Creative Insight
Why it’s time to take ugliness seriously
The trend for brands using hand-written fonts and messy aesthetics is more than just fashion, it’s a reaction against big tech and AI, says Kyle Raymond Fitzpatrick, author of the Trend Report newsletter
The Monthly Interview: Burnermunde
From viral skits to a ruff-clad Wayne Rooney, the directing duo are intent on capturing contemporary Britain in all its gritty, glorious absurdity
Why brands need to think like game designers
For years, gamification meant points, badges and streaks. But CR looks into a new generation of campaigns borrowing from the systems, behaviours and world-building principles that make games worth coming back to
Is AI in advertising just another hype cycle?
The prophecy that in the future all advertising would be produced by machines, replacing human creativity, appears to be shifting, notes Ben Kay. Could it end up as another metaverse?
There’s a big, ideas-shaped hole in kids’ games
Children are being shortchanged with games that forego fun, weirdness, humour or any sense of creativity in favour of dopamine-hacking, micropayment-extracting platforms, says writer Emma Tucker
How M&S has reinvented its own-brand packaging
We speak to John-Paul Hunter, head of packaging design at M&S, about how the team has built a more expressive own-label design system – and why moving beyond supermarket templates allows every product to tell its own story
Kepler Interactive on gaming as a cultural force
As gaming, fashion, design and art continue to overlap, CR speaks to Kepler Interactive about the cultural influence of games and how the company is making space for new creative conversations through its print magazine, Reset
Why custom type is vital for new brands
Brands that launch with a strong identity, including a strategic use of typography, will stand out to audiences from the beginning, says Chris Nott, co-founder of Studio Drama
Is Rory Sutherland’s trade fair future already here?
Rory Sutherland, vice chairman of Ogilvy, recently suggested that agencies may begin “working backwards” – producing content before being commissioned and then finding a buyer afterwards. We are already there, says VSSL37’s Annie Allen
Why Dept started its own apparel line
The creative company has been producing its own high-end line of merch for several years now, and this year is running a souvenir shop at Cannes Lions
The changing voice of sport
For decades, sports brands spoke in the language of discipline, sacrifice and winning. As our relationship with sport evolves, CR looks into how brands are rethinking the tone of voice they use to inspire, motivate and connect
The Monthly Interview: Margaret Johnson
In 30 years working at Goodby Silverstein & Partners, Johnson has seen the advertising industry undergo seismic change. Reflecting on her time as CCO, she tells CR why she’s embracing AI, why humour is back and why she’ll always leave her heart in San Francisco
What the design industry gets wrong about good taste
The rise of AI has led to a renewed obsession with taste, an attribute seen as more human than machine. Yet the design industry should be more interested in strategy and coherence, says designer and academic Sterlin L Mosley
The evolution of the type launch
From microsites to physical objects, foundries are rethinking how typefaces are introduced. CR speaks to a handful of studios turning type design into a creative practice that shapes how fonts are understood
How On became more than a running brand
The Swiss sportswear company is redefining performance marketing through creativity, culture and community. CR speaks to On’s CMO Alex Griffin to understand why the approach has cut through
Why branding will define The Hundred’s next phase
With new investment transforming the competition, franchise identities are becoming as important as performances on the pitch. We speak to the team behind London Spirit’s refresh about balancing heritage and modern fandom
Why this World Cup belongs to fans and creators
Brands wanting to reach audiences in this World Cup would be wise to tune into fandoms and supporter subcultures. We talk to industry experts about how to reach these often elusive groups
How do you design a city that doesn’t exist yet?
The world’s fastest-growing cities are being built from scratch, and their long-term success depends on creating clear identities rooted in geography, culture and the communities that will eventually make them their own, says Wiedemann Lampe co-founder, Alex Lampe