Not Normal Group Taps Former Guardian Design Director Ben Longden to Launch Global Design Agency ‘For Real’ with Hubs in London and Buenos Aires

New agency leverages dual-hemisphere model to fuse world-class creative talent with seamless service for global clients, including the US market.

Independent agency network Not Normal Group today announced the launch of For Real, a new global design agency built to create beautiful and impactful brands. The agency will be led by the highly acclaimed designer Ben Longden, formerly the Digital Design Director at The Guardian. For Real launches with fully integrated studios in London and Buenos Aires, a unique structure designed to unite world-class creative talent from both continents and provide seamless, real-time service to clients across the globe.

For Real will operate as a global boutique, combining the strategic backing and resources of the Not Normal Group with a craft-led, idea-first approach to design. Under Longden’s leadership, the agency will specialise in brand strategy, visual identity, digital design, and campaign art direction, working with clients from strategy through to final execution. Longden, a creative director and strategist with over 15 years of experience, brings a philosophy rooted in the belief that design is a way of thinking, aimed at producing work that is both strategically sound and emotionally resonant.

For Real is where substance shapes style, and where every detail serves a purpose. Because real brands don’t just look good – they feel real.

The agency’s innovative dual-hemisphere model was conceived as a strategic response to the evolving needs of global brands. The London studio will serve as a hub for the UK and European markets, while the Buenos Aires office provides a gateway to an exceptional pool of creative and multilingual talent in South America. This structure offers a distinct advantage to also service the US market, given the similar time-zones, allowing for unparalleled real-time collaboration and responsiveness.

“We are incredibly excited to launch For Real, adding another specialised agency to our growing independent group” said Edward Glover, Group CEO of Not Normal Group. “This is a strategic expansion of our capabilities. For Real doesn’t just add a new service offering; it introduces a new, smarter way of working that will deliver immense value to our current and future clients. Ben’s vision for a truly global, craft-focused agency is exactly what ambitious brands are looking for today.”

Ben Longden, Founder of For Real, commented, “I’ve always been passionate about the power of design to solve problems and make a real impact. Launching my own agency has been a long-held ambition, but I wanted to do it in a way that was genuinely different and built for the future. The dual-hub model of For Real is that vision made real. Being part of the Not Normal Group gives us the platform to operate globally from day one, connecting incredible talent in London and Buenos Aires to create work that is meaningful, beautiful, and effective for clients anywhere in the world.”

For Real is operational effective immediately.

Source: For Real

  Agency, Ben Longden, Branding, For Real, Launch, Not Normal Group