How Snooz proves taking a 180° approach is a sure-fire way to stand out

Dream project? Absolutely. How&How have partnered with Snooz – an sleep-friendly ice cream that replaces sugar spikes with sweet dreams – to create a brand fit for midnight snacking.

Inspiration is the holy grail in anything creative, and all of us have spent our careers chasing that illusive dragon. But our founder, Cat How, argues we're giving credit to the wrong thing.

Cat writes an opinion piece for The Drum on how iconic brands are built on a foundation of consistency—but what if the strongest brands in 2026 aren't singular at all?

Has strong leadership become unfashionable? Writing for Design Week, Cat calls for less comfort and more courage in the pursuit of big ideas.

For decades, marketers and branding agencies have preached consistency like gospel. One logo. One typeface. One tone of voice. One tightly controlled version of the brand, rolled out everywhere, all the time.