31%wool

A creative consultancy combining branding, design and marketing

24/04/2026

Morning out of the studio to see Chiharu Shiota and Yin Xiuzhen at .gallery 🖤❤️ both beautiful and utterly absorbing in very different ways.

02/04/2026

A quick highlights reel from eight years of 31% Wool…

A handful of moments from lots of projects, conversations and collaborations over the years.
Thank you, as always, to the brilliant people we’ve worked with along the way 💛

Same again please. 🤩

26/03/2026

Lovely to add this to our awards shelf this morning 🤩

We’re really pleased to share that last night the visual identity for the Museum of Croydon picked up a bronze at the Transform Awards for Best Visual Identity from the Public Sector ✨

This project was all about creating something more accessible, welcoming and reflective of the people at the heart of the museum – past and present. From evolving the Clocktower symbol to building out a full identity system of shapes, icons and colour, it’s been a real joy to see it come to life.

“A vibrant, people-first identity that feels right for a local museum” – judge

Huge thanks to the wonderful team at the Museum of Croydon, who have embraced the identity so thoughtfully and consistently. It’s been amazing to see how it’s helped bring cohesion, confidence and pride across everything they do.

Being a Croydon-based consultancy, we’re particularly fond of this one 💛

You can check out our case study for the project over on our website – link in bio

06/02/2026

This week the Art On Your Doorstep programme launched across Croydon 🖼️ 🙌

We had the pleasure of working on the visual style and design with to promote the trail of 30 masterpieces. The paintings were selected from the National Gallery collection by the community, they are reproduced at life size and are exhibited in 9 different locations across the borough. 📍

The designs range from a dedicated trail map and interpretation panels for visitors to find out more about the paintings, to a 12 metre long hoarding on the high street giving an overview of the programme.

The art will be on display in Croydon until 5 July. 🎨

19/01/2026

Some weekend visual inspiration at data-cosm [No1] at @180.studios 📈 📊 🌍

31/12/2025

As 2025 comes to a close, here’s our top nine from the year. 🙌

There’s been some lovely continuing projects this year including and Creative Croydon with 🤩

Then there has been some fantastic new projects that launched in 2025 including collaborations with the on their brand and Samuel Coleridge-Taylor exhibition, the Liberating Love exhibition with and to celebrate LGBT+ History Month as well as working with and on their brands 🥰

A big thank you to our clients, collaborators and friends for a terrific 2025. We’re looking forward to working with more lovely clients in 2026. 😊

22/12/2025

Our ‘surprise’ Christmas character has arrived 🎄✨

Each year we invite an illustrator to respond to our festive brief – 31% Wool, 69% … something Christmassy. For 2025, BRIT School student Alex Mouette brought us a brilliantly toony stocking-filler of a character, full of charm and festive energy.

Head to the blog for our annual chat about their process, studying at BRIT, and creating this year’s card 👉 link in our bio

16/12/2025

Designing big means thinking differently – and we loved these insights from the four creatives we spoke to for the latest 31% Wool journal post:

🟣 Tommy
“Environmental design is a sensory experience; it must command attention from afar and then draw people closer to explore.”

🟣 Rose
“The sooner you can understand the limitations you’re working within, the more time you have to create a design that not only embraces but benefits from those limitations.”

🟣 Leanne
“By not having any type of format to be restricted by as a starting point, it completely opened up the team’s way of thinking about the output of something which is usually very traditional.”

🟣 Robin
“Site visits and spending as much time as possible in the place you are designing for is just essential for me.”
So many good reminders about space, scale, intuition and embracing the constraints.

Full conversation on the blog – link in bio ✨

03/12/2025

Think big! 💥

Over on 69% Chat we’ve been talking to four brilliant creatives about how designing at a large scale changes the way we work – from exhibitions and wayfinding to hoardings, public art and even Times Square takeovers.

We spoke about human dimensions, physical space, materials, past mishaps (including a very expensive photography lesson…) and the surprising moments when designing big becomes truly liberating.

Thank you to Rose Cornish, Tommy Taylor, Leanne Kitchen and Robin Howie for sharing their experiences.

👉 Read the full piece on the blog: https://www.31percentwool.com/post/think-big

13/11/2025

The banners are back! 🎨
We’ve just launched the fourth season of Creative Croydon – our ongoing collaboration with Croydon BID celebrating the borough’s brilliant artists by bringing colour and creativity to the streets.

Huge thanks to this year’s featured artists Alec Saunders, Shirley Shephard and Alex Mouette, and to the previous Creative Croydon artists who helped judge the competition.

With four seasons now complete, Creative Croydon has showcased 18 local artists and 54 different artworks since 2022 – transforming lamp posts into mini galleries and celebrating our hometown’s creative heart. 💛

Read the full case study at the link in our bio 👉

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Croydon

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http://31percentwool.com/

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