Made by ON

We’re a creative technology company that turns brand ideas into real, scalable digital products and systems.

Credentials

Website

Contact

Agency Info

GF Smith

Air

Bhutan

Colophon

London Design Biennale

London Design Festival

Token.com

Atelier100 (IKEA × H&M)

Hayah

Made by ON: The agency model built for the AI frontier

Made by ON is rebuilding the agency model for the AI era, replacing rigid briefs and traditional hierarchies with collaborative, prototype led thinking

Tudinh Duong - CEO

Tudinh Duong is a creative technologist and a Founding Partner & CEO of Made by ON, a Creative Technology partner that defines the platforms, tools, and experiences that give ambitious organisations a competitive edge. He founded the agency on the belief that design and technology are not separate disciplines. The agency works with clients including the British Library, Greenpeace, H&M, Live Nation, and On Running. He holds a First Class BA from LCC, UAL, and a Distinction MSc in Human-Computer Interaction from UCL, where he was recognised on the Dean’s List as part of the top 5% of the faculty. Doctoral research conducted with Great Ormond Street Hospital resulted in co-authored published papers. He is also a former Chair of the St Bride Foundation. Featured in Design Week and The Guardian, Tudinh writes a monthly dispatch exploring craft, creativity, and technology.

Barry Cumberlidge - Co-Founder & Chief Client Officer

ON's Co-Founder Barry Oversees the end to end delivery of the project and providing relevant sector expertise. Barry has worked across a diverse range of industries, with two exits in his career, part of a Talkmobile leadership team that sold to Vodafone in 2011 and in 2016 he led his technology company to an exit with Lufthansa Group.

Guanglun Wu - Chief Digital Officer

Responsible for applying expert SEO knowledge throughout the project to ensure performance, visibility, and search engine optimization are seamlessly integrated into outcomes. Guang is a seasoned digital consultant with over 15 years experience delivering transformative digital. With a background in computer science and consultancy, he specializes in performance, security, and SEO, leveraging his expertise to drive measurable results and sustainable growth.

Roger Whittlesea - Director of Collaborative Partnerships

Roger was co-founder of London’s Proud Creative. He is responsible for strengthening and deepening existing relationships with some of the world’s leading design studios to ensure the best creative outcomes for clients.

David Lowbridge - Director of Innovation & Systems

David has over 20 years experience working across brand and digital with some of the pre-eminent agencies in the UK, including leading large-scale global projects for clients including Goodyear, Nike, Reiss and Toyota.

Jessie Mlinaric - Head of People & Operations

A highly skilled head of people and operations with 18 years senior management experience in the start-up and scale up of high growth SMEs. I have experience in leading operational transformation to support profitability and sustainable growth. I am people focussed with excellent stakeholder relationship skills. I have exceptional operational, organisational, analytical, project leadership and commercial skills, I get things done to the highest standard against the tightest deadlines.

Denise Cheung - Project Lead

Overseeing the end-to-end delivery of the project. Delivery Lead at ON, Denise is an integral part of the Delivery department, leading the team to manage projects using her wealth of experience across brand, communication strategies and digital marketing.

About

Made by ON is a creative technology company working at the intersection of brand, design and engineering.

We help turn ideas into real systems - not just concepts or guidelines, but digital products and experiences that are built to work, scale and evolve.

From day one, we design and build from the ground up - shaping user journeys, visual systems and platforms that launch with clarity and confidence.

From there, we continue to optimise and expand - improving performance, introducing new features and refining experiences over time to reach new audiences.

Our work spans digital flagships, marketing platforms, e-commerce, and AI-powered tools, as well as the systems that support them - from data and architecture to living design systems.

We’ve partnered with organisations including Airbnb, Sonos and Greenpeace, working with both global brands and mission-led teams to create work that scales.

Services

Digital

Design

Innovation & New Technology

Strategy

Experiential

Creative

Full-service

Brand

Production

Data, Loyalty & CRM