Made Thought
Made Thought is a London- and New York–based creative studio redefining how brands connect with the future. Founded by Paul Austin and Ben Parker, the studio blends strategic insight with exceptional craft to shape visionary brands into cultural icons. As part of The New Standard collective, Made Thought partners with global leaders including Herman Miller, Dolce & Gabbana, and the Miami Design District. Their multidisciplinary team of strategists, designers, and thinkers specializes in brand transformation, creating intelligent, beautiful, and future-focused design that challenges convention and inspires change across industries.
https://www.madethought.com/
New York, United States
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Known for:brandinginterviewsustainabilitymade thoughtcreative processgraphic design
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News & interviews
- Behind the Badass Bitches In Brand podcast, with Stacey Saunders
The Brand Identity · Feb 25, 2026 · Interview
The Brand Identity interviews Stacey Saunders, General Manager at Houston Group, about the creation of her podcast and brand platform Badass Bitches In Brand. Developed with Houston’s design team, the identity rejects stereotypical pink palettes in favor of bold red and confident visual language. The project celebrates women in branding through honest conversation, collaboration, and mentorship.
- How Sthuthi Ramesh built All Around Design as a transcultural practice
The Brand Identity · Nov 28, 2025 · Interview
The Brand Identity interviews designer Sthuthi Ramesh about launching her transcultural studio, All Around Design, after years of independent work and experience at major agencies. She discusses balancing motherhood and entrepreneurship, her philosophy of cultural fluidity in design, and her preference for human-centered, handcrafted creativity amid the rise of AI. The piece also highlights her work with major cultural institutions and her sustainable, collaborative studio model.
- Ocean Bottle Unveils New Identity to Inspire Global Change
Creative Boom · Jul 3, 2025
Ocean Bottle has unveiled a refreshed brand identity developed with Made Thought and Tokyo Calm to better express its mission of tackling ocean plastic. The new system emphasizes emotional connection, transparency, and scalability as the company expands globally. The refresh includes updated strategy, tone of voice, and digital design tools to support growth and authenticity.
- Social Media Criticism Threatens Creativity in Design Industry
It's Nice That · Jun 3, 2025
Matt Alagiah’s opinion piece explores how social media criticism of rebrands, such as GF Smith’s recent identity by Templo, can cross from healthy debate into toxic pile-ons that discourage creative risk-taking. Featuring perspectives from GF Smith’s Benjamin Watkinson and Templo’s Anoushka Rodda and Pali Palavathanan, the article questions whether online negativity is stifling innovation in the design industry. It calls for more constructive discourse and empathy toward both designers and clients.
- Exploring Democratic Branding with Frontify, Feeld, and Figma
The Brand Identity · Apr 30, 2025
The article explores how branding is becoming more participatory, featuring Feeld’s community-driven rebrand with Made Thought and Figma’s remixable identity for its Config conference. It examines how both brands invite their audiences into the creative process—Feeld through structured co-creation and Figma through open remix culture—highlighting a shift toward democratic, flexible brand systems.
- "Jake Richardson's Rituals and Transparency Propel Freelance Career"
The Brand Identity · Feb 24, 2025 · Interview
The Brand Identity’s interview with freelance designer and motion artist Jake Richardson explores his journey from interning at Pentagram to freelancing for major clients like Google Creative Lab. He discusses his daily rituals, creative routines, and how transparency, adaptability, and experimentation shape his career in London’s design scene.
- The Creative Study: AUFI’s Nick Bell shares the impressive journey of ‘defining the undefinable’
The Brand Identity · Jul 19, 2022 · Interview
The Brand Identity interviews AUFI co-founder Nick Bell about The Creative Study, a large-scale research and storytelling project exploring how creativity is defined and measured in modern business. Designed by Made Thought, the digital report compiles insights from global creative leaders and highlights the growing importance of creativity in leadership and organizational strategy.
- New Branding for Think Packaging by Seachange
BP&O · Mar 29, 2022
BP&O features Seachange’s new branding and website for Auckland-based structural packaging studio Think Packaging. The identity and campaign celebrate the company’s obsession with cardboard through humorous, sculptural imagery and playful copywriting. The project balances irreverence with precision, using Sul Sans typography, Kraft-inspired colors, and interactive web design to express Think’s creative personality.
- Sthuthi Ramesh on 'permalancing' and why the industry should be more supportive of creative mums
The Brand Identity · Apr 1, 2021 · Interview
The Brand Identity interviews London-based designer Sthuthi Ramesh about her experiences freelancing at leading studios like Pentagram and Made Thought, her advocacy for more inclusive and supportive environments for creative mothers, and her co-founding of Nicety Materials, a digital library for physical materials. She discusses the challenges of permalancing, the impact of the pandemic, and her passion for sustainability and diversity in design.
- Private View(s) is a podcast that looks beyond the portfolio to focus on what makes studios tick
The Brand Identity · Oct 13, 2019 · Interview
The Brand Identity interviews Ask Us For Ideas co-founder Nick Bell about Private View(s), a podcast exploring the inner workings of leading creative studios. Created with editor David Michon and featuring studios like Collins, Made Thought, Base, Koto, and RoAndCo, the series focuses on process and philosophy rather than portfolio. Made Thought also designed the podcast’s colorful, modular identity system.
- Studio South
The Brand Identity · Dec 20, 2016 · Interview
The Brand Identity interviews Sam Southwell, Founding Creative Director of Studio South, about the studio’s evolution from APLUS, their design philosophy, and key projects including The International, At Your Request, and Meg’s Tailoring. The discussion highlights their focus on refined, concept-driven branding and collaborative processes with developers and clients.
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