Each year, D&AD, the global association of creative advertising and design communities, releases its official ranking of the most successful design agencies based on the results of the D&AD Awards. This year, Raw Materials, a relatively new American agency founded in 2023, claimed the top spot. Working with a variety of clients, including Meta, Peacock, JP Morgan Chase, and 7-Eleven, Raw Materials focuses on creating unique digital products that stand out in the market. Their mission is to embrace difference as a competitive advantage and bring together innovative leaders and creative talent to design products that celebrate uniqueness.
To understand how Raw Materials became the D&AD Design Studio of the Year within a year, we spoke with CEO John Roescher, CCO Pablo Marques, and COO Jennifer Allen. The agency’s core idea is centered around the belief that in a world where everything is the same, being different presents the greatest opportunity. They identified a lack of diversity in digital product design and set out to address this issue by creating innovative solutions that break away from conventional norms.
Raw Materials‘ approach is rooted in challenging the status quo and finding better solutions than what currently exists. Their collaborative culture encourages working with clients and other agencies to create impactful and meaningful designs. Instead of viewing others as competitors, Raw Materials sees them as colleagues working towards the common goal of creating meaningful and impactful products. „We are not aiming to outdo other agencies. Our goal is to inspire others to push boundaries as well. This is why our agency values creativity as a powerful force for driving meaningful change, not just as a buzzword. Jennifer emphasizes the importance of creativity, which has been undervalued in certain industries. Creativity is essential for business innovation and problem-solving, not just making things look more appealing.
One standout project for us was our work with Peacock, NBC Universal’s streaming service. We aimed to create a unique user experience in a saturated market by reintroducing elements of serendipity from traditional TV. Another challenging project was streamlining 7-Eleven’s multiple apps into one user-friendly app that reflects the brand’s essence.
Looking ahead, we resist following trends and prioritize finding the right solutions rather than conforming to industry norms. While AI and machine learning are on the rise, we believe in using these tools innovatively rather than letting them lead the creative process.
Our success stems from our willingness to be different and our dedication to collaboration, creativity, and problem-solving. We are a creative business that values innovation and teamwork.“