One month on: What SXSW London still has us thinking about

SXSW London landed with a sense of something new. New venue, new tone, new blend of creativity, technology and culture – all packed into a city already steeped in those very things.

Now that the dust has settled and our ECD, Kerry’s notes app is closed (well, nearly), the real question is: what stuck? And how can it help you, our wonderful client? 🙂 

For us, attending SXSW is never about chasing the shiniest trends. It’s about spotting the signals; those deeper, directional shifts in how audiences behave, how brands show up, and how culture and technology keep reshaping each other.

Here’s what’s still ringing in our ears one month on.

2. Brand purpose is growing up

Gone are the days of vague purpose platitudes. Talks from Google and Airwallex asked tough questions: What does your brand do when no one’s watching? How is purpose embedded in your structure, not just your campaigns?

Google’s AI campus, Airwallex’s startup scholarships…these aren’t taglines, they’re systems embedding themselves into real-world communities. The next wave of purpose isn’t about saying the right thing. It’s about building things that matter.

Takeaway: Purpose-led brands stand out when their actions match their message. And there’s real power in bringing that purpose to life in ways that feel human, relevant and culturally tuned in; especially when it’s built into your brand, not just bolted on.

3. Creativity and commerce can (and must) co-exist

Tony’s Chocolonely didn’t start with a marketing strategy. They started with a mission: ending exploitation in the cocoa trade. But what makes them ‘sticky’ is the creative bravery that brings that mission to life – from the unequally divided chocolate bar to their new visual ambassador, ‘Neil’ (yes, they named a chunk of their chocolate).

The lesson? Design isn’t just how things look. It’s how it connects with the human experience.

Takeaway: Double down on creativity that’s rooted in insight and storytelling. Whether working with health service messaging or e-comm experience design, seek out ideas with guts, not gloss.

4. The algorithm doesn’t care about ego

The TikTok and BBC panel was a great reminder: creators who win today are the ones willing to experiment, learn, and fail fast. TikTok-found musician Sam Ryder didn’t follow a formula, he followed his curiosity. And it worked.

Government policy, cultural exports, even Roblox stages… all point to a future where the power lies not with gatekeepers, but with creative consistency and community connection.

Takeaway: Brands need to act less like broadcasters and more like hosts; invite audiences into your ideas, not just push messages out.

5. AI is the co-pilot, not the pilot

AI was everywhere (surprise). From Diageo to Canva to ABBA’s Björn Ulvaeus, everyone agrees it’s a powerful tool…but only as powerful as the human behind the wheel.

It can scale creative workflows, spark ideas, adapt language and layout in milliseconds. But it can’t replace craft, curiosity or emotional connection.

Takeaway: Build AI into your processes where it makes sense, but never outsource the spark that makes the work real.

6. Design is now everyone’s job

Canva’s Duncan Clark made a compelling point: the next generation (Gen Alpha) won’t learn to write reports before they design them. Visual fluency is the new literacy.

Whether it’s internal comms, sales decks or TikToks about test kits, the expectation is clear: it needs to look good, and fast. With tools like Canva, everyone’s a designer these days – but not everyone has taste. Luckily, we do 😉

Takeaway: Invest in simple, considered, great-looking design systems you can use in-house, but with enough craft built in to keep it on-brand, and off-mediocrity.

7. Hope is a strategic asset

Dr. Jane Goodall’s closing talk was quietly extraordinary. Amid climate urgency, social inequality, and spiralling screen time, she delivered a timeless reminder: hope isn’t naive, it’s necessary.

Her framework for optimism (youth, nature, intellect) stuck with us. And it reminded us why we do this work…to build things that are useful, beautiful, and built to last.

Takeaway: Creativity can drive behaviour change. But more importantly, it can inspire belief. Be in it for the long game and focus on sustainable quality, over disposable quantity.