Creative Insight

Analysis of significant creative projects, people and trends

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Why writing is branding’s secret weapon

The branding world has taken its time to abandon its trusty lorem ipsum in favour of embracing copywriting. But, says Ragged Edge’s Max Ottignon, it’s still figuring out what advertising learned 60 years ago

The creative evolution of Man City

As Manchester City celebrates its historic treble win, David Simpson of agency, Music, discusses learnings from a relationship which has lasted through City’s journey from the second best team in Manchester to the world’s most valuable football club

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What adland can learn from 50 Cent

Stepping outside your cultural comfort zones can be a boon to your creativity says our ad correspondent Ben Kay, who has found himself surprisingly inspired by the teachings of the In da Club rapper

Exposure: Kirt Barnett

Mixing the fantastical and chaotic with the everyday, Los Angeles-based photographer Kirt Barnett presents unexpected visions. Gem Fletcher speaks to her about her work

Graphic showing the FIFA World Cup 2026 design identity, with the tagline 'We are 26' laid out in thicky, blocky white type on a background of a variety of green shades

Can design help FIFA stage its own comeback?

FIFA recently launched the visual identity for the 2026 World Cup held in Canada, the US, and Mexico. We hear from four brand and design experts about their thoughts on the tournament’s identity, and whether design alone is enough for FIFA to turn its reputation around

How design and creativity are reshaping B2B

Once seen as the dull end of marketing, B2B brands are recognising the power of design to reach new audiences. Here Lucie Greene, founder of consultancy Light Years, examines the impact this is having on the sector and beyond

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Heritage maximalism’s reign has begun

Bye bye to blanding and welcome to heritage maximalism: a new style of design that draws on luxury cues from art history to signal wealth and classical beauty. We examine why it’s rising to the fore in an age of anxiety and austerity

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Why every agency needs to talk about mistakes

Errors, cock ups, blunders – we have plenty of words for mistakes but rarely like to admit they happen. Here, agency founder Carsten Glock argues that this is gaffe in itself and instead we should embrace them to create a better work culture

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The return of weird ads

Brand purpose has dominated advertising for the past decade, winning awards for serious, high-minded ideas, with humour nowhere in sight. But is bizarre, wacky advertising finally making a comeback?

Image of a spread in The Graphic Language of Neville Brody 3 on his typography project Fuse, showing a blue background with layers of distressed circular shapes in green, black, orange, pink and light blue

Neville Brody reflects on the state of design

As the third volume in Neville Brody’s monograph series comes out after a 30-year gap, we talk to the designer about how tech has changed the industry, the impact on designers, and who’s responsible for the crisis in creative education