About Dog and Fox
A creative studio co-founded by Elspeth Maxwell and Jonny Thomas, we’re based in Edinburgh, Scotland and work with organisations around the world.
Elspeth: It came together organically. We were both working in creative fields; I’m a graphic designer, Jonny’s an architect, and we’ve always shared the same instinct for turning good ideas into something tangible. We wanted a practice that was professional, but also personal and grounded.
Jonny: The ‘Fox’ part is an old family name, and it’s our son’s middle name, so that always felt like it should be there. The ‘Dog’ side came from a bit of an in-joke with friends. I used to say it a lot, and it just stuck. Together, ‘Dog and Fox’ felt short, memorable, and a little playful. Leaving full-time architecture to become a programme leader at the university, I created Dog and Fox to support the freelance collaborations I wanted to keep building. And we both had this need to create something of our own, a place to pour our creativity into.
Jonny: It’s a kind of identity that sits alongside my other work, something that’s always ticking away in the background, giving us a space to try things out and take on new ideas.
Elspeth: For me, Dog and Fox is a vehicle to express myself, but more than that, it’s where clients entrust me with messages that really matter. That responsibility is exciting. These projects wouldn’t exist without the collaborations we have, and it feels like such a unique mix of what we bring and what our collaborators bring. Dog and Fox feels deeply personal, like an extension of us.
How would you describe your design philosophy in a few words?
Jonny: Small-scale, personal, and in-depth.
Elspeth: I’d say collaborative, deeply cared for, deeply thought about, and playful. I think there’s always an element of the unexpected in what we do. It matters to us that the work feels both thoughtful and full of life.
Jonny: I’m really interested in projects that give us flexibility and agility in our own living spaces while also creating something others can enjoy. Designing the interiors, spaces, and environments we move through is exciting, because it’s so immediate.
Elspeth: I agree. We both get such a buzz from shaping interior spaces, thinking about flow, and designing the details of how life unfolds. Beyond that, I’m excited about projects that amplify people’s voices, especially young people. Whether it’s through reports, campaigns, or creative resources, I love using design to help research and ideas land in front of the right people. It’s powerful when design becomes a tool for change.
Jonny: It often pushes projects into the evenings, once the kids are asleep. If it’s an architectural project, it’s sometimes directly for our extended family or friends, so the impact is immediate. But for external clients, the rhythm of family life means we tend to work in waves, adapting around the household.
Elspeth: For me, working from home means that family is woven into everything. The celebrations, the everyday moments, the way our days are structured; all of it feeds into how I approach design. Because I often work on projects aimed at young people, educators, and people in support roles, I feel like my own life experiences give me a stronger connection to the work. I’m able to bring my ethos, my values, and my own perspective into it. I think the warmth of our home life shows up in the design.