Mammoth 3.0: The Agency We Were. The Agency We Are.

"Monty, We Hardly Knew Ye"

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If you follow us on social media, you'll have seen the newsthis week. Mammoth Creative has a bold new identity.
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Actually, it's had two.
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First up, meet Monty!
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Sadly, Monty was an April Fool’s parody, complete with “paradigm-shifting” corporate values and photographic evidence of all three co-founders getting Monty tattooed on their forearms. As a logo, Monty looked like it was sketched in Microsoft Paint at 11pm. On an old laptop touchpad. By the only non-designer in our team. And that’s because it was…
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We'd like to confirm that nobody got tattooed, and the arms were AI-generated. Monty will always have a place in our hearts. Just not on our arms.
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The second rebrand, which we promise is real, launchedshortly after. And it took slightly longer than two minutes to create.

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Five years in. Time to look up.
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Mammoth was founded in 2020 – quite the year to start a business!
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The world today looks very different. AI has changed the way we work - and the way our clients think about what they need from a creative agency. Fewer standard copywriting jobs land on our desk these days; people can generate a first draft themselves. Some are using AI for design work too. We use AI tools ourselves, to sharpen our processes, move faster, and stress-test ideas.
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But here's what we've noticed: AI rewards imagination. It is extraordinarily good at executing - disciplined, consistent, fast. What it can't do is come up with something nobody has thought of before. It can't take a bold idea and push it somewhere that makes a room sit up. The clients who still come to us aren't looking for churn. They're coming for the bigger projects; the ones where the idea is everything, and the execution has to matc hit.
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The new identity is detailed and layered. Where the original brand was minimal and bright, this one is rich and considered: deep navy, warm cream, a hand-drawn etching style with a slightly Victorian, slightly adventurous quality to it. Riders on mammoths. Explorers. An astronaut on a winged mammoth. Big, imaginative ideas, borrowing from Monty’s “child-likeplay” concept. But with grown-up execution.
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The four values - exploration, courage, creativity, ambition - all reflect something real and distinctive about how we work today. The strapline is new too: Creativity, when you need it most. It sounds simple. But it reflects something we've come to understand about the work we do best, which is less about one-off projects and more about sustained, embedded partnerships. When a client brings us in early and gives us the runway to plan six or twelve months ahead, that's when the results really shift. Partnership sover projects. That's our intended direction of travel.
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Making it easier to work with us.

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One thing we've changed that you might not immediatelynotice, but will feel: we've made it considerably easier to actually buy from us.
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The old website essentially asked potential clients to take a leap of faith - get in touch, describe your project, and we'll take it from there. For the right client at the right moment, that works. But it asks a lot.
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The new site has a clearer menu of services - from a brand audit to a creative retainer to a video package - so whether you need a quick, focused piece of work or something more ongoing, you can see what that looks like and how to get started. Less friction. More clarity.
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One more thing.
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Alongside the Mammoth rebrand, we're quietly building something new. Chilli Fig is our new research agency - led by me, James - designed to bring real consumer insight into the branding process. More on that very soon.
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For now: Mammoth 3.0 is live, Monty has been retired with full honours, and we are very much open for business.
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If you'd like to work together - or just want to get yourself a Monty tattoo - you know where we are.

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by James gatheral