In their own words
Briefs are focusing more on ideas that tell a story rather than a laundry list of a ‘logo, a TV spot, three social posts and an OOH billboard’.
We worked closely with icon specialist Chris Mitchell to enhance the proportions of the cockerel to be more legible at small sizes.
F37 were the perfect partner for this – they brought our vision and sketches to life way beyond what we were expecting.
The refreshed assets enable a more playful, daring approach for the club's brand across the multitude of platforms on which it now features, with a particular focus on clarity in digital environments.
Articles & interviews4
- Behind F37 Holborn: Building a typeface grounded in place and era
The Brand Identity interviews F37 Foundry’s Rick Banks and Nomad’s Terry Stephens and Natalie Doto about their collaboration on F37 Holborn, a new typeface inspired by 1970s corporate modernism and the London district of Holborn. The project includes a 136-page book reimagining 100 business signs, serving as both a type specimen and a celebration of local typographic heritage. The discussion explores the creative process, research, and the value of physicality in showcasing type design.
- "Are Client Briefs Declining in Quality?"
Liz Gorny’s opinion piece for It’s Nice That explores whether client briefs in the creative industry are deteriorating in quality. Drawing on perspectives from industry figures like Aries Moross, Terry Stephens, Mike Reed, and Ed Tsue, the article examines trends such as longer, AI-written, and more collaborative briefs, as well as issues of stakeholder misalignment. While some see these changes as signs of decline, others view them as evidence of growing client awareness and ambition.
- Nomad Revamps Tottenham Hotspur with Bold New Look