31% Wool
31% Wool is a London-based boutique creative consultancy founded in 2017 that provides branding, design, and communications services to clients across culture, NGO, finance, education, technology, and government sectors, including the British Library, V&A, NHS, and UNICEF UK.
- Company typePrivate
- Founded2017
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingServices
What 31% Wool does
31% Wool (legal entity 31 Percent Wool Ltd) is a London-based boutique creative consultancy founded in 2017 by Julia Woollams and Angela Martin. The firm provides branding, design, and communications services — including visual identity creation, brand evolution, exhibition design, print and digital design, and environmental graphics — to clients across the culture, NGO, finance, education, technology, and government sectors. Notable clients include the British Library, V&A, NHS, UNICEF UK, Mozilla, the European Bank for Reconstruction and Development, King's College London, and the University of Cambridge. The consultancy operates with two co-founders as its only permanent staff, flexing in partner creatives on a project basis to build bespoke teams matched to each brief.
The business operates as a project-based professional services consultancy with no disclosed pricing, no retainer or subscription model, and no third-party intermediaries; clients are engaged directly. Revenue is derived from project fees, and the firm supplements its professional services with community-oriented brand assets — notably The Croydonist (a cultural blog and podcast about South London) and Cro Cro Land (an indie music festival co-created by Angela Martin) — alongside content marketing through the '69% Chat' journal and a quarterly newsletter. The firm is registered in England as a private limited company with no external investment, parent company, or subsidiaries, and maintains a registered business address in South Croydon while operating primarily from London.
There is no proprietary technology platform, software product, app, API, or AI/ML capability associated with the business; the value proposition is grounded in founder experience (Julia Woollams' prior roles at BBC Worldwide and Johnson Banks, D&AD awarded member status, and visiting lectureship at Kingston School of Art; Angela Martin's two decades in marketing and business strategy) and a stated emphasis on imaginative thinking, collaboration, and social-impact-oriented creativity. Geographic reach is described as UK-wide and international, with named projects delivered in Paris and Japan despite the absence of international offices.
31% Wool firmographics
Firmographics- Name
- 31% Wool
- Legal name
- 31 Percent Wool Ltd
- Website
- https://31percentwool.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- 31% Wool is a London-based boutique creative consultancy founded in 2017 that provides branding, design, and communications services to clients across culture, NGO, finance, education, technology, and government sectors, including the British Library, V&A, NHS, and UNICEF UK.
- Ownership category
- akta.pro rank
Where 31% Wool is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
31% Wool business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Creative Consultancy Services: Boutique creative consultancy providing branding, design and communications services. Works on project basis with clients across various sectors including culture, NGO, finance, education, and technology.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
31% Wool product offering
Product offeringCore offering
31% Wool is a boutique creative consultancy that delivers branding, design, and communications services for organisations across the culture, NGO, finance, education, technology, and not-for-profit sectors. Services include visual identity creation, brand evolution, exhibition design, print and digital design, and environmental graphics, delivered through direct, collaborative engagements with clients ranging from start-ups to established multi-stakeholder organisations. The firm assembles nimble project teams by partnering with complementary creatives to fit each brief.
Product overview
31% Wool is a boutique creative consultancy providing branding, design, and communications services. The company combines imaginative thinking, strategic rationale, design brilliance, marketing know-how, and technical excellence to help clients solve unique brand and communications challenges. Services include visual identity creation, brand evolution, exhibition design, print and digital design, and environmental graphics. The company works across diverse sectors including culture, NGO, finance, education, technology, and not-for-profit organizations. Collaboration is core to their model, partnering with clients from start-up organisations to established companies.
Differentiator
Problem solved
Functional benefit
Brands
- The Croydonist: A cultural blog and podcast series about Croydon, South London, co-founded and written for by Julia Woollams and Angela Martin.
- Cro Cro Land
Products and services
- Branding and Visual Identity Services End-to-end branding work for organisations, covering visual identity creation and brand evolution. Clients span cultural institutions, NGOs, government bodies, universities, and commercial enterprises needing brand systems that work across print and digital channels.
- Design Services Design services covering print and digital design and environmental graphics for clients ranging from start-ups to established enterprises.
- Communications Strategy Communications and campaign strategy work, drawing on marketing and business strategy expertise to support brand programmes across mobile, digital, social, TV, radio, partnerships, PR and outdoor channels.
- Exhibition Design Exhibition design services delivered for museums, galleries, festivals and cultural venues such as the V&A, Science Museum, Museum of Croydon, and Brighton Dome and Brighton Festival.
- Report Design Design of long-form reports for development and resilience organisations, including the Climate Resilient Urban Sanitation report produced with GIZ, Aguaconsult, and Resilient Cities Network.
Companies that use 31% Wool
Customer profileNamed customers18 records
Segments6 records
Ideal customer profiles7 records
31% Wool technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
31% Wool partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- CroydonistcoreCommunity-based project co-founded by Julia Woollams and Angela Martin. A cultural blog and podcast series about Croydon, South London. Represents the company's commitment to making a positive social difference through creativity in their local community.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
31% Wool competitors and assessment
Company assessmentDirect peers
- Studio Output: Independent London design and branding studio serving cultural, public sector, and commercial clients. Closely comparable in size, sector mix, and craft-led approach to 31% Wool.
- Johnson Banks: London-based independent branding and design consultancy where 31% Wool co-founder Julia Woollams previously worked. Operates a similar boutique, partner-led model focused on visual identity and brand strategy.
- Bibliowicz Brand & Design: Boutique London-based brand and design studio working with cultural, educational, and public-interest clients. Closely comparable in size, positioning, and cultural-sector focus.
- SomeOne: Independent London design studio focused on branding and visual identity for ambitious clients. Similar boutique model and craft-led positioning to 31% Wool.
Broad incumbents
- Interbrand: Large global brand consultancy delivering brand strategy, identity, and design for corporates and institutions. Overlaps with 31% Wool's brand evolution and visual identity services.
- Pentagram: World's largest independent design consultancy with a partner-led model delivering branding, visual identity, and communications. Directly comparable to 31% Wool's services but at vastly greater scale and geographic reach.
- Saffron Brand Consultants: Global brand consultancy with a strong presence in strategy-led visual identity work for institutions and cultural organisations. Comparable client base to 31% Wool's museum, NGO, and government engagements.
- Landor & Fitch: Major global branding and design consultancy serving enterprise clients across sectors. Comparable offering in brand strategy and visual identity but at substantially larger scale.
- Wolff Olins: Global brand consultancy with strong portfolio work in cultural, public, and consumer sectors. Comparable offering but at much larger scale and with a broader geographic footprint.
Emerging players
- Mother Design: Independent creative agency with strong design and branding capabilities serving cultural and consumer brands. Comparable in creative remit though typically working at larger scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
31% Wool social profiles
Digital presence31% Wool financial estimates
Financial estimateRevenue estimate
Valuation estimate
31% Wool leadership team
Management profileNumber of profiles
Profiles2 records
31% Wool funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
31% Wool M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about 31% Wool
What does 31% Wool do?
31% Wool is a boutique creative consultancy that delivers branding, design, and communications services for organisations across the culture, NGO, finance, education, technology, and not-for-profit sectors. Services include visual identity creation, brand evolution, exhibition design, print and digital design, and environmental graphics, delivered through direct, collaborative engagements with clients ranging from start-ups to established multi-stakeholder organisations. The firm assembles nimble project teams by partnering with complementary creatives to fit each brief.
Is 31% Wool a public or private company?
31% Wool is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was 31% Wool founded?
31% Wool was founded in 2017. It employs 1 to 10 people.
Where is 31% Wool based?
31% Wool is headquartered in London, United Kingdom, in the Europe region.
How does 31% Wool make money?
One revenue line is on record: creative Consultancy Services.
Who are 31% Wool's main competitors?
Direct peers on record are Studio Output, Johnson Banks, Bibliowicz Brand & Design and SomeOne. Broad incumbents are Interbrand, Pentagram, Saffron Brand Consultants, Landor & Fitch and Wolff Olins. Mother Design is listed as an emerging player.
Does 31% Wool have an API?
No public API is recorded for 31% Wool.