Wayne Deakin Steps Down from Wolff Olins to Pursue Freelance and Consulting Ventures

Wayne Deakin has stepped down from his roles as Global Creative Principal and Global Executive Creative Director at Wolff Olins to explore new freelance and consulting opportunities. During his tenure, Deakin played a pivotal role in driving design and experience excellence, shaping impactful work for some of the agency’s most prominent clients. His departure marks the conclusion of a defining chapter in Wolff Olins’ creative journey.

“After an incredible chapter at Wolff Olins, I’ve decided it’s time for a new challenge, I came in to build bold, modern brands – and it’s become so much more than that. I’ve had the privilege of shaping work across global markets that unites strategy, design, and experience, delivering meaningful creative and commercial impact. I’m deeply grateful to the brilliant teams I’ve worked with, and to the clients who placed their trust in me to help bring their ambitions to life.”

Leading Wolff Olins’ global studios, Wayne Deakin consistently pushed creative boundaries across continents while expanding the consultancy’s presence in Asia. Collaborating closely with CEOs of some of the world’s top brands, he seamlessly fused strategy, design, and experience to ignite bold new directions. In 2023, Deakin spearheaded the agency’s own rebrand—a project that infused the industry with a fresh sense of play and inspired a wave of imitators eager to capture the same energy.

Deakin is now exploring freelance and consulting opportunities, enabling him to collaborate with a broader spectrum of brands and agencies on a project-by-project basis. His inaugural assignment in this new chapter involves advising a major international government initiative for the UK.