studio profile

A leading light in the branding industry, Wolff Olins wants to harness its scale to help change the world

- Wolff Olins

Wolff Olins is one of the biggest names in the world of branding, and for good reason. Majestic in its size, impact and legacy, the global consultancy has become the natural go-to for many of the world’s biggest brands.

Founded in 1965 by Wally Olins and Michael Wolff, the company has remained ahead of the creative curve ever since. And its ground-breaking and boundary-pushing designs are rarely out of the headlines; most notably its branding of the 2012 London Olympics, which attracted a level of controversy that reverberates throughout the profession today.

We chatted to global CEO Sairah Ashman and chief design officer Chris Moody about the advantages of scale, how they find the best talent, and the power of being weird.

What’s the story behind Wolff Olins?

Sairah Ashman: We were born in London in 1965, a time when it felt like anything was possible; when you could change the world and a lot of people felt motivated to do so. This underlying drum beat is a huge part of how we’ve grown up, and intrinsic to who we are today. It’s also no coincidence that we think effortlessly in a very left- as well as right-brain way; strategically and creatively. Our original founders, Wally Olins and Michael Wolff, each came out of strategy and design. So this notion of fusing the two together is a natural and specific part of our DNA.

How does the company operate today?