Member in the Spotlight | D8
NBCC was pleased to interview our member Rosie Street, Managing Director at D8. They are an independent creative partner for ambitious brands seeking a competitive edge. With studios in the UK, The Netherlands and Australia, their clients include the BBC, NPO, Edrington, Remy Cointreau, ABB, GORE-TEX, Spotify, Glasgow School of Art, Walker's Shortbread, United States Holocaust Memorial Museum, Diageo, ECCO, Canal+, Angostura, Hayu and Iberdrola.
Can you tell us about your role at D8 and what inspired you to join the company?
I’m MD of our Amsterdam studio, managing a team of eleven across clients in The Netherlands, Europe and the UK. I had worked for a while client-side at Glasgow Science Centre, but I missed the pace and variety an agency offered. D8 stood out in Scotland for its quality of the work. So, when I saw an ad come up for ‘account manager’ in 2019, I jumped at the chance. I worked in the UK studio until 2022 and gladly took on the challenge to build our studio here in the Netherlands when asked.
D8 has built a strong reputation in the creative industry. Can you give us an overview of the company’s journey and how it has evolved over the years?
D8 started in 1999 as two enthusiastic, slightly naïve young people with big ambitions and a healthy work ethic. Co-founder and Managing Director James Young says there was never a grand plan, but they always believed that if they concentrated on doing the very best work, everything else would take care of itself.
In time, this approach earned the trust of more and more clients, leading to expansion. The studio always concentrated on finding people that had a similar approach to effort and creativity – and made sure they were well taken care of and supported.
D8 grew organically from then on. As we gained work in different sectors and across different specialisms, we employed more colleagues, many of whom have been with D8 for more than twenty years. Now that there are 70 of us, spread across different countries, we have to spend more time ensuring that everyone shares our values. The key is to have trusted people in charge of the different studios – it turns out that creative people are spiritually similar across the globe. James also likes to say that an enthusiasm for learning is essential in our industry, and we have been extremely lucky to work with some fantastic people, both internally and among clients.
What sets D8 apart from other design and branding agencies in the market?
We have almost all specialisms in-house, meaning our team can do everything from strategy, to illustration, to film production. When we receive briefs from clients, we can take a more holistic approach – interpreting the brief through the lens of every channel. This allows us to focus on a good idea, rather than becoming distracted by the format and losing sight of the overall concept.
Our whole team gets ownership of the client, and understanding from the outset – rather than dropping in and out at different stages and muddling with process.
Creative Approach and Expertise:
D8 specializes in strategy, branding, and digital experiences. How does the agency approach the creative process when working with clients from different industries?
We have a (very uncomplicated) methodology that is best summed up as ‘free-thinking, straight-talking and creatively refreshing’ – constantly striving to combat generic ideas and empty business speak. We use that on all projects, no matter what client or sector we’re in. Our whole team are trained in this, and it means everyone follows along and can implement effectively – in a system which is not overly complex to discuss and work through together with our clients.
Can you share an example of a project that best represents D8’s design philosophy and impact?
My first day at D8 was actually the day the team were up in Aberlour, Scotland to deliver the pitch for Walker’s Shortbread. When my colleagues took me through the brief they delivered that day at a later date, I was taken aback by how deep the team had gone to address the problems that Walker’s were facing.
Not only that, every detail was handled with such respect. The response was clever, nuanced, but the delivery wasn’t preachy or full of jargon. I think that sums D8 and our philosophy up. Great ideas, but with a down-to-earth, human delivery.
And the impact? The rebrand we delivered once winning the project helped them exceed £200 million in sales for the first time in 2024, and we continue to have a great working relationship to this day.
As a leader at D8, how do you foster creativity and innovation within your team?
We have a dedicated channel amongst the team for inspiration, that people share things they’ve seen which have impressed them in some way. We also get together every other week to talk generally around the subject of creativity, and that conversation often moves in many directions!
We also encourage everyone to be open minded about new tools and innovation. The fact we aren’t a huge organisation with protocols which hinder exploration means that a team can experiment, try, and then teach others around the organisation if something new works well. Being nimble in this way means we can improve what we do continuously.
Branding and Strategic Communication:
In an increasingly digital world, how does D8 help brands stay relevant and engage with their audiences effectively?
We tell authentic stories, which come directly from the brand, or a truth within the brand. This means that they make sense, they are heartfelt, and they are human. In this digital world, people want connection, meaning and to trust the people, things and brands that they interact with. We can do this in a down-to-earth, enjoyable way for all involved, that leads to commercial results for the organisations with whom we work.
How do you balance creativity with strategic business objectives when crafting brand identities and campaigns?
By keeping a realistic view. Our creative teams are brought along with the commercial objectives of a project – along with the account teams – to ensure that they keep this in mind when suggesting any ideas. There’s nothing worse than a bunch of ideas being presented that are not feasible for a brand. We don’t waste people’s time doing this.
What are the biggest challenges brands face today in maintaining a strong and authentic presence, and how does D8 help address these?
Resisting temptation to over-automate or pass everything over to AI in terms of how they communicate. Personally, I believe that we’re not there yet with this communication feeling authentic, and so I believe that heavy use of AI undermines the human part of what a brand stands for.
An obvious one is simply how crowded most markets are and how many options people have, as mentioned above, I believe that truthful stories and brand communication can be what cuts through the noise that is everywhere now.
Collaboration and Client Success:
D8 has worked with a diverse range of clients. What do you think makes a successful collaboration between your agency and a client?
Trust. It can be difficult for a brand to trust someone enough to let them get inside their business and see the potential issues or ugly parts. But we believe that’s a necessity for the best collaboration.
That’s why we work really hard to build trust with every client. This comes by approaching the businesses with humble curiosity, and taking the time to get to know everyone and what’s important for them. We don’t come in all flashy, shouting about how we are the experts. We listen, we try to understand, and we know that for the initial stages of a collaboration, the client knows better than we do. That’s something that we take seriously.
How does D8 tailor its approach when working with international businesses versus local brands?
We’re fortunate to have a large team of 70 people across our three international offices, so we tailor the people who work on projects based on location, experience, interests and the chemistry with a particular client. It’s very important to build relationships – whether that be in-person with a local company, or online with an international organisation.
In terms of our design approach, whatever the size of project, we work quite logically through the same three phases:
- Research (where we build understanding of our clients’ product/service, its audiences and its marketplace as the foundations for our creative thinking)
- Create (where we develop the brand positioning, story, visual and verbal identity)
- Activate (where we apply the brand across the relevant channel to engage effectively with its target audiences, whether that’s by writing, designing and developing a website, designing and producing a piece of packaging, delivering an entire advertising campaign or a producing a single piece of social content)
We tailor the depth and amount of time we spend on each phase of the process to suit budgets and the kind of client, but the principles remain the same. A privately-owned local business doesn’t need us to spend weeks researching their competitors, but an international business might do – particularly if decision makers aren’t based in-market or if it is a new product launch demanding careful positioning and communicating.
We’re very flexible and pragmatic but still have to ensure that we’re working with concrete insights.... we realise that investing in our services is often a substantial part of a business’ ‘non-essential’ spend so we’re very careful to ensure that everything is rooted in sound thinking.
Trends and Innovation in Design:
What are some emerging trends in branding and digital experiences that businesses should be paying attention to?
Everything we do has the intention of connecting with an audience one way or another. The best way to connect with other humans is by being more human. We really strongly believe this.
Obviously, we are living in an age of huge technological advancements but, come what may, the common element in all of these is the human element. Designers can use texture, warmth and the impossible-to-replicate human touch to connect. At D8, we will continue to do this through things like hand-built sets, crafted storytelling and stirring colour choices. In 2026, the most effective work will be that which feels most human. Work that stops people in their tracks, sparks real feeling and deepens connection – again, and again, and again.
How does D8 incorporate sustainability and social responsibility into its design and branding strategies?
People really matter to us, and they come first with every project we do. We're always looking for ways to make our work impact the people and communities it effects more positively.
What role does technology play in D8’s approach to brand storytelling and engagement?
As far as we are concerned, the future of creative – and brand storytelling and engagement – is smart people using smart technology. Our most precious currency is our ideas executed well. Since 1999, D8 has done well by thinking differently. Our clients like our original take on things, and we have the skills to bring our ideas to life in impactful ways. Sometimes technology complements this process, sometimes it doesn’t.
Like everyone else, we are finding our way – there’s no doubt it can be a smart tool, but its true potential lies in the hands of smart people who understand the power of the human touch.
D8 and NBCC Membership:
As an NBCC member, how does D8 benefit from being part of this international business network?
It is very useful for us to be able to tap into a network of people and businesses with similar shared Dutch and UK interests. Although we are now in our 5th year in the Netherlands (and 27th since founding originally in the UK), we will always be keen to make new connections and to learn and share knowledge and experiences in both directions, NBCC is an excellent platform for us to do that.
What opportunities do you see for collaboration between D8 and other NBCC members?
The diversity of the companies that we work with on both sides of the North Sea means that there is lots of scope for collaboration. First and foremost, we can help companies tell their story and sell their products and services better. We are experts in creating brands and campaigns that connect with customers and any collaboration with other NBCC members would have the added benefit of our understanding of the dynamics, challenges and opportunities that exist both in the UK and the Netherlands.
For example, our clients range from independent and family-owned businesses like Walker’s Shortbread (Scotland’s largest food export), Carlton Hotel Collection (the Dutch/UK hotel group) and Farmer Gracy (a Dutch bulbs business who primarily target UK audiences) as well as corporate organisations like Iberdrola (we’ve worked on the ScottishPower business, one of the UK’s big five utility companies, for over a decade and have designed everything from their logo, to visitor centres to the customer bill) and iconic national and international brands, like the BBC, The Macallan single malt whisky, Nike and NPO, the Dutch public broadcaster.
We’re also very open to the potential of partnering with other members where synergies exist to provide a wider range of services to prospective clients and are interested to hear more from companies in complementary marketing, tech and communications areas.
Future Vision and Growth:
What’s next for D8? Are there any exciting projects, expansions, or new initiatives on the horizon?
We’re always open to new opportunities. The fact that we’re still independent means enjoy the freedom to make decisions quite quickly and take calculated risks that might not otherwise be the case if we were part of a large network group.
For example, we opened in Australia (in the Gold Coast) last year, which allows us to service a wide range of clients across APAC and also to provide a further international dimension to clients based in the UK and Europe. Having three offices across UK, Europe and APAC helps to expose us to a really wide spread of trends and technological and cultural developments which keeps everything fresh.
In the Netherlands, our Dutch team recently grew as we appointed two Creative Directors who bring amazing experience, particularly from the European media and entertainment world, so we’re excited to grow in that area. We’ve settled in to a new, larger office overlooking Marie Heinekenplein in Amsterdam and there’s still some space to grow further, so you never know what the future holds!
How do you see the future of branding and digital experiences evolving, and how is D8 preparing for it?
Storytelling is more important than ever for businesses, and how you tell your story has the power to make or break your brand. As a brand you need to have truth at the heart of everything you do, and we work hard with clients to uncover these truths.
Where do you see the biggest opportunities for businesses looking to elevate their brand in the next five years?
As different categories get increasingly crowded, loyalty and trust will become even bigger differentiators for brands. We often make this point to our family-run clients – their heritage often means they are in a prime position to build and strengthen such trust. They just need to know how to unlock it for a modern consumer.
Personal Insights:
What inspires you in your role at D8, and how do you stay ahead in such a fast-moving industry?
The people. I work with an incredibly talented bunch of people, and working with them all, seeing what makes them tick and getting the best from them is inspiring. Being in presentations with clients where you see that something has really captured them, or even if the idea hasn’t landed but the thinking really has and we’re working together to get there. It’s very exhilarating!
I try to read as much as I can, but I think that staying ahead often means diving into your client’s headspace and trying to understand the challenges they face as much as possible. It means we can make sure that the D8 teams have those things front of mind whenever trying to solve something – so we’re not only generating good ideas, but commercially relevant ones.
What advice would you give to businesses looking to strengthen their brand identity in today’s competitive landscape?
I can’t stress enough how important authentic storytelling is for brands in today’s competitive landscape. If you don’t have an obvious authentic story at the heart of your brand, then go back to your archives, your origin story, or long-standing values that might chime with today’s consumer. In our work with the Carlton Collection group of hotels, for example, we identified the story of family. Not only is it a family business at its core, but the group as a whole, of distinctly different yet connected hotels, felt very much like a common family unit to us.
This idea fuelled everything from the brand’s tone of voice, the eclectic, interactive typeface, and even the illustrated characters we created to support their new rewards program (ON-US).
Alongside driving the external brand expression, this story helped each hotel see themselves as part of a wider whole, and create that familial sensibility between them. If you land on an authentic story, it resonates externally while also galvanising your organisation internally.
If you could describe D8’s mission in one sentence, what would it be?
To do good work, for good people.
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