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Welcome

Established in 2005, Rare Breed is an independent design consultancy, founded with the shared belief, in the power creativity has to build brands and grow businesses.

Nineteen years on, we continue to create brands and communications for entrepreneurial start-ups and established industry leaders alike. We’ve worked with some formidable organisations and we’ve filled the trophy cabinet with awards. But most rewarding of all is the enduring loyalty we continue to receive from our clients.

Approach

Creative impact.
Commercial influence.

Unlike traditional design groups, our clients work directly with the senior team, who create and effect the work. This means our clients receive an unparalleled degree of experience and significant personal commitment, creating a culture of investment, shared ownership and a vested interest in the outcome.

 

This hands-on approach has enabled long-term relationships with clients to flourish. Planning agile and effective programs of work, we ensure our focus is always centred on delivering creative impact that yields positive commercial influence.

Management Team
We are a clear-thinking and straight-talking team. Together we are committed to building lasting relationships with our clients and their brands.
Rob Wade Rob Wade

Rob Wade

Partner – London

The first decade of Rob’s career included creative roles at world renowned consultancies such as Saatchi & Saatchi, Interbrand, Landor and Brand Union – in London, Amsterdam and New York. Creating and managing some of the world’s most valuable brands, he was instrumental in developing and directing award winning branding programmes for clients including Dell, Microsoft, JPMorgan Chase, GM Opel, Starbucks and Travelocity.

Looking to establish a differentiated creative offering, Rob co-founded Rare Breed in 2005, with the purpose of delivering greater value to brands. An enviable client list followed, including The Body Shop, Credit Suisse, Pfizer, Serco, Travelex, The Chartered Insurance Institute and QVC.

In 2013, following several years of transatlantic collaboration, he moved to New York to establish REA as a creative force. He redefined the role of design within the sector, attaining unparalleled, tangible outcomes for clients. An approach previously unseen in the market, it attracted prestigious clients such as Hines, Rockefeller and Tishman Speyer.

His work has won many prestigious design awards and has been widely published.

Tony Williams Tony Williams

Tony Williams

Partner – London

A graduate of the prestigious London College of Printing, Tony’s has held creative leadership roles in many of London’s leading design consultancies, including Metropolis 88, Design House and Saatchi & Saatchi. He has worked with prestigious brands including Schroders, Lloyds TSB, Toyota, Mercedes-Benz, Jaguar Land Rover and Yves Saint Laurent, before co-founding Rare Breed.

Built on the principle of ‘results driven design’, Tony co-founded Rare Breed in 2005, with the purpose of delivering greater value to brands. An enviable client list followed, including The Credit Suisse, Serco, Travelex, Finsbury Food Group plc and The Chartered Institute of Loss Adjusters.

His successes include designing the set of Royal Mail Stamps for the 1996 Olympic Games. Photographed by the world renowned Nick Knight, they won a prestigious D&AD Award and were reissued to celebrate the London 2012 Olympic bid. His other accolades include Transform Awards Europe for Brand Identity, as well as numerous American Graphic Design Awards (GDUSA) for Brand Identity, Annual Reports and Literature.

Michael Goodgold Michael Goodgold

Michael Goodgold

Managing Director – Americas

Born in Queens, Michael fell in love with the changing face of New York City’s architecture and design, and was determined to make his own mark on the city. Having studied the fundamentals of business and the power of purposeful design at FIT and in the family fashion production house, Michael developed a specialty in graphic design and communications. This proved a better fit for his passion for cities and the stories they tell.

He was soon able to launch his agency, REA, responding for 23 years to the shifts and trends in real estate by creating memorable branding and design, and ultimately evolving the studio’s focus towards strategic place-making. Branding, identity and place projects include Brooklyn Bridge Forest, NYC; The Exchange mixed-use development, North Carolina, and Lionsback Resort, Utah.

Michael remains fascinated by the question of what it takes to make a place that people gravitate towards. In 2024, Michael joined Rare Breed’s London-based consultancy, to bring their ethos of creative innovation Stateside, and offer clients a senior-level consultancy experience.

Rob Wade
Partner – London

The first decade of Rob’s career included creative roles at world renowned consultancies such as Saatchi & Saatchi, Interbrand, Landor and Brand Union – in London, Amsterdam and New York. Creating and managing some of the world’s most valuable brands, he was instrumental in developing and directing award winning branding programmes for clients including Dell, Microsoft, JPMorgan Chase, GM Opel, Starbucks and Travelocity.

Looking to establish a differentiated creative offering, Rob co-founded Rare Breed in 2005, with the purpose of delivering greater value to brands. An enviable client list followed, including The Body Shop, Credit Suisse, Pfizer, Serco, Travelex, The Chartered Insurance Institute and QVC.

In 2013, following several years of transatlantic collaboration, he moved to New York to establish REA as a creative force. He redefined the role of design within the sector, attaining unparalleled, tangible outcomes for clients. An approach previously unseen in the market, it attracted prestigious clients such as Hines, Rockefeller and Tishman Speyer.

His work has won many prestigious design awards and has been widely published.

Tony Williams
Partner – London

A graduate of the prestigious London College of Printing, Tony’s has held creative leadership roles in many of London’s leading design consultancies, including Metropolis 88, Design House and Saatchi & Saatchi. He has worked with prestigious brands including Schroders, Lloyds TSB, Toyota, Mercedes-Benz, Jaguar Land Rover and Yves Saint Laurent, before co-founding Rare Breed.

Built on the principle of ‘results driven design’, Tony co-founded Rare Breed in 2005, with the purpose of delivering greater value to brands. An enviable client list followed, including The Credit Suisse, Serco, Travelex, Finsbury Food Group plc and The Chartered Institute of Loss Adjusters.

His successes include designing the set of Royal Mail Stamps for the 1996 Olympic Games. Photographed by the world renowned Nick Knight, they won a prestigious D&AD Award and were reissued to celebrate the London 2012 Olympic bid. His other accolades include Transform Awards Europe for Brand Identity, as well as numerous American Graphic Design Awards (GDUSA) for Brand Identity, Annual Reports and Literature.

Michael Goodgold
Managing Director – Americas

Born in Queens, Michael fell in love with the changing face of New York City’s architecture and design, and was determined to make his own mark on the city. Having studied the fundamentals of business and the power of purposeful design at FIT and in the family fashion production house, Michael developed a specialty in graphic design and communications. This proved a better fit for his passion for cities and the stories they tell.

He was soon able to launch his agency, REA, responding for 23 years to the shifts and trends in real estate by creating memorable branding and design, and ultimately evolving the studio’s focus towards strategic place-making. Branding, identity and place projects include Brooklyn Bridge Forest, NYC; The Exchange mixed-use development, North Carolina, and Lionsback Resort, Utah.

Michael remains fascinated by the question of what it takes to make a place that people gravitate towards. In 2024, Michael joined Rare Breed’s London-based consultancy, to bring their ethos of creative innovation Stateside, and offer clients a senior-level consultancy experience.

Join our team. View open positions

Capabilities

We sketch, write, code and
wonder.

  • Research
  • Brand Strategy
  • Brand Architecture
  • Naming
  • Copywriting
  • Design
  • Art Direction
  • Identity Systems
  • Marketing
  • Website Design
  • App Design
  • 3D Visualizations
  • VR Experiences
  • AR Experiences
  • Interior Styling
  • Advertising
  • Content
  • Video
  • Photography
  • Environment
  • Signage & Wayfinding
  • Packaging

Awards

We do great work with great
people for even greater results.

Harborside JC
View case study
Marin Architects
View case study
Vitre
View case study
The Ballpark
View case study
Founders Park
View case study
Harborside JC
View case study
Marin Architects
View case study
Vitre
View case study
The Ballpark
View case study
Founders Park
View case study
Frequently Asked Questions
Why work with Rare Breed?

Rare Breed is committed to creating memorable brands that engage on a human scale and drive quantifiable results. Here to challenge ourselves and our clients we curb the familiar and relentlessly seek to deliver solutions that are irresistibly iconic and unmistakably ours. By looking outside our field for influence and inspiration, we develop ownable identities that stand apart.

What are our expectations when working with new clients?

Checking off boxes is not enough for us. We aim to differentiate, unravel norms and challenge expectations about what it means to brand the built environment. As a result we seek to work with clients aligned in our belief that the value of branding is integral to the success of any undertaking, and who are open minded, with expectations as grand as ours.

What is our ’perfect’ project?

Every project has the potential to be perfect. From the boutique to the large-scale, we see each project as a unique opportunity to use design to drive an unexpected outcome. Perfection arises not from the brief, but from the results. Where there is a clear, unique vision at work, we can bring it to life in fresh and compelling ways. The outcome is a solution that is perfect for the project and client, and therefore perfect to us.

CREATIVE IMPACT
COMMERCIAL INFLUENCE