New York brand design agency Vault49 announced the opening of its London studio. Launching on 1st April, it will be led by Paul Woodvine, until recently Global Design Director for Global Beverages at PepsiCo.
Founded in 2002, Vault49 has built a reputation for its ability to create a brand language on and off-pack that engages consumers at an emotional level, and that flexes across multiple touchpoints without being repetitive. The new London studio will build on this, creating a global agency that will continue to deliver for clients including Diageo and Heineken.
Woodvine’s career to date gives him a unique perspective on the needs of brand teams. Before joining PepsiCo he worked for many of the world’s leading agencies, gaining in-depth expertise spanning 2D, 3D and motion graphics. He joined PepsiCo as the Design Director for Brand Experience and led high profile projects such as the Super Bowl and Champions League.
Success on those projects led to an expansion of his role to Global Design Director for Global Beverages. In this capacity, he continued to oversee the same big events, but was also responsible for the restage for Pepsi’s positioning across Pepsi Black and Pepsi Blue, and led the ‘7up with Fido’ campaign. These three products were the global beverage team’s biggest projects for 2018.
Woodvine says: “Today’s audiences – primarily but not exclusively millennials – engage with motion-led content. Many brands are using social media and experiences to connect with their audiences, but none of them are challenging the boundaries of these channels. At best, they’re delivering what consumers expect. The brands that truly stand out are those which tell meaningful stories, connect with consumers and surprise them at each opportunity, exceeding expectations.”
Executive Creative Director and Co-Founder of Vault49, Jonathan Kenyon, adds: “We’re privileged to work with some of the world’s most exciting brands. Our London studio will allow us to be close to them on both sides of the Atlantic. It will also give us an opportunity to tap into the live animation and digital talent in London and to share skills across our studios.”
Woodvine says: “We’ll be looking to add to our London team with designers who have a diverse skill set – a focus on animation and digital but with the ability to work across all design disciplines. They’ll fit into a unique Vault49 culture that’s imbued with creativity and artistic talent, but it’s also a warm, people-focused place. There’s always been something incredibly special about the New York studio and I can’t wait to bring that to London.”