We are a team of strategists, designers and digital activators. We are the founding studio of the world’s most effective brand design consultancy, Elmwood, before our demerger as a standalone agency in 2020. We are an agency with a strong track record that spans 4 decades and 6 continents but has a new direction. A direction with strong foundations and values, and extraordinary commercial and cult
ural impact always as its cornerstone. Our name is born from a fundamental truth that even the very best of ideas start ‘ugly’. Whether they help start a fledgling business or help a brand leader stretch their advantage. They all start raw, uncrafted and lacking validation. More than this, the creative process itself is ugly. It is not a sausage machine. It is a process driven by the tension that pushes boundaries and delivers extraordinary impact. It is a process that is in our blood. Born more than forty years ago, we have always believed that ugly fights harder. Ugly has somewhere to go. It feeds bravery and endeavour. Ugly isn’t scared to embrace dangerous creative that has the power to disrupt and breakthrough. With conviction, ugly redefines the status quo and creates something truly remarkable. Discover the power of ugly.
