Curiosity gives permission to ask questions. Dig deeper, find out, uncover, evoke, wonder, ponder, explore, experiment. It goes hand in hand with creativity. Being curious means we never settle for obvious.

We help you be curious

About yourselves, your audience, your competitors, your ambitions, your future. We inform where you sit in the landscape. Where the white space is. The opportunity you should ‘own’. Then we help you rise above Same.

The fun of friction

Wouldn’t the world be dull if you always knew what you were going to get? It takes different people with different skills and different perspectives to make a project interesting. That’s why for over 20 years we’ve welcomed the twists and turns, and healthy debates along the way.


How we stay curious

The way we work is just as important as the work itself. Our culture is shaped by our four values: Be Curious, Make it Happen, Solve it Together, Have Fire in your Belly.

It’s these principles that have created our ambitious, open, caring, dedicated, kind, tenacious, and talented team. And it’s how we will hold ourselves accountable in order to get better and better.

Read more about our values

Meet No.77 Dean Street

Curious is made up of the industry’s brightest and nicest people. We’re a company of creative thinkers, visionary strategists, bold designers, digital innovators, efficiency coordinators, content creators, motion makers, name generators… everyone gets a mention.

    Alice Munday

    Design Director

    Alice is an exciting conceptual thinker and award-winning designer with considerable experience having worked on brands of all shapes and sizes. She has a special skill in generating big ideas that explode out 360, always with beautifully crafted executions. Alice takes the lead on many of our client projects, delivering creative solutions that produce strong brands.

    Becky Rae


    Becky loves exploring the voice behind a brand. How it speaks. What personality it has. Serious. Human. Unassuming. Irreverent. She brings three decades of experience to projects, generating ideas to solve client problems and engaging consumers with powerful messages that lead to meaningful responses for brands.

    Emma Clarke


    Emma joined Curious at the beginning of 2019, after being a design intern. (Lucky us.) She loves working across a brand’s many exciting touchpoints - making ideas tangible so consumers can easily interact with them. Emma enjoys contributing to the creative process – equally skilled at having ideas and drilling down into the finer detail.

    Gary Smith

    Creative Communications Director

    Gary’s expertise lies in making exciting things happen. He is a dedicated and talented designer and big thinker with extensive experience of bringing brands to life from London to China and everywhere in between. The comms side is a key part of making brands live and breathe; Gary transforms brand ideas into communications for clients from multiple sectors.

    Natalie Dodd

    Senior Account Manager

    Natalie is the gentle breeze beneath our creative wings helping projects to fly. She loves creative. Natalie is an experienced account person who really cares and champions it. She works closely with our clients to understand their brands so we can deliver distinctive work in the most enjoyable and efficient way possible. She has a refreshing take on the world and brings a valuable perspective to every brief.

    Nikki Fraser

    Managing Director

    Nikki steers our curious ship and makes sure we stay curious – and questioning, and bold and brave so we can deliver work we are all proud of. Passionate about ideas, she knows how to give brands a sense of purpose. Nikki thrives on making change happen for us and for our clients, never shying away from what needs to be said.

    Peter Rae

    Founder/Executive Creative Director

    Peter loves ideas. It shows in the work, the business he has built, and the leadership positions he has held in both advertising agencies and branding. His sense of curiosity has taken him all over the world. He is immensely proud of Curious and the difference our brand thinking and communications makes to our clients.

    Tom Dunn

    Senior Designer

    Tom is an experienced, multi-disciplined designer, with beautiful craft skills, who gets things Dunn. Any brief, any challenge, Tom uses creativity to solve problems, unravel complexity and build brands whether they’re global or local. Always landing the big idea, Tom is passionate about animation and motion – extending his thinking beyond ‘the look’ to how brands move.

    Tom Windsor

    Digital Creative Director

    Tom heads up all things digital, delivering beautiful, relevant and engaging experiences. He is involved from day one, directing a digital first approach to design, ensuring our creative scales perfectly to the fluid digital world our clients operate in.

Our services


You know when somethings off. You can’t quite put your finger on it. All the elements are there. Yet you can’t see the solution for all the great ideas on the table. We hear it all the time. Our consulting service takes you to where you want to be tomorrow.

Research / Brand audit / Brand strategy / Brand architecture / Employer branding / Naming / Messaging framework / Content strategy



Meaningful strategic thinking becomes visible through a powerful combination of visual language (how you look), tone of voice (how you sound) and creative ideas (how you wow). We create everything you need to showcase who you are to the world.

Brand identity / Brand toolkit / Brand guidelines / Tone of voice / Messaging / Brand film / Communications



New technologies are reshaping our expectations; we are used to moving seamlessly between physical and digital worlds. Brand inconsistency costs, disappoints and loses audiences. We deliver a holistic digital brand experience. Joined up. Connected.

UX audits / User personas / User journeys / IA / Content mapping / UX / UI / App UI design / Design system development / Interactive prototyping / QA / User testing