Studio
A studio that opens in 2026
· 4 min read
Why we launched with a body of speculative work instead of a client list, and what that buys us.
Most studios open by borrowing credibility. A founder leaves a larger practice, brings two accounts, and the site goes live with logos that were signed off somewhere else. It works, and it tells you very little about what the new studio believes.
We took the slower option. Everything in our Work section is speculative — briefs we wrote for ourselves, constraints we chose, and outcomes nobody paid for. It means the first thing you see is our judgement rather than someone else’s procurement process.
The constraint has been useful. When there is no client to satisfy, the only thing holding a project up is whether the idea survives being built. Several did not. The six that did are the ones on this site.
This will change. By the end of the year the concepts will sit alongside commissioned work, and the speculative pieces will move to an archive. Until then, they are the most honest description of the studio we can offer.