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MICHAEL WOLFF
EP.88
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Michael Wolff
A brand’s job is to give people joy and be useful
In Episode #88, Ross is joined by Michael Wolff, Co-Founder of Wolff Olins
Michael Wolff is a branding pioneer who bridged the gap between design and business strategy, guided by his belief that “design is an act of imagination made real”. As co-founder of Wolff Olins, he created transformative identities for Apple, Audi, Volkswagen, BT, and Orange, setting new benchmarks in corporate branding.
With imagination, empathy, and curiosity at the core of his work, Wolff remains a singular voice in branding, dedicated to revealing the true character of the companies he helps shape.
In this conversation, they explore the lessons that only a lifetime of imagination and curiosity can teach. They talk about expanding the very idea of success, why joy and usefulness are a brand’s highest calling, and the deep honour that comes when a company trusts you with its self-expression.
Highlights
Being a designer is the most extraordinary gift to have been given. That people actually are asking you what something should look like, what an extraordinary thing. It's an extraordinary privilege, really, when you think about it, when a company comes to you about how to look, how to sound, how to write, how to behave, how to be more effective in what they do. What a job we have. - Michael
Just before I came on this call, I was working on a client journey. I was looking at what all the moments are that happen from when we meet them to when they sign up. What are all of those little pieces? It's quite fun when you visualise it all and then give it to the team of writers and designers and animators and go, “Now how do we bring this to life?” How do we breathe joy and happiness and irreverence into this experience? Every communication that people are getting has that opportunity to be something. Something that says something that means something, that touches something and they're not all gonna hit that. But if we can get it from 0% to 20% or 30% of those, then I think it will make that experience a much more delightful one. - Ross
Because they're in business and business seems to be, to quite an extent, about making money, but it's also about other things. It's about making progress. It's about improving the quality of people's lives. It's all sorts of aspects of value and happiness. It’s important to bring some joy into the world or bringing something more useful or helpful or reducing damage or whatever it may be. It's a whole variety of positive things. - Michael
When you manage to find a mode of expression, for a group of people or a company, that they feel suits them, that they feel enhances who they would like to be for other people, that's very satisfying, if you've been able to do that. - When you can actually work for a company and know that they feel better because of what you've given them. - Michael
You said something earlier that I really enjoyed, which is “If you switch on your noticing”. One of the things that I always say to my team is that curiosity is a superpower. That just being interested in something and just being available to receive information is, I think at least, a big chunk of what differentiates good designers from people who just make visual stuff. They've noticed something, seen something, extrapolated something, that interests them and they can tie that interest back to other people so that other people are interested in the same thing too. - Ross
I think desire and pain are the two most powerful human motivators. If you desire something, you'll move mountains to get it. If you are in pain or uncomfortable, unhappy, you will do many things to get out of it and people make those emotional decisions in an instant. - Ross
More about Michael Wolff
Michael Wolff is a branding pioneer who bridged the gap between design and business strategy, guided by his belief that “design is an act of imagination made real”. As co-founder of Wolff Olins, he created transformative identities for Apple, Audi, Volkswagen, BT, and Orange, setting new benchmarks in corporate branding.
Author of ‘Leap Before You Look’, Wolff continues to influence global design thinking through his independent practice, writing and mentoring. He has served as President of D&AD and the Chartered Society of Designers, reflecting his long-standing commitment to advancing creative excellence. In 2021, he received the Lifetime Achievement Medal from the London Design Festival, recognising a career that continues to inspire designers and business leaders alike.
With imagination, empathy, and curiosity at the core of his work, Wolff remains a singular voice in branding, dedicated to revealing the true character of the companies he helps shape.
Show notes
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