In a world where great design shapes our experiences, Koto stands out as a beacon of creativity. Co-founded by James Greenfield and Caroline Matthews, this innovative agency has transformed the way we perceive brands, merging strategic insight with stunning visual artistry.

Over the last decade, Koto has evolved from a modest co-working space into a global powerhouse, boasting a dynamic team of designers and strategists across major cities like Berlin, London, Los Angeles, New York, and Sydney. With a portfolio that includes high-profile rebrands for TripAdvisor, Microsoft, and Riot Games, their work is in demand.

From Vision to Reality: Koto’s Journey

Reflecting on its inception, Greenfield describes Koto’s foundational vision: to blend the strategic capabilities of a large consultancy with the artistry typical of boutique agencies. He spotted a significant gap in the industry where clients were often short-changed, and Koto aimed to fill that void.

Crafting Identities for All Stages of Growth

Koto has partnered with renowned brands such as Airbnb, PayPal, and Google, making it creatively fulfilling to work on projects that resonate with millions. Greenfield emphasizes the importance of understanding where each company stands in its journey—whether they’re emerging or established—enabling Koto to craft identities that truly reflect their essence.

Global Perspectives, Unique Cultures

With studios spanning continents, Koto strives to maintain a unified vision while celebrating local nuances. Greenfield notes that despite the global homogenization in branding, their mission to deliver excellence allows them to leverage diverse cultural insights.

Building a Cohesive Culture Across Borders

Creating a unified identity across various locations is challenging. Greenfield shared how Koto fosters a people-first approach, ensuring that many of its studios are launched by team members from other locations, maintaining alignment and camaraderie.

Leadership Lessons: Embracing Self-Awareness

In his leadership role, Greenfield practices self-awareness, recognizing that no designer is perfect. He draws on his experiences and the talents of his team, focusing on providing the right support—whether that’s direction, inspiration, or assistance—tailored to individual needs.

Encouraging Creative Risk

When it comes to creative risks, Greenfield believes they should be approached with careful consideration, tailored to each client's comfort level. He aims to instill confidence in clients, encouraging them to embrace bolder ideas without losing sight of their brand's identity.

Memorable Projects and Personal Connections

Among Koto’s various projects, Greenfield has a special fondness for Meatable. The branding concept was inspired by his childhood memories of Swiss postcards featuring cows, highlighting his belief that creativity knows no boundaries.

Advice for Aspiring Designers

To newcomers in design, Greenfield advises against trying to be a complete designer. Emphasizing the importance of specialization, he encourages individuals to find their unique strengths and how they can contribute to a team's goals.

Quick Hits: Insights from James Greenfield

Greenfield shares some personal favorites: - **Most useful tool:** Generative AI, which has greatly enhanced his creative process. - **Inspiring design work:** Peter Saville’s record sleeves for New Order, a timeless source of inspiration. - **Hobbies and growth:** Reigniting his love for pottery, which he hopes to revisit.