Paul Austin

Paul Austin co-founded the London-based creative office Made Thought with his friend Ben Parker in 2000. Their design background cover over 20-years’ experience working with luxury brands.

They believe in deep thought as a prerequisite for successful design and harness the power of progressive solutions; challenging convention to create brands that are desirable.

Paul feels that at the heart of every powerful design sits a simple idea. He is cautious of adding unnecessary complexity and highlights the power of distinct and beautiful design that elevate brands, change behaviour and drive commercial success.

Made Thought maintains the personal approach of a boutique studio, yet has grown to become one of the most highly regarded creative offices. They have won several awards including the “Black” D&AD Pencil (2015), along with being voted as UK’s best creative studio. In 2012 they were also invited to join the prestigious Alliance Graphique Internationale, alongside some of the world’s best design practices.

Their clients range from iconic luxury and lifestyle brands to major cultural and art institutions, including Adidas, Frederic Malle, MoMA, Charlotte Tilbury, Stella McCartney, Yves Saint Laurent, Tom Dixon, Hunter and Jamie Oliver.


2014 - & Other Stories Beauty Brand Identity

“BEAUTY GOES BACKSTAGE”: Creation of the identity and packaging for & Other Stories beauty that went on to inform the overall identity of the retail brand. The aim was a refreshingly pared-back, honest approach that challenges the expected veneer of fashion and beauty.

2017 - The Nue Co Brand Creation

Articulating a new type of beauty brand focusing on what we put inside our bodies, not just its exterior. The identity was designed to be as pure as the product by colliding both the human and the scientific.

2010 onwards - Tom Dixon

Exaggerating the vision of the designer’s designer. Made Thought has collaborated with the world-famous product designer on numerous projects including all packaging design for his homewares ranges.

2011 onwards - GF Smith

Transforming one of the most iconic paper brands into a cultural brand revered amongst the design community. As the primary creative partner for GF Smith, Made Thought works across all aspects of the brand from print, identity to installation design and content production.

2017 - MoMA

Creation of the new identity of the world’s most famous modern art museum to create a more confident, flexible and contemporary brand attitude.