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Articles & work — 30 of 39

…consistency by repetition. Rules produce consistency by logic. Templates break when your business changes. Rules adapt. The best brand systems today look more like code than graphic design…

…Think Agency's rebrand does well is ground the motion in a structural argument about their business, from mobile-only to digital-native, rather than treating motion as decoration. Credits…

A brand built on silence just opened on one of London's busiest streets. Six Senses launched in 1995 as a barefoot-on-the-beach hospitality concept. Remote…

…existing identity. When Brand Coherence Does the Work Patagonia has been saying 'we're in business to save our home planet' for decades. The ownership transfer was not a pivot - it was…

…does the agency deliver a system or an artifact, and (b) does the agency understand your business's failure modes. Price correlates loosely with quality above a floor, poorly above a…

…articulates a color palette, typographic system and visual elements that reinforce the business model while clearly organizing and communicating the breadth of the product portfolio…

…total room nights across the portfolio. The club is not a marketing channel. It is the business model. Aman is expanding to Beverly Hills, adding a members' club alongside the hotel…

…watch. Altus Hospitality pivoted the Club Quarters brand (known for functional, efficient business hotels) into a lifestyle concept with openings in Covent Garden and Times Square. The…

…each bring a different set of constraints. Legacy titles pushing forward 1. Bloomberg Businessweek Richard Turley's multi-year art direction broke the reader's expectation that financial…

…mentions speed. The product, a project tracker for software teams, is the fastest piece of business software most developers have used since the command line. And the brand system exists…

…not. This matters because brand polish is itself a trust signal. For a platform whose business model is "we hold less data and let you leave easily," the visual argument for legitimacy…

…raw material is better. It attracts international clients. A foundry is a global export business. A brand designer in Milan commissioning a wordmark will often reach for a Portuguese…

…pronounceable, and visually interesting when set in type. "Linear" works. "International Business Machines" does not, which is, of course, why it became IBM. The anti-logo movement is…

…decisions in the identity itself. Strategic fit (10 pts): how well the identity serves the business problem it was commissioned to solve. Cultural relevance (10 pts): whether the identity…

…studied and imitated in the technology industry. A payments infrastructure company, a business that literally processes transactions between other companies, has no obvious reason to…

…use two or three, not all five. The best examples in 2026 pair motion with a structural business argument (evolution, scale, technology differentiation). Decorative motion dates within…

…rarely-acknowledged truth that a rebrand can be correct and still fail if the underlying business product doesn't catch up in time. 24. Air France Distinguishing move: Typographic modernization…

…--- A rebrand is a visible symptom of an invisible decision. What changed about the business? Who's the new customer? What did the old identity stop saying? The fifteen refreshes…

…systems aren't static; they're parametric, capable of expressing a brand differently on a business card and a building façade while maintaining a structural logic that makes both recognisably…

…brand identity in the 2020s, each chosen because it did more than appear on a website or a business card. These typefaces became cultural signals. They told you, before you read a single…

…now. Home and hospitality is converging quickly. Rustico's brand system (letterpress business cards on a single paper stock, matte-finished menu paper, hand-stamped bag tags) is a…

…increasingly placing brand leadership at the table where decisions about the future of the business are made. The chief brand officer role, whether it carries that exact title or not, has…

Brands — 1

Patagonia

We're in business to save our home planet.