Meet Unfound Studio: the agency putting culture ahead of categories

Unfound builds brands based on what people do rather than which generation they belong to. Newwave™, the tool that the London-based design studio created in-house, grew out of conversations with businesses often using age as their main marketing metric. It blends societal commentary, strategic storytelling, a network of cultural insiders and reports on the challengers about to take their business. The studio started in 2022 as a side hustle between friends and has since grown to take on two of its biggest clients yet, ellesse and The Salad Project. In this conversation, Founder Jay Topham talks us through his stints at big agencies before starting Unfound, why cultural fluency matters more than category fluency, and who the studio is hiring as it grows. TBI: Hi Jay! How are you? JT: Pretty good. We’ve had a busy summer, which often isn’t the case; we’re enjoying some chunky projects and the longer days, so no complaints.