Elmwood

Creative Boom · Nov 25, 2025

Design recruitment agency Craft has unveiled a new brand identity centered on the concept of 'cultivation', symbolized through a floral visual system. The rebrand, led by a global creative team including Sundry, Good City, and photographer Paula Codoner, reflects Craft’s mission to nurture creative talent and leadership. The refreshed identity replaces a decade-old Elmwood design with a more mature, textured, and globally resonant look.

Creative Boom · Nov 24, 2025

Creative Boom’s November 2025 'Booms & Shakes' roundup highlights major agency appointments, client wins, and new ventures across the global creative industry. From GOOD Agency’s partnership with The Children’s Society to Koto’s new chairperson and Elmwood’s leadership expansion, the article captures a sector in motion. It also spotlights new studios, relocations, and independent launches that signal optimism and reinvention despite economic uncertainty.

Creative Boom · Jul 21, 2025

The article explores the growing trend of designers and strategists leaving large network agencies to start independent studios. Through interviews with leaders from Koto, Unfound Studio, Blurr Bureau, Brandon Consultants, and Studio Meisō, it highlights motivations such as creative freedom, agility, and values-driven work. The piece frames this shift as a structural and cultural evolution in the creative industry.

Creative Boom · May 27, 2025

Creative Boom profiles Leeds-based studio Born Ugly, which emerged from the former Elmwood headquarters during the pandemic. The article explores how the studio redefined itself through a philosophy of radical reinvention and strategic creativity, highlighting projects for MitoQ, Astonish, and Carlsberg’s Somersby. Born Ugly’s approach centers on uncovering the 'Ugly Truth' behind brands to drive meaningful transformation.