ORBIT, closer to how people feel

​Creative work shaped by behaviour, emotion and human insight.

​

Orbit is our curated selection of creative, branding and design work we keep coming back to. The ideas with pull. The projects that prove great creative thinking is not just about how something looks, but how it connects with people and responds to the way we actually live, feel and behave.

Closer to how people feel. ORBIT Issue 07 brings together work that approaches people a little differently. Not by adding more noise, but by paying closer attention to behaviour and emotion, and the small decisions that shape how we act.

The work here ranges from ideas that make the body impossible to ignore to ones that make change feel more positive and achievable. Campaigns that take everyday choices or abstract issues and bring them into the real world.

What runs through it is a shared focus on clarity, with ideas that don’t overcomplicate things but instead trust a strong thought and execute it properly.

Here’s what landed in Orbit Issue 07...

​

01 / Letting the body speak - Holland & Barrett + Lucky Generals

There’s something refreshing in work that strips things back to a single, clear idea and trusts it to land.

The “Back Your Body” OOH campaign for Holland & Barrett is effective because it transforms a simple health insight into a striking and memorable visual idea, literally letting the body “speak” by using body parts as typography.

Created by Lucky Generals, the work cleverly aligns creative execution with strategy, reinforcing the message that people should listen to their bodies before something goes wrong.

​

02 / Designed to feel good - Yazio + Koto + Hot Type

Koto worked with Yazio to rebrand their nutrition app and make charting healthy eating achievable, positive, and to give a bit of a dopamine hit when the process itself can often feel less than fun.

There’s a growing move in how health brands approach behaviour, focusing more on making change feel positive and sustainable rather than something to endure.

They created Yettie, a lovable beast, a warm and engaging character who shows that healthy habits aren’t as scary as they seem.

Together with brand, campaign, and digital, Koto replaced negative associations with the real promise of good nutrition: energy, fun, and "Good Dopamine" the brand vision.

​

03 / A sharper take on legal tech - Ivo + Motto

Some of the most interesting rebrands happen in categories that rarely invite creativity in the first place.

This work by Motto for Ivo is a great example of how to take a traditionally stuffy, conservative space like law and make it feel genuinely fresh and expressive.

Instead of leaning into the usual safe, corporate aesthetic, they introduced a level of craft and artistry that immediately set Ivo apart, without losing the trust that legal buyers need.

It’s still credible, still enterprise-ready, but it has personality, clarity and a point of view, which is rare in legal tech.

​

04 / Growing up without a place to grow - We Are Mobilise + Accenture Song + Droga5

Created by Accenture Song and Droga5 for Australian charity We Are Mobilise, the “No Place to Grow” campaign brings attention to youth homelessness through a series of street-level installations.

A clear idea: no child should have to grow up without a safe home, transforming an abstract issue into something people can physically see and feel.

Overall, it highlights both the strength of the agency behind the work and the simplicity and emotional clarity of the idea, showing how creativity can be used not just to advertise, but to drive awareness and social change.

​

05 / A small act of rebellion - McDonald's + Leo UK

There’s something interesting in how brands are tapping into small, everyday behaviours and turning them into something worth paying attention to.

Created by Leo UK for McDonald's, this campaign is essentially built around an insight they'd normally hide: once you've found your order, you stop looking.

Not necessarily a ground-breaking idea, but a good example of a brand doing something behaviourally smart rather than just shouting about product. The tension between loyalty and curiosity is real. They just had the confidence to make that the whole campaign.

​

06 / A moment for the makers - Creative Boom Top 20 Graphic Designers 2026

To close out the issue, we wanted to include something slightly different, a look at the people behind the work shaping the industry right now.

Creative Boom’s list of the top 20 graphic designers of 2026, as voted for by creatives, offers a snapshot of the individuals influencing how design is evolving across disciplines, platforms and cultures.

A good one to spend some time with, not just for inspiration, but for a sense of where creative thinking is heading.

​

Orbit Issue 07 reflects the kind of creative work we are drawn to, ideas rooted in behaviour, clarity and emotional insight, where creativity feels closer to everyday life and more connected to the people it’s designed for.

Explore the full ORBIT Issue 07 here.​

​

Curated by Carl Anderson, Lamar Dix, Matthew Kiziltan, and Nicky Pearson.