Opinion

Dean Hazelgrove, founder and strategic creative director at Collective Objective, discusses his agency’s Transform Awards-winning work for International Grammar School. The project underlined his belief in values, goa...

Katie Osborn, founder and principal wayfinding strategist at Via Collective, argues wayfinding is more than mere plaques or arrows. Instead, she argues, it requires empathy, foresight and a deep understanding of human...

Vincent Roffers, head of strategy at New York-based creative agency Agenda, explores the real reason why so many M&A deals underperform. After a challenging few y...

Pierre Nabhan, co-founder of JoosNabhan, explores why Europe must become its own brand once again. At the 2026 World Economic Forum, voices from Mark Carney to Emmanu...

Ryan Frost, executive creative director at Landor, argues that successful brands of the future will be those that dignify people. Working on healthcare branding sharp...

In the final edition of his A-Z of logos series, Pentagram partner and creative director Angus Hyland dissects two very different fashion brands: YSL and Zara. For th...

Philip Davies, president, EMEA at Siegel+Gale, writes about a Congolese football supporter who became the unofficial poster boy for the Africa Cup of Nations. He explores what branding can learn from Michel Kuka Mbola...

Sinthu Satchi, UK country manager at Onclusive, weighs up the opportunities and drawbacks of viral culture for brands. Viral culture has thrown social listening into...

When every brand is screaming for attention, Muriel Schildknecht, executive creative director at Lonsdale Asia, proposes that maybe the smartest move isn’t louder design offering short term rewards....

Pentagram partner and creative director Angus Hyland berates the redesign of Twitter to ‘X’ at the hands of Elon Musk. It’s just over three years since Elon Musk boug...