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Articles & work — 10

project

Glossier Built a Brand. Then Its Community Became the Brand.

…brand equity lived in the community, not in Glossier itself. When the community shifted - post-pandemic, post-hyper-growth, post-layoffs - the brand had to rebuild credibility it never…

A clean notebook with a small hand-drawn butterfly sketch in ink blue and a fountain pen alongside, on a pale linen surface with soft natural window light

project

Bluesky's Identity: The Antidote to Platform Aesthetics

project

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

…a Brazilian butt lift on national television, and once stalked Dua Lipa across multiple social media platforms. It has 16 million followers on TikTok. It is, by most reasonable metrics…

Bloq.it ● Smart Lockers Director's Cut — Depth Of Field

project

Bloq.it Smart Lockers: Depth of Field's Director's Cut Brand Film

…the smart locker market. Since then the film has been used in Bloq.it's internal events, social media and more. R&D Video Client: Bloq.it Direction: Depth of Field Design: Afonso…

article

Figma's Visual Identity: How a Design Tool Built Its Own Brand Language

…itself. It appears on conference badges, portfolio sites, community Slack channels, and social media bios as a signal of professional identity. When a designer displays the Figma mark…

Ilustracion de dos manos enmarcando destellos sobre fondo amarillo

project

Studio Spotlight: Wolff Olins: Fifty Years of Brave Brands

…programmes, and the public. The identity system anticipated the fragmented, user-generated media landscape of the 2010s in a way that now looks prescient. At the time, it simply looked…

Side-by-side comparison of Tropicana's original orange-with-straw packaging and the 2009 minimalist redesign that triggered a consumer revolt

article

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

…consumer response was vocal in a way that surprised even PepsiCo. Letters, emails, and early social media posts flooded in: not from design critics or industry commentators, but from ordinary…

Jaguar Type 00 concept in French Ultramarine seen from the rear three quarter

article

Jaguar's Identity Reset: Bold Reinvention or Brand Erosion?

…not a single car. The reaction was immediate, enormous, and almost uniformly hostile. Social media posts dissecting the rebrand accumulated hundreds of millions of views within days…

ranking

Rebrand Before & After: 15 Identity Refreshes Analyzed

…refresh was criticized for risking the brand's playful equity against a more corporate posture. Two years post-Intuit acquisition, Freddie the mascot and the cream-yellow palette remain…

A Copenhagen street scene with colorful townhouses, minimalist signage, a designer bike, and a Scandinavian storefront under soft overcast Nordic light

article

How Copenhagen Became the World's Most Design-Literate City

…everyone, including drivers. Pedestrians, cyclists, and public life created economic and social value that car infrastructure destroyed. Copenhagen, to its credit, listened. The pedestrianization…