Rebrands
Here i discuss rebrands in the industry — anything from domain name changes to full brand refreshes.
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Brand is a system, Cadillac finally has one
Cadillac needed to rethink what it meant to be Cadillac in the first place. A brand that once stood for status, innovation and American optimism had watched the world move past its most iconic cues. Chrome and tailfins weren’t going to carry them into an all-electric future, and their next generation of drivers wasn’t looking…
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For the next generation of travelers, TripAdvisor
Founded in 2000, Tripadvisor was born from a simple idea that the best travel advice doesn’t come from guidebooks or glossy brochures, but from people who’ve actually been there. For over two decades, travelers have used TripAdvisor to share their honest opinions, posting over 830M contributions and helping more than 460M people each month navigate…
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Creating AGI that benefits humanity, OpenAI
When OpenAI first burst onto the scene as a non-profit research lab, their identity felt almost incidental, a collection of scattered fonts, mismatched icons and a logo that hinted at promise without fully articulating it. As the team behind ChatGPT watched usage surge from a modest experiment to nearly 800M WAU (122.6M DAU), it became…
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Experiences for every kind of person, Eventbrite
In 2020 we all felt it, too many screens, too much swiping and not enough presence. While tech helped us survive lockdown, it couldn’t replace the feeling of being there. Eventbrite recognized this faster than most brands. As the world slipped deeper into digital dependence, they doubled down on the thing their platform was always…
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Fintech for the fun-loving, CashApp
Brands like Coinbase, Wealthsimple and Venmo have already shown that money doesn’t have to be boring. Buck and Cash App push that even further, reminding us that finance can be colorful, quirky and loaded with attitude.
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New kid on the block, Lego
Lego has never been just a toy. They are a cultural icon, a platform for creativity and a masterclass in brand longevity. In their latest evolution, the Lego Group refined their brand identity to reinforce their core philosophy of creativity and play while updating their design system for a more cohesive, connected, and immersive experience…
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Making global commerce feel local, eBay Evo
eBay is an ecosystem where people connect over shared passions, discover unique finds and build thriving businesses. But as commerce evolves, so must the experience that powers it. Enter eBay Evo, a bold, modern and scalable brand design system designed to create a more intuitive, accessible and seamless eBay for everyone. Developed entirely in-house over…
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Creating the most exciting sport on earth, MotoGP
MotoGP has introduced an all-new brand identity, in collaboration with visionary design studio Pentagram. Unveiled by MotoGP Promoter and Rights Holder Dorna, the challenge was to present MotoGP as “the most exciting sport on earth” and to transform the world’s greatest motorcycle event into a digital-first global entertainment brand.
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Uber’s 2018 refresh was way ahead of it’s time
It’s 2018, and Uber is preparing for their IPO the following year. Things are changing, and changing fast. Uber had a new CEO, new senior leadership, and were now operating in 650+ cities globally, with a wildly diverse fleet of vehicles ranging from cars to bikes to tuk-tuks — even helicopters and “flying cars”.
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Kleenex celebrates 100 Years with a fresh brand identity
To celebrate their 100th anniversary, Kleenex introduced a refreshed brand identity in collaboration with Turner Duckworth. Developed with their parent company, Kimberly-Clark, the new global visual identity draws inspiration from “a mean case of the sniffles”.