Cat writes a piece for It's Nice That on why what worked last time is the enemy of what works next. Is experimentation still possible when everything has to be justified? Cat dissects why evidence-based creativity is causing cultural fatigue.

Cat will be sitting on the jury for Applied Arts Awards 2026!

How&How Executive Creative Director, Cat How, sits on the panel of this year's 40 Over 40 Awards by Campaign.

Cat How believes every brand is shaped by clear belief and deliberate choice. As Jury President for D&AD’s New Brand Identity category and founder of the women’s leadership programme GetEven, she reflects on the role of conviction in brand-building—and on the courage creativity demands today.

Orb is power in precision. And nowhere is that clearer than in the illustrations we created for the "Revenue Architects" as part of their rebrand. By using image sampling through Cavalry we provided Orb a flexible system that allowed them to create new assets on the fly.

Rebrands are often judged in seconds, but built over months. Cat shares how agencies shape, explain and protect brand work in an age of constant commentary.