Opinion

James Barnes, co-founder and business director of Backlash, discusses why pop-ups are a crucial marketing tool for D2C brands, exploring the reasons for their meteoric rise in popularity and the tips for making a pop-...

Tom Carey, senior creative director at Wolff Olins, explains why it is vital to design with love and leave yourself open to heartbreak. “Don’t get too emotionally att...

Conran Design Group strategy director Tim Parker looks at emerging brand strategies in consumer health – and finds out how brands like Starface and Zing are finding new ways to stand out and engage....

Giulio Ruggieri, partner and director of interactive design at Interstate Creative Partners, explains why a critical step for any agency integrating AI into their practice is to craft a thorough and astute set of prin...

In his latest monthly Transform column on the A-Z of logo design, Pentagram partner and creative director Angus Hyland tells us what’s so trendy about Gucci. Despite...

Tom Dabner, creative director and partner at SomeOne, talks about the challenge of naming brands, and his experience of renaming a $1bn international health-tech company following a merger....

James McCarthy, freelance naming and verbal identity director, shares a technique to help great names survive the selection process. Six words to strike fear into the...

In his latest monthly Transform column on the A-Z of logo design, Pentagram partner and creative director Angus Hyland points us in the direction of FedEx. Once you’v...

Jenny Hu, senior strategist at Design Bridge and Partners’ Shanghai office, shares her team’s story of developing an identity for Rissai Valley, a Ritz-Carlton Reserve, and explains why authenticity was key....

Behrad Mirafshar, the CEO and founder of Bonanza Studios, discusses the vital differences between brand and product marketing, and why you can’t replace one with the other....