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Bottega Veneta and the Power of the Invisible Logo

…down on craft as communication. Every campaign image reads more like editorial than advertising. Products are shown in context - real wear, real texture, real light. The craft is the…

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Luxury Brands Are Firing Their Agencies

…the top end is hollowing out. Luxury was the most prestigious, highest-margin work in advertising. As those budgets move in-house, agencies are left competing harder for mid-market clients…

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The Tropicana Rebrand: A $35M Lesson in Brand Equity

…and a retreat so swift that the original packaging was reinstated before most of the advertising campaign had finished running. The entire episode, from launch to reversal, lasted approximately…

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Duolingo's Brand Identity: When a Mascot Becomes the Strategy

…built entirely around a supporting character. This is entertainment production, not advertising in any traditional sense. The brand had moved from mascot marketing to character IP development…

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The Rise of the Chief Brand Officer: Why Design Has a Seat at the Table

…responsible for the commercial performance of a single product line: its packaging, its advertising, its shelf placement, its pricing strategy. It was an important job, but it was a product…

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Why Every Direct-to-Consumer Brand Looks the Same, and Who's Breaking the Mold

…that feel intentional rather than careless. The brand's visual system extends to its advertising, which favours lo-fi production and absurdist humour over the aspirational lifestyle…

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Spotify's Visual Identity Evolution: How Constraints Built One of Tech's Most Recognizable Brands

…versatile. They translated cleanly across digital and print, from app screens to outdoor advertising. But the system had a shelf life built into its success: by 2018, the treatment was so…

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Studio Spotlight: Lippincott: Corporate Identity at Scale

…In 1943, it was radical. American corporations operated in departmental silos. The advertising department commissioned one look, the facilities team chose another, and the executive…

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Studio Spotlight: Wolff Olins: Fifty Years of Brave Brands

…a graphic designer, and Wally Olins, who was emphatically not one. Olins came from advertising, and before that from the worlds of film and journalism. He had no formal design training…

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How Tokyo's Train Stations Became a Masterclass in Wayfinding Design

…wayfinding suffers from a problem of excess. Station interiors are dense with information: advertising, cultural notices, commercial signage, and navigational signs compete for attention in…

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Oatly: The Brand That Weaponized Packaging as Editorial

…consumer holds in their hand could deliver something closer to editorial content than to advertising. The consequences of this insight have rippled across the entire consumer goods landscape…