Benjamin Massey
Founder
In their own words
Since the brand's inception, Fluoro has helped R.A.D build a devoted community from serious athletes to style-driven brand fans.
Articles & interviews
- FLUORO® on their new-age model for creating entire brand worlds
The Brand Identity interviews Tim Smith, founder of London-based creative agency FLUORO®, about the studio’s ‘new-age’ model that merges branding and advertising into one living system. Smith discusses projects for clients like Apple, R.A.D®, and Doof, emphasizing cultural research, emotional connection, and always-on brand ecosystems. The conversation explores FLUORO®’s rejection of data-driven risk aversion and its focus on building coherent brand worlds that sustain attention and community.
- Fluoro's Surf-Inspired Bio-Organic Factory Launches R.A.D Footwear
London agency Fluoro created a solarpunk-inspired campaign for R.A.D’s R.A.D ONE V2 launch, blending surf, skate, and '90s rave culture into a fantastical 3D world. The 'R.A.D Delivery Systems' concept merges digital storytelling with real-world activations, including branded vans and apparel. The campaign achieved record-breaking sales and reinforced R.A.D’s distinctive retro-futuristic identity.