How&How's Cat How, on Purpose, Branding & Building a Global Studio

In this episode, we sit down with the founder of How&How to talk about creativity, branding, entrepreneurship, and the future of design. Fresh off serving as President of the D&AD 2026 New Brand Identity Jury, we dive into the biggest creative trends shaping the industry right now, from the “sea of sameness” in branding to what truly makes standout creative work today. We also explore: — Going from a literature background into design — Building and selling an eCommerce company — Launching How&How while moving to Lisbon and starting a family — Operating a global studio across London, Lisbon & LA — Why purpose-led branding still matters — How creatives can find original inspiration in 2026 — Advice for the next generation entering the industry This is a conversation about risk, creativity, identity, and building a modern creative company with intention. If you’re interested in branding, design culture, creative entrepreneurship, or the future of the industry his one’s for you. (00:00) Intro (02:21) D&AD 2026 Takeaways (07:43) From Literature to Design (12:30) Building & Selling Howkapow (22:00) Creative Culture: London vs LA (26:20) Escaping the Sea of Sameness (31:58) Escaping the Sea of Sameness (38:46) Advice for the next gen