So, the end of another year is upon us. That’s 23 for us. It’s also a wrap if you’re a Spotify subscriber.
Here at Naked we have five simple truths, our values. They shape how we think and act. I won’t list them all, but the last one, which probably should be number one, is this: you’re allowed to have fun. Seemingly something we’re struggling to do less and less…
By David Lloyd
08/12/25
Every day we’re hit with things that make the future feel a little more bleak, depending on where you get your news. Geo-politics, the economy, the onslaught of AI, the fear that creative jobs might vanish, a shrinking market, and for people like me running a small business, it’s been five years that feel like walking through treacle while rocks get thrown at your head. Every year the rocks get a bit bigger and the treacle gets a bit thicker.
There’s nothing new in saying that. We’ve all felt it. But just stop for a moment. Where does joy live? Where do we find it? What does it look like?
The power of real community
In a world obsessed with followers, and metrics, and data, and insights (all of which are important btw) it’s easy to forget the power of real community, proper conversations, face to face. Norfolk thrives on community. It’s what this county is built on.
Joy still lives in connecting with people. It’s the most human thing we have. It’s what we look for in every project: find the joy, and you find the connection. It’s at the heart of creativity. Every person has something unique, something no AI bot can scrape from the internet. It’s down to us to remember to bring that to the surface. To show the joy.
As designers and creators we hunt for inspiration everywhere, online, in books, shops, museums, but often the joy is right in front of you, in the stories that help shape every day.
Brandy villain
Here's an example... Last year I (accidentally) set fire to my kitchen making steak and chips. The brandy in the peppercorn sauce was the villain. After the fire brigade left and I’d been to A&E, we sat there, staring at the blackened cupboards with a Thickthorn McDonald’s in hand, wondering how on earth we’d managed it.
Thanks to the insurance company and some creative thinking from Emma, my wife, and the kitchen designer at IKEA, the kitchen ended up looking better than ever. But there was one more indulgence I wanted. After years of listening to house music, even though I’m a Metallica fan at heart, and at the grand age of 47, my teenage son and I decided to get some beginner decks. DJing became a creative outlet and something we could enjoy together. We started playing, recording mixes, and we absolutely loved it.
Then not long ago, the John Lewis Christmas ad dropped. Our Dan played it in the studio. Normally we’d all comment on the cute creatures, the modern simple twist on a classic song, but this time we all kept very quiet. Who knew, but we were all feeling the same – about to have a complete emotional meltdown!!!
It struck a chord with me because it did something computers still can’t. It found the emotion. In fact I can’t remember and ad having that effect on me ever. And it turns out a lot of others felt the same.
And that’s where joy lives. Tell a story, your story, in the most human way possible and people connect. Don’t, and you miss. I’m sure it was David Ogilvy who said you can’t bore someone into buying your product.
Now, we’re not an agency making John Lewis ads. But I do have a video, this video, that proves you can still find the joy and the emotion on a smaller scale. It’s all in the story. You can build memorable brands no matter who you are or what your budget is.
Finding the gold
And it’s also true that we’ve been really lucky this year. We’ve worked with so many great people on so many great projects. But the magic really happens when clients come on the journey with us from the start. That’s when we find the gold that brings a project to life.
The video example is the brilliant Sarah Daniels who owns No. 8 Thorpe Road. I hate to describe it as a business premises as it is so much more, it’s a hub where magic happens, where there’s laughs a plenty and can be easily found opposite the train station in Norwich.
After ten years Sarah and I discussed a brand refresh. The joy turned out to be in her own signature, which naturally mimics a number 8. Sarah then came into the studio and just started drawing. That’s where we found it, the joy that shaped a whole new identity and the interior graphics too. A beautiful project crafted on a local level.
So, a massive thank you to not only Sarah and her team, but everyone who has supported Naked this year, clients, suppliers, partners, families, friends. We can’t do it without you.
See you all in the new year.
