Not A Playbook

Not A Playbook is an exploration of WeTransfer’s human-first, values-driven approach to brand building. From the outset, the platform placed authentic support for creatives at its core, always staying true to its vision of provoking, inspiring, and empowering the creative community — the platform’s primary user base.

In candid conversations with writer and brand strategist Andreas Tzortzis, the company’s co-founder Damian Bradfield unpacks the experiences that set the brand apart during the competitive file-sharing boom of the 2010s. As he prepares to step away from WeTransfer after 15 years, Bradfield reflects on the long-term thinking, creative risk-taking, and user-centric design that have guided WeTransfer’s journey from startup to global creative platform with 80 million monthly users.