that we knew more than local agencies or had deeper insights into these cultures. What we brought was a willingness to see things differently, to question the norms that insiders might take for granted, and to approach each project with curiosity rather than assumption. It's in those moments where the lines between "familiar" and "strange" blur that real innovation happens.

We've come to see that what's often perceived as a disadvantage – not fully belonging to a particular market, culture, or race – is actually our strength. It allows us to bring new ideas to the table, challenge conventions, and create work that is distinctive and impactful.

A certain clarity that comes with distance

It took us time to get here. Initially, we faced the same scepticism that any outsider might encounter: "Can a design company from Lagos understand what works in Europe? Can they deliver on time, across time zones?"

But there's a certain clarity that comes with distance. When you're not deeply rooted in a particular culture or way of thinking, you see things with fresh eyes. You're not constrained by the norms and expectations that might govern how things are usually done. Instead, you bring perspectives shaped by different influences, which can lead to surprising, innovative, and impactful solutions.

As globetrotting outsiders, we're not tied down by the blind spots that local agencies might have. We're not encumbered by conventional wisdom or the pressure to conform to norms. Instead, we are driven by curiosity and a passion to prove ourselves to our partners – to show that the distance between us is only geographical.

Intrigued but cautious

We once received a call from Munich from an event management company gearing up for a major repositioning after the COVID-19 lockdown. The company needed a website that matched its renewed ambitions. The founder reached out to us, intrigued but cautious—after all, we were a Lagos-based team pitching to reshape a brand in a city known for precision and structure.

They were used to working with agencies in their backyard, so trusting a team across the continent was a leap for them. Conversations became more fluid as we sent drafts and ideas that challenged their expectations but resonated deeply.

By the time the revamped website went live, it didn't just signal a new era for their brand – it represented what's possible when creative minds come together, no matter where they're from. We mailed the founder a Super Eagles jersey (The Nigeria national football team), which was our way of saying, "We might be outsiders, but we're in this with you." The next time we spoke, he showed up on screen wearing the jersey with a wide grin. It was a small gesture, but it broke down walls and turned what could've been just another transaction into a partnership rooted in mutual respect.

Another one of our more memorable projects came from a consultancy based in the UAE, co-founded by two Irishmen. The first time we met was over a call spanning three time zones. One of the founders was in Auckland, which was 11 hours ahead. The other was in Dubai, wrapping up a long day. And there we were, in Lagos, squeezed right in between their worlds, balancing our timelines while trying to grasp theirs.

Cultural complexity

Their brief was simple enough: they wanted a new identity that would resonate across markets as diverse as Dubai and Auckland. Beneath that brief was a lot of complexity – different cultures and a shared vision that needed to shine through.

We spent the next few weeks in a rhythm that became second nature. We weren't just shaping their brand; we were learning to speak the same language, despite being worlds apart. When we finally unveiled the brand, it was more than just a logo or a set of guidelines. It was a reflection of what's possible when curiosity and openness guide the process. They were thousands of miles away, yet they felt as close as if they'd been in the next room.

In the scenic Swiss city of Zug, also known as "Crypto Valley, we met another pair of founders with an audacious dream – to rethink finance on the blockchain. They were looking for partners who could capture the essence of something radical, an app that would challenge how people see and interact with alternate stores of value.

The collaboration was a great blend of their deep industry knowledge and our fresh, outsider perspective. What started as an ambitious idea became a unique and memorable product experience, proving that great design knows no borders.

Fanatically curious

The notion of "stranger danger" is rooted in fear, but fear has no place in a world that's more connected than ever. The truth is, we're not as different as we think. We share more common ground than we realise. We've seen it in our journey at Check.

The distance between Lagos and Los Angeles, or between Accra and Amsterdam, isn't as wide as it seems. It's not about where we're from; it's about the passion, creativity, and commitment that the fanatically curious bring to the table.

The world is wide. It's getting wider, and in it, there's no real "stranger danger" – just opportunities waiting on the other side of open doors.

From creating captivating miniature worlds for BBC promos and music videos to crafting immersive experiences for brands like Jongga Kimchi, Scale Model Studios has mastered its field, combining the charm of handcrafted details with cutting-edge technology to deliver authentic, emotionally resonant storytelling.

You might not know Scale Model Studios by name, but you've probably seen its work – perhaps through its on-screen promos for the BBC's Winter Olympics coverage or through the music video for Rag'n'Bone Man's 'All You Ever Wanted', which merged reality and meticulously crafted enchanting miniature village scenes.

The London-based stop-motion animation studio started around four years ago during the pandemic, initially focusing on making miniature props and sets. It's since grown into a full studio working from concept to shoot and completion, representing a stable of seven animation directors and boasting a client list ranging from Burberry to Hot Chip, Drumsheds, and Fontaines DC to Deliveroo, Lidl, and the BBC.

Another standout project for the studio was its work with Korean food brand Jongga Kimchi, creating an animation used as part of the brand's Covent Garden-based immersive experience last autumn. The experience was conceived by the creative agency Amplify, with which Scale Model Studios collaborated on the project, working from the research stage to its realisation through significant 3D modelling and intricate model painting. This saw the studio create a miniature Korean village, undertaking in-depth research to create totally authentic details from the architecture to traditional clothing and local fauna to the cultural nuances of Kimchi preparation, including recreating the large clay pots used for fermentation.

Stop motion has a uniquely charming look and feel, marrying deliberate off-kilter elements and handcrafted aesthetics with highly sophisticated techniques like 3D modelling, printing, and CAD – all of which are integral to the studio's workflow. "These technologies enable us to create pre-visuals before production begins, allowing for more effective scheduling and providing clients with a clearer vision of the final product," says Jennifer Kidd, director at Scale Model Studios.

"Since stop motion is a lengthy process where key decisions are made upfront, any changes during production can significantly impact both the budget and timeline," she continues. "Tools like CAD and Blender are essential for helping clients visualise the final result and make critical adjustments before pre-production and production starts, making them invaluable to our process."

Part of Scale Model's signature MO is its relentless exploration of new techniques and how they can be used together in a mixed media approach that constantly experiments and innovates, such as finding new ways to integrate 3D and 2D elements into stop motion. "We understand that trends in film and animation evolve rapidly, often peaking and then dissipating. That's why it's essential for us to stay attuned to emerging trends, so we can experiment and adapt as soon as new opportunities arise," says Kidd. "Embracing new technologies is crucial; it opens up a world of possibilities and keeps us ahead of the curve."

Alongside a constant drive to innovate and experiment, Scale Model Studios' projects are guided by the central philosophy 'If it feels real, it will look real'. That comes to the fore in character development: "Authenticity is key; when we create characters with genuine personalities and rich backstories, they naturally resonate with audiences," says Kidd. That means the studio spends a lot of time researching and developing characters, ensuring their unique traits both align with and community their core identities.

Each character has its own personality, informed by a backstory comprising everything from not only the visual and audible aspects of how they dress, what they sound like (accents, speech patterns, and so on), and their body language but also their hobbies and cultural background. All of these aspects are vital to creating characters that are richly considered and ultimately become more relatable. "While many of these aspects may be subtle and go unnoticed, they collectively create a profound emotional impact. It's in these details that characters come to life, striking a chord with audiences and creating meaningful connections," says Kidd.

As for those looking to break into the world of stop-motion, or animation more generally, the studio advises prioritising making a killer portfolio ("it's a crucial element of your application process and the most valuable asset you can have") as well as ensuring your skills in collaboration – perhaps through gaining experience in student projects that can offer collaborative work experience that directly contributes to your portfolio.

"MA students, in particular in animation, are often seeking assistance," says Kidd. "Additionally, this networking can establish valuable connections that will support you throughout your career after graduation. Also, student projects are often submitted to film festivals, which also gets your work out to a much wider audience."

The unique aesthetic of stop motion – replete with nuances that can only be created by a genuinely human touch – means that while AI undoubtedly will transform animation studios and their work in the future, Kidd remains confident that "there will always be a place for traditional animation techniques, as they possess unique qualities that AI cannot fully replicate… it's the handcrafted aesthetic captivates and inspires audiences, ensuring its enduring relevance in the industry".

She continues, "Audiences love to see how things are made and to see someone with years of experience create something in front of them. Trends will inevitably evolve and return, as they always do, and when they do, we'll be ready to embrace them and showcase the irreplaceable value of traditional animation."

A crowdfunding campaign has just launched for Margaret Calvert: Woman at Work, showcasing the career of the iconic British graphic designer. Editor Adrian Shaughnessy explains how it came about and why you should support it.

Margaret Calvert is one of the biggest names in British design history. Now 88, she's famed for her groundbreaking work on UK road, rail, airport, and shipping signage. Her clear typography and cheerful pictograms have become an integral part of British daily life, and she's set international standards for directional signs throughout the world.

So it's a shock, quite frankly, that no one has ever released a book dedicated to her design work. Thankfully, that should soon change… well, at least if the creative community can provide enough support.

A crowdfunding campaign has been launched by the publishing platform Volume to create the first book dedicated to the work of designer, titled Margaret Calvert: Woman at Work. It's off to a pretty good start, with $63,517 of $131,929 pledged at time of writing, and 23 days to go.

To learn more about this exciting project, we chatted with Adrian Shaughnessy, the book's editor and graphic designer, writer, educator, and publisher.

The time is right

Firstly, how did the book come about? Adrian reveals that it's been quite a while in gestation. "When we formed Unit Editions in 2009, Tony Brook and I were keen to have a Margaret Calvert monograph on our list," recalls Adrian. "We had some discussions with her, and although she was sympathetic to the idea, she wasn't ready to commit. Margaret only does what interests her. She's not the sort of person who could be pressured into doing something she wasn't ready for."

Later, when Unit Editions came to an arrangement with Thames & Hudson to distribute their back catalogue and new titles, the publisher jumped on the idea of a Margaret Calvert book. Adrian went back to Margaret, and this time, the timing was right for her.

"She'd done a show at the Design Museum and various other things, such as a forthcoming Channel 5 documentary, all of which entailed a lot of searching in her archive. And this had encouraged her to think it might be time to green-light a book, which is fantastic, because she richly derives a book devoted to her work. It's long overdue."

Rare materials

Importantly, Margaret Calvert: Woman at Work won't just cover her famous road signage work but also includes some lesser-known projects. "One of the first things you learn about Margaret is that the road signs are not the only work she's proud of," says Adrian. "For instance, when we discussed the editorial structure of the book, it was clear that her years spent teaching at the RCA were, in her mind, just as important."

Consequently, there'll be a number of unique and rare materials from Margaret Calvert's archive in the mix. "There are some real treasures," says Adrian. "I'm especially keen on the many drawings and sketches she did for her most famous works. I love her sketches for her typefaces. It's thrilling to see them."

It's worth noting, too, that the book will take us up to the present era. "Since retiring from teaching in 2001, Margaret has taken on many solo projects," explains Adrian. "These are mostly non-commercial. She does them because she's supportive of the cause – such as her Keeping an Eye on Climate Change sign – or because she likes the people involved. She recently designed some watch faces, which look great. "

With so much to choose from, though, how will Adrian and Unit Editions decide what to include? There's an unexpected answer to that question: to a certain extent, they won't.

"We are still in the planning stage, but one of the reasons Margaret agreed to do the book was because I made it clear that it was her book," explains Adrian. "This means much of the material is chosen by her. And we certainly won't include anything she doesn't want included. There have been one or two occasions when I've argued for the inclusion of something she's overlooked or dismissed, but these conversations have been rational and very civilised."

Fanatical about detail

In the course of these conversations, he's discovered that Margaret is somewhat fanatical about detail. "I once sat next to her when she was given a major educational award, The Sir Misha Black Award in 2016," he recalls. "The person making the introductory speech showed a series of slides of Margaret's work. Amongst them was a sign that had been adapted slightly from the original but not by Margaret. This annoyed her, and she fumed throughout the entire event.

"Most people would have shrugged this off and accepted their gong," he notes. "Not Margaret. I often think about that evening, and it keeps me focused on the need for accuracy. You don't want a fuming Margaret on your case!"

That doesn't mean Adrian will be hands-off, though. "As editor, I'm involved in all aspects of the book's making," Adrian adds. "But basically, it's a team effort between Margaret, the designers Henrik Kubel and Scott Williams from studio A2/SW/HK, and me. Henrik has a long and storied relationship with Margaret, and some of the reworked typefaces she's best known for are collaborations between the two of them."

Finally, he agrees that Margaret Calvert isn't the only female figure who's been somewhat unsung over the years. "If I think historically, then there are certainly female graphic designers who deserve greater recognition," he responds.

"I'd single out the Brazilian modernist Mary Vieira. Another favourite of mine is Jaqueline Casey, who worked at MIT from the 1950s to the 1980s. And coming up to date, I'd add Zuzana Licko for her pioneering work in type design and Rosemarie Tissi, who I think is a graphic design genius. One more: Anita Klinz – a shamefully neglected book cover designer. There are many others!"

The Brighton studio has rebranded the Table Talk Foundation to help it grow from its Sussex roots into a nationwide movement, inspiring young people to connect with cooking and embrace healthier, happier lives.

The majority of identity projects look to achieve things like helping a product stand out against competitors or on supermarket shelves, updating or streamlining a brand that's lost its way, or attracting new audiences to a product. However, some have far more grandiose objectives, like this new identity for Prept, which aims to both serve "the foundations of food culture in the UK" and inspire "a new generation through food, to live happier and healthier lives".

It's no mean feat, but it is a challenge that branding agency UnitedUs rose to in its work for Prept – the educational charity previously known as Table Talk Foundation – for which it crafted a new name, visual identity and verbal identity to help it scale from its Sussex roots to become a nationwide "high-quality food brand that simply and proactively speaks to the cooking skills that young people can take home, into the hospitality industry and throughout life".

The project's main goal was to give the charity the tools and confidence to help take its mission across the UK, branching out from the work that it had done (as Table Talk), reaching school-aged children across Sussex through immersive meal-prep experiences. To achieve this, UnitedUs created a new brand and communication strategy that is more suited to engaging new educational providers while, crucially, attracting supporting partners within the hospitality sector – one that looks to remain relevant for at least a decade into the future.

"One of the biggest challenges was moving away from the well-established name, Table Talk Foundation… the old brand, with its split identity—Table Talk Business Club and Table Talk Foundation—created confusion. It had a corporate feel that wasn't resonating with young people, especially on social media and within school environments," says Luke Taylor, creative partner at UnitedUs.

"Their vision was to inspire young people to connect with cooking and understand the food ecosystem, ultimately being 'Prept' for life… Our task was to simplify the brand while injecting youthful energy, making it relevant and engaging to inspire a new generation to get cooking." Another challenge was one shared by many charities – one that had a limited budget. But UnitedUs says that because of the agency's genuine belief in Prept's potential, it opted to invest "significant resources" of its own into the project. "It's a cause close to our hearts; we believe food is essential not just for health but for learning about other cultures and fostering positive relationships throughout life," says Taylor, who had supported Table Talk and advocated for its mission for the past few years.

At the start of the project, UnitedUs gained as much insight as it could through various hands-on means, including collaborating with the charity's existing audience of 3,000 young people, interviewing partner organisations, and drawing from the agency's own personal food experiences and connections to the hospitality industry – all of which converged to help create a new brand that looked to speak directly to the young people that Prept is dedicated to helping.

Indeed, the entire brand centres on that key audience and was designed with young people firmly in mind. The whole thing is dynamic and energetic, from the bold RGB-first colour palette, inspired by the "vibrant hues of a commercial chef's chopping boards", which helps the brand stand out in digital applications, to new custom typography and unique imagery, to a brand language that strives to be engaging through the use of familiar, colloquial expressions – all of which were crafted to resonate with the rather broad 10-21 age group Prept speaks to.

Throughout the branding, organic shapes are used to echo the forms naturally found in food. This comes to life in the logo, which can morph and change in form to create a superbly versatile mark. "Whether it's flowing like a smooth sauce or moulded like dough, it feels like something you can touch, taste, and interact with," says Taylor. "From the start, we envisioned an impactful brand that felt rich, inviting and sensory, both visually and verbally."

UnitedUs also used AI-based tools to push the identity further, infusing the brand with food imagery to bring Prept to life. "We chose to use AI because it allows us to help a charity create high-quality, brand-relevant, customised imagery at a scale and frequency that will significantly benefit their cause—at an affordable price," Taylor explains. "This technology enables the organisation to adopt strategies, particularly on social media, that were previously accessible only to much larger organisations."

He adds, "We believe charities should be bold and brave, and Prept's design reflects this belief, confidently capturing the attention of its youthful audience."

How&How helps Wild Thingz build a category-defining rebel sweetie brand from scratch – something that pleases both parents and kids. And it's as fun and disruptive as you'd expect from the global creative studio.

For those who take the time and effort to consider the ingredients of many children's sweets, then you'd be horrified (but probably not too surprised) to discover there's a ton of sugar, E-numbers, animal gelatine, palm oil...even talcum powder in some cases. If only there was a guilt-free solution for sweet-toothed kids.

Enter Wild Thingz (previously Just Wholefoods), the latest star of How&How's branding efforts. Today, it's unveiled its new look, pinned on its mission: to create a sweets brand that parents wouldn't feel bad about and kids would go mad about.

Cue a hugely enjoyable challenge for Cat How and her team (currently based across London and LA), as it was a blank canvas from the off. The organic, plant-based sweets have no artificial ingredients and half the sugar you might expect elsewhere. "This was a full brand build – from concept to launch and beyond. It also involved crafting the shape of the sweets themselves. Even better," says How&How.

The project began by examining the existing category to see if there were any opportunities. "The world of organic is wholesome, white, and hempy," it says. "Think smiling snakes in perfect blades of grass. Yet the 'bad sweets' are an explosion of bright colours, flashy logos, and exciting in-pack games." This begged the question: Why does junk get to have all the fun?

As Cat How puts it, the industry was calling out for a challenger: a "category-defining brand that has the ingredients of a saint, but the energy–and shelf appeal–of a sinner".

And so, the first task was to come up with a name. Wild Thingz felt organic but with a rebellious twist, inventing a world where "kids can be kids and parenting doesn't always have to look perfect". This clever name gave the brand a voice and an opinion: "rebels with an anti-artificial cause". And the whole messaging calls out the category for containing "so much crap"... "Think punk, not junk," says How&How.

As you can imagine, the resulting visual identity is a riot of fun, colour, and originality. The logo is made out of thorns and bushes—a Venus flytrap mascot with a mohawk supposedly inspired by grunge skater and snowboard brands. Radical. The typeface is very much rock-and-roll. And the colour palette is dark and brooding, with not a dollop of heavenly white or hemp in sight.

To take it one step further, How&How created 3D worlds complete with overgrown forests, rusty shopping carts and abandoned buildings. Kids are going to love it. Cat How and the team then developed the product SKUs and designed packaging, point-of-sale media, launch assets and the website. A dream project, no doubt. As Design Director Priyjah Paramasivam explains, "We've created a whole world of playful plant anarchy. It's not every day that we get to work so closely with a client who is happy to go for it and push our idea to the limit. Honestly, it's been f-ing fun."

GOSE required an identity as unique as its product, which Bala delivered through semi-abstract illustrations and an acidic colour palette that reflects the beer's salty flavour.

Designing a product that consumers haven't seen before is challenging enough, but when the main ingredient is an insect, it becomes even more important to make the identity appealing and desirable.

Mexico City and Los Cabos-based branding studio Bala was given this all-important task by Mexican beer brand Cerveza Cru Cru, who wanted a label design for their new beer where grasshopper - or "chapulín" - is the main ingredient. Bala co-founder Rodrigo de la Reguera remembers the first time he tasted GOSE beer one summer afternoon on a terrace in the Juárez neighbourhood of Mexico City.

He describes his first experience of tasting it as "multi-sensory, with acidic notes and a salty, malty, and herbal profile". The peculiar taste profile of this beer style is its distinctly salty flavour because the original production process used salty water from the Gose River in Bavaria, Germany.

Although the idea of designing a beer with grasshopper struck Reguera as "strange, unusual, and different", he immediately felt that its unusual and refreshing taste was unforgettable and that the flavours truly represent a part of Mexican Culture. "This is why we fell in love with the idea of designing its label," he adds.

Not only this, but Cerveza Cru Cru grew alongside Bala, and the studio designed the brewery's identity in its early years. "Our payment even translated into a good number of beer cases for years," Reguera reveals.

For this most recent project, Bala aimed to design a label that captured the essence of GOSE's flavour and paid homage to the unique and iconic grasshopper ingredient without resorting to a literal representation. Since this is the first beer made with grasshopper, Reguera says that the team wanted the design to be "as radical as the recipe".

"We didn't want to follow the traditional logic of how elements are presented on a beer label, nor did it seem appropriate to create a semi-abstract illustration of the grasshopper, as it could be a deterrent for many people who are hesitant to try insects", he explains.

The letter 'O' was initially created to represent the eye of a grasshopper, but Bala pivoted and redrew it to look like a human eye, with the pupil dilating in a bid to convey the intense moment of tasting the sour, salty beer. Other label elements are a highly abstract representation of the cricket's tail and a scene that represents the salty taste with green and pink dots.

More hints of the grasshopper ingredient appear in the abstract depiction of a grasshopper's legs and patterns that indicate the sound they make through vibration. Each element was chosen to convey different aspects of the grasshopper and the sensory experiences of tasting the beer.

Reguera says: "The principle of patterns allowed us to create a unique language with the potential to expand its expression beyond the label.

"We created unconventional scenarios, such as placing the bottle upside down, without worrying about the readability of the text and relied on the recognition of colours and textures to transform them, through repetition, into brand signs that we could leverage with animations."

This resulted in a suite of dynamic and ownable assets for GOSE's social media and gave the brand opportunities to develop its visual language, "even through phrases or activations that follow the principles of the unusual, the strange, and the different", Reguera adds.

Hues of green, blue, and yellow are set against magenta, pink, and dark blue, evoking acidic sensations that complement the brand's eccentric narrative. This, paired with the product's unique taste, gives meaning to the entire brand experience, which is totally disruptive in its category.

Though this was an exciting project for Bala to work on, the label's readability was challenged. However, Reguera explains: "We're not aiming for consumers to decode the beer through the information on the label.

"Our intention is to spark the public's curiosity, inviting them to try it, and once they have the bottle in hand, they'll discover that the sour beer they're enjoying is made with Mexican grasshoppers."

Innovation is at the heart of this packaging solution, with an outer vessel designed to be on show in your home and inner packaging made from daisy seed paper that can be composted or watered to grow daisies.

Industrial design studio Blond has designed a series of striking yet minimalistic refillable packaging pieces for skincare brand Daisyface, creating a product that consumers are proud to have on their beauty shelves.

The brand's founder, Daisy Schaffer, has long been passionate about skincare but struggled to find a line that both she and her sisters could use because, despite being triplets, the sisters all have very different skin types. Schaffer had found that Daisy Oil worked excellently on her own skin and decided to work with a UK lab to uncover the skincare benefits of daisies, which is when she discovered the potent benefits of Daisy Stem Cells.

From helping with pigmentation and sun damage to acne scarring and swelling, daisy stem cells have multiple benefits. Most importantly, they are suitable for all skin types—even sensitive skin! Naturally, this revolutionary product deserved a revolutionary design that could convey the premium ingredients and stand out in a very saturated market.

Blond is no stranger to the FMCG world, particularly the refillable space, and the design team was intrigued by Daisyface's positioning and its desire to target a multi-generational demographic. The studio's founder and creative director, James Melia, says, "We got a sense that Daisy understood the need for refillable, and we also loved her passion.

"We like to see this from clients - the passion they have for the brand and how much they want to succeed - and this is always a big driving factor in choosing who we work with."

Daisyface collaborated with Blond for two years on everything from the initial strategy and research to manufacture. This included engineering a complex mechanism, devising how to make the packaging as sustainable as possible, and finding the best way to communicate the brand vision through a tangible piece of design.

Since the concept of refillables means that the product will be used for a long time, Melia says that the design needs to be "as robust as possible and be as recyclable as possible". Though the aluminium exterior of the Daisyface packaging is very complex, it is also very well engineered, according to Melia, as is the robust plastic interior and magnetic closing. Ultimately, Blond created a packaging solution built to last but one that still upholds the affordable luxury vision of the brand with two levels of packaging.

The "forever vessel" is essentially the primary packaging that consumers will see and touch when using the product. The secondary packaging is perhaps the most innovative aspect of this design and perfectly encapsulates the brand's ethos.

Made from daisy seed paper—chosen to be as sustainable as possible—the secondary packaging can be composted, and daisies will grow from it if watered.

"There are always parts in the process that we don't initially realise are going to be a challenge," says Melia. He explains that while the team anticipated that the airless pump was going to be "a tricky mechanism to develop, as well as do uniquely", many months were spent with the manufacturing partners to make it work,

However, according to Melia, there were some unforeseen challenges when it came to ensuring that colours worked together and were consistent, but the process was enjoyable nonetheless.

The overall aesthetic of Daisyface was defined in the research and strategy phase. Since Daisy owns the brand and the product is made from daisies, it felt appropriate to go with a shape inspired by the flower. Rather than just replicating a daisy, Blond went through several iterations of different shapes and reduced them down until they landed on the chosen design.

"We used this idea to develop a story around the way the product worked, so the actual rotation of the device itself always lands back on the petal perfectly," says Melia. He adds that the petal shape also means that you can stack the vessels to create an incredible and decorative feature in the home.

"We know that people increasingly have products on show in their bathroom and dressing room, so this was a consideration throughout the project."

From groundbreaking ideas on sustainability to the art of personal and systemic change, these are the reads that continue to shape her creative journey.

It's been quite a while since we last explored the inspiring world of book recommendations from leading creatives across the globe, but we're excited to bring the series back with a fresh perspective. This time, we've asked Laura Stein, CCO of Bruce Mau Design, to reveal her top five books that have shaped her approach to design, branding, and sustainability.

Laura has a ton of experience in the field, leading global rebrands for the likes of Sonos, ASICS, and Linksys. She has collaborated with everyone from Lululemon to Hutchins Center at Harvard University and the Abu Dhabi Department of Culture and Tourism. Her work lies in culture, fashion, architecture, technology, education, and place across brand, print, motion, digital, and environmental. Recent projects include a rebrand for the National Ballet of Canada, designing signage and donor recognition for the Montreal Holocaust Museum, and crafting the branding and website for Wrensilva.

Laura's selection of books offers a unique mix of thought-provoking ideas, ranging from environmental manifestos to design philosophy. They also provide insight into the creative process that continues to inspire her. Let's explore her favourite reads and their powerful impact on her work.

1. Cradle to Cradle: Remaking the Way We Make Things by architect William McDonough and chemist Michael Braungart

I'm unsure what prompted me to pick up this book in 2002. I was out of art school and inching my way to a life in graphic design. But I did, and it truly blew my mind. What if we completely rethought our physical world? What if waste wasn't actually waste? It's a manifesto for designing in the way that nature is designed – positive and regenerative. The biomimetic approach — the central image is how a tree's waste, fruit, nuts, etc, become nutrients for the forest — has become more widespread. But I continue to love this book for its power to inspire us to reimagine the way the world works.

2. MC24: 24 Principles for Designing Massive Change in your Life and Work by Bruce Mau

Three years after reading Cradle to Cradle, I got hired at Bruce Mau Design. Heaven! Massive Change had just been exhibited, and the show's book was published. Bruce had been asked to curate an exhibit about the state of design but chose to turn that on its head: "Massive Change is not about the world of design; it's about the design of the world".

The book helps us understand that we have actively designed the many destructive systems that we live in and identifies the designers out there challenging those systems. MC24 is the next generation. The ultimate goal is still change — our planet needs change more than ever — but adding to systems change and perspective change, there is also personal change. And a focus on how to actually design change. It's a big, juicy book with colour, humour, and sizable type, making it the kind of book you can just dive into wherever it opens.

3. Barbara Kruger: Thinking of You. I Mean Me. I Mean You by Peter Eleey & Robyn Farrell

I graduated with a degree in Fine Art, and in retrospect, it makes sense that I later moved into design. My favourite artists often combined text and images: Jenny Holzer, Ed Ruscha, Lorna Simpson and, of course, Barbara Kruger, making her explosive work. Thinking of You is the catalogue for Kruger's show at MOCA in LA and could be my desert island book for both the form and content.

The work is so sharp, the essays excellent, and the book beautiful with minty green uncoated paper complementing the glossy black, white and red. So much of the work in here feels more urgent than ever, especially posters like 'Untitled (Your body is a battleground)', made for the 1989 March for Women's Lives in Washington and wheat-pasted under cover of night. As Steven Heller writes, Kruger "…proves that graphic design is an influential medium for good and ill".

4. Brand Thinking and Other Noble Pursuits by Debbie Millman

This is a fascinating collection of interviews with diverse experts on the notion of brand. There's Seth Godin, Wally Olins, and Daniel Pink, but my favourite interview is with Dori Tunstall, author of Decolonizing Design. She looks at brands from an anthropological perspective and reveals the human truths about why we get so attached to them. Many of us listen to Debbie Millman's podcast, but the book is different. There's something that happens when the interviews are side by side, which puts the experts in conversation with each other. I love these kinds of multi-logues; this one is done really well. It's one of my go-to sources when I teach.

5. Can Marketing Save the Planet? 101 Practical Ways to Use Sustainable Marketing as a Force for Good by Michelle Carvill and Gemma Butler

Time will tell if this becomes my favourite book, but it's the one I'm reading the most these days. It is not necessarily beautiful but highly practical, supremely no-nonsense and relevant to anyone involved in communications, including designers. Carvill and Butler pull content from their lively and intelligent podcast by the same name and bring it into bite-sized themes with references and resources and "Three Actions to Consider" for each theme.

It's a good antidote to paralysing fear and depression because it feels so clear and level-headed and actually feasible. Similar to the book above, it combines a variety of perspectives, so it is not one long list of to-dos, but a cross-section of ideas that resonate differently with different readers.

In the last of our special six-part series, we explore how sonic branding can elevate your brand's presence by leveraging Epidemic Sound's expansive library of music and sound effects.

In the ever-changing world of digital content creation, your brand's identity is no longer confined to visual elements alone. In 2024, the auditory experience has become crucial to crafting a cohesive and memorable brand presence.

Music and sound have the power to evoke emotions, set the tone, and leave a lasting impression on your audience. While brands might have once limited this to an audio logo alone, they're increasingly developing a full sonic identity, covering everything from UI audio elements to background music.

Just as visual elements like logos and colour schemes create recognition, a well-crafted sonic identity can instantly trigger brand associations and emotional responses. Hence, the rise of sonic branding: the strategic use of music and sound to reinforce a brand's identity and values.

In this article, crafted in partnership with Epidemic Sound, we'll explore how to curate the perfect soundtrack that aligns with your brand's visual identity.

Defining your brand's sonic personality

First things first. Yes, we know you want to dive into the fun stuff of picking the right music and sound effects to represent your brand. But first, you need to think about the fundamentals and define your brand's sonic personality. This means considering several factors.

1. Brand values and messaging

Reflect on your brand's core values and the message you want to convey. Is your brand youthful and energetic or sophisticated and refined? Does it emphasise innovation, tradition, or a blend of both? Your sonic choices should reinforce these attributes.

2. Target audience

Consider your target demographic. For instance, a brand targeting Gen Z and Gen Alpha might lean towards contemporary electronic genres. In contrast, a luxury brand for older professionals might opt for classical or jazz-inspired sounds.

3. Industry and competitors

Analyse the sonic landscape of your industry. Yes, you want to stand out from the crowd, and there's no reason to copy what others are doing. But at the same time, understanding common themes can help you create a soundtrack that feels appropriate yet distinctive.

4. Emotional impact

Determine the emotions you want your brand to evoke. Do you aim to inspire, excite, calm or reassure? Different musical elements can trigger specific emotional responses.

Translating visual identity to sound

Fairly obviously, your brand's visual identity itself provides valuable cues for developing its sonic counterpart. But less obvious is how, in practice, you bridge the gap between the two. There's no "right answer" here; it's largely about experimentation and seeing what works, but here are some good places to start.

1. Colour palette to tonal quality

Try translating your brand's colour palette into musical tones and see what happens. For instance, bright, vibrant colours might correspond to major keys and upbeat tempos, while muted or cool tones could suggest minor keys or more subdued arrangements.

2. Typography to rhythm

The style of your brand's typography can also inform the rhythm and pacing of your music. Bold, sans-serif fonts, for instance, might translate to strong, steady beats, while elegant serif fonts could suggest more flowing, melodic compositions.

3. Logo design to musical motifs

Elements of your logo design can inspire musical motifs. A circular logo might be represented by cyclical melodies, for example, while angular shapes could be reflected in staccato notes or sharp transitions.

4. Brand personality to instrumentation

How about using your brand's personality traits to guide instrument selection? For instance, a tech-forward brand might favour electronic sounds, while a nature-oriented brand could incorporate organic instruments.

Reasons to use Epidemic Sound

Looking for music and sound effects to help craft your brand's audio identity? Epidemic Sound stands out in the crowded field of music licensing platforms and provides unique advantages for designers, agencies, brands and independent creators. Here are some reasons they're the perfect fit for designers and brand managers.

1. A vast library

With over 40,000 tracks and 90,000 sound effects, Epidemic Sound provides an extensive selection to suit virtually any brand aesthetic. By using their easy search tools to scour this vast library effectively, you'll soon find the perfect sound for your project, regardless of genre or mood.

2. Flexible licensing

Epidemic Sound's licensing model allows for the safe use of music across multiple platforms, including influencer content. This flexibility is crucial for brands with a diverse digital presence, ensuring consistent sonic branding across all channels.

3. Customisation with stems

One of Epidemic Sound's most popular features is access to stems, which allows unprecedented control over the final sound of a track. Stems are individual components of a song, typically categorised into melody, instruments, drums, and bass. This feature enables brands to tailor music to their specific needs, removing or emphasising certain elements to perfectly align with their visual content.

4. User-friendly interface

Epidemic Sound's intuitive search functionality makes finding the perfect track a breeze. The platform's advanced search features enable you to filter tracks by tempo, energy level and instrumentation, streamlining the selection process.

5. Expert curation and support

For enterprises and businesses seeking a more tailored approach, Epidemic Sound offers personalised support and music services. Their experts can assist with everything from custom music curation to sonic branding strategies, ensuring your soundtrack aligns perfectly with your brand identity.

Strategies for effective sonic branding

Want to make the most of Epidemic Sound's offerings and create a compelling sonic brand identity for your brand? Then here are some tried-and-tested strategies to consider.

1. Match the mood

Utilise Epidemic Sound's mood filter to quickly find tracks that align with the emotional tone of your visuals. This ensures consistency between what viewers see and hear, reinforcing your brand's message.

2. Experiment with genres

The key to a successful sonic brand identity is consistently using recognisable styles or genres across your content. This consistency helps build recognition and reinforces your brand's personality over time.

However, if your audio gets too homogenous, there's a danger it can become repetitive and boring. So don't be afraid to try unexpected musical styles to create contrast or add interest to your content within reason. Epidemic Sound's diverse library allows for creative exploration that can set your brand apart.

3. Customise your tracks with Stems

Take full advantage of the ability to customise tracks by removing or isolating specific instruments or elements. This level of control allows you to fine-tune music to fit your visual content and brand identity perfectly.

4. Align with trends

Explore Epidemic Sound's trending tracks to keep the audio elements of your identity current, especially for platforms like TikTok, where music plays a crucial role. This can help your brand stay relevant and engage with younger audiences.

5. Enhance storytelling

Use music to underscore key moments in your narrative, building tension or providing resolution as needed. The right soundtrack can dramatically enhance the emotional impact of your visual content.

6. Incorporate Sound Effects

Even if you're focused on music, don't overlook Epidemic Sound's extensive library of sound effects to add depth and realism to your content. Subtle audio cues can significantly enhance the overall sensory experience of your brand.

Conclusion

Curating the perfect soundtrack for your brand's visual identity is a powerful way to create a cohesive, multi-sensory brand experience. By carefully selecting music that aligns with your visual elements, values and audience preferences, you can create a distinctive sonic identity that resonates with your target market.

Remember that your brand's soundtrack is not just background noise: it's an integral part of your identity, capable of forging deep connections with your audience and leaving a lasting impression. Epidemic Sound's vast and diverse library, combined with popular features like stem access and flexible licensing, offers you the tools you need to achieve this goal.

As you embark on this sonic branding journey, approach the process with creativity, strategic thinking, and a willingness to experiment. With Epidemic Sound's resources at your disposal, the perfect soundtrack for your brand is waiting to be discovered and shared with the world.

We chat with the up-and-coming Chinese artist about his creative journey so far, the thinking behind his process, and how the English coast inspired his work.

Oliver Li is a young artist who's making waves, both literally and metaphorically. His illustrations are characterised by vibrant colours, often featuring blue and green, and a unique fuzzy texture that evokes a warm, tactile feel.

Shortly after graduating from the University of Plymouth with a first-class degree in Illustration, his work was selected by industry-leading judges as one of the winning portfolios in D&AD's New Blood competition, from over 800 entries.

Oliver didn't grow up with an art education background, though, and it wasn't until high school that he really got into painting.

"I was always aware of illustration as a category of art, but I became interested in illustration because of an illustration book called 'Kaleidoscope: The Art of Illustrative Storytelling'," he recalls. "I remember being deeply attracted to each illustrator's work because of how interesting and vibrant it was and how their styles were completely different. I decided in my mind that I wanted to be an illustrator in the future."

When he chose his university major, he opted for illustration without hesitation. "As a newcomer to the field, I tried many different methods: as oil painting, watercolour, acrylic, digital illustration and so on," he says. "I spent half of my university time experimenting with different styles and media. Only in my last year did I decide that digital painting would be my primary medium."

Move from China

Originally from Shanghai, China, Oliver boldly decided to move to the UK for his studies, and he describes it as one of the best decisions he ever made.

"I'm not that interested in big cities, and so a coastal city like Plymouth was just right for me," he explains. "As I lived only five or six minutes away from the sea, my favourite thing to do was to go for a walk on the coast after lectures. I'd often walk aimlessly along the coastline and then, if the tide wasn't high, find a reef on which to sit and think about illustration and what to eat. This environment gave me a lot of inspiration."

As you can see from his work, nature is Oliver's primary source of inspiration. "I've been a nature lover since I was a kid," he explains. I grew up in Shanghai, which is a very urbanised city. But luckily, where I lived, I was surrounded by a forest.

"My favourite thing to do as a kid was to go and play in the forest alone until dark… which I now realise is actually a very dangerous thing to do," he recalls. "But thankfully, nothing bad happened to me. I'd often going to look at new mushroom growth after it rained, as well as picking up leaves of different shapes and pinning them in books."

Alongside these childhood experiences, Oliver is also influenced by the wider cosmos. "I think the universe is part of nature," he reasons, "and so I enjoy exploring the unknown with illustrations and creativity. I'm super excited to see where this theme takes me."

Distinctive style

Oliver's distinctive style, with its warm, tactile feel and bright colours, is essentially a combination of various influences and techniques. "My work is influenced by many vintage posters and riso printing," he reveals. "I love the subtle little imperfections in prints and the feel of different papers."

Although the illustrations we share here are digital drawings, they're imbued with deep and complex textures. "If you open up my layers, you'll see that I'll have over a hundred of them," he says. "Many of these layers are where I insert various textures and brush traces. I often photograph various paper materials and insert them into my illustrations."

What about colour? "I think it's up to me and my intuition," he responds. "I don't really have a fixed palette. I've always preferred bright colours: I think they represent energy, passion and movement."

Creative Process

Oliver's creative process is best explained through his work on a local organisation's recipe book. "The project lasted six months: a very short time for publishing a book," he recalls. "In the early stages, our team had online or offline meetings with the clients almost every week. I did a lot of research initially, identified topics with the client, and so on."

Eventually, they settled on dividing the recipe book into seasons, so each season would require a cover and four or five food illustrations. "There wasn't really much time left for me to create the illustrations," he says. The finished drafts had to be agreed upon within the group and then sent to the client for their feedback.

"During that time, I worked on various drafts almost every day. I've never drawn so many vegetables in my life! My understanding of the project was that it was a recipe book for young and old, so I wanted to connect the different people through the illustrations and bring in the themes that I specialise in.

"I'm glad my client respected my ideas and gave me a lot of creative freedom," he adds. "But they provided useful input, too. For example, the client told me to remove the mushrooms from the summer cover illustration because they weren't in season and to replace the grapes with apples on the autumn cover because they were more available."

Future Plans

Oliver's passion for editorial illustration is evident, and he says he'd love to receive a commission for a nonfiction picture book. "I'd like to make my illustrations educational and attractive at the same time, so that I can make boring scientific knowledge more interesting," he says.

As Oliver continues to evolve as an artist, he's setting his sights on new horizons. "I'd like to move towards animation as well as moving images next," he says. "It's something I haven't tried before. I want to explore the relationship between health and nature. So aside from editorial and published illustrations, I'd love to receive offers to work with lifestyle and skincare brands."

As a recent graduate who has already achieved significant recognition, he offers this advice to those who are earlier in their careers: "Meet as many people in the creative industry as you can," he stresses. Don't be afraid to reach out to people, either by DM'ing them on social media or messaging them on LinkedIn. Most of them are friendly and willing to help you out."

From simplified skincare to tech-infused cosmetics, these cutting-edge branding initiatives are reshaping the health and beauty landscape worldwide.

As Coco Chanel once said, "Nature gives you the face you have at 20; it is up to you to merit the face you have at 50." Today, that sentiment extends far beyond just facial care. In an era where self-care has become a priority, we're seeing an industry that increasingly promotes a holistic approach to wellness and beauty.

But with that comes a million products, all vying for attention – against both each other and knock-off versions on sites like Teemu. So, health and beauty brands face the formidable challenge of standing out while also addressing growing consumer demands for sustainability, inclusivity, and effectiveness.

This pressure has sparked a wave of innovation in health and beauty branding. Companies everywhere are now pushing boundaries by integrating cutting-edge tech, embracing eco-friendly practices and crafting compelling brand narratives.

Want examples? Below are five of the most innovative health and beauty branding projects launched this October. From New York to Seoul, they demonstrate how great branding can elevate health and beauty products from mere commodities to transformative experiences that resonate with people's values.

1. Studio Curious Circle

Location: Seoul, South Korea

Put Simply is a Korean skincare brand that caters to sensitive skin, and is designed to strip away the complexities of skincare routines. Studio Curious Circle crafted a visual identity that reflects the brand's ethos: straightforward, gentle and easy to understand. The packaging is minimalist, using soft, muted colours that evoke a sense of calm and care.

The typography is clean and sans-serif, further enhancing the brand's no-nonsense, approachable personality. The design uses clear, easy-to-read labels and minimal jargon, making it easy for consumers to know exactly what they're getting.

With skincare often feeling overwhelming, Put Simply's branding sets out to demystify the process, offering a sense of ease and simplicity. It's a refreshing take on beauty branding, focusing on transparency and accessibility.

2. BUFARMA by SoreThumbStudio

Location: London, UK

Specialising in natural skincare made with organic buffalo milk and locally sourced botanicals, Domizia needed a brand identity that reflected both its commitment to nature and its scientific expertise. SoreThumbStudio rose to the challenge with a brand concept that differentiated it from the hyper-saturated skincare market.

The brand's packaging design, now renamed BUFARMA, draws inspiration from traditional aluminium milk urns. This nods to the brand's key ingredient while offering an eco-friendly, recyclable alternative to glass.

This recyclable approach extends to their innovative single-material pump and premium, iridescent foil-blocked outer packaging, all of which are 100% recyclable. The muted colour palette and au naturel imagery give the brand an authentic, approachable aesthetic.

Another standout feature is the tactile unboxing experience, which fosters a personal connection via a tear-open strip that reveals BUFARMA's story. With the launch of this holistic branding, BUFARMA has received enthusiastic feedback at a major European trade show, secured retail listings in multiple markets, and formed a collaboration with model Kiera Chaplin as the brand's ambassador.

3. SuperBelly (Blume) by Grant

Location: Calgary, Canada

Popular health food brand Blume came to Grant to help launch an entirely new line of products — gut-building water elixirs, offered in powder form and packaged in ready-to-mix packets. With probiotics, prebiotics and superfood ingredients, this new product (eventually named SuperBelly) was inspired by Superfood Latte's disruptiveness and offered an alternative to the status quo of so-called 'health drinks', which are often filled with sugars, fillers and artificial ingredients.

Infusing a subtly twisted and blurred gradient into the package design helped Grant nod ever-gently to guts. This acted as a subliminal identifier for intestines and microbiomes without being too literal. When building the colour palette, they took direct inspiration from the vibrant colours of the elixirs themselves. The result is a bright, vibrant blend that stands out on the shelf while aligning with a product that is anything but artificial.

With so much goodwill on the market, the client requested that Grant utilise their existing logo in the new brand. From a typeface perspective, they tested hundreds of potential hierarchies to ensure they didn't compete with or clash with the wordmark. When selecting typefaces, they focused on approachability, kindness, and brand function. Utilising a soft-edge serif as a subheader brought something completely new to the visuals.

4. Crumb by White Sky Studio

Location: Hackney, London, UK

Founded by Amy from the bakery Eat by Amy, Crumb is a newly opened hatch-style service, cookie, and coffee shop situated amongst the boutique shops and eateries of London's Camden Passage. It offers chunky plant-based cookies inspired by the legendary Levain Bakery in New York.

Amy turned to White Sky to create the brand's identity. The Hackney-based studio is known for its work supporting brands and organisations that better the planet, such as plant-based content creator Gaz Oakley, eco-friendly period brand TOTM, and accessible format provider Pia.

The Crumb brand identity was taken from an initial idea through to the launch of their first cookie shop on Charlton Place, London. The project features bold and vibrant photography from Rob White to represent the joy of eating Crumb cookies alongside a playful and loud identity crafted by White Sky.

5. One Living by Derek&Eric

Location: London, UK

One Living is a drinks brand founded in 2018 by England rugby legend Jonny Wilkinson as an extension of his own journey into the worlds of gut health, living foods and Kombucha. Despite the brand's success, its rigid identity was lacking clarity and beginning to creak around the edges as the portfolio expanded, so they turned to Derek&Eric to help turn things around.

Changing the brand name from 'No.1 living' to 'One Living' provided a cornerstone for the new identity system – manifesting first as the 1L icon. Acting as the bold centrepiece, the 1L anchors the variety of executions, whilst providing a window into the world of wellbeing.

Bright, inviting colours and crisp typography demonstrate the ambition to create a world in which everyone can share in the benefits of living foods. Nuanced and natural illustrations reflect the commitment to creating drinks that provide both efficacious outcomes and delicious experiences. Together, these assets combine to create a holistic beacon of positivity, both for taste and for health.

"Derek&Eric truly understood our vision for One Living," says Jonny Wilkinson. "The refreshed branding and packaging symbolises the One Living mission to create delicious drinks that are good for body and mind. They created a bold symbol and vibrant world for our movement in wellbeing and delicious drinks."

There's a sense of childlike wonder in the work of this Japanese illustrator, who's committed to challenging social norms through his art with wit and humour.

Japanese artist Ryohei Kadokura stands out as a fresh and innovative voice in the world of modern illustration. Influenced by Japanese manga, Western comics and poster illustrations, his style is characterised by playful, rounded forms and a subtle sense of fun that transcends cultural boundaries.

More broadly, his work evokes a sense of childlike wonder, encouraging viewers to explore beyond the familiar and question established norms. And this unique approach has led to collaborations with apparel shops and exhibitions at music events, showcasing the versatility and broad appeal of his art.

No right way

Ryohei's artistic journey is deeply rooted in his childhood experiences and his deeply felt desire to challenge the status quo. As he explains, "As people grow from kids into adults, they tend to believe they must fit into preconceived notions or conform to certain frameworks. However, ever since I was a child, I've felt uncomfortable with fixed ideas and the belief that there is a 'right way' things must be done."

This discomfort with conformity has become a driving force in Kadokura's creative process. His illustrations often feature unexpected elements that defy logic and convention, inviting viewers to embrace the absurd and reimagine the possible.

"It's absurd to depict a person floating in space without a spacesuit, but I embraced that idea," he points out. "I want to keep pushing beyond boundaries, breaking free from fixed notions, and creating interesting, unconventional expressions."

His artistic passion can be traced back to his childhood encounters with the works of Akira Toriyama, a renowned Japanese manga artist. "The excitement and thrill I felt when I first saw his works, characters, and incredible design sense are unforgettable," he reminisces. "Even now, I get excited whenever I see his magical creations."

The importance of humour

His inspirations today span the globe, and he cites artists such as Savignac, Fernando Botero and various satirical cartoonists as major influences on his work. "From them, I learned the importance of humour and the beauty of rounded, playful illustrations and designs," he explains. This diverse range of influences contributes to the cross-cultural appeal of Ryohei's work.

The artist finds his inspiration in the "small, everyday moments" of ordinary life, which grounds his work with a relatable quality and helps it resonate with viewers from all walks of life. "I also love music," he adds. So, I often draw inspiration from items such as records and build ideas from there."

At the heart of his artistic philosophy is a commitment to creating work that is genuinely interesting and emotionally impactful. "I'm passionate about humour and moving people emotionally," he explains. "When I look back at my past work, most of the things I regret or feel disappointed about come from one reason: they weren't interesting enough."

Transcending boundaries

Recognising the subjective nature of what people find interesting, Ryohei strives to create art that transcends cultural boundaries. "What people find interesting varies, and it often depends on where they're from, but I want to go beyond those cultural boundaries and share the humour I express with people all around the world," he says.

As Ryohei Ryohei continues to evolve as an artist, his unique combination of childlike wonder, boundless creativity, and cross-cultural appeal positions him as a rising star in the illustration world. His work reminds us of the power of art to challenge perceptions, evoke emotions, and connect people across cultural divides.

Plus, in a world that often feels constrained by convention, Kadokura's illustrations offer a refreshing invitation to break free, explore the absurd, and find joy in the unexpected.

Expand your typographical horizons with our curated list of the most popular independent foundries today, as chosen by the Creative Boom community.

When it comes to shaping the visual language of brands and narratives, typography is absolutely crucial. And while the best-known fonts and the major foundries have a lot to offer, it's often a good idea to shake things up by looking further afield.

If you're looking for experimental, unique and expressive ideas for type, independent foundries are a great place to start. So we asked the Creative Boom community to share their favourites, and in this article, we've brought them all together in one handy list.

Each foundry on this list not only offers an impressive collection of typefaces but also embodies the spirit of innovation and craftsmanship that constantly drives type design forward. From bold, experimental styles to classic serif revivals, these innovative studios are redefining the landscape of type design.

1. Type of Feeling

The newest foundry on this list, Type of Feeling was launched this summer by Jessica Walsh, CEO of the New York creative agency &Walsh, who was inspired by her own experiences of searching for typefaces for creative projects. Type of Feeling provides both a curated collection and custom typography services and emphasises the importance of unique typography in storytelling and brand identity. Seven carefully crafted typefaces are available, with more in development. For more details, read our news story on the launch.

Our font of choice: Jubel

Each typeface at Type of Feeling is designed to embody a unique emotional experience, illustrated through various visual mockups that help designers envision their application. Jubel (which means 'jubilation' in German) is a great example. Designed as an expression of joy and celebration, the thick strokes and lively curves exude excitement, and the 'e' almost smiles at you, reflecting a jubilant mood and celebrative feeling.

2. Grilli Type

Grilli Type is a Swiss type foundry established in 2009 by Noël Leu and Thierry Blancpain. Viewing themselves as graphic designers who run a type foundry, they create lovely minisites for each typeface, which showcase the fonts in context and allow them to tell their own stories. They work closely with other designers, and this collaborative spirit extends to their services, which extend beyond retail typefaces to custom type.

Our font of choice: GT Super

GT Super is a typeface inspired by display serif typefaces from the 1970s and 80s, particularly those created for phototype technology. It was designed by Noël Leu, who was inspired by a newspaper clipping featuring a unique lowercase 'a' with pointed terminals. Its flowing, organic curves and pointed terminals give it a distinctive character that stands out from traditional serif typefaces. Its ability to seamlessly transition from flashy headlines to highly readable body text makes it a valuable tool for designers working on editorial design and branding projects.

3. OH no Type Co

Founded in 2015 by James Edmondson, OH no Type Co was born from a desire to create expressive and unique typefaces. It's famed for making quirky and experimental fonts with character, such as Hobeaux (2015), Ohno Blazeface" (2019) and Cheee (2020), but has also released a few more mainstream typefaces such as Obviously and Degular. The company has continued to evolve, with James taking on extra staff in 2021-22, and is known for its positive presence in the graphic and type design world.

Our font of choice: Degular

Degular is a sans-serif typeface by James Edmondson that was released in 2020 and has been one of Ohno's most conventional fonts to date. In the foundry's own words, it "aims to fade into the background [like the finest Japanese-made white noise machine as you drift off to ~dreamland~]." Degular comes in seven weights and is available in three optical sizes, each in seven weights with matching italics.

4. Dinamo

Dinamo is a type design studio based in Berlin that offers retail and custom typefaces, design software and services, including custom typeface design, multiscript systems and logo design. Its team of graphic designers-turned-type makers are known for offering a value-based licensing model, introduced in 2020. Driven by research, experimentation and collaboration, Dinamo members frequently lecture and host workshops globally, and they received the Swiss Design Award in 2016.

Our font of choice: Diatype

Designed by Johannes Breyer and Fabian Harb, with support from Elias Hanzer, Erkin Karamemet and Renan Rosatti, Diatype is a warm yet sharp grotesk that's great for reading on screen. And we don't just recommend it: we use it ourselves on Creative Boom! It's available in a multitude of styles, including standard, compressed, condensed, extended and expanded widths, as well as mono and semi-mono variations.

5. Fontwerk

Based in Berlin, Fontwerk is a well-known foundry that focuses on high-quality, versatile fonts. "We love good design and believe that the best fonts are a crucial part of it, aesthetically as well as technically," they say. That's why we work with top designers from around the world to produce the highest-quality fonts." They also provide innovative font technology and type design services to agencies, designers, and brands.

Our font of choice: Nice

Designed by Jan Fromm, Nice is a versatile and expressive typeface inspired by baroque typefaces but modernised for contemporary use. Its four optical sizes (Micro, Text, Headline, and Poster) cater to different design needs, from small, legible text to large, impactful titles. Features such as generous x-heights, open forms, and proportional lining figures make it suitable for both digital and print.

6. Velvetyne

Velvetyne is a collective specialising in the research, creation and dissemination of open-source fonts, with a focus on experimentation. Through workshops, public engagements and collaboration with diverse authors, they create fonts and graphical objects under open licences. This allows designers to freely use, modify and redistribute fonts, aligning with their belief that typography should be accessible and not confined to commercial markets.

Our font of choice: Typefesse

Typefesse is a playful and provocative typeface in which the letters take the form of contorted, body-like shapes. This blends the visual language of the human body with the alphabet, resulting in a unique tension between readability and voyeurism, as the body-like forms both hide within and expose themselves through the letter shapes.

7. Pangram Pangram

Known for its modern, charismatic fonts, Pangram Pangram Foundry was launched by designer Mathieu Desjardins in 2015 with the belief that "mastery is forged through practice". Its approach enables those who use typefaces the most (designers) to play and work with the free fonts in their entirety. However, once these fonts are used in a commercial project, you need to buy a license.

Our font of choice: Editorial Sans

Editorial Sans is a retro-modern face that blends classic charm with contemporary design. Its sleek sans-serif look makes it ideal for projects requiring both elegance and modernity, such as editorial layouts, branding, web design and advertising. Pairing it with its serif predecessor, Editorial New, makes for a clean and cohesive balance of typographic forms.

8. Klim Type Foundry

Founded by Kris Sowersby in 2005 and based in Wellington, New Zealand, Klim creates typefaces rooted in the ethos of "a thing well made." Their designs blend historical knowledge with contemporary craftsmanship, viewing the alphabet as a flexible concept expressed through all typefaces. They've designed custom fonts for international clients such as the FT, PayPal and National Geographic, and their fonts are included in Apple's operating system.

Our font of choice: American Grotesk

American Grotesk is a modern interpretation of Franklin Gothic, a typeface rooted in American graphic design history. It preserves many characteristics of the latter, including its medium contrast, angled terminals and compact proportions, while modifying some features, such as smoother curves in certain letters.

9. The Designers Foundry

Popular for its wide range of modern and functional fonts, The Designers Foundry has been offering quality, accessible, and interesting typefaces since 2012. Founded in Canterbury, New Zealand, by Daniel McQueen, its clients include Apple, BBC, Disney, Nike, Netflix, MTV, Virgin, Random House, Hugo Boss, and GAP.

Our font of choice: Goodman

Goodman is a revitalised version of Gesh Ortega Roman 275, originally designed by Gerhard Schwekendiek. Designed by Ethan Nakache, it's characterised by a captivating emphasis on rhythm, highlighted by the interconnected serifs of its stems, which form a distinctive ellipse similar to the curve in the letter 'n'.

10. All Caps

AllCaps is a collective focused on developing research-informed typefaces. Its work takes shape through a collaborative process informed by research and a connection to visual culture and technology. Its output has been honoured by the Swiss Design Awards, Morisawa Type Design Competition and the Brno Biennale Award, and the group leads workshops in design schools around the world.

Our font of choice: Youth

Youth is a contemporary typeface inspired by the Bauhaus style of the phototypesetting era. It is characterised by its dynamic rounded corners and lively proportions, which lend it a unique energy, especially in bold cuts. While it has a systematic appearance, it is not modular; instead, it features optically corrected curves that enhance its contemporary balance, improving on its film-based predecessors. With a high x-height, Youth is well suited for headlines and lead paragraphs.

11. Production Type

Based in Paris, Production Type is a digital type design agency known for its cutting-edge fonts and collaborations. Founded in 2013, it creates both retail type for design professionals and custom typefaces for the industrial, luxury, and media sectors.

Our font of choice: Wigrum

Wigrum is a sans serif typeface created in 2011 by Anouk Pennel and Raphaël Daudelin of the Montréal-based design studio Feed, initially for the book design of a Daniel Canty novel. The typeface draws strong inspiration from the geometrical sans serifs of the 1930s while incorporating contemporary influences. The font aims to infuse a "humane" quality into geometric design, featuring straight, rational shapes along with optical corrections.

12. Tüpokompanii

Tüpokompanii is a type design studio based in Tallinn, Estonia, that specialises in custom, Latin and Cyrillic type design. Founded in 2022 by Andree Paat and Aimur Takk, the practice provides retail fonts, custom type design services, and education services. It embraces a "mistake-driven" approach to uncover new possibilities in typographical design.

Our font of choice: Vitamiin

Vitamiin is a versatile 'Semi-Softie' typeface featuring an uncommon mixture of rounded and sharp elements: its creators describe it as "a cross between a 'Humorous Humanist' and 'Giggly Geometric'." The font family is designed as a uniwidth system, so each glyph shares the same metrics across all styles, causing no text reflow no matter the weight or slant angle being used.

13. Public Type

Public is a collective of typeface and graphic designers made up of Michael Cina, Karl Engebretson, Matt Desmond, Stefán Kjartansson, Shiva Nallaperumal and Lauren Graycar. Advocates for curious discovery and type design, they work on custom typefaces for companies of all shapes and sizes. They also facilitate workshops and allocate a portion of their profits to fund scholarships for aspiring designers in need of support.

Our font of choice: Skol

Skol is a stencil typeface family with variable widths. It was designed in 2012 to create a typographic and contemporary look to a stencil, and boasts a variable axis to help you set that perfect line of type.

14. 205TF

A small French foundry known for its high-quality fonts, 205TF's work embodies a distinctive French spirit in its designs. The foundry focuses on quality over quantity, offering a curated selection of typefaces to promote greater recognition for its creators.

Our font of choice: Plaak

Designed by Damien Gauthier, Plaak draws inspiration from the diverse lettering of French street nameplates. The designer has long been fascinated by these oft-overlooked letters, which showcase a variety of forms despite appearing to follow a standard typeface.

15. TypeMates

TypeMates is a font foundry founded by Lisa Fischbach, Nils Thomsen, and Jakob Runge in 2015. It operates from various locations across Germany. It offers versatile fonts for digital use, with a focus on modern design. They believe that typefaces serve as a visual language with emotional resonance rather than being merely functional, and their portfolio includes work for prominent brands such as Red Bull, Lego, and FC Bayern München.

Our font of choice: Halvar

Halvar is built for adaptability, making it suitable for complex corporate identities and specific applications. It includes a stencil display version for industrial use. The font's technical design allows for consistent word spacing across various weights, which is useful for tasks like annual reports and interface design.

16. VJ Type

Born out of the design studio Violaine & Jérémy, founded by Orsoni and Schneider, VJ-Type is an independent foundry based in Paris known for its bold and experimental fonts. In its own words, its mission is guided by an "irrepressible inclination for an expressive, elegant and impeccably balanced aesthetic".

Our font of choice: Voyage

Voyage is a romantic and curvy display typeface that's a good option for both headlines and short to medium-length text. From the adventurous eye of the lowercase 'e' to the curly 'h', this typeface is characterised by delicate hairlines for maximum contrasts.

17. Arillatype

Arillatype.Studio is a type design studio based in Málaga, Spain, renowned for its transparent pricing and friendly service. Comprised of an international team with decades of creative experience, the foundry specialises in creating contemporary retail typefaces and custom fonts and collaborates with designers and agencies globally.

Our font of choice: Gambit

Optimised for branding and editorial design, At Gambit is a sophisticated typeface characterised by its sharp, confident appearance combined with graceful, delicate features, achieved through high contrast and angular wedge serifs. It navigates elegant design territories while incorporating bold gestures and intricate details. Customisation, language extensions and special licensing options are available upon request.

18. Nodo Type Foundry

Famed for its functional, geometric fonts, Nodo Type Foundry was created in Buenos Aires in 2015 by Ariel Di Lisio and Aldo Arillo, who'd been collaborating for four years on various graphic design projects. They believe that "Type is the possibility of finding intention in each letterform, throughout the world's endless pursuit of expression… it is the basis from which identity grows into its entirety."

Our font of choice: NT Ciceron

NT Cicerón is a display typeface inspired by the heritage of typography masters such as Didot and Bodoni. It embodies a grandiose contrast in both its creative approach and its geometric details and is notable for its atypical features, such as the diagonal stresses that juxtapose within thick and thin strokes near its angles.

19. FontShare

Fontshare is a free font service from the Indian Type Foundry (ITF). It makes high-quality, technically sound fonts accessible to all for both personal and commercial use. Between 2014 and 2016, it released several popular open-source fonts, including Poppins and Khand.

Our font of choice: Clash Display

Clash Grotesk Display is a sans serif font family designed for large sizes, featuring six styles ranging from Extralight to Bold. Its neo-grotesk design is distinguished by very small apertures in the letterforms, which provide visual appeal without being overly dramatic. This makes it suitable for both corporate identity projects and editorial designs.

20. Playtype

This Danish type foundry has more than 20 years of experience crafting fonts for print and digital. Known for crafting bespoke typefaces for global brands, it boasts an extensive online library of fonts available to individuals, graphic designers, and companies.

Our font of choice: Symphony

Characterised by Roman capital proportions and short-carved serifs, Symphony is a transitional serif that pays homage to classic movie titles. The family contains six different weights and their italic counterparts, as well as multiple swashes and stylistic sets.

Notable mentions

The 20 independent type foundries listed above are the ones the Creative Boom community were most enthusiastic about. But there are a few more notable mentions we couldn't possibly leave off this list...

Type Department

Type Department is the independent marketplace of type-focused creative media company TYPE01. Formed in March 2020, it is an extension of TYPE01's passion for championing typographic creativity. Its fonts have been chosen by brands such as Universal Music Group, Sony Music, Wired Magazine, Pentagram, and ABOUT YOU.

Brandon Nickerson Studio

Brandon Nickerson is a graphic designer living in New York City who's worked in-house for brands such as Harry's and DagneDover and freelanced for brands such as Cat Person and Nickelodeon. He has many excellent fonts for sale on his website at an affordable price for graphic designers and freelance designers.

Fat Type

Fatype is a digital type foundry established in 2012 by two passionate type designers, Yassin Baggar and Anton Koovit, born in Estonia and Switzerland, respectively. Specialised in typefaces of visual and historical relevance, they've designed custom fonts for Balenciaga, Lancel, Condé Nast, Google, the Republic of Estonia and others.

In-House Type

With over a decade of experience in type design and multilingual development, Inhouse Type offers flexible solutions to meet clients' needs, whether for startups, brand refreshes, or new projects like Netflix shows. Based in the UK, the company is committed to positivity and diversity and is a member of 1% for the Planet, supporting environmental initiatives.

Lift Type

Lift Type is a French digital type foundry founded in 2014 by Romain Oudin. It offers retail or custom fonts, and sometimes free limited-edition typefaces for specific events. There are some lovely fonts to choose from. We personally love Sans Plomb, a font family inspired by French roads of the 1980s. And Tartuffo is pretty gorgeous, too. Lots to explore and play with.

When we hear the line, 'Maybe she's born with it, maybe it's...', it's safe to say that most of us know it's Maybelline. But on reflection, was that ever a good angle for young people? A new campaign by Nice and Serious takes the makeup brand into a new era with a fresh approach to mental health.

Is it really a surprise that social media has negatively impacted a generation of youngsters? The stats certainly don't lie: a shocking 73 per cent of Gen Z struggle with anxiety and depression, and that's only exacerbated by an increased amount of time on social media and the pressure to look good.

But even though there's a correlation between social media and self-esteem, for 40% of young people, these platforms have a positive influence by doubling up as spaces to source mental health advice. And that's where Maybelline's ongoing Brave Together initiative steps in, hoping to empower young people by making mental health support more accessible than ever.

To mark World Mental Health Day, its latest campaign film, 'Reconnect With You', seeks to promote its youth charity partner, Ditch the Label, known as the internet's safe space for support when social media stops feeling good.

Behind the work is creative agency Nice and Serious, who collaborated with Maybelline to bring together a team of 16-24-year-olds and provide insight and input into creative decisions, "allowing deeper insight about the dual power of social media," it says.

The film spotlights the split relationship young people have with social media, showing one character playing both the positive and negative influences of social media on screen at the same time. It's a clever approach that encourages youngsters to examine how their online habits make them feel and seek support via Ditch the Label when needed.

Nice and Serious brought in production house Spindle to bring the film to life – one that ditches the glossy aesthetic to be shot instead on 35mm for a grainer, less polished finish, adding another layer of "authenticity".

"Collaborating with the target audience, it became clear that we needed to create a judgement-free film," says Lily Peters, associate creative director at Nice and Serious. "One that wouldn't label heavy social media activity as bad per se but plays out the familiar two-sided story. Part of this included a nod to the value of self-connection, something many felt lost in the thick of socials. As the piece evolved, we consulted our council to make sure it felt true to their lives from locations to messaging style."

She adds, "To convey this complex narrative concisely, we went deep into the world of one character, showing the emotional contrast created by how they engage with social media. The visceral nature of the film reveals the truth of many Gen Z, hopefully helping them feel seen, heard, and safe in the knowledge that there is support out there."

On the style of the film itself, Molly Burdett from Spindle said: "We crafted distinct moods for each side of the frame through nuanced lighting choices using cooler, darker tones on the right and warmer hues on the left. We used contrasting soundscapes to capture the light and dark of these two worlds, using negative internal voices to emphasise the darker, harmful online experience, while a brighter, more joyful soundscape underscored the girl's positive social interactions."

ROLI makes musical instruments like no one else, giving musicians the freedom to create new sounds. A new identity by DixonBaxi helps to convey that mission more clearly.

Bored of using the same old musical gear? Since I visited the Ice Music Festival in Norway, where all the instruments are made of ice, I've been fascinated by the sonic possibilities of switching up your apparatus. And that's exactly what ROLI specialises in: new types of instruments that let you play music in fresh and exciting ways.

Imagine a keyboard that feels more like a squishy, rubbery surface. You can press and bend the keys to make different sounds, just like a string instrument. ROLI also makes other instruments that let you control multiple things at once, such as pitch, loudness, and even how long a sound lasts. This opens up a whole world of possibilities for musicians to create unique and expressive sounds.

Recently, they turned to London-based creative agency DixonBaxi to shape a new identity for the company and unify what was at that point a fragmented brand.

The brief

For over six months, DixonBaxi worked closely with Roland Lamb, ROLI's founder, on the new identity. The goal was ambitious: to create a brand that unites ROLI's diverse audiences with a shared belief in music's power to bring people together.

At the heart of the collaboration was Roland Lamb's dream of empowering one billion people to make music. Through a collaborative process, DixonBaxi distilled his philosophy, vision and ambitions into a cohesive brand strategy.

Brand strategy

This new strategy was based on the idea of unlocking music's true potential for people everywhere. This would help create a brand that resonated with everyone from Grammy-winning artists to beginners, investors to professionals.

While these groups are all very different, what unites them is their desire to express themselves, to "free the music" within them.

This insight became the brand's core idea: ROLI is here to help people express their inner music without the pressure of perfection.

Logo and graphics

Central to the rebrand is a logo that invites people to 'Free the Music' and reflects how ROLI has always been about innovation, from reimagining the keyboard with the Seaboard to developing tools that change how we interact with sound.

The new brand identity reflects these ideas through a symbol inspired by five piano keys – a visual representation of musical possibility.

"I'm thrilled that we have crafted such a pure symbol," says senior designer Jas Welsh. "What excites me most is that we've created a brand that feels poetic, elegant, and premium – not like typical tech. Above all, it's accessible, which was crucial to the project's success."

The new identity, rooted in the keyboard motif, expands into an intelligent, tactile system that engages every audience. It purposely uses subtle, tactile colours that depart from the usual vibrant hues of tech brands to create a warm, approachable aesthetic that evokes the experience of playing a ROLI instrument.

Based on cues from the 'Circle of Fifths' in music theory, DixonBaxi developed a flexible colour system that adapts to ROLI's wide range of audiences. Darker, more vivid tones appeal to professional creators, while lighter, playful colours invite learners. This adaptive palette mirrors how musical chords combine to create harmony, reflecting ROLI's mission to make music accessible to all.

The new brand's motion language, meanwhile, is inspired by how ROLI's instruments are defined by their unique gestural controls. The same Five Dimensions of Touch used by musicians to create melodies are reflected in the distinct animation behaviours across ROLI's marketing and digital experiences.

Tone of voice and naming

When it comes to tone of voice, ROLI's new voice is warm, encouraging, and direct, cutting through the often technical jargon of music technology. The focus is on simplicity and earnestness, speaking to the heart of why people make music: to connect with themselves and others.

Overall, the new identity unites what had been a fragmented product family. Together with ROLI's teams, DixonBaxi united two siloed parts of the business and streamlined the product ecosystem, integrating a consistent naming and identity system.

This makes it easier for musicians at every level to find the right tools and feel a connection to the brand. The new logo system, meanwhile, brings cohesion where there was once fragmentation, creating a more sophisticated and unified product experience.

"We are thrilled to have found a brand expression that represents our deep intention to make the world more musical," says Roland Lamb, co-founder and CEO of ROLI. "This refreshed brand identity positions us to bring to life an exciting roadmap of musical products that utilise our Music Intelligence platform to expand the possibilities of music learning and creation for all, starting with ROLI Airwave."

If you want your art to mean something yet still get paid for it, this Indian designer and illustrator offers an example to follow.

Want to work for big brands yet still create game-changing and thought-provoking art? It sounds like a circle that can't be squared, but the work of Noopur Choksi suggests otherwise.

A visual designer and illustrator from India, she's currently based in Baltimore, USA. With a passion for creating immersive brand experiences and emotive multimedia narratives, her work reflects her experimentation with typography, narratives, and image-making.

Working for big-name clients including Google, Paypal, Bandcamp, Disney and Fanta, she uses visualisation to externalise the often intangible, energetic, emotional environments of her subjects. She gravitates towards stories that depict a surrealistic and intimate representation of human nature.

Generating discourse

Noopur graduated in 2016 with a BA in Graphic Design from the National Institute of Design (NID) in Ahmedabad, India, and this year completed an MFA in Illustration Practice from the Maryland Institute College of Art (MICA).

Music, science, drag, fashion, and narratives of feminine power inspire her work. She strives to create visuals that challenge perception, push boundaries, and are not afraid to be strong, unapologetic, and layered in their interpretations.

"I like to think of creative expression as a complex human emotion that empowers our ability to experience, introspect, imagine, communicate and make sense of the world," she explains.

"The process of design contextualises artistic expression into meaningful visual solutions that can convey information and ideas or generate discourse. I believe my illustration practice lies at the intersection of art and design."

Exploring the grey areas

Illustration, to her, is "a process of dissection and discovery, exploring vulnerabilities and fragilities as transformative experiences [...] I strive to expand visual thinking, layering meanings to challenge perception. I merge artistic disciplines like music, fashion, and animation into my work, aiming for depth and engagement beyond the two-dimensional."

Central to her art is a commitment to social dialogue and cultural shaping, confronting themes of self-perception, gender, and power dynamics. She challenges regressive norms and society-imposed stereotypes, celebrating complexities and promoting inclusivity.

"Through my work, I explore grey areas of societal expectations, adding vibrancy and warmth to digital and analogue mediums," says Noopur, whose work has been recognised by the American Illustration Awards. "I aim to foster visual literacy, encouraging reflection and connection, addressing contemporary issues with a conscientious approach."

In short, Noopur is not just making pretty pictures; she's out to change the world.

"Informed creative expression can address modern anxieties and drive positive change," she believes. "My illustrative practice seeks to develop a multimodal approach to visual communication, emphasising self-awareness and reminding us that 'looking' is not always the same as 'seeing'."

The digital-first studio draws the human narrative out of a highly technical story to better sell it to the public.

Let's face it: data analysis hardly sounds like the sexiest of subjects. But often, it actually is. Take Sonder, formerly Consumer Insight, a company that transforms complex data into meaningful insights through human-centred research.

When you dig down into that, it means their work is all about understanding how people behave and why they do what they do. And who isn't interested in that?

Their old brand and name, however, no longer reflected their forward-thinking approach. They needed a fresh identity, tone of voice, and name to match their progressive vision. And so they turned to OHMY, a digital-first design studio based in Warwickshire that "builds brands, websites and apps for ambitious businesses" to craft a new identity. Joe Burke, creative director of OHMY, explains how they went about it.

Unique stories

The company, at this time known as Consumer Insight, had been operating under that name for two decades and felt it no longer reflected its identity. Having just completed a significant internal positioning process, it approached OHMY as a long-term partner to help bring its new direction to life both verbally and visually.

This rebranding coincided with several pivotal achievements, including becoming a B-Corp and being listed in The Sunday Times' top 100 places to work.

"The company's core values, Tidy, Restless and Human, were central to our approach," explains Joe. "We ensured these values flowed through every aspect of the design."

"'Tidy' meant we created a strict grid system for layouts and illustrations, reflecting their methodical approach to research. 'Restless' meant we incorporated hand-drawn elements that occasionally break out of the grid confines, adding expression and dynamism. And to make it 'Human', we developed a "Tapestries" illustration system using photographs, moments, and memories to celebrate the complexity of human experiences."

Logo and typography

For the logo design, the team focused on creating a strong wordmark based on Aro from Good Type Foundry. "We chose this typeface for its sense of authority, providing a robust foundation for this people-first business," explains Joe.

"The wordmark acts as a grounding element amidst the vibrant design," he adds. "It's something the staff can rally behind like a flag. We knew there was a lot going on with this design, so we wanted something strong to anchor it."

Helvetica Neue, meanwhile, was used as the primary typeface, along with Courier New as a supporting typeface. "This combination works perfectly within the client's main output medium: PowerPoint-based research documents," says Joe.

"Helvetica Neue offers clean readability, while Courier New adds a classic typewriter feel, reminding readers of the human touch behind the work. This approach allows the company to maintain brand consistency using system fonts, eliminating the need for fallback options."

Colour palette

OHMY gave the new designs a striking black-and-yellow colour scheme. "Aesthetically, the colours interact to create energy, mirroring Sonder's restless nature and fascination with people," says Joe. "The vibrancy and diversity of the palette celebrate the uniqueness of each individual's story, which is at the core of Sonder's work.

"Practically, the variety of cohesive colours is crucial for the company's day-to-day operations, which, as I mentioned, involve PowerPoint presentations and research documents," he continues.

"This range allows for engaging data visualisation, ensuring that charts and diagrams remain visually distinct and interesting throughout detailed research presentations. It gives Sonder's team the flexibility to create visually appealing and informative materials that maintain audience engagement, even when dealing with complex data sets."

Naming and UI design

So, how did they come up with the new name? "We developed creative territories based on the brand strategy and conducted naming workshops within each," says Joe. "Our goal was to think laterally and push the boundaries of the company's comfort zone.

"The name Sonder had been considered by the founders previously, and its meaning perfectly encapsulated their storytelling approach to market research," he adds. "The concept of 'sonder' is the realisation that each passerby has a life as complex as our own. This beautifully aligned with their people-centric philosophy."

As for UI design, OHMY'sOHMY aimed to "create an experience that fully reflects the brand without watering it down for digital platforms," says Joe. "We were fortunate to have the client's buy-in to create layouts that pushed conventions while still working within their wider marketing funnel."

He lists the key priorities for the website redesign. "Modularity: using a strict grid system for layouts, allowing for dynamic compositions while maintaining simplicity in application. Visual interest: incorporating hand-drawn elements and the 'Tapestries' illustration system to create engaging designs. Data visualisation: developing a colour palette that ensures charts and diagrams remain visually distinct and interesting. And brand values representation: reflecting the company's values of Tidy, Restless, and Human throughout the UI, including animations.

The new brand elevates Sonder's status and conveys the notion that research is as fascinating as the people behind it, helping Sonder expand into new markets.

Lauren Carter, CRO of Sonder, doesn't mince her words. "OHMY have been fucking brilliant," she says. "The team did an absolutely unbelievable job on our brand and website. They were a breeze to work with throughout the entire process. We couldn't be happier with the results."

Research has found that 91 per cent of creative professionals seek a reliable way to attach attribution to their art and design. Adobe's soon-to-launch Content Authenticity is a tool that may just offer that solution.

Today, Adobe has introduced its Content Authenticity web app, which enables creatives to protect their work by attaching evidence proving it could have only been done by them. It works through Content Credentials – something like a nutrition label, but for digital content, it acts as secure, tamper-evident metadata that anyone can attach to their work to share information about themselves and provide context about how their content was created and edited.

The need for such Content Credentials has only become more urgent in recent years, as an increasing number of deepfakes, voice cloning, and various other synthetic media leave us scratching our heads and wondering what's real and authentic.

Content Credentials are part of a growing ecosystem of technologies available through the Content Authenticity Initiative (CAI), whose mission is to "restore trust and transparency in the age of AI". Adobe, along with CAI members in media, creativity, and the wider public, is "dedicated to restoring trust online by creating a standard way to share digital content without losing key contextual details such as who made it and when and how it was created". It makes sense. It explains why, alongside the CAI, Adobe co-founded a standards development organisation, the Coalition for Content Provenance and Authenticity (C2PA), to develop what it describes as an "open, global standard for sharing this information across platforms and websites" – beyond just Adobe products. Content Credentials is deemed an implementation of this standard.

It's certainly becoming a valuable tool for publishers, allowing them to provide key information about digital content to help consumers assess its trustworthiness. Now, with this new web app for creatives, Adobe is opening up the system's full potential to help the creative industries protect their work from misuse or misrepresentation and build a more trustworthy and transparent digital ecosystem for the world.

Of course, we can't ignore recent developments with Adobe that have angered some parts of the creative community. Nor that after a user backlash, it was forced to clarify how it will use creators' work.

The positive message continues in today's update, as Adobe says it is "dedicated to responsibly developing tools that empower creators to express themselves and tell their stories while helping address their concerns". It even carried out a study to get some feedback from creatives on generative AI and one of the standout insights was rising concerns over unauthorised sharing of their work or misattribution with 91% of creators seeking a reliable method to attach attribution to their work. Additionally, more than half (56%) of creators said they are worried about their content being used to train generative AI models without their consent. Quite right.

"Adobe is committed to responsible innovation centred on the needs and interests of creators," says Scott Belsky from Adobe. "Adobe Content Authenticity is a powerful new web application that helps creators protect and get recognition for their work."

Adobe describes the web app as a "simple, free and easy way for creators to protect their work". It was developed in close collaboration with the creative community, "incorporating their feedback at every stage" through one-on-one listening sessions, group discussions, user experience testing, and more, to ensure it is "truly built by and for creators".

Anyone who uses Photoshop, Lightroom, and Firefly will see that each tool already supports these Content Credentials. The new web app will also integrate with these Creative Cloud apps, acting as a central hub for managing and protecting work.

So, aside from applying content credentials quickly and easily to images, audio, and video files, what are the biggest benefits of the Content Authenticity web app? Well, creators have control over the information included, such as their name, website, and social media accounts, and Adobe plans to offer more customisation options in the future.

And here's where it gets especially interesting. Through the app, you can set your 'Generative AI Training and Usage Preference' – as in, you can opt out. Adobe states that it only uses such training for Adobe Firefly, its "family of creative generative AI models", on content it has permission to use — never on customer content. So, if that isn't for you, simply say so.

However, as we all know, not all generative AI models on the market follow this approach. With the Generative AI Training and Usage Preference in the web app, however, creators can use Content Credentials to signal if they do not want their content used by or to train other generative AI models on the market.

Correct me if I'm wrong, but this feels like a big shift for Adobe, given we asked you a year ago whether they'd become the "frenemy of creatives". The company claims it is actively working to drive industry-wide adoption of this preference so that other generative AI models that support it do not train on or utilise creators' work. Spawning, an opt-out aggregator for generative AI, has also said "it's committed to recognising this preference".

It all feels super positive, but can Adobe and others be trusted? Particularly when you step back and consider the long-term business plan of global software motivated by profits. It's possible that we can because, in addition, content marked with this preference indicating that the creator "does not want their work used for generative AI training" will not be eligible for submission to Adobe Stock either. For clarification, Adobe states that Firefly is trained on "licensed content from Stock", and this preference "helps ensure that Adobe respects creators' content use choices".

Now, how about checking available Content Credentials easily while browsing the web? Adobe is releasing a Content Authenticity extension for Google Chrome, and there's an Inspect tool within the web app to recover and display any Content Credentials associated with any content posted online, including edit history when available. Wow.

The whole system promises to be durable, too. Any Content Credentials applied with the web app stay securely connected to the creator's work throughout the content lifecycle and can be recovered "even if the provenance information is removed or when someone takes a screenshot of the content." How does that work? Apparently, it's a combination of digital fingerprinting, invisible watermarking, and cryptographically signed metadata.

So, we've got your attention. When is Adobe's Content Authenticity web app available? A free public beta will officially launch in early 2025. You can learn more about the tool and sign up here to be notified when it is available. Meanwhile, a free beta of the Content Authenticity extension for Google Chrome is available starting today.

How do you explain the cool features of a new range of gaming computers? Personify them as superheroes, of course.

You've probably heard a lot of people recently say that the superhero craze is on the wane. And in one sense, they're right. In the 2010s, Marvel utterly dominated cinema with movies like Avengers Assemble and Black Panther. But in recent years, they've seen releases such as Ant-Man and the Wasp: Quantumania, The Marvels and Madame Web take a tumble at the box office.

None of this should be surprising. The first Iron Man film came out way back in 2008, so the kids who watched that one are now the parents. And now the next generation of kids (aka Gen Alpha) has come along, who are naturally going to want something different.

But that doesn't mean superheroes are going away: there's still a huge fandom out there, even if the quality of the latest movies may fail to meet that need. And ad giant McCann is clearly alive to this. Because in its new pre-Christmas campaign for computer brand Acer's new Predator Gaming PC range, they're front and centre.

Computer features as superheroes

The twist here is that McCann has personified product features of these gaming computers as unique characters within a new superhero squad: 'Predator Force'.

The agency deployed engaging storytelling and used 2D animation to bring a superhero group called The Predator Force to life. These five characters showcase the distinctive features of Acer's Predator range while connecting with the gaming community's need for flexibility in the tech they use.

Why five? The tagline is "Every gamer has a different boss to battle", and the Acer Predator range recognises that different gamers will be excited by different features in the new computers. So, they're offering five different 'superpowers' for every gamer to represent this spread.

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Yes, it might all sound a bit naff. But the execution is pretty decent; it feels like superhero fans created and designed it and wouldn't look out of place on a comic book shelf. The copywriting hits the right notes, too. And honestly, can you think of a better way to talk computer specifications that isn't deathly boring and dull?

It also seems well targeted, given the likely crossover between superhero enthusiasts and people whose main use for a computer is to play games on it. And ultimately, will anyone get that upset about the idea of an animation made purely to sell stuff... Transformers, anyone?

Immersive narrative

Vincent Lin, associate vice president of global product marketing and planning at Acer, explains the thinking behind the campaign. "In order to connect with our gaming audience, we needed to create content that showcases our innovative range of features but in a fun and engaging way," he says. "McCann Demand helped bring that vision to life with a creative approach that captures the essence of our products while driving awareness and engagement during a key sales period."

The campaign launched across social media in time for the pre-festive season—a key sales period for the gaming industry—with a range of supporting assets, including digital banners and a comprehensive campaign playbook.

Flick Duncan, managing partner at McCann Demand, adds: "We were thrilled to collaborate with Acer on this campaign. By focusing on building an immersive narrative, we were able to successfully highlight the stand-out features of the Predator Gaming range in a way that resonates with gamers."

Dutch illustrator Ellis Tolsma mixes retro nostalgia with modern aesthetics through bold, playful illustrations and experimental risoprints. She also runs Studio Misprint, where she pushes creative boundaries and gives back to the creative industry.

In Ellis Tolsma's world, bright colours and bold designs enjoy a merry dance with imperfection. The freelance illustrator and visual artist from the Netherlands has built a career around embracing the beauty of mistakes and injecting playfulness into each and every project. Through her unique mishmash of retro and modern, alongside her deep love for risoprinting, she's landed on a unique style that's gaining a lot of attention.

But her journey began with a simple admiration for vintage illustrated books. "I started collecting old books with beautiful covers in school," she recalls. It wasn't long before her love for these tactile treasures turned into a desire to create her own visual stories. "I realised pretty quickly that the artists behind those stunning book covers had the career I wanted for myself." From that moment, her path was clear: she would become an illustrator.

Risoprinting became a turning point in Ellis's creative process. "With risoprinting, it's really easy to let go of the perfectionist in me," she says. The vibrant colours, unpredictable textures, and slight misalignments that come with the process give her illustrations a tactile quality that digital methods simply can't replicate. "It also allows me to create pieces that feel more real, more alive." It's this unpredictability that gives her work its distinct, playful character.

When she isn't serving clients and hitting deadlines, she also runs Studio Misprint, a small riso studio in Utrecht, where she's based. It's there that she loves to give back to the creative community by teaching others about the old Japanese printing technique. The studio, named after the 'misprints' she celebrates, is a space for experimentation and teaching. Through workshops, Ellis encourages others to break free from the pressure of perfection and focus on the joy of creation. "I always tell people that they shouldn't worry too much about the result because it's going to look great anyway."

Ellis's playful spirit drives her to constantly push the boundaries of her art. She's recently begun blending risoprinting with animation, bringing her bold designs to life in unexpected ways. "I like to challenge myself by allowing playfulness to take the lead," she says. Bringing together animation and 3D techniques has added exciting new dimensions to her work, and while she's still exploring, it's clear that this direction has opened up fresh creative possibilities.

Among her many projects, Ellis is particularly proud of her personal zine, Stardust, which explores feelings of powerlessness and frustration. The project allowed her to experiment with new colours and forms, resulting in something deeply personal. "It was like a culmination of a lot of themes I've been working with," she explains. Equally fulfilling was a recent campaign raising awareness about sexual assault, a project that allowed her to use her art to create impact.

As Ellis looks to the future, she dreams of working on public art and larger projects that involve both her experimental style and community engagement. "A dream project would be something that brings people together in a shared creative experience," she says. Ellis is also eager to continue her journey into animation.

Whatever happens next, Ellis is keen to embrace those unexpected outcomes that make her art feel alive. Through her studio, workshops, and evolving practice, she is inviting others to join her in celebrating the joy of creation, one playful misprint at a time.

These practical tools and platforms can help you maintain a healthy work-life balance whilst managing the pressures of the creative industry.

This week is National Work Life Week 2024, an annual event that promotes work-life balance and well-being in the workplace. Since this issue affects all creatives, we were keen to participate.

To that end, elsewhere on Creative Boom, you'll find top tips to help creatives achieve work-life balance and ten brilliant books that can help in that mission. To round things off, below, we've compiled a list of nine essential resources designed to help you manage stress and improve your work-life balance.

Because let's face it: even if things are going okay for you at the moment, this is an industry in which it's easy to get caught up in a whirlwind of tight deadlines, demanding clients, and the constant pressure to innovate and stay relevant.

Yes, we love our work. However, the unique challenges it presents can also lead to high levels of stress and, if left unchecked, burnout. So, the importance of finding an equilibrium between the demands of our career and our personal well-being cannot be overstated.

After all, we know deep down that it's only when we're well-rested, mentally refreshed, and emotionally balanced that we can produce our best work. These resources offer practical solutions to help ensure your passion remains a source of joy and fulfilment rather than one of stress and exhaustion.

1. Mindfulness and meditation apps

Headspace

Headspace offers guided meditations designed to reduce stress and increase mindfulness. This makes it a good option for creatives looking to clear their minds and regain focus during busy workdays. The app even provides specific meditation series for creativity and productivity, helping you tap into your flow more easily.

With its user-friendly interface and variety of session lengths, Headspace makes it easy to incorporate mindfulness into even the busiest schedules.

Calm

This app offers not only guided meditation but also sleep stories and calming music, making it ideal for unwinding after a long day or before a big deadline. Calm's 'Daily Calm' feature provides a new 10-minute meditation each day, perfect for establishing a consistent mindfulness practice.

The app also includes breathing exercises and stretching routines, offering a holistic approach to stress management for creatives.

2. Time management tools

Toggl Track

Toggl Track is a simple yet powerful time-tracking tool that helps you understand where your hours go each day, making it particularly useful for freelancers juggling multiple clients and projects.

The tool offers detailed reports and insights, allowing you to identify time-wasting activities and optimise your workflow. And it integrates with numerous project management tools, making it easy to incorporate into your existing work processes.

RescueTime

RescueTime runs in the background of your computer or phone, tracking the time you spend on various apps and websites. This can provide valuable insights into your most productive periods and uncover where you might be wasting time.

The app's 'FocusTime' feature allows you to block distracting websites during designated work periods, helping you maintain concentration. RescueTime also provides weekly email reports, giving you a bird's-eye view of your productivity trends over time.

3. Digital detox tools

Forest

Forest encourages you to stay off your phone by planting virtual trees during focused work sessions. If you leave the app before the timer ends, your tree dies. A bit like an arboreal Tamagochi, then, it's perfect for keeping you focused.

As a bonus, Forest partners with real-tree-planting organisations, allowing you to contribute to global reforestation efforts through your focused work sessions.

Freedom

Freedom blocks distracting websites and apps across all your devices, allowing you to focus on work or rest. That makes it ideal for when you need to take a break from social media and emails.

Furthermore, the app offers customisable blocklists and schedules, enabling you to tailor your digital detox to your specific needs. Freedom also syncs across devices, so you don't get distracted by any of them.

4. Physical health tools for stress management

Daily Yoga

Daily Yoga is an app that offers guided yoga routines that can be done at home or in the office. These routines help reduce tension and improve focus, making them perfect for creatives dealing with stress.

You'll find a wide range of classes for all skill levels, from beginner to advanced, and specific routines for stress relief and boosting creativity. The app also offers meditation sessions and a supportive community forum, providing a holistic approach to wellness for creative professionals.

7 Minute Workout

If you're pressed for time but still want to move, this app offers quick, effective workouts you can do between projects to keep your body active and your stress levels down.

The app uses high-intensity circuit training to maximise results in minimal time. It also provides video demonstrations of each exercise and allows you to customise workouts based on your fitness level and available equipment.

5. Therapy and counselling resources

BetterHelp

BetterHelp is an online therapy platform that matches you with a licensed therapist. It offers various communication methods, including messaging, live chat, phone and video sessions, allowing you to choose the most comfortable format for your needs.

BetterHelp also provides worksheets and journals to complement your therapy sessions, offering a comprehensive approach to mental health care.

Talkspace

Talkspace is another way to find online therapy with licensed professionals. It uses a detailed questionnaire to match you with the most suitable therapist for your needs and allows you to message or video chat with them during your sessions.

The platform offers specific therapy programmes for issues like stress management and work-life balance, making it particularly relevant for creative professionals facing industry-specific challenges.

6. Financial stress management

YNAB (You Need A Budget)

YNAB is a budgeting tool that helps freelancers and creatives get control of their finances, plan for 'feast or famine' income, and save for the future. It uses a unique four-rule system that helps you prioritise your spending and savings.

YNAB also offers educational resources and live workshops, empowering you to improve your financial literacy and reduce money-related stress.

Cushion

Cushion helps freelancers manage and predict irregular cash flow by tracking outstanding invoices and providing insight into their financial situation. The app provides visual forecasts of income and expenses, helping them plan for lean periods and avoid financial stress.

The app also includes features for tracking projects, managing clients and sending invoices, making it a comprehensive financial management tool for creative freelancers.

7. Journaling for stress relief

Day One

Day One is a digital journaling app that makes writing down thoughts, emotions and daily reflections easy. It's a great tool for clearing your mind at the end of the day.

The app supports multiple media types, allowing you to include photos, audio recordings, and even location data in your entries. Day One also offers end-to-end encryption, ensuring your personal reflections remain private and secure.

Morning Pages

Based on the technique outlined in Julia Cameron's book The Artist's Way, Morning Pages encourages you to write three pages of stream-of-consciousness journaling each morning. This can help you process emotions and reduce mental clutter.

The app provides a distraction-free writing environment and tracks your daily writing streak, encouraging consistent practice. Morning Pages also offers optional prompts to help overcome writer's block and inspire deeper self-reflection.

8. Creative community support

Dribbble

Dribbble is a long-established platform for designers to showcase their work, get feedback, and engage with a supportive community of creatives. It offers various features like 'Playoffs' where designers can riff on each other's work, fostering collaboration and inspiration.

The platform also includes job boards and project opportunities, making it a valuable resource for networking and career development.

Behance

Adobe's platform for creatives allows you to find inspiration, share your work, and collaborate with others in the industry. Behance offers curated galleries and creative challenges, providing constant sources of inspiration and motivation.

The platform's integration with other Adobe products also makes it easy to showcase your work directly from your creative tools, streamlining your workflow. However, you can still use it even if you don't subscribe to the Creative Cloud.

9. Mindful breaks and rest

Stretchly

Stretchly reminds you to take regular breaks from your screen and move around, which helps reduce eye strain and mental fatigue. This highly customisable app allows you to set the frequency and duration of breaks to suit your work style.

It also provides gentle exercises and stretches to do during your breaks, promoting physical well-being alongside mental refreshment.

Soothe

Soothe offers on-demand massage therapy, ideal for de-stressing after a long workday. The app allows you to book a licensed, vetted massage therapist to come to your home or office, providing a convenient way to incorporate regular relaxation into your routine.

Soothe offers various massage types, from Swedish to deep tissue, catering to different needs and preferences.

Are you struggling to get things done? Do you feel like work is taking over your life? These books can explain how to approach everything differently and achieve all your goals while still having time to rest and relax.

Work-life balance often feels like a far-off, unachievable goal if you work in the creative industries. The constant pressure to meet deadlines, the incessant demands of clients, and the unending need to come up with fresh ideas can make it seem like you're constantly playing catch-up and that you'll never truly be able to relax.

But it doesn't have to be that way.

This week is National Work Life Week 2024, and the perfect opportunity to reflect on how we manage our time, creativity, and mental health.

Elsewhere on Creative Boom, we've shared our top tips for achieving work-life balance. Here, we've compiled a list of books with actionable strategies for balancing work with life, building healthier routines, and staying focused on what really matters.

From cultivating deeper focus to overcoming creative block, these books will help you not just survive but thrive in your career.

1. Rest: Why You Get More Done When You Work Less by Alex Soojung-Kim Pang

Do you find it difficult to switch off after work? In this book, Alex Soojung-Kim Pang, a Silicon Valley consultant, addresses common issues such as feeling exhausted after work, being unable to disconnect during vacations, and working through lunch breaks. And he contends that these habits don't just suck, but they're detrimental to our well-being and productivity too.

In other words, when we rest better, we work better. And the benefits of proper rest extend beyond improved work performance; they include enhanced decision-making, better relationships, increased happiness, and heightened creativity.

So what's the answer? The book offers various practical strategies for incorporating effective rest into daily life. By following them, you'll find more time for hobbies, strengthen relationships, and enhance your overall sleep quality.

2. The Creative's Guide to Starting a Business by Harriet Kelsall

Starting a creative business can be scary, so here's a manual to follow. Author Harriet Kelsall, an award-winning jewellery designer, shares practical steps to help you balance your creativity with entrepreneurship.

It's particularly tailored for product-based creative businesses and offers a balanced mix of stories, examples and practical worksheets. By the end, you should have a clear understanding of your current position, potential opportunities, and how to make informed choices for your business.

The book breaks down the complex process of starting a business into manageable steps, covering essential topics such as creating product ideas, identifying markets, reaching customers, pricing, testing, and marketing. Harriet's approach is refreshingly straightforward, emphasising that while starting a business is challenging, it is entirely achievable.

3.The Power of Full Engagement by Jim Loehr and Tony Schwartz

Lacking focus and struggling to get things done? This book's main idea is that we should manage our energy, rather than time, to achieve the best results.

Jim Loehr is co-founder of the Human Performance Institute, and Tony Schwartz is the founder and president of The Energy Project, a consulting group that works with a number of Fortune 500 companies. Together, they outline four key sources of energy: physical, emotional, mental, and spiritual. And they emphasise the importance of balancing energy expenditure with renewal and creating specific rituals for energy management.

The book offers practical strategies and a step-by-step program to help us all implement these principles in our daily lives. As a result, we can become fully engaged, professionally and personally, and enjoy better performance, health and life balance.

4. Atomic Habits by James Clear

This book, which has sold over 20 million copies worldwide, focuses on the power of small, incremental behavioural changes to achieve remarkable results. The author argues that the key to personal transformation lies not in setting ambitious goals but in developing better habits through tiny, consistent adjustments.

The book goes on to provide actionable strategies to improve your productivity without overwhelming your schedule. It introduces several key concepts, including Habit Stacking (linking a new habit to an existing one to make it easier to implement), the Two-Minute Rule (scaling down habits to make them so easy that you can't say no), and the Goldilocks Zone (finding the sweet spot where habits are challenging enough to be interesting but not so hard that they become discouraging).

Clear draws on cutting-edge research in psychology and neuroscience to explain why these strategies work. He illustrates his points with inspiring stories of successful individuals from various fields who have used these principles to achieve their goals.

5. The War of Art: Break Through the Blocks and Win Your Inner Creative Battles by Steven Pressfield

Battling procrastination and self-doubt? This book can help. Its central aim is to answer the question: "What keeps so many of us from doing what we long to do; why is there a naysayer within?"

Its central premise is that an internal force, which the author calls 'resistance', hinders our creative efforts and prevents us from achieving our full potential. Resistance is a universal force that manifests in various forms, such as procrastination, self-doubt, fear, and rationalisation. The author provides strategies for recognising and overcoming the internal and external barriers that impede creative progress.

While acknowledging the importance of inspiration, the book stresses that consistent work and dedication are crucial for creative success. It encourages readers to confront their fears and self-imposed limitations, offering a battle plan for creative success that anyone can follow.

6. Deep Work: Rules for Focused Success in a Distracted World by Cal Newport

Do you feel like there's never time to get anything done? In his book Deep Work, Cal Newport argues that it's not a question of time; it's a question of focus.

His book lays out strategies for getting meaningful work done by minimising distractions. He believes the ability to focus deeply is a rare and valuable skill in today's constantly distracting world. However, by following four key rules to cultivate this skill, you can achieve something he calls "deep work habits".

Fellow author Daniel H. Pink is a fan of the book and says: "Think of it as callisthenics for your mind, and start your exercise program today."

7. Make Time: How to Focus on What Matters Every Day by Jake Knapp and John Zeratsky

Are you overwhelmed by all the things you have to do and feeling like you can't cope? This book provides a four-step framework to help you make more time for what matters most. It's filled with practical strategies and advice for cutting through distractions.

The authors, known for their work on design sprints at Google Ventures, argue that the key isn't working harder but working smarter. They propose a four-step daily framework to help you reclaim control of your time and attention.

This framework is designed to be adaptable, offering a variety of strategies you can mix and match to fit your individual needs. It's not about drastic lifestyle changes but rather small adjustments that can free you from distractions and busyness.

8. Manage Your Day-to-Day: Build Your Routine, Find Your Focus, and Sharpen Your Creative Mind by Jocelyn K. Glei (Editor)

Are you failing to achieve your goals and can't see a way forward? This book is a collection of essays by thought leaders like Seth Godin and Cal Newport on managing your time and creativity.

Instead of just churning through tasks, the book equips you with tools to build a strong daily routine, sharpen your focus, and manage distractions. You'll learn strategies for prioritising your workload, harnessing technology effectively, and fostering creativity in a busy schedule.

By incorporating the wisdom of these experts, Manage Your Day-To-Day promises to help you shift from feeling stretched thin to accomplishing your most important work.

9. Creative, Inc.: The Ultimate Guide to Running a Successful Freelance Business by Meg Mateo Ilasco

This is a practical guide for creatives navigating the business side of freelancing. It covers setting boundaries, handling contracts, and managing work-life balance when you're your own boss.

Drawing on the author's own experience as a successful freelance designer, the book offers strategies for building a strong business foundation. This includes creating a standout portfolio, navigating legal hurdles, and developing essential skills like marketing and client communication.

Given the high failure rate of small businesses, Creative Inc. emphasises planning and avoiding common pitfalls. It's aimed firmly at a generation seeking creative freedom, whether recent graduates or those yearning for an escape from the traditional work environment.

10. Essentialism: The Disciplined Pursuit of Less by Greg McKeown

This book tackles the feeling of being overwhelmed and unproductive in our busy world. It argues against the notion of 'having it all' and instead promotes a disciplined approach focused on 'the right thing, in the right way, at the right time'.

This concept is described as 'Essentialism' and basically involves making clear choices about what truly matters and eliminating the non-essentials. This allows you to regain control of your time and energy, directing them towards activities that make the biggest impact.

Drawing on his experience with leaders of innovative companies, the author provides practical strategies for implementing Essentialism in one's own life. By following these steps, one can achieve greater productivity and fulfillment by focusing on what's truly essential.

The British bank unveils a massive multi-channel campaign, led by adam&eveDDB, to launch its spruced-up mobile app and updated brand identity by Wolff Olins. Expect finance with flair, as the app empowers everyone to take their next financial step forward.

Lloyds is making moves—literally. Today, the UK's biggest retail and commercial bank kicks off its most ambitious multi-channel campaign yet. And it's all for a shiny, refreshed version of its mobile banking app. Yes, that humble app on your phone has just gone through a makeover, and Lloyds wants to make sure everyone knows about it.

The colossal campaign, titled 'The Power To Do It All', sees Lloyds flexing across everything from TV and social media to gaming and outdoor ads. With over 500 individual assets (yes, five hundred), it's fair to say Lloyds isn't doing anything by half. Created by adam&eveDDB, with Wolff Olins reimagining the brand and Zenith working on media, it's a full-force effort to get you to love the new, improved Lloyds offering.

But this isn't just any old campaign. It is the first to launch under Lloyds' refreshed brand strategy, now proudly carrying the tagline' Lloyds Moves Everyone Forward'. So, it's not just about banking; it's about moving—financially, emotionally, metaphorically (you get the picture).

Suresh's Vision: Modern, Yet Timeless

Lloyds' brand refresh began last year under Chief Marketing Officer Suresh Balaji, who clearly wasn't interested in a simple logo tweak. After bringing in Wolff Olins to overhaul things, the bank decided to focus on the idea that everyone needs to take that next step financially. Whether it's sorting out your investments or wrangling a mortgage, Lloyds wants you to know they've got your back. The app? That's just the start.

Suresh explains, "Modern brand building is more than advertising. A brand is the sum total of all experiences… Our aim has been to take our stable, strong, and traditional brands and make them even more timeless by applying our 'Experience-led-brand' principles." In other words, Lloyds is all about experience now—and perhaps even something that feels a little more relatable.

A Twist in Every Tale

Speaking of which, the 'Power To Do It All' campaign features two modern British family stories with a twist. As in, moments you'll recognise, but with the Lloyds app providing the unexpected solution—because who knew a banking app could save the day?

Running for six weeks, the spot shows how the app can empower users, whether banking, investing, or handling car finance. It's not just an app—it's your ticket to sorting out life's money matters in a few taps. And let's face it, isn't that what we all want?

A Cheeky British Reboot

During the brand's review, Wolff Olins found that most people struggle to make those financial leaps, even when they know they need to. Therefore, it created the ethos' Lloyds Moves Everyone Forward', which promises to help its customers take that next daunting step with ease.

With that new attitude came a fresh look. There's a revamped colour palette centred around Lloyds' iconic green and a tone of voice that feels modern but quintessentially British. A new custom sans serif typeface created in collaboration with Grilli Type, plus a suite of illustrations and fresh photography, completes the look. According to Tom Carey, senior creative director at Wolff Olins, they've made the brand "bolder, wilder, and with a charming British twist".

To add further relatability, Miranda Hipwell, adam&eveDDB's CEO, admits that while they've stayed true to Lloyds' DNA, there's been a "fresh creative direction, bringing a little humour and levity, all grounded in the effortless power of the app experience."

As mentioned, Lloyds' reinvention hasn't been a solo effort. Wolff Olins, adam&eveDDB, and Zenith all came together to shape the bank's new chapter, working alongside Lloyds' in-house team. Sannah Rogers, CEO at Zenith, sums it up perfectly: "This campaign represents Suresh's clear vision, positioning Lloyds as a modern, digital-first bank."

She adds: "We have showcased a shared commitment to bringing these bold moves to life. It's energising to be part of such a dynamic partnership, and we're excited to see this vision come to life in a truly integrated and data-led campaign."

In the fifth of our special six-part series, we look at the cutting-edge developments shaping the future of audiovisual design and how they're set to transform brand experiences by 2025.

As we approach 2025, the landscape of audiovisual design is changing rapidly. New tech, changing consumer behaviours, and the rising demand for immersive, engaging content are reshaping how brands communicate, how consumers interact with media, and how stories are told across various platforms.

From virtual reality experiences that transport users to new worlds to AI-generated soundscapes that adapt in real-time to user emotions, the possibilities seem endless and often border on science fiction.

As the lines between different media blur, brands that can navigate this complex, multisensory environment – encompassing everything from apps and social media to smart home devices and interactive billboards – will have a significant advantage.

So, whether you're a designer, a marketing executive, or a content creator, understanding these trends is crucial—it's vital in an increasingly competitive digital landscape.

In this article, created in partnership with Epidemic Sound, we'll explore the latest developments shaping the future of audiovisual design, how these trends are already beginning to manifest, and how best to leverage them for your brand.

1. Immersive and 8D audio

One of the biggest trends we're seeing is a move towards immersive audio. As virtual and augmented reality technologies continue to mature, there's a growing demand for spatial audio that can create a sense of presence and depth in digital environments.

This trend isn't limited to VR and AR, though. Even traditional video content is increasingly incorporating spatial audio techniques to create more engaging experiences. And this means every brand needs to consider how its audio identity translates into a 3D space.

The latest frontier that's emerging in this space is known as 8D audio, a 360-degree audio experience that makes listeners feel like they're 'inside the music'. It's created using a combination of equalisation techniques, panning and effects to give the impression that sounds are coming from different directions.

This evolving tech presents a novel way for brands to present their audio identity, potentially increasing engagement and memorability. Similarly, for businesses involved in virtual events or digital experiences, 8D audio can add an extra layer of immersion, enhancing the overall user experience. Note, though, that creating high-quality 8D audio requires specialised skills, so consider partnering with audio professionals experienced in this technique.

You can read more about 8D audio in this article.

2. Sonic branding moves beyond the logo

As brands expand their presence across more and more touchpoints, we're seeing a shift from simple sonic logos to more comprehensive audio identities. This is becoming an increasingly crucial aspect of a brand's overall identity and marketing strategy.

Sonic branding, also known as audio branding, acoustic branding, or music branding, is a process that sets a brand apart from its competitors using unique audio motifs and patterns. Just as visual branding expresses a brand's identity through visual elements, sonic branding does so through sound. When executed effectively, a customer or client can immediately recognise a brand simply by hearing its sonic elements.

Brands have long engaged with audiences via what's known as a 'sonic logo': a catchy little sound or jingle. Well-known examples include the five-note chime that accompanies the "Intel Inside" campaign, Netflix's "Ta-dum" sound and Skype's distinctive incoming call sound. But in the 2020s, brands are moving beyond just an audio logo towards a full sonic toolkit, including UI sounds, background music and more.

Coca-Cola, for instance, has cultivated a friendly, welcoming sound that permeates all its audio touchpoints, from its holiday season ads to its custom musical instrument, Coke SoundZ. Apple's synthy leitmotif conveys luxury and innovation, perfectly aligning with its brand image. McDonald's 'ba-da-ba-ba-ba' jingle, born from a collaboration with Justin Timberlake, has become its longest-running and most recognisable audio asset.

Neurologically, sonic branding is a potent tool for creating lasting brand impressions. Plus, a well-designed sonic brand can communicate the same message and evoke similar emotions across diverse linguistic and cultural backgrounds.

Developing an effective sonic brand, though, requires expertise and careful planning. Many brands are turning to specialised audio branding agencies or music curation services to help develop their sonic identity.

These services can provide everything from quick music suggestions for time-sensitive projects to comprehensive music strategy development, including brand sound playbooks, bespoke musical creations and interactive workshops to inspire and guide a brand's approach to music and sound.

Read more about sonic branding in this article.

3. AI-driven personalisation

As we approach 2025, artificial intelligence is set to play a significant role in audiovisual design. This promises an exciting new future of personalised audio experiences.

Can you imagine a video ad that automatically adjusts its soundtrack based on the viewer's preferences or emotional state? Or a brand app that generates a unique audio logo for each user based on their interactions with the brand? Such AI-driven personalisations can potentially create deeper, more engaging user experiences.

The evolution of AI in audiovisual design also presents opportunities for more sophisticated data analysis and user understanding. Companies like Epidemic Sound are leveraging unrivalled data insight from billions of daily video views across online platforms, as well as a wealth of feedback from how people interact with music on the platform. This data-driven approach allows for more targeted and effective personalisation of audiovisual content.

However, it's crucial that we don't get carried away: AI should address genuine user needs rather than just be used for its own sake. Then there are the ethical questions, particularly in relation to content creation and artist compensation.

The importance of ensuring that human creativity remains at the forefront of music production in the age of AI cannot be overstated, and Epidemic Sound is committed to operating by this principle. In its recent manifesto to artists and content creators, the company affirms that "Human creativity will always transcend technology". This philosophy underscores a crucial point: while AI offers powerful tools for personalisation and efficiency, it should enhance rather than replace human creative input.

This ethical approach to AI is becoming increasingly important as we move towards 2025. Consumers are becoming more aware of and concerned about AI's ethical implications. Brands that can demonstrate a commitment to fair practices in their use of AI are likely to build stronger trust with their audiences.

To learn more about AI in audiovisual design, read this article.

4. Emotional intelligence in audio

As we move towards 2025, we're seeing a growing emphasis on emotional intelligence in audio design. Brands are becoming more sophisticated in how they use audio to engage the viewer on a deeper and more meaningful level.

Pulling this off requires a nuanced understanding of how different sounds and musical elements can impact people's emotions. It also emphasises the importance of aligning your audio identity with your brand's emotional positioning.

This approach was exemplified by Epidemic Sound's campaign 'A Sound For Every Feeling', which used sound and music strategically to evoke specific responses from the audience and showcased how their extensive catalogue can provide the perfect soundtrack for any feeling or situation. In doing so, it highlighted some key aspects of the trend for emotional intelligence trend in audio.

• Contextual placement: The campaign strategically positioned ads in locations where emotions are intensely felt, such as where creators live, work and play. This hyper-contextual approach aimed to resonate with specific emotions in real-world settings.

• Interactive experiences: The campaign incorporated QR codes that led to curated playlists matching the emotion depicted in each ad. This interactive element allowed people to experience first-hand how music can amplify and express specific feelings.

• Diverse emotional landscape: The campaign celebrated the complexity of human emotions, offering soundtracks for a wide range of feelings, from epic anthems to nostalgic ballads.

Read more about 'A Sound For Every Feeling' in this article.

5. Cultural fusion and representation

As brands increasingly operate on a global scale, we're witnessing a major trend towards audiovisual design that embraces diverse cultural influences. This goes beyond simply incorporating music from different cultures; it's about creating innovative fusion styles that reflect our interconnected world.

Cultural fusion in audiovisual design offers several benefits:

• Authenticity: It allows brands to represent diverse cultures more genuinely.
• Uniqueness: By combining different cultural elements, brands can create distinctive experiences.
• Global appeal: Culturally diverse content can resonate with a wider, international audience.
• Inclusivity: It demonstrates a brand's commitment to diversity and inclusion.

And Epidemic Sound is well-positioned to help brands navigate this trend for a number of reasons.

Diverse catalogue: Epidemic Sound boasts an extensive library of music from various cultures and genres. This vast collection enables brands to find authentic sounds that represent specific cultures or create unique fusions.

Global artist network: The platform collaborates with artists worldwide, ensuring a constant influx of diverse musical styles and cultural influences. This network allows brands to access truly global sounds and stay current with emerging musical trends from different parts of the world.

Customisation options: Epidemic Sound's platform allows for easy mixing and matching of different tracks, enabling brands to create custom fusions that seamlessly blend various cultural elements.

Cultural expertise: With its global presence, Epidemic Sound has developed expertise in understanding and respecting cultural nuances in music. This knowledge can help brands looking to create culturally sensitive and authentic audio experiences.

Licensing simplicity: Epidemic Sound provides a straightforward licensing model, making it easier for brands to use culturally diverse music without navigating complex international copyright laws.

Conclusion

As we look towards 2025, it's clear that audiovisual design is entering an exciting new era. The possibilities are immense, from immersive spatial audio and 8D experiences to AI-driven personalisation, comprehensive sonic branding, and new cultural fusions.

Staying ahead of these trends will be crucial for creating engaging, impactful content in the years to come. It will require a willingness to experiment, a nuanced understanding of how audio and visuals work together, and access to a diverse range of high-quality tracks.

Most importantly, the key will be to approach sound not as an afterthought but as an integral part of the user experience. By doing so, brands will be able to create rich, immersive experiences that resonate deeply with their audiences, driving engagement and loyalty in an increasingly competitive digital landscape.

It's getting tougher and tougher to find work these days. So it's more important than ever to carve out your unique voice as a creative. Follow our tips to learn how.

In today's creative industry, standing out is more crucial than ever. Because let's get real: lots of designers, illustrators, and other creatives are having a tough time right now. With a sluggish economy, shrinking client budgets, increased competition, and the looming competition from AI, getting enough commissions to pay the bills can be a real challenge, even for those who've been working for decades.

Nowadays, offering something distinctive and different to your rivals isn't just an optional strategy—it's a necessity. In the words of author and entrepreneur Seth Godin, "In a busy marketplace, not standing out is the same as being invisible."

But here's the good news. Being different doesn't have to mean being the best.

Fundamentally, what sets you apart as a creative person isn't necessarily the polish of your work but embracing your personal story, style, and values. This means that unlike in a profession like sport, it's not just a few who can succeed. In theory, at least, everyone can.

How to find your voice

So, where do you start? Identifying what makes you different starts by tapping into your original voice. This might mean digging into what excites you most about your craft or reflecting on the experiences that shape your worldview. Lean into these things – they are your most valuable assets, more than any paper qualification or impressive-looking CV could ever be.

Vulnerability and storytelling can be powerful tools in this process. By sharing your behind-the-scenes struggles, breakthroughs or even failures, you can build a stronger connection with clients and audiences alike.

That might sound counterintuitive. Surely you should only share your successes? But think about it... is that really going to excite people?

For instance, imagine scrolling through your favourite social media platform and seeing two posts from people in your field. One is a self-congratulatory promo about some work that's just gone live, full of bland statements and hashtags like #winning.

The other is a detailed and honest breakdown of a time when things went dramatically wrong for the author and how they responded. Which one are you more likely to pay attention to?

Follow that logic, and you'll realise the more authentic you are about your creative journey, the more it will help you rise above the noise.

A new way to engage

Now, let's turn to the elephant in the room: How should we share our authentic content, personalities, and professional lives online in 2024?

Deep down, we've all known for years that the creative industry is pivoting towards short-form video. Even if you're not on a platform like TikTok, you can't help but notice how everything from Facebook to Instagram is promoting this kind of content at the expense of any other.

And don't get me wrong: I've resisted this trend, partly because I was simply afraid of doing it. It's only this year I've dipped my toe into the water, launching Creative Boom video content to complement our articles, podcasts and 'traditional' social media communities.

How to do video

One way I've differentiated our videos in a sea of noise has been to put my face to some of them: literally talking to the camera to share tips, inspiration, and insights with you all. And I won't lie: it's been proper scary.

But at the same time, it's one of the best, most empowering things I've done in years because it's honed my ability to cut through the crap and present myself as I really am.

And that's not just been psychologically empowering. It's also been a brilliant promotional tool for Creative Boom, bringing in new audiences and engaging with our existing followers in brand new ways.

So I'd recommend you at least give it a try. Don't worry about making anything slick or professional-looking; at least at the start, you probably won't. Instead, focus on how you can create video content that reflects your unique perspective.

Whether through tone, subject matter, or visual execution, it's about standing out by being authentically you. It's also about a lot of trial and error until you find what works. For more on this, read our article The introvert's guide to creating video content: how to thrive on social media.

Becoming a consultant

Another way to differentiate yourself in today's market is to step out of a purely creative role and take on a more strategic, consultative approach.

Clients today are looking for more than just design – they want someone who understands their business, their industry, and the problems they're trying to solve.

This means understanding the larger business context behind your designs. By shifting from a service provider to a consultant, you elevate your position, adding long-term value that helps clients navigate challenges beyond aesthetics.

Of course, you can't jump the gun on this: few people are likely to employ someone as a consultant who's fresh out of college and hasn't even started their first job. You need to get a bit of experience under your belt before you start advising others what to do.

So, how long will that take? Well, that's really a "piece of string" question; it'll depend on things like who you've been working for and how specialised your role is. If, for example, you've been at a well-known, respected agency, worked for some big brands, and have been using new tech that few people understand, it might not be long at all.

Experiment with new mediums

Of course, even if consultancy isn't your dream, exploring new technologies and mediums such as AR, motion graphics, the Metaverse, or immersive design will help give you an edge over rivals. The creative field is increasingly interconnected with tech, and staying ahead of these trends can be a great way to differentiate yourself.

Alternatively, you could go in the opposite direction and focus on outdated analogue techniques that are still popular and even trendy, such as letterpress printing.

Whatever creative path you decide to follow, though, it's got to be something you're genuinely enthused about. Because clients aren't stupid, and even if they don't understand a specific discipline, most can instinctively spot the difference between true passion and bandwagon jumping.

As the American writer and motivational speaker Simon Sinek once said: "People don't buy what you do; they buy why you do it."

Embrace your strengths

Remember, differentiation isn't about being the best at everything – it's about being the only one who does what you do in the way that you do it. By focusing on your unique strengths, building genuine connections, and continually evolving your skills, you can create a space for yourself in even the most saturated market.

As Steve Jobs famously said, "Your time is limited, so don't waste it living someone else's life." Find what makes you stand out, and own it with renewed energy and a clear vision for the future.

Want to produce high-quality video content using tools that won't break the bank? With this affordable selection, you won't need to hire professional filmmakers or editors to create your content.

We're living in a world where almost every social media platform is trying to become TikTok. So, increasingly, video content is a useful tool for creatives seeking to expand their reach, attract clients, and showcase their work. (We've even started doing so ourselves: check out our latest videos here.)

However, the very notion of making videos can be daunting, especially for those operating on a tight budget. The good news is that with the right tools and techniques, you can create polished, professional-looking clips without breaking the bank or hiring pros.

From smartphone recording apps to budget-friendly editing software and royalty-free music, you'll find everything you need to embark on your video creation journey below.

Editing Software

Having the right editing software is crucial for crafting polished, professional content. Here are six recommended tools to suit various skill levels and needs:

1. Capcut

New to video and want to produce short-form videos quickly? This free, user-friendly app is a great place to start. It comes with built-in effects, filters and transitions, making it ideal for platforms like TikTok or Instagram. Plus, its intuitive interface makes it accessible for beginners while offering enough depth for more experienced editors.

2. Filmora

Another good choice for beginners, as well as intermediate editors, Filmora offers a straightforward interface with a wide range of effects, transitions and motion tracking capabilities. It regularly updates its library of effects and templates, helping you keep your content fresh and engaging.

3. Adobe Premiere Pro

If you want to really forge a path as a professional video editor, Premiere Pro is probably the best choice. This industry-standard software features robust tools for multi-layer editing, colour grading, and audio adjustment and is well-suited for longer videos or projects that require high production quality. There is, however, a pretty steep learning curve, so not always the best choice for newbies.

4. Final Cut Pro

Premiere Pro's big rival is also an industry-standard tool, which is commonly used to edit Hollywood movies. Made by Apple, it's Mac-only, and again, there's a big learning curve, so beginners may be overwhelmed.

5. Davinci Resolve 19

If you need a tool that combines professional editing with powerful colour correction and audio post-production, DaVinci Resolve is an excellent choice. There's even a free version with comprehensive tools, making it an attractive option for those on a tight budget. This software is best suited, though, to people with some editing experience already, as it can get quite complex.

How to record and stream video

You don't necessarily need expensive equipment to create high-quality video content. Most modern smartphones have advanced camera systems capable of shooting in 4K. For optimal results, consider using manual mode (if your phone offers this) to control exposure and focus.

Stabilisation is also key, so using a tripod or gimbal can significantly improve your footage quality. For iPhone users, shooting in ProRes (available on iPhone 13 Pro and later models) can provide better quality for post-production work. Other useful tools include:

1. Camo

This app allows you to use your smartphone as a high-quality webcam for recording, which will give much better results than the one built into your laptop. It's particularly useful for live streams, video calls, or recording with better clarity when you're at your desk.

2. OBS Studio

Open Broadcaster Software (OBS) is a free, open-source tool for video recording and live streaming. Its high customisability and ability to work with multiple inputs make it perfect for creating content that combines screen capture and external camera feeds.

3. DJI Osmo Mobile

For smoother handheld shots, a gimbal like the DJI Osmo Mobile can be a game-changer. It stabilises your smartphone, making it perfect for tracking shots, panning, or moving shots. The latest models often include intelligent features like active track, which automatically follows your subject, allowing for more dynamic and professional-looking footage.

4. Logitech Streamcam

If you're recording directly from your desktop, the Logitech StreamCam is a high-quality webcam that supports 1080p at 60fps. It also offers features like auto-focus and exposure compensation, so you always look your best on camera. A good choice for video calls, live streams and tutorials.

5. Elgato Cam Link 4K

If you want to use a DSLR or mirrorless camera as your video input, the Elgato Cam Link 4K is an excellent solution. It allows you to connect your camera directly to your computer, providing broadcast-quality video for your content.

How to find the right music

Music plays a crucial role in video production, setting the mood and complementing your visual narrative. Here are six platforms to find high-quality, royalty-free music for your video projects:

1. Epidemic Sound

Offering a vast library of music that is pre-cleared for use on social media, YouTube, and commercial projects, Epidemic Sound is a favourite among content creators. With a subscription, you get unlimited access to tracks across all genres. Their intuitive interface makes finding the right track simple, with options to filter by mood, genre, or even specific instruments.

2. Artlist

Artlist offers a yearly subscription model with unlimited downloads, making it a cost-effective choice for frequent content creators. Their high-quality tracks are suitable for both commercial and creative projects.

3. Musicbed

As a premium music licensing platform, Musicbed offers a wide selection of tracks from indie artists. It's a good option if you're looking for music that feels original and unique.

4. Audiojungle

Part of the Envato Market, AudioJungle provides royalty-free music available for single purchase. This makes it a flexible option for those who need occasional tracks without committing to a subscription.

5. Premiumbeat

Owned by Shutterstock, PremiumBeat offers hand-picked, high-quality tracks. With its curated playlists and diverse library, it's a good way to find cinematic music or unique soundtracks.

Other essentials for video creation

To further enhance your video production, here are some other things you should have on your shopping list.

1. Lighting

Proper lighting can significantly elevate your videos. Softbox kits, ring lights like the Neewer Ring Light, or LED panel lights can make a huge difference, particularly for indoor shoots. Experimenting with different lighting setups can help you achieve the desired mood and professional look for your videos.

2. Microphone

Good audio is just as important as good visuals. For phone recording, consider a plug-in Lavalier mic like the Rode SmartLav+ for clear voice capture. If you're working on your computer, the Blue Yeti is a solid choice for voiceovers or streaming.

3. Green screen

If you need to change backgrounds or create special effects, investing in a collapsible green screen, such as the Elgato Green Screen, can help you seamlessly integrate background replacements during editing. This can be particularly useful for creating professional-looking presentations, virtual tours, or adding visual interest to talking-head videos.

Even work in the creative industries is largely admin. So, how do you balance the needs of your career with the need to thrive creatively?

It was all going to be so different. When you were young and dreaming of a career in a creative profession such as design, art, photography or filmmaking, you imagined every day would be focused on the joy of creation.

In reality, you spend your day responding to a billion emails, wading through tedious and complex admin, wrestling with intractable technical challenges and trying to keep everyone from co-workers to bosses to stakeholders happy and in the loop.

Not to mention the all-consuming headache of pleasing clients, who aren't always the most polite and helpful and keep changing their minds.

And breathe.

The thing you actually love – the creative part where you get to unleash your imagination, come up with fresh ideas and then bring your vision to life – you never seem to spend much time doing. Never mind, you think: I'll focus on personal projects instead. And yet, when you get home and have some free time, you're so emotionally and physically exhausted that you just want to have a bath and crash out in front of Netflix.

But don't worry; you're not alone. Hence, today is the start of National Work Life Week. Running from 7-13 October, this annual campaign encourages both employers and employees to focus on work-life balance and well-being in the workplace.

This annual seven-day event provides an ideal opportunity to reassess our approach to balancing career and creativity. So, with that in mind, let's explore some thoughtful strategies that will allow you to thrive in both your career and your creative life without sacrificing your well-being.

1. Assess your current work situation

First of all, take an honest look at your job and how it impacts your creative energy. Be honest with yourself: is it draining you completely? Or does it provide a decent balance between the boring office stuff and actually being creative?

A lot of that will come down to whether your job complements your personality and artistic goals or fights against them. For example, suppose you're working for a production company that makes socio-political documentaries. In that case, you may ultimately be happy to do a lot of crappy admin and a few late nights if you're ultimately committed to the groundbreaking work you're helping produce. But if that's instead a dumb reality TV show made purely for the money, that equation starts to change.

We all have to pay bills and rent, and there's no shame in staying in a job you hate until you find an alternative. But once you recognise a job is sucking your creativity, the important thing is to get your head out of the stand and start actively looking for something better. For tips on this, read our piece on How to change careers to one that's more creative.

2. Create clear boundaries

Once you're in a job that balances the boring and creative stuff, the next step is to maximise the latter and stop the former from taking over your life and crushing your soul. And that means establishing firm boundaries between work and creative time.

Firstly, this means not taking your work home with you and not answering phone calls and emails out of hours. Don't feel bad about this: it's already a legal requirement in many countries, so no one should think badly of you. And if they do, they're probably not an employer you want to stick with.

In addition to negative boundaries, consider setting positive ones. For example, you might want to reserve specific hours of your day for creative side projects. Use 'calendar blocking' to allocate time for professional, artistic, and social endeavours, as well as exercise and relaxation, to ensure a balance in your life.

It can also be useful to designate separate spaces for different activities: your home office for remote working on your day job, a separate desk for side projects, and a studio for painting or photography.

3. Learn to say no

Setting boundaries is one thing, but there are also only so many hours in a day. So, the key to work-life balance is learning to say no.

Say no to invitations or opportunities that don't align with your priorities. No to freelance clients that don't feel like the right fit. No to collaborations or partnerships you don't have the time to develop properly. No to late-night social events when you know, you'll suffer the next day.

This can be very difficult: we're all people-pleasers at heart. But that's exactly why learning to say no confidently is crucial for maintaining focus on your creative goals. Overcommitting will hurt your productivity, creativity, and ultimately all your relationships, work, and social. So start using phrases like "I can't do Sunday because I always use those days to paint" to establish clear boundaries with everyone you know.

4. Optimise your peak creative hours

One of the best strategies for creative side projects is to identify when you're most creatively productive and schedule your artistic pursuits during these times. This might mean, for example, waking up earlier, using your lunch break, or setting aside weekend mornings for creative work.

As well as times themselves, think about what physical state makes you most creative. For example, are you firing on all cylinders after exercising, meditating, or eating a large meal?

5. Start small and build consistency

This all sounds like a lot, and depending on how different it is from your current routine, it may well be. So don't put pressure on yourself to dedicate hours to your creative pursuits immediately. Start with small, manageable chunks of time and gradually increase as you build the habit.

Even just 10 minutes a day can be a good start; it's certainly better than zero minutes. If you gradually increase this time until it reaches an hour, it will make your progress feel meaningful and manageable.

6. Embrace imperfection

Yes, we all want our work to be perfect. But typically, too much emphasis on this can mean projects never get finished, so ultimately, what's the point of them?

Ask yourself whether you really need to spend more time on a project before putting it out into the world or whether you're just scared of doing so. It's natural to fear negative feedback, but actually, that's the only way we're going to grow and develop our skills and creativity. So, instead, you need to learn to welcome it.

For more on this, read our The five-step plan to positively tackle criticism of your work.

7. Make time for rest and reflection

Achieving a balance between career and creativity is about making the best of the time you have available. But it doesn't mean spending every single hour on these pursuits: that will just leave you to crash and burn. So, setting aside downtime is crucial for restoring both your career drive and creativity.

In other words, don't feel guilty about taking breaks or doing nothing occasionally. We need them for the sake of our mental and physical health. Plus, these moments often lead to new insights. Who hasn't had one of their best ideas sitting in the bath or going on a long walk in nature?

8. Seek support and community

You don't, of course, have to do this alone. Having a support system can provide encouragement, feedback and motivation. And the creative community, on the whole, are a pretty friendly bunch. So, make an effort to look for local creative groups, online communities, or even just a few trusted friends who you can connect with and who understand your creative goals.

Conclusion

Above all, remember that finding balance in life is an ongoing process. So be kind to yourself during the highs and lows of your creative journey.

This National Work Life Week 2024, take some time to reflect on your own work-life balance. Consider implementing some of these strategies to nurture your creativity alongside your career. Remember, there's no one-size-fits-all approach: experiment with different techniques to find what works best for you.

As a result, you'll not only enhance your overall well-being but also bring fresh energy and perspective to all aspects of your life. Use National Work Life Week as a springboard to create lasting changes that support your career, fuel your creativity, and ultimately lead to a more fulfilling and balanced life.