A Change of Brand

How many projects require three brands to be developed within a year? For Utah’s newest professional sports team, they needed visuals for the announcement of getting a hockey team, the temporary Utah Hockey Club, and finally the Utah Mammoth. Ben Barnes, Senior Brand Director at the Utah Jazz and Utah Mammoth, shares how he and his team navigated this mammoth of a branding project.

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One of the most sensational rebrands of 2024 was Jaguar, the British luxury car brand that seemed to leave their legacy on the side of the road. While the uproar of negative reactions felt unanimous, a few brave souls dared to call it genius. In this episode we hear from brand positioning expert and author Laura Ries as well as technology journalist Dr. James Morris to get their opinion on the Jaguar rebrand.

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Manischewitz is a beloved staple in any Jewish pantry. However, both the brand and the Kosher food market were on the decline. Can a rebrand not only lift them both back up, but rekindle joy and connection too? Lisa Smith, former Executive Creative Director at JKR, speaks to how she and her team did more than create snazzy new packaging, and instead offered a seat at the table.

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AI has been making waves across industries–and for much longer than we think. It’s weird, messy, and maybe magic. As innovation accelerates, can the branding world truly embrace AI without losing the human touch? Teemu Suviala, Global Chief Creative Officer at Landor, takes a deep dive into AI's growing role in branding, from creative chaos to multi-sensory storytelling. Will this flip your script? Or is it all a non-human hal...

Changes don’t have to be drastic to be delightful. Sometimes all it takes is a little rearranging and refining, like furniture design legend Herman Miller, which unveiled their first rebrand in almost 25 years. Take a seat as Garrett Corcoran, Design Director at Order, shares how he and his team embraced this legacy and refined what was already deemed a symbol of American design excellence.

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With a muddled awareness, misperceptions, and slowing donation growth, the Humane Society of the United States knew that after 70+ years it was time for a change–and that started with the name. But renaming takes courage. Bethany Lesko, Partner at Lippincott, shares how she and her team approached preserving existing equity while gaining new ground, ultimately to develop a unified brand identity synonymous with positive, enduring c...

As New York City FC approached their 10th season, the club set its sights on cementing its place among the city’s most iconic teams. But in a city of strong opinions, it wouldn’t be easy. Soccer supporters are famously passionate and loyal, while New Yorkers take spirited to another level. Milo Kowalski, Senior Creative Director at NYCFC, and Justin Au, Creative Director at Gretel, share the play-by-play of how they scored a brandi...

Rebranding any global brand is a challenge, but especially in fintech where trust is non-negotiable. How do you approach rebranding a financial giant like PayPal? Andrea Trabucco-Campos, Partner at Pentagram, reveals how trust wasn’t just a goal for the brand’s audiences, but was a guiding principle within the design process itself.

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We’re stepping into the overlooked and underappreciated world of verbals to reflect on the best (and worst) brand writing of 2024. From one-off campaigns to full verbal identities, which brands made this year’s naughty and nice lists? To weigh in on the good, the bad, and the missed opportunities is Carissa Justice, Founder of The Subtext, an online destination by and for writers, amplifying unique voices and fresh perspectives.

When Pepsi’s overly philosophical rebrand launched in 2009, it was a real head scratcher for average consumers and design aficionados alike. While their 125th anniversary provided an opportunity for change, how do you even begin to rebrand such a global company like Pepsi? In this masterclass on playing the long game, Mauro Porcini, Chief Design Officer at Pepsico, tells the story of how he and his team across 17 Pepsi design cente...

When EA Sports and FIFA parted ways in 2023, there was just one minor problem: the popular soccer video game’s brand was entirely wrapped up in the FIFA name. Nils Leonard, Co-Founder of Uncommon Creative Studio, shares how he and his team approached creating a FIFA-less brand that honored the video game’s 30-year legacy while positioning the brand to thrive for another 30 years and beyond. But would the new brand play well under p...

Twitter’s overnight transformation into X is still a mystery. What would cause a brand to take such extreme measures as to shed its identity completely? And what lessons, if any, can we take from this massive Change of Brand? Co-hosts Blake Howard and Tracy Clark go head to head in our first ever Debate of Brand®. Also, industry experts Armin Vit, editor and writer behind Brand New, and Jason Cieslak, President at Siegel+Gale, weig...

With their rising success and a cult-like following, Reddit had ambitions of enhancing their global presence. But would the desire for change push too far for fans? And would their beloved mascot, Snoo, become a casualty? Natasha Jen, Partner at Pentagram, demonstrates how it’s possible for a quirky brand to grow up while still keeping its charm.

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The cannabis industry is basically the Wild West. In an emerging market, how do you execute a rebrand for a dispensary while juggling state-by-state regulations and varied public perception? Gavin Hurrell, Creative Director at Turner Duckworth, shares how he and his team approached their work for RISE, a growing retail dispensary leading the movement to democratize cannabis.

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In 2023, we saw Eddie Bauer and Johnson & Johnson retire their widely recognizable script logo for a basic sans serif type, causing a sweep of panic in the design community. Are all script logos doomed? To find out whether this is an actual trend, we consulted type experts James Bowie, Fast Company contributor and sociologist at Northern Arizona University who studies trends in logo design and branding, as well as James Edmonds...

You thought your clients were tough? Try having a branch of the military as a client. To combat their brand and recruitment challenges, the U.S. Army enlisted the help of Siegel+Gale, a partner within Team DDB. Matt Egan, Managing Director, Strategy and Jason Miller, Creative Director at Siegel+Gale, share how they handled an intimidating room full of generals to deliver the Army’s 2023 rebrand.

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LG is an electronics giant with one of the most instantly recognizable logos. But with decades of brand equity in their smiling icon and “Life’s Good” tagline, how do you signal a shift in the marketplace without throwing away everything you’ve built? 

David Stevens, Executive Strategy Director and Tom Carey, Senior Creative Director at Wolff Olins share how they approached bringing “the face of the future” into the future...

Once F1 was acquired by a mass media company in 2017, they faced a crossroads that many legacy brands face: How can they honor their storied past while attracting a new, more global audience? In our most requested episode yet, we’re zooming in on verbal identity with Mike Reed, Co-Founder and Creative Director of Reed Words, in the driver’s seat.

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After Glassdoor’s acquisition of Fishbowl in 2023, they enlisted the help of Deanna German, Creative Director at Koto, and her team to reposition them as more than just a workplace insight platform, but a place for community conversation. The catch: Glassdoor requested an open design process, meaning Koto would share design concepts with the public early and often. How can you have such a wide range of feedback and still move forwa...