In 1998 James Bull founded, together with Ben Wolstenholme and Joe Sharpe, the branding agency Moving Brands, after they graduated in Graphic Design from Central Saint Martins. Moving Brands is an independent brand and digital agency with offices in London, Tokyo, Zurich and San Francisco, and has a lot of clients outside the UK. James explains that a lot of their clients come to London to get the best of design. So you get a lot of global stuff. And therefore London feels less local to him. We talk about how you could define British Design. A melting pot of an extremely diverse and mixed up culture. ‘Britishness’ is probably the best word for it. James also talks to us about the difference between advertising, branding and design. About their Weare project, and on how Moving Brands approaches this vision. Recorded at the European Design Awards 2010 in Rotterdam.