Nomad Studio defined a new philosophy for Tottenham Hotspur Football Club (THFC) and developed a reimagined visual and verbal identity that captures the club's daring spirit both on and off the pitch. The project spanned nine months, during which Nomad collaborated closely with THFC’s in-house creative team and engaged over 300 players, staff, and fans for input. The studio modernized the iconic Spurs badge, introducing a simplified silhouette of the cockerel and reviving the THFC monogram from the 1950s. Additionally, Nomad transformed the existing Spurs display font into a dynamic super family, enhancing its expressiveness. The new identity incorporates elements from the club's history and cultural landmarks associated with it, creating a suite of assets that are distinctive and celebratory of THFC’s heritage.
Set in Spurs Display (remastered), custom variable font
Liz Gorny’s opinion piece for It’s Nice That explores whether client briefs in the creative industry are deteriorating in quality. Drawing on perspectives from industry figures like Aries Moross, Terry Stephens, Mike Reed, and Ed Tsue, the article examines trends such as longer, AI-written, and more collaborative briefs, as well as issues of stakeholder misalignment. While some see these changes as signs of decline, others view them as evidence of growing client awareness and ambition.
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.
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.