Caspar Lam, partner at Synoptic Office and assistant professor of communication design at Parsons School of Design, discusses the importance of businesses unlocking the human stories in their archival data to communic...
Transform
Invisible stories
Meg Beckum, executive creative director at global design consultancy Elmwood, discusses the pivotal role of healthcare design in connecting minority narratives. Imagi...
Think big, but execute in small windows
Scott Markman, president of MonogramGroup, argues the importance of brand integrity, as demonstrated through the use of branded Zoom backgrounds. As brand consultants...
Design and cross-cultural dimensions
ADinB’s creative director and partner, Hala Sabbagh, argues for the importance of cross-cultural thinking in the MENA region. Design has always solved problems, but t...
Angus’ A-Z of logos: ABBA
In the first of his monthly Transform columns on the A-Z of logo design, Pentagram’s partner and creative director, Angus Hyland, explores the logo origins of everybody’s favourite Swedish band, ABBA....
How to confidently validate a new idea
Greg Calacouris, strategy lead at Work & Co, explains why starting with a hypothesis to test with research can get you to a great product faster. When research ge...
The evolution and significance of branding
Mark Rollinson, chairman of Abu Dhabi-based creative communications agency All About Brands, explores the history of branding and what it means for marketing today. B...
Why untethered brand design is the magic to creating customer-centric experiences
Rick Nugent, head of design and innovation at Omnia, discusses the importance of brand designers untethering themselves from everyday assumptions. So, another year… a...
Chuck Studios uses sound to differentiate Miller Genuine Draft
The Amsterdam-headquartered global creative production company sought to create a distinct ‘Culinary Identity’ for the Molson Coors beer brand. In doing so, it visually differentiated Miller by drawing inspiration fro...
The fear factor: Why brands dread change
Ibrahim Lahoud, strategy director at Dubai and Riyadh-based consultancy Brand Lounge, explains why brand owners may worry about adopting change as well as how brand experts can overcome these doubts....
