Author: Ben Weldon

Creative Director. Ben has over twenty five years experience in branding, advertising and digital. He founded Thread in 2006 after developing a deep curiosity for Asia while studying design & advertising at Buckinghamshire University. He leads the creative team and always pushes for his belief, that brand design must always be a cohesive experience. His experience includes: Brand workshops and focus groups for global brands such as Volvo, HSBC and KFC Creative direction and storyboards for advertising and video. Ford, Decathlon and Google Brand strategy and guardianship, aligning teams and keeping them on track with a shared vision.

Furniture, Floods, and Fat Blokes

Between the blazing sun, monsoon rains, drunk people, and the occasional generously proportioned guest testing the limits of physics, it became clear that durability wasn’t optional.

FIRA is Open!

This is, hands down, the biggest project we’ve ever taken on—and honestly? It’s been wild. What started as a branding challenge snowballed into everything. We’re talking furniture design, sourcing materials, interiors, lighting, menus, signage, even the uniforms. Somewhere along the way, this project fundamentally changed what we do as a company.

Phuket’s Next Beach Club FIRA – Branding and creative direction

From restaurant naming, to logo design, marketing to interior consulting, it’s all coming together – and now in 3D! This project has been in the works for well over a year. Indeed, it is huuuuuuge! Below is a few of the renders we’ve been generating to get a better understanding of the space before it’s built. […]

Xin Tian Di – Signage Design and Production

The Refinery’s partnership with us brings a fresh visual identity to its establishment in Xin Tian Di. The new signage, while modest, reflects the essence of The Refinery’s commitment to quality dining experiences in the vibrant neighborhood.

Excited to show our Dmast, art supplies packaging design launch

How to come up with an innovative, creative, functional packaging solutions tailored for consumer brands. A glimpse at Thread packaging system design for DMAST art supplies

The rise of the unspiritual Machines, chatgpt and midjourney

This week has undoubtedly been my heaviest usage of AI. Primarily chatGPT and MidJourney. I’ve written and illustrated children’s books. I’ve made 1980’s mail order catalogues, produced a gangster rap about getting a job in a bank, and have been given nightmares by combining Victorian dolls and fast food. Reading, researching and playing and I’ve come to a rather chilling conclusion.

Homeslice Pizza ad campaign reimagined by Artificial Intelligence

What does AI mean for creativity in your branding. We’ve been playing a lot with AI recently. Inspired by artificial intelligence art from midjourney and dall e, we used niche platform wombo dream to reimagine our advertising campaign for Homeslice. The original campaign image Why is this intersting?! HA, Great question. What are the potential uses […]

Behind the scenes of Bonica and Mezcaleria

Some behind the scenes work of our latest projects we’re going to share our full process on a piece of work that we’re super excited about.

Wishing you merry very surreal Christmas 2020

Trying very hard not to sum up the year as there is still a few days to go, anything could happen! Let’s focus on rebranding Christmas, if you’re new to Thread Christmas cards, this is a tradition as old as time itself, maybe older.

Can you measure the ways branding raises profits?

“Why should I spend money on branding not marketing?” A conversation that comes up often while we’re talking to clients (especially in China), how can we quantify value for money? Is it worth it? And it’s a great question to be asking. If your product or service is not unique, there is no doubt branding […]