Butterfly Cannon unveils new identity as indie creative agency, underpinned by new-look executive team

Creative agency completes transformation with promise to ‘Make it Felt’

Butterfly Cannon has announced its new positioning as an indie creative agency, with the appointment of a new executive team looking to take the business into its next phase of growth. 

Building on 16 years’ experience as a boutique brand and design studio, this move is the culmination of many strategic hires, bringing in senior talent from broader creative backgrounds and expanding the agency’s capabilities across the full brand experience – from brand and packaging to digital activation to campaign ideation and beyond.

The new executive team, formed by founders Natalie Alexander and Jon Davies and drawn from talent within the agency, comprises Juliet Layard-Liesching, Managing Director; Zoe McGee, Strategy Director; Thomas Lacey and Sam Pittman, Creative Directors; Georgie Jones, Client Services and Culture Director; and Grant Wilmot, Production Director.

Since its inception in 2010 Butterfly Cannon has worked with some of the world’s most aspirational brands, including Grand Marnier, Glenmorangie, ZOE Science & Nutrition, Farrow & Ball, Divine Chocolate and Rimmel. Today the business is responding to client demand by taking what it has learnt from luxury, and how to deliver the premium craft and cultural relevance that every brand aspires to, and applying it far beyond the traditional world of prestige.

To that end, Butterfly Cannon is democratising aspiration with a promise to MAKE IT FELT. In a world of economic uncertainty, global instability and technological anxiety, the agency believes aspiration has a positive role to play. Because aspiration is relative – whether in relation to a £20k watch or a $10 bottle of wine.

The more expressive identity reflects the agency Butterfly Cannon has become: broader in capability, bolder in its creative ambition, but still grounded in the craft that has defined them since they began.

Make the conversation sizzle. Make culture sit up. Make people really feel something.

Having worked with the world’s most aspirational brands across drinks, fashion, wellness, hospitality and beauty, the agency believes it has learnt something important: what makes something aspirational isn’t exclusivity. It’s how it makes you feel. 

And that has led Butterfly Cannon to rethink where its creative process begins. 

Juliet Layard-Liesching, Managing Director, said: “Feeling isn’t the alternative to commercial effectiveness. It’s how you get there. If it doesn’t move people, it doesn’t move culture, the category or your business. 

“Rather than starting with what a brand wants to say, we start with what it understands people want to feel. That thinking sits behind our new creative philosophy: WE MAKE IT FELT. Because if people feel something, they do something.”

Thomas Lacey & Sam Pittman, Creative Directors, added: “A lot of advertising blends into one homogeneous mass – perfect, but unmemorable. We’re strong advocates of the power of human-led ideas and craft, and bringing those touches, imperfections and idiosyncrasies to the forefront in our work means we can tap into the real emotions of our audience, and make creative that sticks in the mind.”

Source: Butterfly Cannon

  Butterfly Cannon, Creative agency, Juliet Layard-Liesching, Sam Pittman, Thomas Lacey