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....
Transform
What's not in a name
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...
Angus’ A-Z of logos: FedEx
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...
Why local authenticity is the new international
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....
New Mockly line of cocktails captures spirit of New Orleans
The non-alcoholic drinks, named ‘Second Line’ by New York branding agency Applied Design, aims to cater to health-focussed consumers. By naming the cocktails after New Orleans’ Second Line parades, Applied Design’s wo...
Demand generation strategy: Brand marketing vs. product marketing
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....
Five minutes with Tom Bellamy
Tom Bellamy, executive creative director at SocialChain, talks about the power of embracing a creator-led approach to engaging audiences across digital platforms and how, as an agency, they were able to bring the game...
Angus’ A-Z of logos: ENO
In his latest monthly Transform column on the A-Z of logo design, Pentagram partner and creative director Angus Hyland describes how the ENO logo struck a tune in the 1990s....
AI's transformative role in brand design
Kylie Gould, director and founder of Australian graphic design studio Creatik, discusses the profound effect AI is already having on brand design and the benefits it can bring to design agencies....
Peroni reveals ‘free and fluid’ Christmas packaging
The limited edition campaign, which was crafted by brand design agency Sunhouse, sought to reflect Peroni Nastro Azzurro as a beer of celebration. Encouraging its audience to ‘Live Every Moment’ this holiday season, t...
