Imagine a world where creativity isn't just a spark—it's a force that reshapes entire industries, turning brands into cultural legends. That's the exhilarating reality of Explorers Club, a studio born from pure inspiration and now powering global giants like Atlantic Records, Coca-Cola, Nike, Instacart, and Universal Music.
In less than two years, Explorers Club (https://explorers-club.studio/) has transformed from a simple creative spark into an international powerhouse, crafting cultural narratives for major players in the entertainment and retail worlds. At its helm are Ayo Fagbemi and Aaron Skipper, two visionaries who seamlessly merge strategic insight with stunning design. During a lively discussion at The Studio (https://community.creativeboom.com/), Creative Boom's exclusive community hub, the duo shared their remarkable path, the hard-won wisdom they've gathered, and the essential ingredients for establishing a meaningful creative enterprise that endures.
"We first connected while tackling Nike projects at Wieden+Kennedy," Ayo recalled with enthusiasm. "The synergy between our strategic minds and design talents was electric. Soon enough, we saw the potential to craft an entire studio around that dynamic partnership."
And this is the part most people miss: how true collaboration can unlock hidden potential in ways that feel almost magical.
Explorers Club operates across London and Los Angeles, with its swift yet deliberate expansion built on the conviction that every brand harbors a 'secret genius' eager to emerge. As Ayo describes it, "We're not here to fabricate something entirely new. Instead, we uncover what's already lurking beneath the surface and amplify it through visuals, words, and immersive experiences."
Ayo and Aaron portray their studio as a perpetual dialogue. "Our session could just as well be titled: 'Lessons a Designer Learned from Strategy, and Vice Versa,'" Aaron shared thoughtfully.
This collaborative spirit permeates their entire operation, from internal team dynamics to client interactions. "For us," Ayo emphasized, "strategy means boldly committing to courageous creations. We empower clients to stand out disruptively while remaining authentic to their core identity."
But here's where it gets controversial: Is 'disruptive' design always a good thing, or can it alienate audiences who prefer tradition? What do you think—does bravery in branding trump familiarity?
That philosophy materialized vividly in their early collaboration with Atlantic Records UK, which Ayo fondly dubs "our true springboard." The label was grappling with its place in a music landscape where artists often break free independently. Explorers Club reimagined its mission through 'Music to Movements,' posing the question: "How do you elevate a single song from the millions flooding Spotify daily into a cultural phenomenon?" This became their unifying battle cry.
They developed a vibrant brand identity that "never stands still," featuring evolving logo animations and an integrated ecosystem across social media, physical spaces, and digital platforms. To celebrate the relaunch, the team gifted notebooks and eco-friendly water bottles, symbolizing a clean slate. This initiative wasn't merely aesthetically pleasing—it genuinely transformed internal perceptions. "The highlight," Ayo beamed, "was learning that Ed Sheeran renewed his contract with Atlantic partly due to the renewed self-assurance our work instilled."
Play and community form the bedrock of their innovative approach. "Creativity thrives when it engages both intellect and emotion," Aaron explained. "That's the sweet spot for groundbreaking concepts." Building on this, last year Explorers Club unveiled their debut book, Play Is the Highest Form of Research (https://www.instagram.com/p/DAIy0XAC0iC/), echoing Einstein's wisdom as a call to nurture endless curiosity. They solicited insights from clients, collaborators, and industry pals on sustaining playfulness in their professional lives, weaving these into a visually captivating anthology.
Each page featured a unique illustration paired with a quote. The cover, intentionally blank and spray-painted by hand in their studio, ensured every edition was one-of-a-kind. At its launch in London's Barbican, the event evolved into a participatory gathering where attendees customized covers and reshuffled letters for fresh meanings.
Community is woven into their DNA. Explorers Club started in a cozy space above a London café-bar, hosting casual game nights that mingled designers, artists, and musicians. "It democratized interactions," Aaron noted. "People arrived as equals, just being themselves." This communal vibe now shapes their brand designs. "Culture isn't something you merely access," Ayo observed. "You co-create it collaboratively with others." This idea might stir debate: In an era of social media isolation, is building culture through shared experiences the antidote, or does it risk excluding those not in the loop? We'd love to hear your take in the comments!
A defining trait of Explorers Club is pairing thorough analysis with rapid execution. "Strategic depth enables intuitive speed," Ayo clarified. "Think deeply beforehand, and then act with instinct."
He illustrated this with their Instacart project, developing Fizz, an app tailored for Gen Z's impulsive snack and beverage cravings. "By deeply understanding the users, we recognized that everyday chat interfaces could embody the brand's essence," Ayo detailed. "This even influenced our client communications—we mirrored that casual vibe in Slack, accelerating and humanizing our partnership."
This personal touch kept high-stakes projects enjoyable. "We'd share messages with typos and inside jokes," he added. "It might seem trivial, but it fosters trust." Notably, Fidji Simo, a client from that endeavor, now leads Applications at OpenAI, proving the project's lasting impact.
Their next venture with Coca-Cola, in tandem with Universal Music Group, launched Real Thing Records. "It hinged on structure," Aaron said. "Strategy provided the framework; design brought it alive."
The visual framework centered on a basic cube, reminiscent of a Coca-Cola can, that dynamically adapted to rhythms in real time. Each artist's track dictated unique transformations, using generative design—a tech-driven process that creates evolving visuals algorithmically—as a form of brand storytelling. "It was programmed to reflect each artist's individuality," Aaron elaborated. "We aimed for a sense of grandeur, heritage, and artistry, allowing fans to feel personally connected, not just passive observers."
The debut at London's KOKO venue harnessed live crowd energy, integrating it directly into the design. "Authenticity shines brightest in real people's movement," Aaron reflected. "That's how brands truly merge with culture."
And this is the part most people miss: In a digital-first world, why does physical, live interaction still hold such power over pixels?
Throughout their endeavors, Ayo and Aaron stress one core principle: Design for audiences, not industry insiders. "It's simple to craft content that impresses on LinkedIn," Ayo warned, "but far tougher to create something that resonates with everyday people beyond our niche."
Their latest Instacart holiday campaign exemplified this, producing countless assets from massive billboards to subtle online ads.
"Regardless of scale—from grand displays to tiny banners—the dedication and artistry must remain consistent," Ayo urged. "Audiences perceive the narrative as a whole, without tiers." For him, effective design is inclusive: "It meets people exactly where they are, and that's its true strength." But here's where it gets controversial: In a divided media landscape, is 'democratic' design possible without diluting brand uniqueness? Share your thoughts below!
Wrapping up, Aaron discussed their recent collaboration on Fred Again's 10-week international tour, syncing song drops with performances. "We aimed for a tangible, human feel—phones aside, pure presence," he shared. "Central to it were flags: large, physical icons refreshed weekly with new city names."
This straightforward approach empowered fans to become narrators, snapping and sharing flag photos from each stop. "That's the sign of genuine success," Aaron said. "When your audience takes over the storytelling."
Even their process mirrored this simplicity. "The whole operation ran via WhatsApp," Aaron chuckled. "We might not even have the team's contact details elsewhere. It kept choices swift and unified." Ayo chimed in that this close-knit dynamic echoes Explorers Club's soul. "We strive to blend seamlessly with every team, sparking the finest ideas."
Reflecting on their meteoric ascent, the founders circle back to their origins: harmony and genuineness. Strategy provides guidance; design offers shape. United, they forge clarity amid the chaos of contemporary culture.
"Pace is relentless," Aaron noted. "Attention fades quickly. Yet a clear, bold message carves out its niche." Ayo concurred: "Courage, playfulness, teamwork, and lucidity—these are the core elements threading through our work."
Though Explorers Club is still in its infancy, its narrative and teachings stand as a beacon for any creative outfit. By building deliberately, you not only remain current—you actively mold the future.
What about you? Do you agree that 'play' is underrated in professional creativity, or is it just fluff? Could 'disruptive' branding backfire in today's polarized world? And how do you think audience-focused design might evolve next? Drop your opinions in the comments—we're eager to discuss!
