With Matthew Hayson (Creative Director) and Oscar Warr (Senior Designer)
Wolff Olins is a branding firm founded in the 1960s. They partner with brands at their pivotal inflection points. At the heart of their philosophy is the belief that
“Brands change how people think, feel, and act.”
- Think – Ex: Uber, they changed how people think about taxi services, from an on-demand service to a multi-modal platform.
- Feel – Ex: LG, changed how people feel about LG products from lifeless tech to “Life’s Good”.
- Act – Ex: TikTok – Using motion to give a sense that the brands is always moving, setting new trends.
The designers at this company manage a balance between working with larger clients and smaller ones. Additionally, the company does not partner with cigarette or oil companies. Most of their clients operate on a B2B model, while a few cater to B2C markets.
Work:
GSK – Their work for this globalcompany aimed to pharmaceutical instill confidence in the company’s vision of “Ahead of Disease Together.” The 3D brand assets were interesting in terms of their application, as they created numerous possibilities for showcasing the brand elements in physical spaces, such as reception desks or wayfinding throughout the offices.
Mercedes F1 – Their earlier identity was heavily shaped by fan feedback, which, while engaging, led to some inconsistency in its overall look. The new branding addresses the previous issue of the car appearing cluttered due to the numerous partner logos, creating a more cohesive look. What stood out was how this updated identity has been thoughtfully extended across different touchpoints—like caps, hoodies, and even high-end merchandise—bringing a stronger sense of unity to the brand.
Agency Structure:
One Agency – Three communities
- Design Community – Designers + Specialists + Technologists + Partners
- Strategy Community
- Engagement Community
The Red Thread: Design + Strategy
Design & Strategy come together such that all the designers are strategic thinkers and all the strategists are creative thinkers. They also believe in the importance of motion and 3-dimensionality.
Real-world over 3D:
It was interesting to discover that they have a dedicated Design Specialist who focuses on various technologies, including 3d printing. His role involves collaborating with different teams, and this hands-on approach is a real asset, allowing both designers and clients to see their ideas materialise as physical models. With so many product brands turning to AI-generated visuals, the key to standing out now lies in the authenticity of the physical world.
The 360 wheel:
It’s a wheel that they present to the client, encompassing branding elements related to verbal, sensorial, interaction, and visual aspects. For instance, in the mobility sector, the sound of the cars is sonic branding. Not every client requires all of these solutions; however, the more you tick off, the more brand experience you are building.
Links:
Wolff Olins Website