Tom May
Author · Other
50 articles · Jan 2026 — Apr 2026
Quotes
“The company is reportedly preparing for an IPO and needs its books to look more respectable.”
“The creative industries shouldn't be popping champagne just yet.”
“The company is reportedly preparing for an IPO and needs its books to look more respectable.”
“Use AI tools. Learn them. Bill for the efficiency gains. But don't let any one of them become load-bearing.”
“Design that is thoughtful, durable and rooted in genuine craft matters more than ever during periods of instability.”
“Crown Creative's identity for Barkhouse, a luxury New York dog hotel, solves one of branding's more unusual briefs: two audiences, one of whom has zero interest in your typography.”
“The brand strapline ('Dog Obsessed, Just Like You') is the cleanest expression of the whole strategy.”
“These are typefaces that know exactly what job they're meant to do, and they get on with it.”
“GT Canon succeeds as both a workhorse and a voice, demonstrating that contemporary type systems can serve multiple roles whilst maintaining a coherent identity throughout.”
“WTF Forma demonstrates how contemporary type design can serve both needs without compromise.”
Articles & interviews
- Margot Lévêque on her new font foundry, and why she stuck to her guns on the name
Creative Boom · Apr 8, 2026
Creative Boom profiles French type designer Margot Lévêque and the launch of her new foundry, Claude Type. The article explores her philosophy of slow, craft-focused typography, her inspirations from Claude Garamont and her grandmother Claudine, and her collaborations with International Magic and 27Bureau on the foundry’s website. It positions Claude Type as a couture-style atelier emphasizing time, care, and intention in type design.
Claude TypeInternational Magic27BureauHermèsVoguebranding - Dan Forster on the Aladdin's cave that made him a lettering legend
Creative Boom · Apr 7, 2026
Creative Boom profiles lettering artist Dan Forster, exploring how his late father Tony Forster’s calligraphic legacy and studio inspired his career shift from graphic design to hand-lettered typography. The article traces Dan’s journey through personal loss, rediscovery of craft, and his evolution into a sought-after lettering artist for global brands like Apple and Twinings. It highlights the enduring value of hand skills in an increasingly digital and AI-driven design landscape.
- What now? Practical advice from the creative community for 2026's graduates
Creative Boom · Apr 7, 2026
Creative Boom’s Tom May gathers advice from leading designers, creative directors, and illustrators to help 2026 graduates navigate a challenging job market. The article emphasizes showing creative thinking in portfolios, building genuine networks, being strategic in job applications, and maintaining creative momentum after graduation. Contributors from studios like Fiasco Design, Like Magic Studio, and Edna Studio share practical, encouraging insights for emerging creatives.
Fiasco DesignLike Magic StudioKISS Brandingother - Boom Brief #8: How you brought a fictional Italian bakery to life
Creative Boom · Apr 7, 2026
Creative Boom’s eighth Boom Brief challenged designers to create a brand identity for a fictional Italian bakery called Alba. Designers from around the world responded with inventive interpretations, from typographic experiments and symbolic illustrations to tactile, craft-led executions. The article highlights how each designer approached the brief with originality and personal insight.
Studio SláinteAlba Bakerybranding - StudioDBD's Dave Sedgwick on why an idea that lost him thousands was the best thing he ever did
Creative Boom · Apr 2, 2026 · Interview
Creative Boom interviews Dave Sedgwick, founder of StudioDBD, about his long-running passion project BCNMCR, which began as a self-funded exhibition connecting Manchester and Barcelona design scenes. Despite early financial losses, the project ultimately led to major commissions from Marketing Manchester and MIDAS. Sedgwick reflects on persistence, creative risk-taking, and the long-term value of personal projects.
StudioDBDHey StudioMarketing ManchesterMIDASbranding - When a balloon dog walks into a bottle: why Evian + Jeff Koons is a collab we can all learn from
Creative Boom · Apr 2, 2026
Creative Boom reports on Evian’s 200th anniversary collaboration with artist Jeff Koons, who designed limited-edition glass bottles featuring his iconic Balloon Dog motif. The article highlights how the partnership aligns with Evian’s history of treating its packaging as a cultural object and celebrates the brand’s creative legacy. The campaign also features portraits of athletes and Koons himself, reinforcing Evian’s blend of sport, art, and heritage.
Evianpackaging - Taste travels: Matt Dunn on how ideas move through culture
Creative Boom · Apr 1, 2026 · Interview
Creative Boom’s interview with global creative director Matt Dunn explores his philosophy on how taste moves through culture and how it shapes creative work. Dunn discusses his process of documenting cultural references and shares insights from his Unwell NYC pop-up project for Alex Cooper’s Call Her Daddy brand. The piece highlights his collaborative approach, practical creative advice, and belief in sharing knowledge freely.
EnterDroga5MotherUnwell BeveragesCall Her Daddybranding - What history's most ridiculous design brief can teach us today
Creative Boom · Apr 1, 2026
Tom May’s Creative Boom article explores 'Matchbook Book', a new publication by Billy Woods and CentreCentre that collects over 250 vintage British matchbooks. The piece reflects on how these small advertising objects reveal lessons about creativity, constraint, and craft in design. It argues that the humble matchbook represents a lost era of thoughtful, small-scale design that modern branding often overlooks.
CentreCentreeditorial - 3D artist Eva Cremers on why not knowing the rules actually helped her career
Creative Boom · Apr 1, 2026 · Interview
Creative Boom’s interview with Dutch 3D artist and animation director Eva Cremers explores how her unconventional path and self-taught approach shaped her distinctive, playful CGI style. She discusses her early break with Man vs Machine, major brand collaborations including YouTube’s Recap campaign, and her evolving relationship with the perception of her work. The piece highlights her use of AI, collaboration with animator Sam Burton, and her philosophy of embracing imperfection and creative freedom.
- What are you like? 9 things our survey reveals about readers
Creative Boom · Mar 31, 2026
Creative Boom’s 2026 reader survey reveals insights from over 600 creative professionals, showing a community that is experienced, largely independent, and facing sustained financial and emotional pressure. Most respondents use AI tools but remain cautious about their impact, while burnout and client demands continue to rise. The findings highlight a growing desire for community, mentorship, and mental health support over traditional industry recognition like awards.
research|insight - Canva's Tom Carey on why imperfection might be your greatest creative weapon
Creative Boom · Mar 31, 2026 · Interview
Creative Boom interviews Tom Carey, creative director at Canva, about the role of imperfection and human instinct in the age of AI-driven design. Carey argues that as AI raises the baseline of technical polish, creative professionals must differentiate through individuality, emotion, and imperfection. The conversation also touches on Canva’s acquisitions of Affinity and Cavalry, its global creative team, and the evolving relationship between technology and human creativity.
CanvaAffinityCavalrybranding - How Melonie Bennett captured the images everyone else was too drunk to take
Creative Boom · Mar 31, 2026
Creative Boom profiles American photographer Melonie Bennett and her debut monograph 'Holy Cow!', published by GOST Books. The book compiles 20 years of intimate, humorous photographs of her own family in rural Maine, exploring themes of observation, humour, and authenticity in documentary photography. The article reflects on how Bennett’s sober, watchful role within her family shaped her creative voice and access to her subject matter.
GOST Bookseditorial - Abstract painter Jenny Beard on how to make art that isn't hollow
Creative Boom · Mar 31, 2026
Creative Boom profiles Leeds-based abstract painter Jenny Beard and her new exhibition 'Listen Love' at Frontier Gallery. The show explores resistance, embodiment, and the disruption of automatic creative processes through unconventional materials and textural experimentation. Beard’s work challenges ease and automation in art-making, inviting viewers to engage physically and conceptually with her paintings.
art - Why pricing your creative work is mostly a battle with yourself
Creative Boom · Mar 30, 2026
The article by Tom May explores the psychological and practical challenges creatives face when pricing their work. Through insights from designers, illustrators, and creative directors, it emphasizes that pricing is less about mathematics and more about confidence, value perception, and communication. The piece offers practical advice on setting boundaries, documenting agreements, and regularly reviewing rates.
- Are we sleepwalking into an era of ultra-processed creativity?
Creative Boom · Mar 30, 2026
Creative Boom’s article by Tom May features Andy Harvey, founder and ECD of Communion, discussing the dangers of 'ultra-processed creativity'—a metaphor for the overuse of AI and mass-production mindsets in creative industries. Harvey argues that the industry must resist the push for speed and quantity, instead prioritizing originality, cultural depth, and meaningful creative value. The piece explores how independent studios like Communion can lead by example through human-centered, thoughtful design practices.
CommunionRosewoodEpheabranding - The death of Sora, and why you shouldn't build your studio on borrowed sand
Creative Boom · Mar 25, 2026
Creative Boom's Tom May reflects on OpenAI's abrupt shutdown of its AI video app Sora, warning creatives about the risks of building workflows around unstable third-party platforms. The article explores the financial and legal uncertainties surrounding AI tools and urges designers to maintain control over their core skills and processes. It also touches on UK government policy shifts regarding AI and copyright.
- The death of Sora, and why you shouldn't build your studio on borrowed sand
Creative Boom · Mar 25, 2026
Creative Boom’s Tom May reports on OpenAI’s sudden shutdown of its AI video app Sora, which had quickly become popular among creatives. The article warns designers and studios about the risks of relying too heavily on third-party AI tools that can vanish overnight. It also touches on evolving UK government policy around AI and copyright, urging creatives to maintain control over their own processes.
- Is it ethical to present concept work as if it's real?
Creative Boom · Mar 24, 2026
The article by Tom May explores the ethical implications of designers presenting speculative or concept work as if it were real client projects. Through insights from various industry professionals, it concludes that while concept work is valuable for learning and showcasing creativity, it must be transparently labeled to avoid misleading clients or employers. The piece emphasizes honesty and context as key to maintaining professional integrity.
IWANT designMiresBallGood Call Studiobranding - The best new fonts for March 2026
Creative Boom · Mar 24, 2026
Creative Boom’s March 2026 roundup by Tom May highlights five notable new typefaces that balance historical influence with contemporary craft. Featured releases include Mark Caneso’s experimental ‘Please’, Neville Brody’s agitprop-inspired ‘BF Popaganda’, CoType’s softened ‘Aeonik Soft’, ALT.tf’s feminist revival ‘ALT Erogenous’, and Rubén Fontana’s sculptural ‘Archibrazo’. The article celebrates thoughtful, durable design amid global uncertainty.
ps.type.labBrody FontsCoType FoundryRevolutEurosporttypography - Is it ethical to present concept work as if it's real?
Creative Boom · Mar 24, 2026
The article by Tom May explores the ethics of presenting concept or speculative design work as if it were real client work. Through perspectives from various designers and creative directors, it concludes that concept work has value for learning and showcasing skills, but must always be clearly labelled to avoid misleading clients or employers.
IWANT designMiresBallGood Call Studiobranding - Turn your passion into a paycheck: how DeviantArt can help you make money from art
Creative Boom · Mar 24, 2026
Creative Boom’s article by Tom May spotlights DeviantArt’s new monetisation tools that help artists earn directly from their work. It outlines features such as subscriptions, exclusives, premium downloads, and analytics, showing how the platform aligns its success with creators’ earnings. Several artists share their income growth stories, illustrating the platform’s potential for sustainable creative income.
DeviantArtdigital - Creative agencies are quietly moving everything into Air
Creative Boom · Mar 23, 2026
Creative Boom’s article by Tom May explores how Air, a New York-based creative operations platform, is redefining how agencies use AI. Rather than replacing creatives, Air’s new update introduces a context layer, AI agents, and a canvas that empower designers to control automation while maintaining brand consistency. The piece highlights Air’s philosophy of supporting creative teams through centralised, human-led workflows.
- 8 eye-catching typefaces that will elevate your editorial designs
Creative Boom · Mar 19, 2026
Creative Boom’s article by Tom May spotlights eight standout typefaces from Blaze Type that enhance editorial design. The feature highlights each font’s design intent, versatility, and technical features, showcasing Blaze Type’s growing influence in contemporary typography. It also references real-world applications such as the 22º Bienal Sesc Videobrasil project by Luciana Facchini.
Blaze TypePROXIMA22º Bienal Sesc Videobrasileditorial - It gets easier: creatives share the lessons that changed everything
Creative Boom · Mar 17, 2026
Creative Boom’s article by Tom May gathers insights from designers, illustrators, and other creatives about the lessons they’ve learned over their careers. Contributors discuss overcoming imposter syndrome, learning to say no, finding meaning in their work, and developing confidence. The piece offers reassurance and practical wisdom for those navigating early creative careers.
Noramblecareer|industry - Oscar-nominee Pen Densham on why holding back is the worst mistake a creative can make
Creative Boom · Mar 16, 2026 · Interview
Creative Boom’s interview with Oscar-nominated filmmaker and photographer Pen Densham explores his lifelong creative journey from film to photography. Densham discusses the importance of creative courage, the dangers of holding back, and his process of unlearning technical perfection to rediscover emotional expression through photography. The piece reflects on his career, mentorship, and evolving artistic philosophy.
Trilogy Entertainment Groupphotography - Surviving redundancy: tips on how to cope, and why it can be a blessing in disguise
Creative Boom · Mar 16, 2026
Written by Tom May for Creative Boom, this article explores how creatives can cope with redundancy and turn it into an opportunity for growth. Through personal stories from professionals across PR, marketing, and design, it highlights resilience, reinvention, and the potential for new beginnings after job loss.
Fiasco DesignSeventy Three DesignHendrix Rose PRother - Barkhouse hotel: how do you brand a service for a client who can't read?
Creative Boom · Mar 12, 2026
Creative Boom features Crown Creative’s brand identity for Barkhouse, a luxury dog hotel and daycare in New York. The project balances sophistication for human clients with warmth and personality for their pets, using dual typefaces, hand-drawn illustrations, and a color palette inspired by dog coats. The article explores how the studio created a new category of premium pet hospitality branding through restraint and emotional intelligence.
Crown CreativeBarkhousebranding - Real talk, real people: why IRL is the community you've been waiting for
Creative Boom · Mar 10, 2026
Creative Boom IRL is a new series of informal, free creative meetups across the UK, launched by Creative Boom to foster real-world connections among designers, illustrators, and other creatives. The initiative grew from the success of The Studio, Creative Boom’s online community, and now spans multiple cities from Manchester to Belfast. The article highlights how these events are revitalizing local creative networks and encouraging collaboration beyond digital platforms.
Creative BoomThe StudioFolly Creativecommunity|branding - Are creatives really leaving the UK in droves, and if so, why?
Creative Boom · Mar 10, 2026
The article explores why many UK-based creatives are relocating abroad, examining economic pressures, lifestyle motivations, and the impact of remote work. Through interviews with designers and studio founders, it reveals a nuanced picture of global mobility, professional adaptation, and shifting definitions of 'home' in the creative industry.
Thump StudioJory&CoWithin Design Studioother - Uther Studio on making a home renovation app feel like a friend, not a filing system
Creative Boom · Mar 3, 2026
Creative Boom profiles Uther Studio’s debut project: the brand identity for home renovation app Hey, Barb. The new studio, led by Liz McCracken, created a warm and approachable identity that balances humor and clarity to make renovation management feel less stressful. The work emphasizes personality, color, and human tone over corporate polish.
Uther StudioHey, Barbbranding - Advertising has become addicted to absurdist humour
Creative Boom · Mar 2, 2026
Tom May’s article for Creative Boom explores the rise of absurdist humour in advertising, using Domino’s new CHICK 'N' DIP campaign by VCCP as a case study. The piece argues that while absurdism has become a dominant creative trend, it can still serve strategic and communicative purposes when executed with intent. The campaign’s character-driven approach helps distinguish Domino’s new chicken sub-brand while maintaining the parent brand’s equity.
VCCPBig Dip StudioDomino'sadvertising - 'Is this the end of my career?' What creatives think about the brutal state of freelance
Creative Boom · Feb 25, 2026
The article by Tom May explores the worsening state of freelance work in the creative industry, as many designers and illustrators report prolonged periods without projects. Through firsthand accounts, it highlights the systemic challenges caused by economic downturns, AI disruption, and shrinking budgets. Despite the bleak outlook, some creatives find stability through side jobs or strategic repositioning.
other - Where AI meets creative practice at the Royal College of Art
Creative Boom · Feb 24, 2026
The article explores how two creatives from the Royal College of Art, Gregor Petrikovič and Ramla Anshur, are redefining the role of AI in creative practice. Petrikovič uses AI to explore memory and human emotion through film, while Anshur investigates how marginalised communities can shape AI technologies. Both credit the RCA for fostering critical and experimental approaches to technology in art and design.
Royal College of ArtAccentureDesign Museummotion - 24 planet-friendly product swaps that creatives actually stick with
Creative Boom · Feb 24, 2026
Creative Boom’s Tom May compiles a community-sourced list of 24 sustainable product swaps that designers and other creatives genuinely use. The article highlights eco-friendly alternatives across personal care, stationery, and household products, emphasizing design quality and long-term usability. Through quotes from industry professionals, it shows how sustainability and good design increasingly go hand in hand.
FishfingerBurgopakKISS Brandingproduct|sustainability|resources - I love freelancing, but what about my pension?
Creative Boom · Feb 23, 2026
Creative Boom’s advice column by Tom May explores how freelancers can start saving for retirement despite irregular income. The article features insights from several UK creatives who share their personal pension strategies and emphasize the importance of starting small and automating contributions. It highlights pension options like PensionBee, Penfold, and Lifetime ISAs, stressing tax benefits and long-term financial security.
Studio DBDMAJOR Brand Houseother - What makes a freelancer indispensable? The answer might not be what you think
Creative Boom · Feb 18, 2026
The article by Tom May explores what truly makes freelancers indispensable to clients, arguing that reliability, communication, and relationship-building often outweigh raw creative skill. Through insights from multiple freelance designers and artists, it highlights professionalism, honesty, and empathy as the key traits that sustain long-term client relationships.
other - The best new typefaces for February 2026
Creative Boom · Feb 18, 2026
Creative Boom’s February 2026 roundup by Tom May highlights notable new type releases from global foundries. The selection spans bespoke commissions, multiscript collaborations, and variable font innovations, reflecting a strong focus on inclusivity, craft, and typographic versatility. Each featured release demonstrates renewed ambition and thoughtful design across the international type community.
CoType FoundryJamie Clark TypeStudio GriggsAardmanRevoluttypography - I'm stuck as a mid-weight designer: now what?
Creative Boom · Feb 16, 2026
This Creative Boom article by Tom May explores how mid-weight designers can navigate career stagnation and progress toward senior roles. Featuring advice from multiple creatives, it emphasizes redefining success, seeking mentorship, and embracing unconventional career paths. The piece encourages designers to focus on growth, confidence, and aligning their environment with their ambitions.
career_advice - Six powerful ways to make your next rebrand better
Creative Boom · Feb 3, 2026
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.
- The motion design bottleneck is real... and Typeflow by Algo studio might be the answer
Creative Boom · Jan 28, 2026
Creative Boom’s article by Tom May explores Typeflow, a new web-based motion design tool created by Algo using Cavalry’s procedural animation engine. The project demonstrates how branded creative tools can empower non-specialists to produce on-brand motion content while easing the workload of motion designers. Featuring collaborations with several Cavalry artists, Typeflow showcases the potential of procedural, browser-based animation systems for scalable brand consistency.
AlgoCavalrySceneryElasticOndodigital - Why brand consistency matters more than ever, and how Obello can help agencies achieve it
Creative Boom · Jan 28, 2026
Creative Boom’s article by Tom May explores how Obello, a new AI-powered design platform founded by Ollie Ralph and Ben Pham, helps agencies and in-house teams maintain brand consistency at scale. The platform encodes brand rules directly into design tools, using its proprietary GLAM model to automate layout adaptation while preserving creative integrity. Obello positions itself as a collaborator for designers, not a replacement, targeting enterprise and agency clients seeking scalable, consistent brand output.
- Nike is exploring FLORA for its creative work
Creative Boom · Jan 27, 2026
Creative Boom reports that Nike has begun exploring FLORA, a generative AI platform for creative workflows, as part of its hiring requirements. The article features insights from FLORA co-founder Weber Wong, who explains how the tool enables entire creative systems rather than one-off outputs. Studios like Pentagram, Lionsgate, and Little Plains are adopting FLORA to accelerate branding and campaign creation through generative workflows.
- The best new typefaces for January 2026
Creative Boom · Jan 22, 2026
Creative Boom’s January 2026 roundup by Tom May highlights standout new type releases from Grilli Type, W Type Foundry, Frere-Jones Type, and The Northern Block. The featured fonts balance functionality with personality, ranging from pragmatic corporate sans serifs to revived historical scripts. The article celebrates how modern type design merges utility, warmth, and historical awareness.
Grilli TypeW Type FoundryFrere-Jones Typetypography - These 10 new AI tools genuinely support creatives
Creative Boom · Jan 20, 2026
Creative Boom’s article by Tom May highlights ten AI tools that genuinely support creative professionals by automating tedious tasks without replacing human creativity. The roundup covers tools for transcription, research, translation, writing, data analysis, and productivity, emphasizing how they can enhance efficiency and free up time for creative work.
digital - Jacqueline Colley on why you don't need big commissions to make it as an illustrator
Creative Boom · Jan 20, 2026 · Interview
Creative Boom interviews London-based illustrator Jacqueline Colley, who has built a sustainable career through self-initiated products, markets, and wholesale rather than relying on big-name commissions. She discusses her process, materials, and how diversifying income streams has allowed her to thrive despite industry challenges like AI and Brexit. The article highlights her tactile, maximalist approach and her advice for illustrators to find their niche and build independence.
Swoon EditionsAnthropologieillustration - How LABASAD is preparing creatives for an AI-powered future
Creative Boom · Jan 19, 2026
Creative Boom’s feature explores how LABASAD, the Barcelona School of Arts and Design, is integrating AI across its online master's programmes to prepare creatives for an AI-driven future. The article highlights the Online Master's in Generative Artificial Intelligence for Creatives, directed by Isabel Martinez, and showcases student Lizzie Van Wassenhoven’s AI-generated fashion film project. LABASAD’s approach emphasizes critical thinking and creative direction over tool mastery.
LABASAD (Barcelona School of Arts and Design)BeContentResolutdigital - How LABASAD is preparing creatives for an AI-powered future
Creative Boom · Jan 19, 2026
Creative Boom’s article explores how LABASAD, the Barcelona School of Arts and Design, is integrating AI across its master's programmes to prepare creatives for an AI-driven future. It highlights the Online Master's in Generative Artificial Intelligence for Creatives, featuring insights from instructors and students like Lizzie Van Wassenhoven, who use AI tools such as Sora and ChatGPT in their creative processes. The piece emphasizes critical thinking, ethical awareness, and creative leadership in the age of AI.
LABASAD (Barcelona School of Arts and Design)BeContentResolutdigital - Creatives share their tips for beating the Blue Mondays
Creative Boom · Jan 19, 2026
Creative Boom’s article by Tom May gathers advice from designers, illustrators, and marketing professionals on how to overcome the January blues. Contributors share personal strategies such as exercise, social connection, embracing rest, and lowering expectations to maintain wellbeing during winter. The piece highlights a positive, reflective approach to the so-called 'Blue Monday' period.
Gardiner Richardsonother - Why January is a terrible time to make big career decisions
Creative Boom · Jan 14, 2026
Written by Tom May for Creative Boom, this opinion piece argues that January is the worst time to make major creative or career decisions. The author humorously explains how post-holiday fatigue, financial stress, and social media pressure combine to cloud judgment, urging creatives to wait until spring to make big moves.
- Built with variable fonts, this logo might be the future of design
Creative Boom · Jan 14, 2026
Creative Boom’s article by Tom May explores Monotype’s creation of a variable logotype for Chantelle Pulp, a sub-brand of French lingerie label Chantelle. The identity uses variable font technology to express inclusivity and adaptability, aligning with the brand’s values of body diversity and playful rebellion. The piece examines how the flexible logo system challenges traditional notions of brand consistency and offers a glimpse into the future of dynamic branding.
MonotypeChantelle PulpChantellebranding