When everyone looks the same, nobody stands out

I was in Sainsbury’s the other day and stopped at the protein bar section.

It’s come a long way. Years ago it was basic, bland, barely worth a second look. Now? Every brand has serious design behind it. Top agencies, real budgets, bold packaging.

But take two steps back and they all blur into one.

You can’t tell which one is better. You can’t tell which one has quality protein, which ones are loaded with sugar, which claims are legit and which are just expensive words on a wrapper.

You’d have to pick up every single one just to start understanding what you’re actually buying.

Everyone’s shouting. Nobody’s saying anything different. 📦

London in colour 2026

Grey skies, quiet streets, zero coffee cups in sight.

On my way to work and it struck me, five years ago everyone was walking around with a Starbucks or Costa like it was part of the outfit. A hot drink as a fashion accessory. Today? Not one person. Not a single cup.

Cost of living. More home working. A shift in how we move. Who knows. But London always tells you something if you pay attention.

We’ve had barely any sunshine since January and you can feel it. So if the grey is getting to you — find something on the horizon. A holiday, an event, a day to look forward to. Doesn’t have to be big. Just has to be real.

Spring is coming. Hang tight. ☀️

“Echo-One Transmission #2089” – The Creative Industry’s Apocalypse Email

Every so often in this job, someone sends you an email that makes you laugh it’s a joke, but because it captures the exact mood of the moment with such brutal accuracy it almost hurts.

This is what landed in my inbox the other day from a creative team:

Hi Dean,

This is Echo-One transmission #2089.

We’re broadcasting from the remnants of what used to be Creative Sector 14, if anyone’s still out there.

Power’s low.

Hope’s lower.

We were a creative team before the sky fell.

Our specialisms now are rebel radio scripts, resistance TVC broadcasts, anti-social campaigns.

Bunker work or on-site after nightfall.

If this signal reaches you, anyone, we’re available.

God-speed please.

We’re running out of SPAM.

Stay human.

Funny, right? But also… not?

Because underneath the wit, this hits a bit close to home. The creative industry right now does feel like a war zone. Ghost-town briefs. Endless holds. Radio silence from brands. Roles pulled. Budgets cut. Teams gutted.

And what’s left? A lot of brilliant people stuck underground, sending out flares and hoping someone still needs what they do.

This post isn’t just a tribute to a clever email, it’s a nod to all the people out there keeping their humour intact while navigating an industry in flux. Creative work hasn’t died. It’s just gone deeper underground. More resourceful. More self-aware. Maybe even more powerful, if we get it right.

So if you’re out there, still making, still reaching out — stay human.

There’s life beyond the bunker.

– Dean

Digital Dean | Dispatches from the digital front line