Creative Insight

Analysis of significant creative projects, people and trends

My Breakthrough Moment: Kevin Cummins

Having shot some of the biggest bands in the world and worked as the NME’s chief photographer for a decade, Kevin Cummins reflects on why his 2009 book Manchester: Looking For The Light Through The Pouring Rain marked a distinct turning point in his career

Why do we still love stop motion?

Stop motion’s popularity has barely wavered in the century or so since it first appeared. But what makes it such a big hit with creatives and clients, and what does the future hold?

Can creative events ever be sustainable?

Events are one of the largest challenges for creatives who are aiming to be sustainable in their practice. Here, Megan Williams talks to industry leaders across art, fashion and music who are finding ways to respond to the climate emergency in events and production without compromising on creativity

My Breakthrough Moment: Flo Ngala

Fresh from her BTS shots of internet-breaking music video WAP, Flo Ngala discusses how an early commission to photograph Cardi B helped her earn her stripes as the artist’s go-to photographer for everything from the Met Gala to her daughter’s first birthday party

Waste not, want not

Recycling has become standard in the West, yet we often overlook where our waste ends up. Much lands in Africa, where artists are among those addressing the problem. Here, Leonie Annor-Owiredu speaks to Burkina Faso-based artist Hamed Ouattara about how he hopes his art will lead to wider change

The Slow Grind

Georgina Johnson’s first book, The Slow Grind: Finding Our Way Back to Creative Balance, addresses how our narrow definition of sustainability has created more inequality. Rebecca Fulleylove talks to the multi-disciplinary artist about what needs to change

Becoming a B Corp

B Corporations balance business with profit and have a legal obligation to consider how their practices affect those who work with them and the environment. But how do you become one? Danny Miller, co-founder of design agency Human After All, talks us through the process

The great logo debate

We’ve recently seen the launch of two major event logos – for the LA 2028 Olympics and the Osaka Expo 2025. The identities have received both jeers and cheers – here we examine why logos evoke such heated debate, and what it says about our relationship with design

Selling a greener future

Creative campaigns are increasingly used by environmental groups to promote a greener way of life – but are bandwagon-jumping brands diluting the message? Aimée McLaughlin speaks to Greenpeace, Extinction Rebellion and Mother about the role of advertising in sustainability

Can creativity build a better post-Covid city?

The pandemic has prompted cities around the world to reconsider everything from parks and public transport to the way high streets work. Emma Tucker explores why good design is the way forward for greener, more sustainable spaces that keep us all happy and healthy

How to brand a sustainable business

Previously, sustainable branding found itself firmly stuck in the eco-cliché trap, conjuring up images of green rolling hills, earthy tones, and the obligatory leaf motif. But this is changing, writes Aimée McLaughlin

How to start your own business

Setting up shop can be a daunting prospect even for the most experienced creatives. Here, Ollie Olanipekun of Superimpose – and new venture Futurimpose – and ISSTUDIO co-founders Imogen Snell and Riccardo Castano discuss making your business idea a reality

How to find your style as a creative

Developing a unique aesthetic is by no means an easy or instant process for most creatives. Here, photographer Alex de Mora and illustrator Shyama Golden share their tips on how to find your voice when you’re starting out