Wolff Olins
Wolff Olins is a global brand consultancy based in New York, London, San Francisco, and Los Angeles. Founded in 1965, the studio helps organizations defy convention and drive transformation by uniting brand, culture, and experience. Led by Global CEO Sairah Ashman, the team includes creative leaders such as Emma Barratt and George Lavender. Wolff Olins has partnered with clients including Lloyds, Bergdorf Goodman, and the New York Botanical Garden. Recognized worldwide for its strategic creativity and human-centered design, the consultancy continues to shape brands that move businesses, people, and the world forward.
https://www.wolffolins.com/
New York, United States
21 Cases
Cases
- Benefit
- Visual Identity And Brand Strategy For Benefit Cosmetics
- Engagement, Innovation, Language, Personality
- Bergdorf Goodman
- Culture Strategy And Employee Value Proposition For Bergdorf Goodman
- Experience, Service, Training, Value
- Bite Back
- Brand Identity And Strategy For Youth Activist Movement Bite Back
- Activism, Marketing, Non-profit, Youth
- Blank Street
- Brand Identity For Blank Street Coffee
- Duality, Playful, Sophisticated, Urban, Vibrant, Youthful
- Decathlon
- Global Brand Transformation For Decathlon
- Accessibility, Innovation, Retail, Sport
News & interviews
- Northern Design Festival is back
Creative Boom · Mar 23, 2026
Creative Boom reports that the Northern Design Festival returns to Lancaster in May 2026 with a new theme of 'Heritage' and a bespoke typeface called Lancer, created in collaboration with F37. The identity extends into a regional billboard campaign exploring northern creative identity, while the festival continues its community-driven approach with talks, workshops, and collaborations across the UK creative scene.
- Craft rebrands around 'cultivation' to show how it grows creative talent
Creative Boom · Nov 25, 2025
Design recruitment agency Craft has unveiled a new brand identity centered on the concept of 'cultivation', symbolized through a floral visual system. The rebrand, led by a global creative team including Sundry, Good City, and photographer Paula Codoner, reflects Craft’s mission to nurture creative talent and leadership. The refreshed identity replaces a decade-old Elmwood design with a more mature, textured, and globally resonant look.
CraftSundryGood CityCraftNew York Timesbranding - Steffan Cummins Regains Spark After Leaving Dream Job
Creative Boom · Aug 11, 2025
Creative Boom profiles designer Steffan Cummins, who left his dream job as Creative Director at Wolff Olins to start his own studio, Lost Property. The article explores his journey from early ambitions and career success to burnout, rediscovery, and renewed creative energy. It reflects on redefining success and finding fulfillment through independent creative work.
- Creatives Adapt to Thrive Amid 2025 Economic Slowdown
Creative Boom · Jun 16, 2025
The article explores how creatives across the UK are adapting to the 2025 economic slowdown and the rise of AI. Freelancers and small studios face reduced work and uncertainty, prompting many to diversify income streams, explore international clients, and emphasize human creativity. Voices from across the industry share strategies for resilience, authenticity, and adaptation in a changing landscape.
- "Emma Barratt Talks Creative Process and Controversies on The Spark Podcast"
Creative Boom · Jun 12, 2025 · Interview
Episode 158 of The Spark, Creative Boom’s podcast, features designer Emma Barratt in conversation with host Katy Cowan. The discussion covers authenticity, creative buzzwords, personal quirks, and lessons learned from rejection, including her early experience applying to Wolff Olins. The episode offers a humorous and candid look at the realities of creative life.
Wolff Olinsother - Emma Barratt Discusses Class, Diversity in Creative Industry on Podcast
Creative Boom · Jun 9, 2025 · Interview
This Creative Boom Podcast episode features Emma Barratt, global executive creative director at Wolff Olins, in conversation with host Katy Cowan. Barratt discusses her working-class background, experiences with imposter syndrome, and the barriers to social mobility in the creative industry. The episode advocates for deeper inclusivity and systemic change within design culture.
Wolff Olinsother - "Creative Boom Podcast Season 9 Hits 1M Downloads with Stars"
Creative Boom · Apr 28, 2025
Creative Boom announces the launch of Season 9 of its podcast, celebrating one million downloads since its 2020 debut. The new season features leading creative figures such as Michael Johnson, Emma Barratt, and Kiser Barnes, alongside sponsorship from the School of Communication Arts. The article highlights the podcast’s evolution, new guests, and the refreshed bonus segment 'The Spark'.
- Sandals and Beaches Resorts Unveil New Brand Campaign and Identity
Creative Boom · Jan 8, 2025
Sandals and Beaches Resorts have launched a new multimillion-dollar campaign titled 'Made of Caribbean', created by Leo Burnett with a refreshed brand identity by Wolff Olins. The rebrand emphasizes authenticity and Caribbean culture through a unified visual system, refined logos, and a shared design language. The campaign spans multiple media channels and aims to highlight the resorts' deep connection to the islands and their people.
- "2024 Review: Top 50 Stories in Creative Industry Unveiled"
It's Nice That · Dec 17, 2024
It’s Nice That’s annual ‘Review of the Year 2024: Top 50 Most Read’ highlights the most popular stories of the year, spanning rebrands, creative industry debates, and projects exploring technology’s role in design. The roundup includes features on major rebrands by Wolff Olins, JKR, and Order Design, as well as cultural commentary from writers like Elizabeth Goodspeed and Thomas Steeles.
- "2024's Top Five Branding Moments Highlight Innovation and Nostalgia"
It's Nice That · Dec 17, 2024
The article, written by Olivia Atkins in partnership with Frontify, highlights five standout branding moments of 2024. It explores how studios like JKR, Little Troop, and Wolff Olins redefined brand identities for clients such as Mozilla, Cliik, and Ubisoft’s Anno, emphasizing themes of nostalgia, playfulness, and human connection. The piece reflects on how brands are balancing innovation and authenticity in a rapidly shifting digital landscape.
- OtherType.Studio Masters Subtle, Hardworking Typeface Design
The Brand Identity · Dec 10, 2024 · Interview
The Brand Identity interviews Matt Jenkins, founder of OtherType.Studio, about the studio’s philosophy of designing typefaces that prioritize function and restraint over stylistic excess. The conversation explores their custom typeface for Tanqueray, early experiments with variable fonts, and the development of their first retail releases, Casa Alpha and Casa Beta. Jenkins discusses the studio’s origins, collaborative approach, and future plans for expanding their type library.
OtherType.StudioDesign BridgeAlchemyTanquerayAlchemybranding - Creative Leaders Outline Plans for 2025
Creative Boom · Nov 18, 2024
Creative Boom’s feature by Tom May surveys global design leaders about their strategies for 2025. The piece highlights how studios plan to adapt to economic challenges, integrate AI, focus on purpose-driven work, and improve internal culture. The overall tone is cautiously optimistic, emphasizing flexibility, learning, and sustainable creative practices.
- Studios Adapt to New Client Demands
Creative Boom · Nov 13, 2024
Creative Boom’s feature by Tom May explores how design studios are adapting to shifting client expectations in 2024. Through interviews with leaders from agencies such as Motto, SomeOne, and Wolff Olins, the article highlights trends toward integrated services, faster delivery, data-backed creativity, and AI adoption. It paints an optimistic picture of a more collaborative, strategic relationship between studios and clients.
- "Design Studios Share Exciting Trends for 2025"
Creative Boom · Nov 11, 2024
Creative Boom’s feature by Tom May gathers insights from leading design studios about what excites them for 2025. Themes include sustainability, AI as a creative enabler, motion design, mentorship, and a renewed focus on simplicity and experimentation. The article paints an optimistic picture of a design industry embracing purpose, innovation, and human connection.
- 2025 Design Trends: Insights from Creative Leaders
Creative Boom · Nov 4, 2024
Creative Boom’s feature by Tom May gathers insights from leading creative directors and founders to forecast the major design trends for 2025. The article highlights AI’s growing role in final design output, a counter-movement toward handcrafted and human-centered design, and a renewed appreciation for craft and experimentation. It reflects an industry balancing technological innovation with authenticity and physical experience.
- Wolff Olins, W+K Rebrand Anno Videogame for Global Appeal
Creative Boom · Jun 13, 2024
Wolff Olins and Wieden+Kennedy Amsterdam collaborated with Ubisoft to create the first-ever masterbrand for its long-running Anno strategy game series. The rebrand, centred on the idea of 'Crafted with Care', introduces a cohesive visual identity featuring earthy tones, chiselled typography, and a flexible 'A' symbol. The launch included a cinematic trailer and social campaign, positioning Anno as a global brand for world-building enthusiasts.
- The Designers: Wolff Olins’ Andy Khatouli on challenging conventions and making a difference
The Brand Identity · Apr 10, 2024 · Interview
The Brand Identity’s interview with Wolff Olins Creative Director Andy Khatouli explores his creative journey from Studio Moross to co-founding Oddigy and joining Wolff Olins. Khatouli discusses his inspirations, leadership philosophy, and the importance of challenging conventions and making meaningful work. The conversation highlights his personal resilience, creative process, and advice for emerging designers.
- The Designers: Koto’s Vanessa Hopkins on figuring it out while leaving “a little space for the joy”
The Brand Identity · Mar 14, 2024 · Interview
The Brand Identity’s interview with Koto New York designer Vanessa Hopkins explores her career path, creative philosophy, and approach to maintaining joy and balance in design. Hopkins reflects on her journey from studying engineering to working at Mother Design and Wolff Olins before joining Koto, where she values the studio’s youthful energy and collaborative culture. She discusses overcoming imposter syndrome, the influence of mentors, and the importance of playfulness and boundaries in sustaining creativity.
- New Branding for New York Botanical Garden by Wolff Olins
BP&O · Feb 22, 2024
BP&O features Wolff Olins’ new branding for the New York Botanical Garden, a vibrant and flexible identity that balances Bronx boldness with organic lushness. The rebrand introduces a bespoke typeface, NYBG Gothic, and a bold color palette inspired by the garden’s diverse landscapes. The project reflects NYBG’s renewed global mission under new leadership and positions it as both a cultural and environmental leader.
- Finding the right fit: Dan Greene on his unique consulting practice and knowing what clients want
The Brand Identity · Jun 14, 2023 · Interview
The Brand Identity interviews Dan Greene, founder of Greene & Sons, about his hybrid consultancy model that bridges the gap between agencies and freelancers. Greene discusses his approach to working with startups and scaling teams, his experiences at Wolff Olins, and how his past ventures shaped his practice. He also reflects on the role of AI in his work and the importance of flexibility and collaboration in modern brand design.
Clients
Tech Stack
Technologies detected on Wolff Olins's website.