A Change of Brand

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 / @matchstichouse), 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 / @matchstichouse), 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 / @matchstichouse), 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.

In this engaging discussion, Nils Leonard, Co-Founder of Uncommon Creative Studio, shares insights from his role in rebranding EA Sports’ beloved FIFA series as EA Sports FC. He highlights the challenges of distancing the brand from FIFA while respecting its 30-year legacy. Leonard discusses the innovative new logo, dynamic visuals, and how they ensured authenticity and excitement in their marketing approach. The conversation also touches on the collaborative creative process that led to a successful launch that connected with millions of players.

Twitter’s overnight transformation into X is still a mystery. What would cause a brand to take such extreme measures as to shed its identity completely? And what lessons, if any, can we take from this massive Change of Brand? Co-hosts Blake Howard and Tracy Clark go head to head in our first ever Debate of Brand®. Also, industry experts Armin Vit, editor and writer behind Brand New, and Jason Cieslak, President at Siegel+Gale, weigh in on the controversial rebrand. To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Created by Matchstic (matchstic.com / @matchstichouse), 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.

With their rising success and a cult-like following, Reddit had ambitions of enhancing their global presence. But would the desire for change push too far for fans? And would their beloved mascot, Snoo, become a casualty? Natasha Jen, Partner at Pentagram, demonstrates how it’s possible for a quirky brand to grow up while still keeping its charm.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Created by Matchstic (matchstic.com / @matchstichouse), 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.