Snapchat

Soho Farmhouse fills with creators once a year for Snap's flagship gathering. An audience with taste, and an audience of their own. That raises the bar on everything they are handed. The merch cannot read as event swag. It has to lift the experience while it is happening, earn a place in the photos, and still feel like Snap once everyone is home. Four years in, the brief is also never to repeat itself.

We work as part of the event team, not a supplier bolted on at the end. Each year starts fresh, with a new range developed alongside that year's creative rather than a reprint of the last. Every item is treated as a touchpoint, not a giveaway, so the same scrutiny goes into a cap or a bottle as into the hero pieces. The line we hold is fun without tipping into novelty, and unmistakably Snapchat without becoming a logo dump. The test is simple. Would a creator actually wear it out of Soho Farmhouse.

The clearest signal is that Snapchat has come back four years running, building the merch into the event rather than treating it as an extra. On the ground, the pieces do their job. They get worn during the weekend and carried out of it, they show up across creators' own channels without being asked, and they extend the brand well past the event. What began as event merch now sets a standard for how Snap shows up in a room. The same thinking carries across the wider relationship too, from campaign launches to internal culture.