Noise, as defined by the Oxford Dictionary, is “a sound, especially one that is loud, unpleasant, or causes disturbance.” Expressions like make some noise, cut through the noise, and drown out the noise all point to moments of attention, disruption, and impact.
But in the world of design, the idea of noise isn’t just something to be heard—it’s something to be seen, felt, and experienced. I recently spoke with Nils Leonard, founder of Uncommon Creative Studio, where he described this idea of Designing Noise as a studio practice.
Nils Leonard
What does it mean to design noise? Is it about disruption—breaking through the visual clutter with bold aesthetics and unexpected ideas? Or is it something deeper, a signal that resonates beyond the surface, creating conversations, cultural moments, and lasting impressions? Noise isn’t just about volume; it’s about presence. It’s the difference between work that blends in and work that refuses to be ignored.
In an era where design is often reduced to aesthetics and functionality, Uncommon Creative Studio challenges the status quo by treating design as a cultural force, a tool for creating noise, sparking conversation, and embedding brands into the zeitgeist. At the helm of this philosophy is Leonard, whose vision redefines the role of design in branding, not as a passive craft but as an active agent of fame, controversy, and engagement.
This is the chance we have, the privilege of a brief these days, the opportunity to matter, to be discussed, to be referred to beyond creating an invisible or, at best, pleasing function.
Nils Leonard
Uncommon’s third feature, produced in association with Lobo & Sunnymarch Films.
In our conversation, Leonard unpacks the concept of “Designing Noise,” exploring how brands can go beyond fleeting visual appeal to create work that demands attention, ignites debate, and becomes a lasting reference point in pop culture. (Conversation lightly edited for clarity and length.)
Can you explain the concept of Designing Noise? How do you define it within the context of Uncommon Creative Studio’s work, and what role does it play in shaping brand identity and audience engagement?
Design is a respected word, sexy maybe, but in some senses, it has been rendered harmless. It’s a word often associated with what is pretty, on trend, at best a respected utility. But very few view design as a route to fame, controversy or conversation. Yet what used to be a ‘behind the curtain process’ has become a public feast. The EA Sports FIFA rebrand to FC and lately the Jaguar rebrand are evidence of a pop culture head turn toward design and its potential to communicate.
At Uncommon, we see every element of the design process as far more than a chance to make something more modern or more refined but instead a chance to create conversation and, at its best, to create a reference point moment in pop culture discussed for decades. This is the chance we have, the privilege of a brief these days, the opportunity to matter, to be discussed, to be referred to beyond creating an invisible or, at best, pleasing function.
Uncommon x Ecover created The Rewear Chair.
When it comes to Designing Noise, how do you strike the balance between creating disruptive work that demands attention and ensuring it still aligns with a brand’s core identity and values?
If you are making a choice between fame and staying true to a brand, the thinking isn’t good enough. There are always ways for a brand to dance on a friction, fuel a passion, or solve a problem. These are the real levers of fame, and despite popular opinion these can exist within a design methodology as well as the more familiar industries for fame generation. At Uncommon, we have an operating system that helps our partners audit their brand and organisation for these hidden truths and narratives that can inform famous design thinking.
British Airways ‘Everywhere We Go’ TV ad.
In a world where audiences are bombarded with content, how do you approach the psychology of attention—designing work that not only captures interest in the moment but also leaves a lasting impression? Are there any unexpected insights or strategies you’ve uncovered in making ‘noise’ that sticks?
Without meaning to, most studios and brands are trying to solve a problem or to tick a box off a list. The act of simply thinking about creating a reference point is powerful in itself and changes the perspective and altitude of a project. The studio isn’t just thinking about what happens when the work breaks but what might happen five to 10 years from now. How will someone refer to this work? Why? In what moment? How can this work be synonymous with a moment in time, issue, or global conversation?
We also have a series of questions and cheat codes that inform not just the creative process but the process of fame and conversation in every discipline in the studio: Do we have an icon for this idea? Is there a conviction that aligns with a public passion? Why would someone photograph this? Remark on it? Collect it? Who would love this? Who would hate it? Would they really care? Is there a first in the production process, graphic elements, or design methodology?
Ultimately, we are trying to make work that doesn’t sit naturally into algorithms but cuts through them. The work is always half the job, how the work then sits as a part of a bigger story, how the work is seeded or launched, how the work becomes a debate or conversation is the real task.
Ultimately, we are trying to make work that doesn’t sit naturally into algorithms but cuts through them.
EA SPORTS FC™ partners with Uncommon Creative Studio to design & bring global brand launch.
How does Uncommon evaluate the success of work that intentionally embraces noise? Are there specific metrics, cultural signals, or audience behaviors that guide your team in refining this approach over time?
We measure the same metrics of fame that any other media would use, but the strategy crew at the studio is always looking for ways for the work to play a larger role in the zeitgeist before, during, and after key moments. The trick is never switching off your antenna for chances, building a culture looking for oxygen in the cultural landscape an idea can fill.
The unofficial boot of New York took over New York Fashion Week in 2024.
Imagery courtesy of Uncommon Creative Studio.
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