Made Thought on attaching meaning and making “genuine” change through design

At April’s Nicer Tuesdays, the London-based design agency discussed inspiration, working with big brands, and why we’re currently in the midst of a creative revolution.

12 May 2022


Did you know that when you wash your clothes, plastic fibres are carried into the water stream, and therefore the ocean? We didn’t either. Enlightening us to this “evil” fact was Made Thought, a London-based design agency that explained how, with each wash, microplastics are released into the pipes. “70 per cent of clothing is made of plastic, which is pretty terrifying,” said Alistair Davies, one of the studio’s youngest members who joined the stage for Nicer Tuesdays. This research was highlighted during Made Thought’s recent project for Xeros, which presented the eye-opening (and somewhat mind-blowing) process behind making a filter to capture the fibres and stop them from being released. Besides the amazing design work and shocking photographs that came with it, the project revealed the hidden world of microplastic pollution. “How do we make people understand, how do we make people listen, how do we make people care? And ultimately, how do we make it feel like a 21st Century brand?” These questions posed by Alistair formed the crux of the project and, more broadly, channelled the core principals of the studio, where sustainability, optimism, creativity and purpose combine.

“There has never been a better time to be a creative,” continued Paul Austin, director and founding partner. Beginning with the fascinating project for Xeros, the studio also ran us through a few more key pieces. This included a project for Pinterest and Brewdog, both of which highlighted the importance of humanising a brand, attaching meaning, and steering “genuine” change through design. “It’s really important that we carry on creating beautiful things,” said Paul, “but I think it’s also just as important that we can make genuine change and really enjoy and make the most of the opportunities.”

Event Partner


Mailchimp is an all-in-one marketing platform for growing businesses. Mailchimp empowers millions of customers around the world to start and grow their businesses with world-class marketing technology, award-winning customer support, and inspiring content. Millions of businesses and individuals – from community organizations to Fortune 100 companies – trust Mailchimp to help them connect with their audience with the right message, at the right time, in the right place.

Drinks Sponsor

El Rayo Tequila

El Rayo Tequila is transforming the way you think and drink tequila – one T&T at a time. By partnering with artists and designers, it’s building a lifestyle brand around its tequilas. Tequila & Tonic is a thing now.

Snacks Sponsor

Love Corn

We’re excited to partner with Love Corn the UK’s first crunchy corn brand as our snack sponsor. Its delicious crunchy corn kernels are packed with flavour and made with love. On trend with being low sugar, gluten-free and vegan, it’s the feel good snack so please enjoy!

Share Article

Further Info

Nicer Tuesdays is our monthly event of creative talks. You can find out more here.

About the Author

It's Nice That

This article was written by the It’s Nice That team. To find our editors and writers, please head over to our Contact page.

It's Nice That Newsletters

Fancy a bit of It's Nice That in your inbox? Sign up to our newsletters and we'll keep you in the loop with everything good going on in the creative world.