Shelby Georgis, partner and CCO at HLK, explains why, in today’s screen-first world, motion is a vital element of brand identity. Branding has long been about creatin...
Transform
Why imagination is good for brands
Gayle Lunn, co-founder at Rebelles Research, offers her thoughts on how going off-script can enrich strategic and creative development. Let’s face it. As strategists...
Growth hacking: Using brand to focus and ignite a start-up
Samantha Temple Neukom, CEO and co-founder at Northbound explains how, by focusing on a core brand idea and aligning every aspect of the company with this vision, start-ups can accelerate growth....
From unnamed to unmatched: How brand identity turned a divested business into a global category visionary
In 2022, Bayer divested their Environmental Science business, instantly creating an unnamed global company of 1000+ people and 200+ product brands in countries around the world. That year, HLK launched Envu, a new bra...
More than just a card: Getting credit beyond credit cards by making the invisible visible
Mastercard was overlooked as a key player in the technology landscape – often misrepresented as ‘just a credit card company,’ rather than the technology leader they’ve always been. Mastercard pioneers much of the digi...
Updated Tottenham Hotspur brand aims to add more ‘dare’
The English football club, located in North London, remastered its brand identity after consulting with over 300 stakeholders, including its players, staff and fans. The move is a major update to the club’s 2006 rebra...
Sonic branding in the world of TikTok
Alexander Wodrich, managing director at why do birds, discusses sonic branding on TikTok, and how this powerful tool can help improve brand recognition. TikTok is an...
How can big brands move at the speed of culture, and should they even try?
Rachel Darivoff, strategy director at Design Bridge and Partners, chats about the pitfalls of brands that position themselves around cultural fads, and gives examples of strong brands that resist the trend....
Luxury watchmaker Rapport London undergoes quintessentially British rebrand
Despite its 125 years of expertise in the watchmaking business, Rapport had a sales slump following the Covid-19 pandemic. Hoping to confidently reassert itself as an elegant luxury brand in the minds of modern watch...
UK dairy supplier Freshways targets independent retailers with rebrand
Founded in 1990 as a small milk wholesaler, Freshways has since grown to become one of the UK’s largest liquid dairy suppliers. However, it required an identity update after finding itself at a crossroads due to opera...
