A Cloud of Familiarity: Michael Wolff on Branding By Lucy Davies
Last week, NB welcomed friends and clients for an unforgettable conversation between the legendary graphic designer Michael Wolff and Patrick Burgoyne, writer and host of the In-House Agency Leaders Club.
Patrick Burgoyne and Michael Wolff in conversation at NB Studio
Michael regaled us with tales of collaborating with the Beatles, the theatre of Wolff Olins, and representing people in court.
But what stood out most was the human side of branding – how empathy, curiosity, and respect are integral to the process. It’s not just ideas, it’s how they make you feel.
From his storied life and career, Michael shared many profound lessons that every creative can live by. Here are 5 of my favourites:
Don’t be afraid to stop the presentation
While presenting work for Hadfields Paint, Michael picked up on the client’s fox-like quality—sharp, wary, and visibly disengaged. Trusting his instincts, he paused the presentation and said, “We’ll see you in two weeks.” The bold decision ultimately led to better work.
Sometimes, nothing is the answer
The most memorable work can be the work you leave untouched. For Michael, that was Lyle’s Golden Syrup. He described the dead lion on the packaging as a ‘tribute to nonsense.’ When given the chance to change it, he chose to preserve its unique and peculiar charm, leaving the iconic design exactly as it was.
Lyle's Golden Syrup
“Ignore the power of writing at your peril”
Michael was fortunate to work with brilliant copywriters in his career, and warned designers not to undervalue their craft, despairing at the ordinaryness he’s seen recently: “we ignore the power of writing at our peril. Writing is so crucial, so powerful and can do so much… Yet somehow we work as if this isn’t the case.”
Respect difficult clients
When asked about handling ‘difficult clients,’ Michael distilled his approach into one word: respect. It all starts there. Step into their shoes. View the situation from their perspective, and demonstrate through your actions that you’re truly on their side.
“A brand is a cloud of familiarity”
Michael tells of not rushing to look outside the organisation in branding—often, the best creativity comes from within. By “mining their essence”, you can uncover their unique “something-about-them-ness”; their behavior and style comes from there and you bring it to life visually.
Patrick Burgoyne and Michael Wolff in conversation at NB Studio
To learn more about Michael and his 60-year career, please visit library-street.com.
Lucy is a Junior Strategist at NB Studio.
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