The Uncommon CX Practice will focus on work such as designing data-led CX to creating digital products and services, as well as the development of CX-led brands.

Jonathan Goodman, former chief executive of creative agency Lida, will lead the new practice, with former strategic managing partner at Next 15 Group David Yates and Margaux Sloan, previously client partner at M&C Saatchi, also among the practice’s founding partners.

The practice has already started working with existing Uncommon brands and a number of new clients.

Natalie Graeme, co-founder at Uncommon, said: “Experience is the truth of a brand. This is a natural next step for the studio.”

Goodman said: “The over-industrialisation of CX has turned it into an efficiency production line for too many brands — delivering formulaic, frictionless, forgettable experiences.”