Driftime®

We are thrilled to announce our newest addition to the Ethical Agency Alliance: Driftime®.

A fully remote Creative Studio, Driftime® creates design that drives positive impact for communities, people, and the planet. They focus on making high-value, impact-first design accessible to progressive brands doing vital work, combining creative strategy, storytelling, and digital innovation. With a vibrant team spanning multiple countries, Driftime® fosters a joyful and supportive remote culture through unique activities like annual team getaways and quarterly cook-alongs: an approach that earned them Remote Team of the Year at the UK Company Culture Awards 2024.

Find out more: https://driftime.com/

Below, read the interview with Abb-d Taiyo, Co-founder & CCO of Driftime®👇

What does creativity for good look like to you?

Creativity for good is when design outputs serve without shouting. We focus on empowering users to take organic actions, rather than manipulating behaviours for specific outcomes. Creativity should inform and spark action in meaningful, positive ways that benefit communities, people and planet.

How do you drive change in your work?

We drive change by being an impact-first creative partner, using creative strategy, brand and storytelling, and digital innovation. We adopt an impact-first model and actively aim to make high-value design and strategic thinking accessible to progressive brands doing vital work.

What are some examples of creativity being used to drive climate action that inspire you?

Design Declares, an initiative we collaboratively set up, and Only One, a long-term client of ours.

See more here and here.

When and how did you have the 'aha'-moment to transition your agency to focus on sustainability?

In 2016 when we set up. Both Sara (wife and co-founder) and I hit a saturation point coming from large agencies. We felt design had to be more responsible and accountable for the outputs created.

What is your biggest challenge as an Ethical Agency?

Many clients in impact sectors are tight on resource. Many clients rely on government funding and have limited resource to create viable long-term change. This limits what we can deliver, as 'impact' can take time and requires an aptitude of risk for real progress.

Why did you join our Ethical Agency Alliance?

We've been long-time members of Creatives for Climate, and it feels very natural for us to be part of the community. We want to advocate for the right kind of agencies, which are largely overlooked.

What do you believe needs to change for the creative industry to be a real force for good?

More emphasis on judging for 'responsibility' in awards. Most judging only looks at creativity and overlooks what makes an end product sustainable. The industry awards hyper creativity, usually at the cost of sustainability. We believe 'good work' is creativity and responsibility combined.