Celebrating launches, sharing key insights and industry thought pieces.

The rise of the unspiritual Machines, chatgpt and midjourney

This week has undoubtedly been my heaviest usage of AI. Primarily chatGPT and MidJourney. I’ve written and illustrated children’s books. I’ve made 1980’s mail order catalogues, produced a gangster rap about getting a job in a bank, and have been given nightmares by combining Victorian dolls and fast food. Reading, researching and playing and I’ve come to a rather chilling conclusion.

The 2022 project highlights

As we all need a little distraction and fresh inspiration, we’re sharing with you three new case studies we’ve been particularly invested in this year. If any of the intros below leaves you wanting for more, you’ll be able to find more in depth versions with their fair shares of pictures and process details on our website as well.

Where are they now!

What happened in the year of the Ox, who found success, and who won some awards?! We’re going to look at how our favourite brands

Element Fresh Menu 2021

Launching the new Element Fresh menu

Over the past few months, we’ve been working side by side with Element Fresh on their rebranding project, which includes the roll-out of their all-new menu. We are thrilled to see the project come to life.


比稿招标,是品牌主挑选合作伙伴的有效方式之一。创意行业计是一个竞争无时不在的残酷行业,最近Thread Design为了在行业中占据一席之地也参与了多次比稿。经历一系列比稿招标后,我们意识到这个行业中仍然存在很多问题,客户试图通过招标为自己寻找一套完整的解决方案,但有时他们自己并没有认真思考自己的真实需求,一味的把问题甩给乙方,这对初次接触该品牌的乙方工作造成很大的困难,仅凭猜测或者运气赢得比稿,也并不能帮助甲方找到一个最佳的合作伙伴。

Let’s talk about Pitching!(Part 1)

Agency Pitching is one route clients take when selecting a partner. This is when a client shares the same creative brief with a select number of agencies, who then turn around to hash away at the problem and then pitch their idea or solution to them. Typically agencies don’t get paid for pitch work, but if they win they get the entire project (usually a decent size) or the retainer for a set number of years.

Our Surreal Christmas Cards History

2019Cyberpunk 2077 2018The Diner 2017Jurassic Jones 2016Disney Princesses! 2015The Box Set 2014Shanghai Gangsters 2013Ralph Lauren 2012Penguins? 2011Choir Christmas 2010Classic Christmas This is the one that

The latest addition on our office walls

  Our version of team building? A weekend of fear-conquering, points-based challenges, all wrapped up with a themed costume BBQ cook off! Lucky for us,


Thread Newsletter – July Edition For an agency that’s been in China for the last 14 years and have helped hundreds of brands find their



Just SIX loving newsletters a year, packed full of strategy, branding insights, cool design stuff your competitors are missing out on.

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