Following the recent trade mark rights issue about ‘Colin the Caterpillar’ cake, Laurie Bray, senior associate and trade mark attorney at European intellectual property firm Withers & Rogers, explores another trad...
Transform
Reinventing the creative skill set for the experience economy
Jack Ashdown, creative director of digital agency Great State, writes about the increasingly important role of sensory technologies and the need for creative agencies and designers to embrace AR if they want to surviv...
Design: an escape for humans in times of hardships
Ahmad Al Saadi, managing director and co-founder of a creative and communications agency, Gulf Advertising in Business 'ADinB,' located in the UAE and France, writes about how design acts as a smart tool in re...
Is brand consolidation a good idea?
Sholto Lindsay-Smith, director of strategic brand consultancy Industry, weighs the options of whether or not brand consolidation is a good brand strategy, coming to the conclusion that it usually makes economic sense,...
From 1980’s London & Paris to present day Kolkata: A typographic journey
Paul Docherty, design director at international branding and design agency Skyne, writes about his journey across the world discovering typography's different facets. From Paris in 1980 to London to Toronto, Bahra...
Family business: branding a legacy
Hasan Fadlallah, founder and CEO of Dubai-based branding agency Brand Lounge, argues it is now essential for family businesses in the Arab world to create a strong branding. Where earlier, an entire empire was branded...
Success can no longer be measured by bottom line
Simon Wright, managing director of design agency Greenwich Design, argues that brands can no longer measure success purely on commercial values, but must consider new elements including sustainability, diversity and i...
How mimicking empathy is making brands look like psychopaths
Over the past decade we’ve seen a significant increase in brands using short-term activation advertising. However, this has led to a corresponding downturn in how effective advertising can be for a brand to build a st...
Despite its claims, Coca-Cola's redesign is anything but intuitive
Nir Wegrzyn, founding partner and CEO of global branding agency BrandOpus, writes about how, despite being sleek and elegant, Coca Cola's refreshed packaging design lacks in relativity and therefore fails to creat...
Shortlist announced for 2021 Transform Awards MEA
Transform magazine is proud to announce the shortlist for the 2021 Transform Awards Middle East and Africa, the only awards programme celebrating the transformative power of rebranding and brand development in the reg...
