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The Brand Identity interviews Motto co-founder and CEO Sunny Bonnell about Motto Supply, a new initiative offering interactive digital workbooks that distil the agency’s brand strategy frameworks for entrepreneurs and small teams. The project aims to democratise access to high-level brand thinking through self-guided, actionable tools. Bonnell discusses the creative process, challenges of simplification, and the positive global reception of the workbooks.
The article explores whether the creative industry is moving beyond the age of the specialist toward a new era of generalist creatives. Through interviews with agency leaders, it argues that the most valuable professionals today are 'T-shaped'—those who combine deep expertise with broad, strategic understanding. AI, tighter budgets, and evolving client needs are driving this shift toward adaptable, collaborative talent.
The article explores whether university remains the best route into the creative industry in 2025. Featuring insights from creative leaders across agencies, it concludes that while formal education still offers structure and mentorship, self-taught and alternative paths are increasingly valid. The piece highlights accessibility, evolving technology, and the importance of time and practical experience in shaping creative careers.