Benjamin Watkinson
Creative Director
In their own words
There are loads of brands that should take more risks. Every brand is different, yet we're funnelled into this world where everything has to look the same.
It wasn’t constructive, it wasn’t even really opinionated, it was just incredibly personal and had no creative point to it at all.
The danger is that the people who are paying for work to be done by creative agencies, will simply not make big and bold decisions.
Articles & interviews
- Six powerful ways to make your next rebrand better
Creative Boom’s article by Tom May summarizes Frontify’s 2026 report 'Rebranding Redefined', which outlines six key strategies for modern rebranding. Drawing insights from studios like JKR, Buck, DIA, and Mozilla, it emphasizes living brand systems, meaningful use of type and color, sonic branding, flexibility, motion integration, and cultural relevance. The piece encourages designers to move beyond static assets and build adaptive, emotionally resonant brands.
- Social Media Criticism Threatens Creativity in Design Industry
Matt Alagiah’s opinion piece explores how social media criticism of rebrands, such as GF Smith’s recent identity by Templo, can cross from healthy debate into toxic pile-ons that discourage creative risk-taking. Featuring perspectives from GF Smith’s Benjamin Watkinson and Templo’s Anoushka Rodda and Pali Palavathanan, the article questions whether online negativity is stifling innovation in the design industry. It calls for more constructive discourse and empathy toward both designers and clients.