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.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Created by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and scored by ATAM Audio, produced by Brianna Belcher, and artwork by Stephanie Kim and Michael Martino.

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.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @aachangeofbrand.Created by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and scored by ATAM Audio, produced by Brianna Belcher, and artwork by Stephanie Kim and Michael Martino.

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.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Created by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and scored by ATAM Audio, brief-in by Dee Boyle, produced by Brianna Belcher, and artwork by Stephanie Kim and Michael Martino.“Sergio's Magic Dustbin" Kevin MacLeod (incompetech.com)Licensed under Creative Commons: By Attribution 4.0 Licensehttp://creativecommons.org/licenses/by/4.0/ 

Teemu Suviala, the Global Chief Creative Officer at Landor, brings a wealth of experience from his journey as a cartoonist to branding titan. He dives into the intricate dance between AI and the branding world, exploring how AI can enhance creativity without overshadowing the human touch. Suviala shares insights on the balance of innovation and emotional connection in design, the challenges of integrating AI thoughtfully, and the need for transparency to build trust in brand relationships. Can AI really flip the script in branding? Tune in to find out!

Garrett Corcoran, Design Director at Order, has led the rebranding of the iconic Herman Miller after 25 years. He discusses the thoughtful evolution of the brand, blending its mid-century legacy with modern updates. The conversation highlights the importance of subtle design refinements and the psychology behind presenting brand identities. Garrett also shares insights on balancing client comfort with bold design concepts and the collaborative journey of respecting tradition while innovating for the future.

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 change.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Created by Matchstic (matchstic.com / @matchstic), hosted by Tracy Clark, co-hosted by Blake Howard (@blakehoward), edited and scored by ATAM Audio, produced by Brianna Belcher, and artwork by Stephanie Kim and Michael Martino.

Milo Kowalski, Creative Director at New York City FC, and Justin Au, Creative Director at Gretel, dive into the exciting journey of rebranding the club for its 10th anniversary. They discuss the significance of fan engagement in shaping soccer identity and share the challenges of resonating with New York's passionate supporters. The duo reveals the process behind creating a custom typeface that embodies the city’s essence, highlighting the delicate balance between tradition and innovation. Expect an exhilarating transformation set to unveil in the 2024 season!

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.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Created by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and scored by ATAM Audio, brief-in by Dee Boyle, produced by Brianna Belcher, and artwork by Stephanie Kim and Michael Martino.

Carissa Justice, Founder of The Subtext, joins to explore the fascinating realm of brand writing. They dive into the standout and lackluster campaigns of 2024, spotlighting Nike's bold Olympics effort and Tubi's vibrant rebranding. The conversation also reveals the critical balance between design and copy, stress-testing the importance of intention behind criticism. Carissa emphasizes strategic messaging and unique storytelling, critiquing brands like Matheson Food Company and Bose, ultimately championing effective communication in crafting memorable brand identities.

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 centers executed a rebrand 10+ years in the making.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Created by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and scored by ATAM Audio, brief-in by Dee Boyle, fact-checked and coordinated by Jill Jeffries, produced by Brianna Belcher, and artwork by Stephanie Kim.