Richard Baird
Founder
Studios:BP&OWittl
In their own words
Self-deprecating humour is one of the few voices a brand can use where it takes a hit and still comes out stronger.
Self-deprecation works when you’re in on the joke, not when you are it.
Portal offers access to this engaged community, helping individuals take their next step and enabling studios to grow.
This will be the first system in the industry to connect a jobs board and ATS so you’ll have a direct understanding of how well the job listing on Portal did.
This feels like vibe branding. It’s a vibe – and it doesn’t need to be anything more.
From the foundational principles of music – musical motifs, the real nuts and bolts of musical communication – Collins has built a sense of boisterous improvisation and spontaneous musical expansion.
We call this Wittl, and we’ve designed it for small to medium-sized studios, those who, through great work, are finding that one job post is getting a lot applications.
The logotype is weird (it’s the ‘g’ that does it), but the typeface (the aptly named Work Sans), characters, and colour palette are very disarming.
Together, they’re warm, conversational, and playful – though not particularly sophisticated (they probably don’t need to be).
The scarf not only symbolises a deep connection between fans and their clubs, but also their united and unwavering loyalty through the harshest of weather conditions.
Articles & interviews
- Self-Deprecating Brand Humor Builds Trust When Used with Control
Richard Baird’s BP&O article explores how self-deprecating humor, when used with control, can strengthen brand trust. He highlights Pond’s packaging design for Åbro Bryggeri’s 'The Bear' lager, which embraces a playful linguistic pun and rough illustration style to convey authenticity and confidence. The piece argues that humor works best when it’s self-aware but not self-sabotaging.
- Bar none
Richard Baird’s BP&O article 'Bar none' examines the resurgence of solid bar formats in personal care, highlighting Ghilli’s packaging as an example of how sustainability and desirability can coexist. The piece discusses consumer behavior, design perception, and the challenges of making eco-friendly products appealing beyond their environmental benefits.
- Oat Standing
BP&O’s article 'Oat Standing' by Richard Baird spotlights OATEN, a conceptual porridge brand designed by Julisera Studio. The packaging breaks from traditional health-food aesthetics with bold colors, large typography, and graphic illustrations, reflecting the evolving, expressive nature of modern breakfast culture. The piece frames OATEN as a confident, attitude-filled reimagining of the porridge category.