Large Agency Pentagram vs. Small Studio
The theme of collaboration is very prevalent in design. The notes in the images above are my initial ideas which I later refined into the finished writing through research and analysis.
Initially, I decided to investigate the large, independent agency Pentagram. They collaborated with Pol Montserrat, a freelance illustrator (small studio) in order to create branding for the restaurant, Super Peach. Pentagram has already displayed compelling communication within its branches therefore collaboration is a strong suit of theirs. “Collaboration and the sharing of ideas is crucial if everyone is to achieve the best outcomes” (Figure 1) and this is clear as the outcome perfectly represented the brand and this meant that there was clear discussions between all parties, Pentagram, Pol Montserrat and the client Super Peach. The combination of graphic design through the typography and branding alongside the illustrations shows clear collaboration. As the small studio formed of only one person, it may have been limited as it meant that there would only be one person with ideas however, the collaboration meant that the large agency brought in diverse perspectives to help create a more creative outcome.
Small studio collaboration with large agency, Nike
Another collaboration that I looked at was a small studio collaborating with a large in-house agency. Little Toon is a small agency therefore when they needed a photographer they had to outsource one. This is perhaps a limitation of a small agency as it must externally find the that it needs. “Working together and collaborating involves building a safe space where ideas can be exchanged and accepted comfortably. Being able to work in a team means being able to rely on each other.” (Figure 2) This is clear as outsourcing can also be positive for collaboration as it brings unique outlooks on design ideas.
Independent studio vs. In-house studio
Finally, I looked at an independent studio, Moving Brands and their collaboration with the BBC. Their project was the rebrand for the BBC. Although the BBC already had their own in-house teams e.g. marketing teams, it was clear the MB (moving brands) team brought a dynamic design perspective. Collaboration is imperative in design, this made itself clear as the art director had the responsibility to handle communication between each team effectively as everyone fulfilled their roles.
My findings on the benefits of collaboration
After the research onto these case studies, I compiled my analysis on the strengths and weaknesses of each design agency. Small studios mean that collaboration is vital as they often can only focus on one project at a time. Efficiency and streamlined workflows are a key aspect of these studios as they often have tighter deadlines. Similarly, a large studio is useful as they are often in-house teams able to rely on each other for data and communication will create a successful project.
An in-house team are often large agencies with multiple branches of team for example marketing and graphic design. These are often optimised and can collaborate with each other making this cost efficient. On the other hand, they may experience tunnel vision due to the similar perspectives therefore, collaborating with a smaller studio is not only going to bring a unique outlook but it will also benefit a smaller studio and give them recognition and expand their portfolio.
Finally, an independent studio has many strengths such as very strong collaboration and communication due to the already established relationship within the company. On the other hand, they may have limited resources and capacity, having to outsource more of the team.
How will this effect my assignment moving forward?
Moving into the rest of this assignment, I will make sure to collaborate with both the marketing team and Leah within my group. “Marketing and design working in unison, applying design thinking across their organization, can co-create to solve problems.” (Figure 3). This is clear as shown by the BBC research example and within my own work as during this project the marketing team help through data to support the design project. Being on the same page with the marketing team is vital as acting as an art director means I have the responsibility to coordinate the collaboration and stay professional even though it may sometimes prove difficult.
References
Jeremy Grove (2023) The Importance of Collaboration in Design. (Figure 1) https://medium.com/design-bootcamp/the-importance-of-collaboration-in-design-f67e44d1c13d (Accessed 16th April 2026)
Vasudha Mamtani (2019)The power of collaboration in Design (Figure 2) https://uxdesign.cc/the-power-of-collaboration-in-design-b5a680427ff (Accessed 16th April 2026)
Andrew Barraclough (2021) Why Marketers and Designers Need to Work Together on Co-Creation (Figure 3)https://www.brandingmag.com/2021/05/13/why-marketers-and-designers-need-to-work-together-on-co-creation/