Will Thacker
Co-Founder, Creative Partner, Creative Director
In their own words
We translated the concept by designing a generative system driven by real human interaction.
Sustainability is a crucial cultural shift and a core focus for 20(SOMETHING), so their aim is to help clients respond to this growing zeitgeist.
The issue is brought to life through a zombie apocalypse-like campaign, which juxtaposes wool's renewable qualities with 'the undead persistence of synthetic fibres'.
A key challenge was raising awareness about fabric composition, which is often overlooked.
Articles & interviews3
- From Blur to clever branding metaphors: how creative studios got their names
The Creative Boom article by Abbey Bamford explores how several creative studios chose their names, revealing the stories and philosophies behind them. Featuring Coffee & TV, Butterfly Cannon, The Bigger Boat, ThreeTenSeven, and 20(SOMETHING), the piece highlights how cultural references, personal traits, and creative beliefs shape studio identities. Each story underscores the importance of naming as a reflection of values and creative intent.
- 20(SOMETHING) Crafts Identity Using Human Data
London-based studio 20(SOMETHING) developed a generative brand identity for Omidyar Network, a philanthropic organisation focused on human-centered technology. The identity uses data from real human interactions to create evolving visuals, supported by a bold duotone palette and a typographic pairing of Feijoa and F37 Lineca. The system reflects Omidyar’s mission to embed humanity within digital progress through a dynamic, modular design approach.
- Woolmark Campaign Highlights Fast Fashion's Environmental Impact