Why did Studio Freight choose to operate like a mystery for so long?

For five years, Studio Freight kept its head down. The work was the priority – Netflix, Perplexity and more – but the studio itself rarely came up in conversation. Partners Clayton Fuller and Aaron Marks now describe that quietness as a kind of brand debt, one their team had been carrying long enough. The rebrand is the repayment. A new site, a new horse logo and an ethos they call brutal elegance. In this conversation, Fuller and Marks talk through the thinking behind the shift, why ‘mettle’ earns its place alongside strategy, design and experience, and what connects the clients they say yes to. TBI: Hey Clayton and Aaron! How are things at the studio? SF: Never better. At the moment, it feels like we’re crossing through a BC to AD. We’ve gone through more change in the last six months than in the previous six years. For most of our history, we’ve operated like a mystery. Now, with the rebrand and the new site, we’re opening up and sharing more about the work, the thinking, and the incredible team we have here.