# By Default

> By Default is a creative technology studio in London. We build digital experiences that turn audiences into participants.

By Default is a creative technology studio in London. We build digital experiences — brands, websites, interactive tools, and campaigns — that turn audiences into participants. Founded in 2023 by two neurodivergent creatives, we make inclusive design the default, not the exception.

## Case Studies

- [McDonald's McValue launch boosted 442% in engagement with a gamified experience](https://bydefault.studio/work/mcdonalds-mcvalue-flip-the-cards.html): We designed and built a gamified experience for McDonald's McValue launch. A personalised card game built around Black Gen-Z lifestyle moments. 703K visitors. 3.6M impressions. Idea to launch in 8 weeks.
- [Sold out Gen-Z Show in 3 cities. A cultural moment boosted 53% in brand engagement.](https://bydefault.studio/work/transforming-presence-into-cultural-belonging.html): We partnered with REVOLT to build Verizon's 'Back In Session' HBCU Tour. Full campaign identity, interactive RSVP site, AR social filters, merchandise, and collateral across 3 cities. 5,000+ RSVPs. Sold out.
- [How a Platform Transformation Drove 860% Growth for Black Health Media Brand](https://bydefault.studio/work/black-doctor.html): To launch BlackDoctor's platform rebrand, we hosted an immersive VIP event for brand partners. The result? An 860% audience surge, two major partnerships signed, and national press from Forbes, AfroTech and more.
- [Mastercard's Interactive Map](https://bydefault.studio/work/mastercards-interactive-map.html): How location data became an immersive discovery tool that drove 55% new users into the Mastercard ecosystem.
- [Immersive storytelling experience for PepsiCo's NBA Finals '3>2' Starry launch](https://bydefault.studio/work/starry-3-over-2-digital-experience.html): Tapping into culture with interactive storytelling, we brought PepsiCo's lemon-lime characters to life for the Starry campaign, creating an immersive story experience that earned the attention of a younger audience.
- [McDonald's puts emerging Black designers centre stage with Threadsetters zine driving 63% in page readership](https://bydefault.studio/work/mcdonalds-change-of-fashion.html): We worked with REVOLT to build the Threadsetters digital zine for McDonald's Change of Fashion program. Spotlighting five emerging Black designers.

## Articles

- [We're not losing attention. We're losing reasons to give it.](https://bydefault.studio/articles/were-not-losing-attention.html): Why participation, not visibility, is how brands earn memory in 2026.

## Pages

- [About](https://bydefault.studio/about): We build digital experiences that leave a lasting impression. By Default is a creative technology studio in London, founded by two neurodivergent creatives.
- [Case Studies](https://bydefault.studio/case-studies): Selected case studies and articles from By Default — interactive websites, brand experiences, and digital campaigns.
- [Products](https://bydefault.studio/products): Interactive products built to turn your content into experiences your audience will actually remember. By Default is a creative technology studio working with brands and publishers worldwide.
- [Playground](https://bydefault.studio/playground/): Prototypes, experiments and articles from By Default. The interactive experiences we build to test what's possible in a new age of tech and AI.
- [Contact](https://bydefault.studio/contact): Get in touch with By Default. Tell us about your project and we'll be in touch.
- [Book](https://bydefault.studio/book): Pick a 30-minute slot. We'll talk through what you're trying to do and what the next move is.

## Services

- Digital Branding: The strategic and creative work that turns a business into a brand — brand strategy, identity, and activation — kept consistent everywhere it shows up.
- Digital Experiences: Bespoke digital experiences designed and built end-to-end: UX design, visual design, development, and post-launch support.
- Digital Campaigns: Creative and strategic work that earns attention rather than buying it — campaign strategy, campaign identity, and inclusive design built into the brief from day one.