Elmwood Brand & Design Consultancy

The Reductive era solved one problem. And it created another. Minimalism gave us clarity and efficiency. It gave us brands that worked at thumb-scale. But it also gave us brands that cannot flex, can't adapt and can't invite their communities in. The smartphone demanded reduction but now we see cultural convergence demands something more. Now we stand at another inflection point. Pure reduction has left brands unable to flex, adapt to regional nuances, or invite communities into the creative process. We're entering a new era: sacred space—knowing what's non-negotiable while creating room for collaboration, regional adaptation, and authentic expression. The pendulum hasn't swung back—it's found entirely new ground. Beyond Minimalism is an Elmwood white paper that explores exactly what is next for brand design. Download your free copy here: https://lnkd.in/d4K6Zsc5

AI can generate, scale and optimise. But it can’t feel, and it certainly can’t make people feel. Susie Hunt, Asia Chair of Elmwood & MSQ, explores why emotion, empathy and imagination remain the soul of great design. Register to read the full article here on Campaign Asia-Pacific: https://lnkd.in/gpvs_fsF Don't have an account? Read it on our website here: https://lnkd.in/gVHZmmjW

Is branding killing advertising or saving it? I got asked this question recently. As an adverting lead within a branding agency, the irony is not lost on me. It got me thinking, and writing. In the quest for fresh ideas, branding is often sidelined. But if you remove brand codes in the name of ‘creativity', do you make the brand more relevant – or more forgettable? See where I landed, featuring some of my favorite campaigns, follows and mentors. Tell me your thoughts in the comments. Thank you Creative Bloq Elmwood Brand & Design Consultancy MSQ https://lnkd.in/dBQ683Pe

For its audience of busy families, Very is the ultimate digital department store – a treasure trove of everything from AirFryers to Adidas, designed to make the everyday sparkle. It's with great pleasure we share the latest project to launch from our London studio - the creation of an 'Own Brand' for Very, part of The Very Group. One that unites fashion and home under one cohesive identity. Aspirational, yet accessible. Timeless but trend-aware. The new identity for Very balances consistency with flexibility, inspires self-expression across lifestyle touchpoints, and earns trust through quality and value. Take a look at the full case study on our website: https://lnkd.in/ettPH35M

Forget 'emerging'. Southeast Asia is rewriting the global playbook for creativity. In my latest piece with Branding in Asia, I talk about what I'm seeing on the ground: 1. How data is redefining not just speed, but the very shape of creativity 2. Why Brand Out Creative beats cookie-cutter global assets - like the work we did with Neutrogena, delivering consistency and local relevance across multiple markets and platforms: https://lnkd.in/gQequQG6 3. The rise of creators, cultural nuance, and purpose that performs 4. Why AI alone won’t cut it—human insight is still the real differentiator This region is fast, diverse, and never static. The brands winning here? They're showing up sharper, smarter, and more tuned-in than ever. If you’re building brands in Asia, or want to, this is a must-read: https://lnkd.in/gpFg-UP5 #BrandOutCreative #SoutheastAsia #CreativeLeadership #MarketingTransformation #Elmwood #MSQ

Horlicks redefines what it means to nourish a new generation—science-backed, approachable, and designed for today’s families. Together with Unilever Hindustan, we refreshed the brand with a bold new identity that balances nutritional credibility with everyday warmth. The result was a 77% increase in visual appeal, and 55% in uniqueness score. Discover how we brought this transformation to life: https://lnkd.in/dRGe7qcT