Bob Fitzgerald is the creative director at US-based independent marketing and communications agency Boathouse. He discusses with Transform the branding scene in Massachusetts, the challenges of modern design and how t...
Articles
Brand innovation – expect the unexpected
Mikey Hart, creative director at Hulsbosch, argues it is time to make the FMCG sector more fun and engaging, and explains how this might be achieved. For brands in th...
Lloyds ranked UK’s most recognisable sonic brand once again
SoundOut’s latest Index – UK Edition has revealed Lloyds Bank as the nation’s most recognisable sonic brand, retaining its position from the previous study in 2021. Claiming to be the largest ever tracking study of UK...
Wayfinding: Way more than signage
Katie Osborn the principal and owner of Via Collective Incorporated. She discusses here how brands can leverage design principles of customer experience, universal design and inclusive design to create a successful wa...
Humanising your brand: A guidebook
Brian Elkins, executive director of strategy at Monigle, discusses the idea of humanising brands and how doing this can help aid a brand’s connection with its audiences....
Building lifelong fans: why experience design matters so much
Steve Pearce, managing director at LOVE, explains the importance of brand experiences and how they may be leveraged to convey trust. How often are brands given the ch...
Good brands serve customers. Great brands serve employees too
Lauren Tannenbaum is the SVP, practice lead at US-based brand consultancy Joe Smith. She discusses here the necessities of building an authentic employer brand in a time of chaos....
Borussia Dortmund reveals updated brand
In a bid to become more current, attractive and relevant, the world-renowned German football team turned to global agency DesignStudio to build a new and compelling story that aptly evolves the Bundesliga club’s brand...
The royal treatment
Atlantis’ latest Dubai venture – a resort touted as the most ultra-luxurious in the world – required a bold identity to match the impressive new property. In a city filled with the most lavish destination brands imagi...
How can brands do better for perimenopausal women?
For World Menopause Month, Sara Jones, co-founder and business director at creative agency Free The Birds and specialist in global beauty, health and lifestyle brands, discusses the significance of the market and how...