Adapting & Thriving: 26 Years of Change with Adrian Carroll of D8

In this episode, our founding editor Katy Cowan sits down with Adrian Carroll, co-founder and executive creative director of D8, a leading creative agency with studios in Glasgow, Amsterdam, and beyond. With over 26 years in the industry, Adrian reflects on the constant change he's weathered—from the dawn of the internet to economic crises, the rise of social media, and the latest wave of AI disruption. They talk candidly about starting out in the late '90s, why human relationships still sit at the heart of good business, and how trust and intuition have helped D8 grow into one of the most respected independent studios in the UK. Adrian also shares exciting news about D8's latest venture: the launch of a bespoke type foundry, ABCD8, and why ownable, AI-proof assets are becoming essential in today's creative landscape. Expect a thoughtful, grounded conversation about longevity, integrity, and why sometimes... the logo does need to be bigger. This season is proudly sponsored by the School of Communication Arts.