Something exciting is happening in a newly renovated printing works located centrally in Belfast. Emma Hetherington, a young designer, and Kevin McCaul are launching Allies today: a studio that aims to reinvigorate creative landscapes with an energizing cocktail of fun and fearlessness.
After weeks of teaser posts on social media based on a Morse Code motif, Ireland’s Design Community has been anticipating the launch. Allies is a fully-formed brand with a well-established clientele, premium workspace, and an expertly designed identity.
A shared vision
Since years, the two co-founders had aspired to do something new. Emma and Kevin had previously worked together at another agency in the area. They found that they shared a similar vision.
It’s not only other Belfast studios that they are taking on. Their ethos stems from a response to how, according to them, the entire design industry has lost its creativity.
“A lot of studios are very penny-counting, minute-tracking operations,” Kevin stresses. “It’s really service-based work where creativity gets lost because designers are just looking at the deadline. Every single second is being counted and tracked, and that depletes the work massively.”
In contrast, Emma says, “We’re here to have fun with the work. We’ve seen how creative talent in so many studios isn’t nurtured enough: they’re treated as workhorses. But you’re not going to get the best from creatives when they’re burnt out.”
“Creative is creative: we’re not saving lives,” Kevin Reasons “We’re making cool work. But in many studios, the fun aspect is greatly depleting, and creatives are either getting bored or leaving. The way we see it is…if you’re not having fun, you’re not doing good work. And if you’re not doing good work, you burn out.”
Collaboration is key
Here’s another thing central to Allies philosophy. “We’re going to be very collaborative,” Emma emphasises. “The studio is bigger than just the two of us. For example, we’ve had an amazing designer from Canada working on our website and a brilliant animator here in Belfast create our brand video. We’re getting the best help we can.”
Kevin Adds: “We’ve cherry-picked the best people we know, and we’ll always be open about bringing excellent people to the table.”
Emma summarizes their approach in a concise manner. “When a project is right, we want to get as many people to collaborate on it as possible. Where the project demands it, we’ll bring in specialists rather than trying to do everything ourselves.”
Customers are selective
Each new agency makes a claim to be the best. “challenging the status quo”It’s very easy to disregard such statements as meaningless. Kevin and Emma are already putting their money where they mouth is by refusing work that does not align with their artistic ambitions.
“We really just want to work with anybody who is up for pushing the creative,” Kevin explains. “So if you’re in a dull industry but you’re willing to push boundaries, we’ll work with you. But we’ve already turned away quite a bit of work from people who just want to stay in the same lane and not evolve.”
They are determined to not fall into what they perceive as common traps. “In order for us to grow as a studio, we need brands willing to be bold,” adds Kevin.
Humble ambition
The two founders are letting their work do the talking. Emma says she has already received many comments that suggest she is a sexist. “too young, too quiet, too unconventional, too female” To lead a recording studio. She says that she would rather not sink to their levels. “I want our work to do the talking for us. Yes, we’re going to have fun and be a bit more rock ‘n’ roll, but we’re going to do really good work as well.”
Allies has worked with brands in the UK, Ireland and abroad. Their services include creative strategy, branding identity, illustration and motion and web design. The Printworks, located on Queen Street in London’s West End, is the perfect home for an ambitious studio.
Their website states it boldly: “We shout when others whisper, and whisper when others shout. Ignoring trends. Kicking against the system. Because extraordinary brands are fearless”.
This new, exciting studio is one we will be keeping an eye on.
