The very best work in the field of rebranding and brand development was once again celebrated last night at the Transform Awards in New York City. The Ford Motor Company’s project with Interbrand scooped up Transform’...
Articles
Sonic branding is more than just the ending
Alexander Wodrich, managing director at why do birds, explains why it is increasingly important to integrate brand elements, including audio, early on in commercials....
Consistency doesn’t mean playing it safe
AI is accelerating content production and changing how people discover brands. Living Group explains how producing more gives your audience little reason to remember your firm unless the work expresses a distinctive i...
Great brands aren’t comprehensive. They’re coherent
Nicole Gerhardt, head of brand at Transamerica, makes the case for restraint in brand design, arguing that the distinction between competence and coherence matters greatly....
Sonic strategy: The last unfair advantage in branding
Wilson Brown, founding partner and executive creative director at Antfood, explores the importance of sonic branding and why it requires expert guidance to build a framework that serves both the brand and the business...
Your best brand idea may already exist inside the business
Emily Kircher, partner and chief marketing officer at HLK, discusses how some of the strongest brand positioning is found by identifying something an organisation already does remarkably well and making its value impo...
Gathering the waters of Amazônia
In April, FutureBrand São Paulo and its partners launched the first cohesive brand for the Brazilian Legal Amazon, Amazônia, which quickly picked up three Lions in June. Chief design officer Arnaldo Bastos s...
Why leadership profiles matter
Alex Blyth, co-founder of Red Setter, believes it’s time for leaders in brand design to step up and become more visible to the world. Here, he outlines why failing to do so leaves the entire industry misunderstood and...
Brand fidelity depends on more than good design
James Potter, chief operating officer at Monotype, argues that brand consistency cannot be understood from guidelines alone. To see where an identity strengthens or fragments, leaders need to follow how work moves thr...
The Verdict: R/GA spotlights One Day’s emerging artists
About the work Australian music company and record label One Day, which is backed by EMI/Universal Music Australia, required a new identity to reposition itself as an advocate of local creativity. In completely redesigning One Day...