Fuse London

FUSE London, one of the world’s most awarded toy invention studios, initially approached us for a website redesign. But it was clear that their online presence didn’t reflect the vibrant, playful energy of their West London studio. We proposed a full rebrand, redefining their identity before rebuilding the website.

We began by developing a brand strategy rooted in creativity, originality, and invention. The new tagline, “Inventors at Play,” captures the spirit of a team constantly pushing the boundaries of fun and imagination. This ethos informed a refreshed tone of voice, which is joyfully bold.

Visually, we introduced a dynamic identity system: a versatile colour palette, expressive typography, and a playful but professional design language that mirrors their inventiveness. Photography brought the studio and its culture to life.

The redesigned website offers flexibility and clarity, acting as both portfolio and invitation. It showcases FUSE’s work while reflecting their studio’s energy and personality.

The result is a unified and authentic brand that resonates across all touchpoints. With a reinvigorated identity and digital presence, FUSE is well-positioned to lead the future of play.

FUSE have worked very closely with Wendy Hodgson and her team at WHAT Associates to create our new digital home. WHAT are a Suffolk based group with big brand experience, using their special knack of elevating a company’s web profile with their warm and creative expertise. WHAT’s expert eye has brought a fresh and vibrant perspective to the day to day working life of FUSE’s busy studio. Our team were hugely impressed by the time they spent getting to know us and what we do. With their exceptional photography and design talent, they have captured the energy, passion and creativity of our business with a compelling visual and brand-led treatment that was bang on brief. We are delighted with the end result and it was a lot of fun working with Wendy. We hope you like our new website and branding as much as we do!

PETE CARTLIDGE. PARTNER & COMMERCIAL DIRECTOR. FUSE LONDON