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Superunion, known as Superunion Worldwide Limited legally,[1] was a global brand and design consultancy, headquartered in London. It is a wholly owned subsidiary of WPP. Superunion was formed after five agencies merged in January 2018,[2] and employs 500 people across 16 offices.[3]

Key Information

In 2023, Superunion merged with Design Bridge to create Design Bridge and Partners.[4]

History

[edit]

In May 1976, graphic designers Terry Tyrrell and Sam Sampson formed Sampson Tyrrell. The catalyst for this was an opportunity given to them by an advertising agency to help with the corporate identity of British Gas. They worked for clients including Kodak, Lowrey, London Docklands Development Corporation and Legal & General.[5] The business grew slowly and by 1984 had grown to 10 employees working across a broad range of assignments, focusing mainly on graphic design projects. In 1984, Dave Allen joined and helped accelerate growth with assignments from Citizen, Mazda and Castrol.[5] In 1986, Sampson Tyrrell was acquired by the WPP. This resulted in a period of rapid growth and by 1991 the company employed over 100 people in London.

In 1992, Brand Union and Robinson Lambie-Nairn partnered as a cross-platform entity that could allow areas of design beyond their branding and broadcast heritage to work together.[6] Robinson Lambie-Nairn was first formed in 1976 by Colin Robinson and Martin Lambie-Nairn. During the same year, Sampson and Allen led the formation of Enterprise identity Group with Jim Johnson of Anspach Grossman Portugal, Flavio Gomez of Sidjakov Berman Gomez, and Miles Young of Ogilvy & Mather in Asia who owned a design network based in Hong Kong and Taiwan called Artistree. This was in response to the globalisation of international brands, particularly in Asia. The founding businesses were transitioned into a new brand, Enterprise IG, which was launched in 1996. Allen and Johnson became Joint CEOs of the newly formed business.[7]

The business grew organically and by acquisition. This began in 1999 when it became the holding company for Lambie-Nairn & Company.[8] It acquired Horniak and Canny in Australia,[9] Springham Anderson in Singapore,[10] Brindfors Design in Stockholm, Winderlich design in Hamburg and in 2001 Brown KSDP (part of the Tempus acquisition made by WPP) decided to join Enterprise IG - adding offices in Johannesburg, Cape Town, Amsterdam and Paris. This took Enterprise IG to over $100m revenue, 19 offices, and over 700 employees. That year Enterprise IG topped the Design Week 100 league table.[11] In July 2001, Enterprise IG acquired The Identity Business, Ireland's leading brand and identity consultancy.[12] The Enterprise IG global network expanded with 21 regional offices in 18 markets and formally became known as Brand Union in October 2007.[13] In 2008, co-founder Martin Lambie-Nairn left Lambie-Nairn & Company.[14]

In 2018, Brand Union, The Partners, Lambie-Nairn, Addison, and VBAT merged to create the agency, Superunion.[2] In 2022, WPP announced to merge Superunion with Design Bridge to create Design Bridge and Partners.[15] It officially merged in April 2023.[4]

Offices

[edit]

Superunion has 16 offices around the world:[16]

References

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Superunion

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Superunion was a global brand and design consultancy established on January 23, 2018, as a wholly owned subsidiary of WPP plc, formed by merging five WPP agencies to create a unified entity focused on strategic branding and creative services.[1] Headquartered in London, it combined the expertise of Brand Union (strategic branding), The Partners (brand identity and experience), Lambie-Nairn (motion and broadcast design), Addison Group (packaging and retail design), and VBAT (global brand design), while retaining VBAT as a distinct name within the network.[1] With approximately 750 employees across 23 offices in 18 countries and annual client billings exceeding $100 million, Superunion aimed to deliver "upstream creativity" that drives business growth by uniting people, brands, and organizations.[1] Under the leadership of Global CEO Jim Prior and Executive Chairman Simon Bolton, Superunion served major clients including Diageo, FIFA, Ford, Bank of America Merrill Lynch, and Vodafone, providing services in brand strategy, identity, experience, and effectiveness.[1] Notable projects included redesigning the visual identity for Shakespeare's Globe theatre, drawing inspiration from its architectural form to modernize its branding; creating a new activist-inspired identity for the UK homelessness charity Shelter with the strapline "Home is Everything"; and collaborating with Landor to develop WPP's own dynamic identity as a creative transformation company.[2][3][4] The agency also expanded in regions like Asia, achieving double-digit growth in 2018 through work for clients such as Facebook, Nivea, and Samsung.[5] In July 2022, WPP announced the merger of Superunion with Design Bridge to form a single, world-leading design company, which launched as Design Bridge and Partners on April 20, 2023.[6][7] The new entity, with John Morris as CEO and Jim Prior as Chair, maintained a global presence with centers of excellence worldwide and an expanded client roster including Unilever, Mastercard, NASA, Intel, and the BBC.[6] This integration marked the evolution of Superunion's model into a broader platform emphasizing purpose-driven design for brands, businesses, people, and the planet.[6] As of 2025, Design Bridge and Partners continues to operate within WPP, reporting growth and receiving industry awards.[8]

History

Formation

Superunion was formally launched on January 23, 2018, by WPP as a next-generation global brand agency designed to deliver strategic and creative services with a focus on upstream creativity integrated into business strategy, rather than solely outward brand expression.[1] This initiative followed an initial announcement in September 2017, aiming to consolidate WPP's branding capabilities into a unified entity capable of addressing complex client needs in a rapidly evolving market.[1] The agency emerged from the merger of five established WPP-owned consultancies and design firms: Brand Union, known for its strategic depth and global reach; The Partners, recognized for award-winning creative excellence; Lambie-Nairn, specializing in identity and motion graphics; Addison, focused on corporate audiences, content, and digital delivery; and VBAT, a leader in premium packaging design that retained its name within the new structure.[1] This combination created a formidable network of approximately 750 employees operating across 23 offices in 18 countries, enabling seamless global collaboration on brand transformation projects.[1] Leadership at launch included Jim Prior as Global CEO, bringing expertise in driving creative solutions for business growth, and Simon Bolton as Executive Chairman, emphasizing the agency's commitment to fostering strong client relationships.[1] Superunion's founding mission centered on "creative optimism" to unite people and organizations, stimulating innovation and mutual benefit, supported by over $100 million in client billings from day one.[1] The agency's early headquarters were established in London at 6 Brewhouse Yard, a central location in Clerkenwell that symbolized its creative and strategic hub.

Expansion

Following its formation, Superunion experienced significant operational growth between 2019 and 2021, expanding its workforce across its global network while optimizing office layouts to enhance cross-disciplinary collaboration.[9][10] This period saw the agency open new offices, including a dedicated studio in Shenzhen, China, in November 2021, to support expanded operations in the Greater Bay Area, and plans for a West Coast presence in Los Angeles by early 2022, fostering better integration among design, strategy, and innovation teams.[10] Key leadership appointments bolstered this expansion, with Sabah Ashraf, appointed CEO North America in 2018, taking on expanded responsibilities in 2019 to drive regional growth and client integration.[11] Similarly, Ross Clugston joined as U.S. Executive Creative Director in 2018, with his duties evolving in 2021 to oversee broader creative output as Chief Creative Officer for North America, emphasizing tech and consumer sector projects.[12][13] In 2021, Matt Boffey was promoted to Chief Strategy and Innovation Officer, leading efforts to embed foresight and transformative branding across the agency's offerings.[10] Strategically, Superunion intensified its focus on the Asia-Pacific and Americas markets, launching initiatives to help Chinese brands "border-bust" by achieving global differentiation amid rising tariffs and competitive pressures.[14][5] This included targeted work with clients like Tencent and Vivo in the new Shenzhen office, alongside U.S.-based expansions serving tech and consumer sectors in the Americas.[10] Revenue surpassed the agency's initial $100 million benchmark during this timeframe, fueled by double-digit growth in 2021 through acquisitions of new clients in technology and consumer goods, contributing to the broader specialist agencies segment's 21.8% like-for-like increase.[15][16] Internally, Superunion cultivated a culture of "creative optimism," prioritizing upstream creativity—early-stage ideation to shape brand strategies—and implementing training programs to empower teams in innovative, people-centered problem-solving.[17][18][19]

Services

Brand Strategy

Superunion's brand strategy was rooted in an "upstream creativity" approach, which integrated creative ideation directly into business strategy to foster innovation, cultural shifts, and competitive advantages for clients. This methodology emphasized placing creativity at the heart of organizational decision-making, influencing not only external brand expressions but also internal elements like product development, service design, and talent recruitment. By uniting deep business understanding with bold, optimistic creative thinking, Superunion aimed to build brands that forged meaningful connections between people and organizations, driving long-term growth and emotional resonance.[1][20] The agency's services in brand strategy encompassed market analysis, consumer insight research, brand positioning frameworks, and the development of strategic roadmaps tailored to corporate and consumer audiences. Consumer insights were derived through data-driven exploration of audience emotions, needs, and aspirations, enabling the creation of differentiated positioning based on simple, inspiring truths—such as iconic campaigns like Apple's "Think Different." Processes involved collaborative stakeholder workshops to align internal teams and predictive approaches to model brand equity growth, ensuring strategies were holistic and forward-looking rather than reactive.[20][1] Superunion differentiated itself from traditional agencies by prioritizing upstream integration over isolated tactical executions, offering a connected ecosystem of strategic expertise drawn from its founding network of WPP consultancies. This approach was exemplified in its high-level consulting for WPP's 2018 corporate rebrand, where Superunion collaborated on an identity that positioned WPP as a dynamic creative transformation company, emphasizing connectivity and organization-wide optimism. Such methodologies enabled clients to achieve broader impact through creativity that permeated business operations.[1][4]

Design and Activation

Superunion's design services encompassed the creation of visual identities, including logos, brand guidelines, and cohesive digital and print elements tailored to client needs. These efforts emphasized sustainable and inclusive aesthetics, integrating eco-conscious materials and diverse representations to align with modern branding values. For instance, in rebranding China's Nantou City, Superunion overhauled the visual identity while refreshing the overall brand experience to foster community connection.[21] Similarly, the agency developed a new visual identity for Shangri-La Group's rewards program, incorporating elegant motifs that evoked luxury and serenity across digital and physical touchpoints.[22] In packaging and product design, Superunion specialized in custom solutions for consumer goods, prioritizing material innovation and enhanced user experiences. The agency's work often featured sustainable alternatives to traditional packaging, such as biodegradable seaweed-based materials for Notpla, which aimed to replace single-use plastics with naturally decomposing options.[23] A notable example is the Figlia limited-edition olive oil project, where Superunion collaborated on hand-thrown ceramic bottles—each unique in form to evoke femininity and individuality—using eco-friendly clay that encouraged reuse over disposal.[24] For Fritz-kola, Superunion redesigned the glass bottle to reflect the brand's rebellious spirit, incorporating a visual icon that balanced contemporary sustainability with bold aesthetics.[25] Brand activation at Superunion involved experiential campaigns, environmental graphics, and digital interactions to translate visual and packaging designs into immersive real-world engagements. These activations brought brand strategies to life through interactive environments, such as pop-up events and spatial installations that reinforced identity elements. For the Carabao Energy Drink's sponsorship of the Carabao Cup, Superunion orchestrated an unconventional activation by hosting the draw in a London supermarket, blending everyday retail spaces with branded graphics and fan interactions to amplify excitement. The agency's approach to activation also extended to digital realms, leveraging tools for seamless integration of physical and virtual experiences, though specifics on proprietary software were not publicly detailed. Overall, Superunion's activations focused on creating memorable, inclusive moments that extended the longevity of visual and product designs.[26] Superunion's commitment to sustainability permeated its design and activation practices, with a focus on eco-friendly materials and processes to minimize environmental impact. This was evident in projects like Figlia, where ceramic packaging reduced reliance on glass or plastic, promoting circular economy principles.[24] The agency's specialties explicitly included packaging and brand activation, underscoring a hands-on creative execution that supported broader sustainable goals across client portfolios.[26]

Organization

Leadership

Superunion's leadership was instrumental in establishing the agency as a unified brand consultancy following its formation in 2018. Jim Prior served as Global CEO from the agency's inception, overseeing overall operations, creative vision, and integration of its founding entities until his transition in 2023.[1] Under Prior's direction, Superunion expanded its global footprint and emphasized collaborative brand strategies across its network.[27] Simon Bolton acted as Executive Chairman from 2018, concentrating on strategic partnerships and the agency's alignment within WPP's broader ecosystem.[1][28] Bolton's role involved fostering key client relationships and ensuring seamless operational integration among Superunion's merged practices.[29] In North America, Sabah Ashraf held the position of CEO from 2018 to 2020, bringing extensive experience from senior roles at IDEO and frog design to drive regional market expansion and innovation.[11][30] Ashraf focused on building high-performing teams and adapting brand strategies to diverse U.S. client needs.[31] Ross Clugston joined as US Executive Creative Director in 2018, leveraging his prior experience at Interbrand to lead creative teams and deliver design-led solutions for technology and consumer brands.[32][33] Clugston emphasized radical collaboration between strategy and creative functions to enhance Superunion's output in the American market.[12] Matt Boffey joined as Innovation Partner in 2020 and was promoted to Chief Strategy and Innovation Officer in 2021, introducing new tools and methodologies to support brand transformations and long-term client growth.[10][34] Boffey's initiatives highlighted the role of strategic foresight in evolving brand identities amid market shifts.[35] The leadership structure featured a flat hierarchy, with regional leads reporting directly to global executives to promote agility and cross-functional collaboration.[1] Following Sabah Ashraf's departure in 2020, regional leadership in North America continued under figures like Ross Clugston, who advanced to Chief Creative Officer.

Global Offices

Superunion's global network consisted of 23 offices across 18 countries as of its 2018 formation, enabling the agency to deliver localized brand strategies while maintaining a unified creative vision. The headquarters was located in London, United Kingdom, at 6 Brewhouse Yard, serving as the primary creative and strategic hub for the organization.[36] This central office oversaw global operations and housed the largest concentration of staff, fostering innovation in brand design and activation. The network later expanded with the opening of a Shenzhen office in 2021 to tap into Greater Bay Area opportunities.[37] The agency's offices were strategically positioned to address regional market dynamics, with specialized focuses in key locations. Examples include Amsterdam, emphasizing design excellence and drawing from VBAT's heritage in packaging and identity work; Berlin, concentrating on European innovation and digital transformation; New York as the North American headquarters at 114 5th Avenue, focusing on corporate and tech clients; and Shanghai for mainland China growth.[36] Regional specializations aligned with client needs: the Americas offices prioritized tech and entertainment sectors, EMEA handled corporate rebrands and public sector work, and APAC focused on heritage brands and emerging markets. Offices were designed with collaborative spaces to encourage upstream creativity, incorporating sustainable features such as energy-efficient lighting and recycled materials to support environmental goals. Approximately 750 employees were distributed across these regions, with London maintaining the largest team of over 200 to drive global initiatives.[1]

Notable Work

Key Clients

Superunion has collaborated with a diverse array of high-profile clients across industries, applying its expertise in brand strategy and design to transformative projects. Notable engagements include work with NASA on corporate branding and experience design for its Artemis space missions, where the agency developed a bold visual identity featuring gradients and angular typography to convey innovation and exploration.[38] In the consumer goods sector, Superunion led the 2020 rebranding of Appleton Estate Rum, focusing on packaging redesign and heritage storytelling that highlighted Jamaica's Nassau Valley origins and premium craftsmanship over 250 years. The project introduced sleeker bottle shapes and labels emphasizing authenticity, contributing to a reported 34% increase in off-trade rum sales year-to-date in 2020 compared to the prior year.[39][40] Another key project involved Figlia, a limited-edition Italian olive oil, for which Superunion created sustainable bottle designs in 2020 by partnering with local ceramic artists to hand-craft 300 unique vessels, underscoring a female-led narrative of natural production and environmental responsibility.[24] Superunion also produced a paper-based campaign film for Collins Stationery's 200-year anniversary in 2019, narrating the brand's heritage through innovative analog animation to celebrate its legacy in diary-making and stationery.[41] Internally, Superunion partnered with Landor in 2018 to rebrand WPP itself, crafting a dynamic visual identity that symbolized the company's evolution into a creative transformation entity, with connected and organized elements reflecting its global structure.[4] Beyond these, Superunion has served tech firms in China and global consumer brands tied to Jamaica's Nassau Valley region, including campaigns for Samsung and Nivea that drove double-digit growth in Asia through refreshed brand experiences. These projects collectively enhanced client brand equity, as evidenced by metrics like sustained sales uplift for Appleton Estate.[5]

Awards

Superunion has garnered multiple awards for its corporate branding efforts, with its work frequently recognized in design excellence publications. For example, the agency's branding for NASA's Artemis mission was featured in Fast Company as a standout example of innovative institutional design.[38] In 2021, Superunion received a highly commended honor at the Transform Awards North America for the rebranding of Appleton Estate Rum, celebrating its elevated premium positioning.[42] The agency has also earned innovation prizes for sustainable design initiatives, including the Dieline Awards Best in Show in 2020 for its Figlia project, which emphasized eco-friendly materials and thoughtful craftsmanship.[43][24] Internally within WPP, Superunion contributed to the 2018 rebrand collaboration with Landor, earning accolades for advancing the parent company's identity as a dynamic creative transformation entity.[4] Overall, Superunion achieved multi-award-winning status, securing over 300 recognitions across categories like packaging, strategy, and activation from 2018 to 2022.[10] These honors, including the 2021 Cannes Lions Grand Prix in Design for sustainable packaging with Notpla, have solidified its reputation as a leader in upstream creativity.[44][45]

Merger

Announcement

On July 7, 2022, WPP announced the merger of Superunion and Design Bridge to form a new entity named Design Bridge and Partners, a global design company scheduled to launch in January 2023.[45] The merger aimed to establish a larger, world-leading design company by integrating the complementary expertise and client portfolios of both agencies, thereby redefining the role of design in supporting brands, businesses, and sustainability initiatives.[45] This strategic move was intended to drive growth and transformation, fostering enhanced capabilities in design that prioritize positive impact for people and the planet while building on Superunion's foundational spirit of creative optimism.[45][1] Under the new structure, John Morris, then CEO of Design Bridge, was appointed CEO of Design Bridge and Partners, with Jim Prior, CEO of Superunion, serving as Chair to guide the combined leadership.[45] The merger would unite the global teams and offices of both agencies to amplify global reach and collaborative potential.[45]

Integration

Design Bridge and Partners officially launched on April 20, 2023, as the new WPP global design company following the merger of Design Bridge and Superunion. This launch marked the completion of the merger process announced in 2022, integrating the two entities into a unified operation with approximately 850 creative professionals across 16 studios in 12 countries. The new company emphasized a mission to redefine design's role in driving business growth and social change through expertise in consumer, business, and experience design.[7] As of 2025, the company has grown to approximately 900 creative professionals across 17 studios worldwide.[46] Office consolidation retained key Superunion locations such as London and New York while expanding with additions including Mumbai, Shenzhen, Shanghai, and others like São Paulo, Amsterdam, Singapore, Madrid, Berlin, Johannesburg, and Beijing. This structure established centers of excellence in strategy and other disciplines, enabling seamless global collaboration and talent nurturing. Superunion ceased independent operations as part of this dissolution, with its contributions forming a core part of the new entity's foundation.[7][47] Cultural integration blended Superunion's upstream creativity and strategic innovation with Design Bridge's craft-focused expertise, fostering a collaborative environment that prioritizes skillset synergy and shared attitudes. Legacy elements from Superunion, including methodologies and talent, were retained; for instance, innovation tools developed under leaders like Matt Boffey continued through his role as Chief Strategy Officer for UK and Europe. Superunion alumni hold prominent leadership positions, such as Jim Prior as Chair and Ben Gordon in Asia Pacific leadership, ensuring the preservation of Superunion's influence in the post-merger focus on strategic excellence.[7][48][49][50]

References

  1. Superunion launches as next-generation brand agency - WPP
  2. How Superunion modernised Shakespeare's Globe - Creative Bloq
  3. A New Brand for Shelter, Created by Superunion, Inspired by the ...
  4. Superunion and Landor: WPP's radical evolution
  5. Superunion in Asia: A year in the life of a new agency | Advertising
  6. Superunion and Design Bridge will create Design Bridge and Partners
  7. Five WPP Units Merge Into 'Super' Branding Agency - gdusa
  8. Entering the next stage of growth - Design Bridge and Partners
  9. Ex-IDEO and frog Executive Heads Superunion NA - gdusa
  10. Superunion Welcomes Ross Clugston • Graphic Design USA - gdusa
  11. Ross Clugston - ADC Awards - The One Club for Creativity
  12. Superunion: Chinese companies need to differentiate - WARC
  13. https://www.wsj.com/articles/wpp-consolidates-five-branding-agencies-into-superunion-1516707001
  14. [PDF] WPP 2021 Preliminary Results
  15. The Top Branding Agencies In The World [2025]
  16. Insights: From Asia to beyond, through upstream creativity - 2019
  17. [PDF] TRANSFORM AWARDS ASIA- PACIFIC 2019
  18. The heart of branding - Medium
  19. Superunion designs new brand identity for China's Nantou City - 2022
  20. Superunion creates new brand & visual identity for luxury hotel ...
  21. Superunion: Notpla - WPP
  22. Feminine By Nature: How Superunion Created the Elegant and ...
  23. Superunion Casts Fritz-Kola Brand Attitude in a Glass
  24. Superunion FR - LinkedIn
  25. Jim Prior - Forbes
  26. Simon Bolton - Group CEO at Group XP (FITCH - LinkedIn
  27. An Interview with Simon Bolton, Group CEO at Group XP and ...
  28. New WPP branding shop Superunion names first North American ...
  29. Superunion Taps Sabah Ashraf To Lead North American Region
  30. Superunion Welcomes Executive Creative Director From Interbrand
  31. Superunion reinforces leadership team with hire of Interbrand vet ...
  32. Is Channel 4's latest rebrand evidence of a televisual mid-life crisis?
  33. How do you solve a problem like... turning around a declining brand ...
  34. Superunion Corporate Headquarters, Office Locations and Addresses
  35. Superunion taps into Greater Bay Area opportunities with new ...
  36. Superunion | Business Day
  37. Superunion Rebranding of Appleton Estate Rum to Commemorate ...
  38. Appleton Estate Jamaica rum reveals full brand relaunch
  39. Collins Stationery: 200-Year Anniversary • Ads of the World™ | Part ...
  40. Inside NASA's branding for its biggest mission in years
  41. Transform Awards North America 2021 winners announced
  42. Superunion and sustainable packaging brand Notpla are awarded ...
  43. WPP creates Design Bridge and Partners
  44. Superunion and Design Bridge come together to launch Design ...
  45. Contact - Design Bridge and Partners
  46. Design Bridge boss says merger with Superunion will ... - The Drum
  47. Matt Boffey - Chief Strategy Officer, UK & Europe, at Design Bridge ...
  48. Design Bridge and Partners strengthens senior leadership team to ...
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