• Transform magazine
  • June 25, 2018

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Features

Brandwatch: Sapphire-tinted glasses

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Huawei is becoming the world’s most innovative and successful telecommunications manufacturer and service provider. But western markets remain unconvinced. Andrew Harrison explores Huawei’s forays outside its Chinese home of S...

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Make yourself at home

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The brand experience at airline lounges rarely extends beyond free food and drink. For MyLounge, No.1 Traveller wanted to redefine the lounge, resulting in a considered, consistent experience that draws the visual identity int...

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A rose by any other name

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Naming a company, brand or product is not as simple as adding ‘i’ to the beginning of a word. A name has to invoke a sense of what it is trying to describe, while avoiding the potential intellectual property and translation is...

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Digital strategy and the lap of luxury

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Luxury brands are some of the most prominent retailers in the Middle East and North Africa, and yet their brand strategies and digital communications largely fail to cater to local audiences. How can luxury brands adapt their...

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Brand in Action: Chip off the old block

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Who: Saelen and TS Industrie What: The Saelen and TS Industrie brands had a long history in European green waste solutions. Yet, a series of acquisitions and changes to the business...

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Computing the impact of sustainability

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With a supply chain fraught with environmental issues and its own sustainability to take into account, Dell prioritises corporate social responsibility as a core part of its business strategy. Emily Andrews reports...

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Plain sailing at Lippincott

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In the month following global brand agency Lippincott‘s acquisition of employee engagement firm Bonfire Communications, Andrew Thomas caught up with its global CEO, Rick Wise. In mos...

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A brand is forever, not just for Christmas

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At a breakfast last month, co-hosted with independent creative engagement agency Rufus Leonard, discussing the development of the corporate brand, brand managers shared their thoughts about the modern comms landscape and the c...

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Evolution in east London as Canary Wharf Group rebrands

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“The city doesn’t belong to us,” said Sir George Iacobescu at the launch of the Canary Wharf Group’s new brand yesterday morning. He noted that it was the tenants, workers, residents and travellers that brought Canary Wharf to...

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The simple life at Siegel+Gale

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As global brand strategy agency Siegel+Gale gears up for the autumn publication of its annual Global Brand Simplicity Index, Transform magazine catches up with co-CEO and chief creative officer Howard Belk....

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