Opinion

With economic disruption, radical changes in technology, the emergence of the global economy, and the crises of complexity generated by the internet, politicians and social media, it has never been more challenging to structu...

The past decade has seen a transformational shift in how we in the UK see our infrastructure. Where once transport hubs were pragmatic, liminal spaces, today they are destinations for retail, dining and a whole lot more....

I have spent my life working out how to get people where they need to go. Wayfinding is the current name for it. (Although I think ‘wayshowing’ is a better description.) Signs can often be a blight; a hindrance rather than a...

Due to significant changes in the world of communications, brand experience has never been more important. Digital usage has matured, customer experience is acknowledged as sitting at the heart of many platforms, and brands u...

The branding industry has long been talking about brand ‘being a two-way communication.’ This is completely true, but the essence of brand remains the same – it’s about connection. It doesn’t mean you’re higher quality, cheap...

As a creative director in the current climate, you’re expected to produce strategically-led design. FutureBrand clients tend to be the major players in their field, often with well-established, recognisable identities, long-s...

As a company that works with brand owners on a day-to-day basis, we at Dragon Rouge recognise that the role is especially challenging these days. With a high turnover among CMOs, there’s great pressure to prove the short-term...

Our approach was to create a refreshed, design-led brand and we engaged our team across all disciplines and locations from the outset. We defined our communication ambition to enable colleagues, customers and stakeholders to...

Gaining buy-in to invest in your brand is challenging. The path to great results is as much about navigating these challenges as it is about the brand work itself. Here are a handful of those we hear most often, with our top...

When rebranding a global organisation, there is a fine balance to be found between central control and local responsibility. Often the decision and mandate to roll out a new brand is driven from the global headquarters or cen...