In the first of his monthly Transform columns on the A-Z of logo design, Pentagram’s partner and creative director, Angus Hyland, explores the logo origins of everybody’s favourite Swedish band, ABBA....
Transform
How to confidently validate a new idea
Greg Calacouris, strategy lead at Work & Co, explains why starting with a hypothesis to test with research can get you to a great product faster. When research ge...
The evolution and significance of branding
Mark Rollinson, chairman of Abu Dhabi-based creative communications agency All About Brands, explores the history of branding and what it means for marketing today. B...
Why untethered brand design is the magic to creating customer-centric experiences
Rick Nugent, head of design and innovation at Omnia, discusses the importance of brand designers untethering themselves from everyday assumptions. So, another year… a...
Chuck Studios uses sound to differentiate Miller Genuine Draft
The Amsterdam-headquartered global creative production company sought to create a distinct ‘Culinary Identity’ for the Molson Coors beer brand. In doing so, it visually differentiated Miller by drawing inspiration fro...
The fear factor: Why brands dread change
Ibrahim Lahoud, strategy director at Dubai and Riyadh-based consultancy Brand Lounge, explains why brand owners may worry about adopting change as well as how brand experts can overcome these doubts....
Web3 in action: Skyne presents real-life cases of future-forward branding
Dennis de Rond, founder of international strategic branding and design firm Skyne, discusses the Web3 movement and how his agency successfully utilises these technologies for clients. Recently, at the Transform Awards...
Finding awesome
Vincent Roffers, partner and head of strategy at independent brand agency Agenda, discusses the difficulties B2B brands face, before offering advice on how they can make their brands unmistakably ‘you’....
Strategists and creatives – AI can’t take your job. But it might make you suck at it
Mark Diamond, ‘hopeful saboteur’ at London-based brand agency Saboteur, offers a razor-sharp rebuttal to the idea that AI is set to replace brand designers anytime soon. But, as Diamond argues, that doesn’t mean the i...
Bold Unmind rebrand by Ragged Edge aims to change workplace culture
Designed around the idea ‘Change you can feel’, the new Unmind brand hopes to revolutionise workplace wellbeing. In reimagining the mental health service’s brand, London-based branding agency Ragged Edge rejected a pl...
