USA – After an influential and transformative tenure, Wayne Deakin has stepped down from his role as Global Creative Principal and Global Executive Creative Director at Wolff Olins,marking the close of a groundbreaking chapter in one of the world’s most respected brand consultancies.
Wolff Olins is a global brand consultancy that’s ambitious for the work and optimistic for the world. We’re here to help our clients defy convention, redefine expectations and ignite positive change.
During his time at the helm of Wolff Olins’ global studios, Deakin helped redefine what brand and experience design could mean in a fast-evolving, hyperconnected world. His leadership pushed creative boundaries across continents, driving the consultancy’s growth and deepening its footprint in Asia.
At Wolff Olins, Deakin led collaborations with some of the world’s most ambitious brands, working closely with CEOs and leadership teams to blend strategy, storytelling, and design into holistic experiences that inspire both creativity and commercial impact. His tenure is perhaps best encapsulated by Wolff Olins’ own rebrand in 2023 a bold, playful expression of optimism and modern identity that rippled through the design world and inspired a wave of imitators.
Now, Deakin is charting a new course. Stepping away from agency life, he’s venturing into freelance and consultancy work, partnering with brands, agencies, and organizations around the world on a project-by-project basis. His first major undertaking post-Wolff Olins sees him advising an international government initiative for the UK, an early indicator that his creative influence continues to transcend industry borders.
“After an incredible chapter at Wolff Olins, I stepped down from my role this past summer as time for a new adventure,” Deakin shared in a recent LinkedIn post. “I came in to build bold, modern brands, and it became so much more. I’ve had the privilege of shaping famous work across global markets with industry leaders that unites strategy, design, and experience, delivering meaningful creative and commercial impact.”
“I’m deeply grateful to the brilliant Wolff Olins crew I’ve worked with since 2021.
Big shoutout to all those craft partners who help to make such amazing type, sonic, photography (the list goes on) for the projects & teams 🔥 And massive shoutout to the clients and their teams who trusted me to bring their ambitions to life.”
Following his departure, Deakin took time to recharge, travel, surf, volunteer, and reconnect with family before turning his focus to what’s next. “Now, I’m excited to dive into anew challenge—whatever the universe might choose to throw at me,” he added, closing his reflection with the mantra that has long guided his creative path.
A Life in Design and Creativity
With more than 25 years of experience shaping brands and driving design innovation across Asia, Europe, and the US, Wayne Deakin is a globally recognized creative leader whose path into design has been anything but conventional.
A former professional surfer, Deakin found his way into advertising through AWARD School in Australia – an unexpected pivot that launched a career spanning some of the world’s most respected agencies, including Jung von Matt, Jam, Engine Group, AKQA, and Huge, before joining Wolff Olins in 2021.
Over the decades, he has collaborated directly with C-suite leaders and global brands such as Google, Nike, Nothing, On Running, Selfridges, Apple, Chanel, LVMH, Uber, Mercedes (and the Mercedes F1 Team), LG, Lloyds, Rolls-Royce, Ubisoft, BBC, and Warner Bros, extending even to landmark cultural and institutional projects with the Olympics and the United Nations.
Beyond commercial work, Deakin has contributed to cultural installations for BAFTA and the Serpentine, and his projects have been showcased in leading design museums and publications worldwide. His collaborations with creative icons such as Virgil Abloh and Milton Glaser reflect his ability to bridge art, technology, and brand experience in ways that challenge convention and spark emotion.
Throughout his career, Deakin’s work has been recognized by major global award shows, and he has chaired and judged international juries, lending his perspective to shape standards of creative excellence. A passionate advocate for neurodiversity and emerging creative talent, he remains an active mentor and sought-after speaker at global conferences—known for his optimism, energy, and belief in the transformative power of creativity.
