OFF+BRAND. is a creative studio that emerged from Glasgow, Scotland, driven by a desire for artistic expression. Launched in 2020, what began as a venture between two co-founders has now evolved into a vibrant team of 30 professionals passionate about creating exciting digital experiences. Their impressive portfolio includes standout projects for industry leaders like Microsoft, Slack, and Webflow.
The Evolution of OFF+BRAND
The studio's inception was humble, starting in a compact Glasgow office with two founders eager to emulate the success of renowned agencies such as Resn and Monks. They faced an uphill battle, having no prior experience in the agency world or in delving into high-level creative endeavors. However, their fortunes changed with a pivotal project called Totem. Despite severe budget overruns and management headaches, it marked a watershed moment for the studio. The enthusiastic response from the client—notably, one jumping into a pool out of sheer joy—was a clear indication they were on to something significant.
The project elevated OFF+BRAND's visibility, taking home both Site of the Day honors from Awwwards and FWA, which in turn drew larger clients who began entrusting them with more creative latitude. This paradigm shift underscored a crucial insight: establishing a stellar reputation is foundational for attracting worthwhile partnerships. Trust, they learned, invites creativity; without it, agencies are too often relegated to delivering uninspired, conservative work.
While successful client work continues to be integral to their growth, OFF+BRAND remains committed to internal projects that cultivate skills and inspire innovation. Noteworthy examples include Manifesto and Aether. These initiatives—although not without their failures—are vital for growth and enjoyment, producing invaluable lessons that feed back into their client work.
Governance: Essential for Creative Freedom
As OFF+BRAND expanded, they quickly recognized the essential yet often unglamorous roles of governance and change management in scaling creative output. On the surface, these terms might conjure images of bureaucratic headaches, but at their core, they are about maintaining trust with major clients who can afford to be more adventurous. The challenge lies in reinforcing your control over project timelines and deliverables while ensuring clients feel that control as well.
To successfully harmonize creativity with large-scale client expectations, openness and consistent communication are paramount. The takeaway? Strong governance can unlock vast creative potential. It’s a balancing act: too many constraints stifle innovation, while clear guidelines foster the freedom to experiment.
The Showcase: Exemplary Projects
Microsoft Windows & Surface
One of their most ambitious undertakings was the redesign of Microsoft's flagship websites, a project that entailed harmonizing efforts across various agencies and managing complex workflows. Designing a new vision for Windows required creating a reusable design system capable of supporting one of the most-trafficked tech platforms globally. The need to secure endorsement from numerous departments added layers of complexity, though the final product proved to be a significant enhancement over the prior site.
In working with Microsoft, OFF+BRAND faced the daunting task of integrating feedback from multiple stakeholders to ensure broad consensus while still delivering a cohesive overall vision. This involved careful tracking and transparent communication to navigate the labyrinth of corporate expectations successfully.
Lando Norris
Another standout project involved collaborating with Lando Norris. The aim was to articulate his multifaceted persona, spanning racing and beyond. This project exemplified the rare opportunities that emerge when creative freedom is given full rein. The unique site, which quickly went viral, drew high traffic and became a cultural moment in itself.
Each project has contributed to OFF+BRAND's evolving narrative—one where reputation, trust, and creative expression coalesce to propel the studio forward. As such, the firm stands as a case study of how sound governance can paradoxically unleash vast creativity, teaching invaluable lessons to those navigating the complexities of client relationships.
