about
Design as Ecosystem,
Not Artifact
Here's something we've learned: great design isn't about having the loudest voice in the room or the most data points on a dashboard. It's about understanding that every brand, every experience, every touchpoint exists within a living system of relationships.
Think of it like tending a garden. You don't force plants to grow – you create the conditions that make growth inevitable. The right light, the right nutrients and patience to let things develop at their own pace. That's how we approach every project.
We're powered by sun, light, and optimism – not the naive kind that ignores constraints, but the grounded kind that sees potential in what's already there. The kind that asks "what could this become?" instead of "what's wrong with this?".
Who We Work With
We're drawn to organisations and founders who:
Value craft without being precious about it
Understand that people aren't just data points
Want to make things that last and matter
Are willing to go deeper than surface solutions
Believe that optimism is a discipline, not a default
If that sounds like you, get in touch.
SEEN IN YOUR BEST LIGHT
Our interpretation of the world ‘Eulio’ brings together ‘Eu’ from the Greek prefix ‘good’ and we interpret ‘lio’ as ‘light’.
And that’s what we do: see you – and show you – in your best light.
What we offer
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Your brand isn't just a logo – it's the entire ecosystem of how people experience and remember you. We help you articulate who you are, what you stand for, and why it matters. From visual identity to verbal frameworks, we craft brands that feel coherent across every touchpoint.
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We design digital experiences that respect human attention and time. That means interfaces that feel intuitive, journeys that make sense, and moments of delight that aren't forced. Mobile, web, product – wherever your audience needs to meet you.
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Sometimes the real problem isn't the problem you came in with. We use systems thinking to zoom out, see the bigger picture, and identify leverage points where small changes create meaningful impact. Think of us as pattern-recognition specialists for complex challenges.
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We're not a traditional strategy firm, but we understand that good design without strategic thinking is just decoration. We help you understand your landscape, make sense of contradictions, and chart paths forward that feel both ambitious and achievable.
How We Work: The Eulio Approach
Calm Collaboration
Over Heroics
We've never believed in the myth of the lone genius. The best work we've ever done happened in rooms where people felt safe to disagree, to question, to offer half-formed ideas that became brilliant through refinement.
Our process is iterative but not scattered. We value compromise as a creative force, not a dilution of vision. When two good ideas meet in the middle, something unexpected often emerges.
Creative Approaches,
Human Instincts
Yes, we look at data. Yes, we understand analytics. But we also trust taste, intuition, and that gut feeling that something could be better. We've seen too many projects die on the altar of "what the metrics say" when the real answer was hiding in human experience all along.
We believe in making space for emergence – for those moments when the right solution reveals itself because you've created the conditions for clarity.
Outcomes You Can Use,
Journeys Worth Taking
Some agencies obsess over deliverables. Others get lost in process. We think both matter.
You'll walk away with tangible outputs – brand guidelines, designed interfaces, strategic frameworks. But you'll also gain something harder to measure: a different perspective on your challenge. Behaviour models that persist long after the project ends.
LED BY DESIGN
Eulio is led by Ben Serbutt, a Design Director and Innovation Consultant whose calm, considered leadership style has guided teams and organisations through complex transformations for over 20 years.
Ben's experience spans major organisations including HP, Greenpeace, Action Against Hunger and Novartis. Most recently, he served as Head of Design at innovation consultancy &us, managing multidisciplinary teams and directing digital transformation projects that delivered real impact. His work grew learning experiences at HP by 22% and cut feature release time at Novartis by an estimated 35%.
What sets Ben apart is his ability to assemble the right expertise for each challenge. He draws from an extensive network of specialists across disciplines—researchers, strategists, technologists, and creatives. This creates collaborative teams tailored to each project's unique needs. Clients benefit from deep domain knowledge without the overhead of a large permanent agency.
An RSA Fellow and practising artist, Ben is passionate about life-centred innovation. His approach extends beyond users to consider broader environmental and social systems. He believes design should ask better questions, test assumptions quickly, and create solutions that genuinely improve lives while respecting planetary boundaries.
Ben's work with purpose-driven organisations—from third-sector charities to progressive corporates reflects this philosophy. He founded Eulio to work at a more human pace, with organisations that value craft, taste, and thoughtful innovation over speed and scale alone.
Based in London, Ben brings both strategic rigour and creative sensibility to every project.
“What stood out most was his ability to navigate complex feedback and shifting priorities without ever losing momentum or grace. In an agency environment that can often feel fast-paced and reactive, Ben was the steady hand that kept things moving forward with clarity and warmth.”
– Mariana Ferola, WW Growth Marketing & Performance Manager, HP
“Ben’s engagement was remarkable – he often led discussions with innovative design ideas, sometimes even more proactively than the engagement lead. The final product was exceptional, widely praised for its sleek, modern design and is still referenced internally as a benchmark for visual excellence.”
– Suneel Bingi, Global Director Compliance Risk Management & Measurement, Novartis
“Ben is one of the finest design leaders you'll have the pleasure to work with. He's vastly experienced, hands-on in the work, creative in his approach and multi-faceted, seemingly able to get into anything.”
– Saul Minkoff, Strategy and Innovation Director at &us