Behaviour Unpacked: The Digital Recalibration
This journal explores the quiet shift away from always-on culture—less scrolling, more autonomy, and a return to weirder, more human online spaces and IRL community. Discover what this cultural recalibration means for brands and where attention is heading next.
Behaviour Unpacked: The Story Renaissance
Marketing’s old tricks aren’t cutting through. As audiences crave substance over spectacle, a story renaissance is taking hold. This piece explores what that means for brands - through the lens of Nike, Olga Basha, and others rewriting the rules with more soul, less spin.
Fighting Feed Fatigue: A Newwave™ Report
In a world where the lines between real and artificial are increasingly blurred, this foreword explores how digital life is reshaping our sense of time, creativity, and connection. As people become chronically plugged in and emotionally tuned out, brands must rethink how they show up. This piece sets the stage for our latest culture report on marketing, the internet, and modern wellbeing.
Breaking Behaviours: Digital {Dis}Connection
As technology accelerates and the lines between real and artificial blur, we’re being forced to reconsider what it means to be human, connected, and creative. This report explores how plugged in we really are - defining the subtle behaviours shaping our relationship with marketing, the internet, and wellbeing.
You Can’t Say That: Connecting Compliance and Differentiated Brands
In regulated wellness sectors, where the lines of medical and health claims are often blurred, brands face a stifling dilemma: every bold statement risks a fine or fall down in brand reputation. It can turn compliance into the enemy of compelling storytelling.
From Ozempic to Protein: Meet the New Body Economy
GLP-1 drugs like Ozempic and Wegovy are reshaping wellness culture and the way brands talk about health, body image and strength. As thinness becomes more accessible, the focus is shifting toward protein, connection and everyday wellbeing — redefining what it means to look and feel healthy.
The New York Reccy
A week in New York offered fresh perspective on creativity, connection, and the wellness market. From Brooklyn’s energy to Manhattan’s polish, our agency reccy revealed how brand, design, and ambition take shape in a city that still values presence — and rewards those who show up.
How’s Business Going?
Behind every highlight reel, there’s the work - the pushing, the near misses, the deep breaths before you go again.
But there’s also renewal. Sometimes you have to change your scenery, step into a new city, listen again, and remember that the world is still wide. That connection is still the real currency. That business, at its best, is still profoundly human.
Unfound Shorts: Consistently Moving
Behind the scenes at Unfound Studio, founders Jay Topham and Tebo Mpanza open up about the real journey of building a modern design studio. From creative wins to growing pains, this docu-style series captures the authentic day-to-day life behind the polished case studies and press features that define the brand design industry.
How to Brief Us for Our Best Work
The best work always starts with a good conversation.
A great brief isn’t a form to fill out, it’s a moment of alignment to both the brand and us, the agency team. It’s when you let us into your world, share the real challenge, and trust us to run with it. That’s when the great work happens. When strategy meets story, and something genuinely alive starts to take shape.
Wellness is Everything: Notes from Inside the Healf Experience
We went to the Healf Experience to understand where wellness is really headed - beyond products, aesthetics, and performance. What we found was a community built on humility, knowledge, and care. Wellness isn’t a trend or a lifestyle badge anymore, it’s becoming more and more a shared culture. For founders and brands, that means the story is changing too. The next wave of wellness storytelling will be led by those who humanise their message - brands that connect emotionally, educate honestly, and help people feel better, not just look better.
Top Tip: Don’t Get Left Behind
Staying ahead in today’s fast-moving consumer landscape means more than launching great campaigns or products—it’s about keeping pace with culture itself. Trends in wellness, fitness, supplements and lifestyle evolve quickly, often shifting from niche behaviours to mainstream movements overnight. Brands that fail to adapt risk losing momentum, but those that spot signals early can reinvent content, inspire new behaviours, and future-proof their relevance. That’s why we created newwave: a cultural insights platform built to track emerging trends, decode consumer behaviour, and help your brand stay ahead of what’s next.
Five Things Brands Should Be Doing in Q4
The last quarter of the year can make or break momentum. Too often, brands default to short-term campaigns without stepping back to ask the bigger questions: what do people really think of us? Where are the shifts in culture happening? Are we set up to capture new audiences? At Unfound, we believe Q4 isn’t just about seasonal sales or tactical pushes. It’s the moment to double down on clarity, relevance, and connection. This piece unpacks 5 areas we think every brand should be prioritising right now, drawing on cultural insight, audience behaviour, and the kind of content that sticks.
Coldtop®: Bringing LA Cool to London’s Coffee Scene
The brief at Unfound is to always stay on top of culture. This concept brings coffee-based insights found in Los Angeles to a London audience - in the shape of a cool, culturally relevant coffee brand.
Beyond the Deck: What Branding Agencies Really Do
Branding agencies do more than create logos or pitch decks, they often help untangle business challenges and offer strategic clarity. At Unfound Studio, we regularly step into roles beyond design: as brand consultants, cultural strategists, and sounding boards for founders navigating complex decisions. This article offers an inside look at what branding really involves today - and why sometimes, the most valuable thing isn’t a full rebrand, but a collaborative session with people who understand both brand and business.
Erewhon: Where Design is the Price of Entry
A visit to Erewhon in Los Angeles reveals how premium consumer brands rely on exceptional design and visual merchandising to thrive. Unfound Studio explores why, at the top of the market, branding isn't a bonus — it's a baseline.
Brewing Brands: Lessons from the London Coffee Festival
Unfound Studio explores the 2025 London Coffee Festival, uncovering standout brand activations, emerging beverage trends, and insights into the evolving consumer goods landscape. A quick-hit read for marketers and brand builders in the coffee, FMCG, and wellness spaces.
Beyond Generations: Unfound Studio’s Approach to Engaging New Audiences with Cultural Insights
In today's rapidly shifting cultural landscape, we’re finding that traditional marketing strategies are showing their limits, especially when it comes to engaging new, perhaps younger audiences. The challenge for big brands isn't just about losing market share; it's about remaining relevant in a conversation that evolves by the minute.
Breaking Behaviours: Health & Wellness
Nutrition Brands: The Secrets from the Best January Campaigns
As we move beyond typical 'Dry January' and 'New Year, New Me' behaviours, our perspective at Unfound is that it's crucial for health, supplement, and nutrition brands to establish year-round relevance in consumers' lives.