Emma Baker, senior account director at Living Group, emphasises the importance of authenticity in brand design. No longer are we B2B, we’re B2H… business to human. In...
Opinion
Should we have a say in other people’s designs?
David Kimpton, founder and executive creative director at London-based design consultancy Kimpton Creative, talks about the discourse surrounding the rebranding of WHSmith and Lyle’s Golden Syrup. If we don’t know all...
Decoding the philosophy of luxury
Fatima Zara Patel, strategy consultant at Brand Lounge, explains her tactics when approaching design projects for luxury brands. Luxury is more than just a lifestyle;...
Why brand capital is the silent force behind business success
Sholto Lindsay-Smith, director and head of strategy at international brand and business consultancy Industry, discusses the often forgotten importance of brand capital and why strong brands perform better in tough tim...
Brand activation – survival of the nurtured
Janis Verzemnieks, co-founder and CEO of the brand guidelines platform Corebook°, explores the intricacies of brand activation, highlighting a key insight: in the survival of brands, it's not just the fittest...
How do you measure the value of a brand?
Jim Misener, chief executive officer at global brand consultancy and creative agency 50,000feet, discusses his agency’s strategies for measuring a brand’s value and how understanding this metric can help businesses....
Surviving and thriving in the evolving petcare market
Jessica Carter, account director at strategic brand design agency StormBrands, which recently collaborated on Pets at Home’s new health and wellness range, talks about how brands need to behave in the new ‘animal king...
Angus’ A-Z of logos: Hello Kitty
In his latest monthly Transform column on the A-Z of logo design, Pentagram partner and creative director Angus Hyland tells us about his thoughts on the odd brand design phenomenon that is Hello Kitty....
Why pop-ups are a crucial marketing tool for D2C brands
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-...
The power of designing with love
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...
- Opinion
