Human-centred thinking

Amy helps you innovate for tomorrow, today 

Our methodology

Don’t know/could be

Do know/should be

Do know/should be

Why is an independent design consultancy based in London. Since 2003, we have been helping brands meet the challenges they face in our connected world. Our work spans branding, strategy, and product and service development. 

Why brings ideas to life and  is focused on results: beautiful and intelligent designs delivered by highly skilled, conscientious people.

We help our clients work with designers, paving the path to innovation. As experts in the implementation of the Double Diamond methodology, we deliver strategic services based on the first Diamond — Discover and Define. 

This is achieved through a combination of strategic research, and analysis of both qualitative and quantitative data that we collect ourselves.


Some of our clients:

“When we spoke to Amy about a creative brief it was clear within the first 30 minutes they understood our business and where we wanted to go. Giving an agency a good brief helps all involved but what was impressive was the research the team at Amy did to ensure this was a brief that was understood by all parties.

The creative concepts by Why we have been presented were incredible but importantly supported by data which also gave a path to deliver these concepts in the most appropriate media. The best compliment is that our initial concept idea was improved immeasurably by Amy.”

Phil Hulme, Anchor Hanover

Human-centred thinking

Why we people-watch
Watching the world go by can provide simple solutions to complex problems
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Why consumers want simplicity
The paradox of choice is real and research shows that brands can benefit from simplifying
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Why consumers would rather subscribe than commit
Battling for attention in a changing market landscape
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Why brands should be ungendered
Reaching consumers at a level transcending the binary
Read insight

Let’s make great things together.