The Good Comms Edit - Issue #14 - 18.05.26

A weekly edit of the stories shaping PR, marketing and modern storytelling

This week’s examples all have something in common, they understand that good communication doesn’t happen in isolation. It lives in culture, behaviour and in the small details people notice, and remember ... from football shirts to public transport to a supermarket sandwich, these are three recent examples of brands understanding not just what they’re saying, but where and how they’re saying it.

1. When collaboration actually feels collaborative

Example: Adidas x Arsenal F.C.’s retro-inspired anniversary collection

Adidas and Arsenal recently launched a retro-inspired anniversary collection drawing on the club’s visual history and emotional connection with supporters.

What made it land wasn’t just the design, it was the understanding of what the design represents. The campaign leaned heavily into nostalgia, archive imagery and fan memory rather than polished product shots meaning it felt made with supporters, not simply marketed to them.

Why it matters: The best collaborations don’t just merge audiences, they merge meaning. Brands that understand the emotional context around a product create work people genuinely care about.

Practical takeaway: When collaborating, ask "What emotional territory already exists here?" The answer is usually more valuable than the audience numbers.

2. Utility can still be beautifully branded

Example: Citymapper’s live disruption communications

During recent transport disruption across London, Citymapper’s updates stood out once again for their tone ... clear, calm, slightly humorous and relentlessly useful.

At a moment when people are stressed, rushed and frustrated, the app manages to feel human without getting in the way of the information itself ... no trying too hard, just genuinely helpful communication.

Why it matters: Brand personality works best when it supports usefulness, and Citymapper understands that tone should enhance clarity not overshadow it.

Practical takeaway :If your communication is functional or service-led, ask, "Does our tone make this easier to receive, or harder?" Personality should support utility.

3. Ordinary products, extraordinary observation

Example: Marks & Spencer’s continued food storytelling

M&S continues to excel at turning ordinary food products into small cultural moments, particularly through the language and observation around its seasonal launches.

Recent examples around picnic food and summer lunch ranges focused less on ingredients and more on recognisable human behaviour like eating dinner outdoors because the sun appeared for twelve minutes, the emotional importance of a good sandwich on a train journey ... the tiny rituals of British summer. The product is almost secondary and the feeling comes first.

Why it matters: Observation is one of the most underrated tools in storytelling. Brands that notice real life tend to sound more human because they are speaking from recognition, not invention.

Practical takeaway: Pay attention to the tiny behaviours around your product or service. Very often, the story isn’t the thing itself, it’s the role it plays in people’s lives.

The Pattern This Week

Across all three examples, one principle stands out ... good communication understands context. The emotional context, the practical context and the cultural context, because the strongest messages don’t just describe a product, they understand the world the product lives in.

At Everything & Nothing, these are the kinds of signals we keep noticing ... communication that feels observant, useful and deeply aware of the people it’s speaking to.

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About Everything & Nothing

Everything & Nothing is a PR, marketing and communications studio working with organisations, artists and brands who care deeply about how they show up in the world.

We help people find the signal in the noise shaping clear, credible stories that build trust over time. Our work sits at the intersection of strategy and storytelling, combining sharp thinking with calm execution, and a belief that good communication should feel human, considered and purposeful.

We’re interested in work that lasts, not just what lands loudly, but what lands well.

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