

A Change of Brand
Blake Howard
A Change of Brand, produced by Matchstic, is a podcast about the world’s most loved consumer companies and their rebrand glory, drama, or disaster. In this series we will go deeper than color palettes and typography, talking with brand leaders and agency creatives to retell the story behind the change. Getting into the nitty-gritty, we learn about their leading-edge work, creative process, and approach to change management. Regardless of fame or fail, our mission is to tell these stories to educate and inspire others facing a change of brand.
Episodes
Mentioned books

Oct 7, 2025 • 48min
Inside the Studio: Smith & Diction
Is it possible to build a successful agency by giving away your process? In this bonus episode, we go inside the Philadelphia-based studio Smith & Diction with co-founders Chara and Mike Smith. Known for breaking agency norms, they’ve built a reputation by sharing their process and work-in-progress design files publicly. Is sharing their secret sauce… actually their secret sauce? Learn more as we dive inside the studio.To see more of their work, 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 Sara Pepper.Link to Future London Academy: bit.ly/FutureMBA

Sep 9, 2025 • 1h 7min
Amazon with Arthur Foliard
Amazon is the world’s largest online retailer, home to a vast catalogue of categories and sub-brands. But as the company expanded, its brand architecture became increasingly fragmented. To bring clarity and cohesion, Amazon turned to Koto. Executive Creative Director Arthur Foliard shares how he and his team rebranded 50 sub-brands across 15 global markets—touching everything from visual identity systems to the Amazon logo 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, produced by Brianna Belcher, and artwork by Stephanie Kim and Michael Martino.

4 snips
Sep 2, 2025 • 1h 6min
Walmart with Tosh Hall and David Hartman
In this engaging discussion, David Hartman, VP of Creative for Walmart, and Tosh Hall, Chief Creative Officer at JKR, dive into Walmart's strategic brand transformation. They highlight the nuanced differences between rebranding and refreshing a brand, tackling challenges in modern consumer connection. The duo showcases the importance of authenticity in design, shares insights on their collaborative creative process, and reflects on implementing a new logo after two decades. They also explore innovative signage to enhance the shopping experience across thousands of stores.

Aug 26, 2025 • 47min
Utah Mammoth with Ben Barnes
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.

Aug 19, 2025 • 56min
Jaguar with Laura Ries and James Morris
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.

Aug 12, 2025 • 46min
Manischewitz with Lisa Smith
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/

Aug 5, 2025 • 48min
Branding in the Age of AI with Teemu Suviala
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!

Jul 29, 2025 • 34min
Herman Miller with Garrett Corcoran
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.

Jul 22, 2025 • 48min
Humane World for Animals with Bethany Lesko
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.

Jul 15, 2025 • 59min
New York City FC with Milo Kowalski and Justin Au
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!