Creativity vs. Commerciality: Finding the Sweet Spot with Benny & Mat Lyon
Description
In this special episode of Branding for Greeks, host George Karayiannis welcomes Mat and Benny Lyon, founders of the UK branding agency LYON & LYON.
We dive into their philosophy of doing GOOOOD™ work for GOOOOD™ people and their ongoing commitment to creating work that genuinely contributes to the world in a positive way.
We also explore how they strive to balance creativity with commerciality—offering honest reflections on the reality of running a modern agency. From adopting a four-day remote workweek to openly publishing their pricing, Mat and Benny share how transparency, flexibility, and values shape their studio.
We take a closer look at their award-winning packaging design for SITCH—named “Best of Show” at The Dieline Awards—discuss the role of aesthetics, and question what truly gives value to design awards today.
Plus, get an exclusive first look at their upcoming platform, Brands Like These, ( brandslikethese.com ) a bold initiative where designers can turn unused concept work into meaningful, paid opportunities for startups—reimagining the intersection of design and entrepreneurship.
United States
