Made Thought

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.

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.

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.

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 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.

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.

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.

The Brand Identity · Feb 4, 2021

Made Thought collaborated with FutureCorp to evolve the brand identity and digital presence of AUFI, a London-based creative matchmaking company. The project balanced business confidence with charismatic warmth through a typographic pairing of Helvetica and Suisse Works, complemented by fluorescent color accents. The result is a refined, confident, and forward-looking identity that reflects AUFI’s collaborative ethos.

The Brand Identity · May 16, 2020 · Interview

The Brand Identity interviews Made Thought designer Joseph Lebus about his unconventional path into design, his typographic experimentation, and his approach to creativity. Lebus discusses how his background in languages informs his visual work, his experiences working remotely, and key projects such as collaborations with IOM and Imprimerie Du Marais. The conversation highlights his belief in experimentation, process, and pushing creative boundaries.

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.

The Brand Identity · Dec 13, 2018 · Interview

The Brand Identity interviews AUFI co-founder Nick Bell about the company’s role as a matchmaker between ambitious brands and top creative agencies. The discussion covers AUFI’s founding story, its approach to pairing clients with agencies, and its collaborative Christmas project ‘Wrapping Up,’ which involved 12 London studios producing sustainable screen-printed wrapping papers. The project’s proceeds supported the charity Wrap Up London.

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.