Nomad

Creative Boom · Oct 27, 2025

Creative Boom’s special report by Tom May gathers insights from seven UK studio leaders on how AI is influencing the creative process. While many see AI as a useful tool for accelerating research and ideation, they agree it hasn’t replaced human creativity or judgement. The consensus is that AI is being pragmatically integrated into workflows, enhancing efficiency without redefining the essence of creative work.

Creative Boom · Oct 13, 2025

The article gathers insights from leading creative directors and studio founders about their strategic priorities for 2026. Themes include efficiency through AI, the growing importance of strategy, blurred boundaries between disciplines, and the need for bold, distinctive creative work. Despite economic uncertainty, many studios express optimism and a focus on smarter, more collaborative approaches.

Creative Boom · Sep 22, 2025

Katy Cowan argues that communication, not talent, is the most vital skill for freelancers. Drawing on her experience and examples from Stuart Watson of Nomad and James Ede of Be Heard, she explains how consistent, respectful communication builds trust and long-term client relationships. The article emphasizes that reliability and clarity often matter more than creative brilliance in sustaining a freelance career.

The Brand Identity · Mar 31, 2025

Nomad has rebranded the Women’s Tennis Association (WTA) to reposition it as a global entertainment brand rather than a traditional sports organisation. The new identity features a sleek wordmark, cinematic typography using Marsden Slim, and a dynamic color palette inspired by gaming aesthetics. The rebrand emphasizes energy, inclusivity, and modern storytelling across broadcast and digital platforms.

The Brand Identity · Dec 3, 2024

London-based studio Nomad led a comprehensive visual refresh for Tottenham Hotspur, modernising the club’s identity while preserving its heritage. The facelift includes a refined cockerel icon, a revived monogram, and a remastered custom typeface developed with F37 Foundry and Miles Newlyn. The project aims to make the club’s branding sharper, more flexible, and better suited for digital applications.

The Brand Identity · Dec 22, 2023

This roundup presents eight identity projects for fitness and lifestyle brands that make exercise feel more joyful and approachable. The selected work moves away from macho metallic gym aesthetics through community-focused positioning, playful imagery, expressive lettering, and vibrant color.

The Brand Identity · Nov 28, 2023

London-based strategy and brand experience company Nomad collaborated with Sky Creative and WithU to create Mvmnt's identity, an AI and motion-tracking-enabled home workout app. The system combines an M-shaped pulse symbol, lowercase custom wordmark, Aeonik typography and vibrant gradients, supported by photography from Olly Burn that clearly demonstrates the product in a home setting.

BP&O · Aug 24, 2023

BP&O’s article by Emily Gosling reviews the Natural History Museum’s new identity, created collaboratively by Pentagram and Nomad, with strategy from Heavenly. The rebrand aims to reposition the museum as a catalyst for change around climate and science, featuring a circular NHM symbol, vibrant colors, and motion-driven applications. Gosling praises the design’s energy and inclusivity but questions the clarity of the NHM acronym and its connection to the museum’s heritage.

The Brand Identity · Feb 14, 2023 · Interview

This interview from The Brand Identity’s 'The Freelancers' series features London-based designer Josh Lassen, who discusses his path into freelancing, lessons learned from mistakes, and the importance of working with the right people. Lassen reflects on his experiences at studios like Wolff Olins and Nomad, his approach to time management, and his dream of designing a train identity. The conversation highlights the realities of freelance life, from admin tools to finding good studio fits.

BP&O · Nov 24, 2022

BP&O’s Richard Baird reviews Nomad’s energetic rebrand for Sing King, the world’s most popular online karaoke platform. The project features a bold, motion-driven identity full of color, character, and layered sticker-inspired visuals that reflect the fun and spontaneity of karaoke. The article praises Nomad’s execution and consistency across digital touchpoints.

The Brand Identity · Aug 10, 2022

London-based agency Nomad partnered with reality TV streaming platform Hayu on a complete rebrand encompassing strategy, identity, tone of voice, and campaign rollout. The new identity centres on a flexible ‘H’ device and a customised version of Sharp Type’s Beatrice, supported by a vibrant, adaptable colour palette. The result captures Hayu’s loud, proud, and sassy personality while unifying its diverse content offering.