Veb Anand, chief strategy officer at Principle, makes the case for strategic brand implementation. The origins of modern brand consulting can be traced back to the 19...
Articles
Going beyond brand guidelines and playbooks
Tom Gilbert, executive creative director of Design Bridge Shanghai, discusses alternative thinking and solutions to brand inconsistencies in media and sales channels which can plague brand governance....
Inclusive typeface designed for Tropic Skincare’s dyslexic readers
London-based Lewis Moberly created a bespoke typeface called ‘Susie’ to combat the difficulties some customers were having in reading the text on the brand’s website and communications. Named after Tropic Skincare’s f...
Clarkmcdowall unites two brands to form International Fresh Produce Association
The New York-based brand architect agency was tasked with bringing together the two largest American fresh produce and floral associations – Produce Marketing Association (PMA) and United Fresh Produce Association (UF...
Brand-led decision making
Tom Warden, strategy director at Landor & Fitch, believes that brand can drive the future success of businesses if properly utilised. He argues that if businesses are willing to make trade-offs to strengthen the b...
Shortlist jury members announced for Cannes Lions 2022
Cannes Lions, the big marketing and communications conference and awards held annually on the French Riviera, has announced this year’s jury members who will shortlist world-class creative work before it is judged fur...
Transform Tuesday 17 May
Here is our latest roundup of transformations and rebrands from around the world. For more from #TransformTuesday, follow @Transform_magazine on Instagram....
Let’s Dance
Anthony Miles, managing director at brand and design agency BOND writes that for business and marketing leaders, the greatest test of our time is not how fast you can run, but how well you can dance....
Why the world’s leading esports company turned to traditional sport to find its sound
Andie Richardson, senior account and project manager at MassiveMusic, talks through an exciting project her agency undertook with esports company ESL. She describes the challenges along the way, as well as why the age...
Packaging refresh to celebrate Branston’s 100-year anniversary
The iconic English food brand, primarily known by Brits for its jars of Branston Original Pickle, turned to London-based design agency This Way Up to alter its logo and packaging design for its centenary celebrations....