A Change of Brand

As one of the largest technology companies in the world, Google’s influence has no limits. Their 2015 rebrand launch was a massive, carefully detailed effort to orchestrate a rollout of over 10,000 branded assets with the flip of a switch. In this week’s episode, we catch a glimpse of the behind-the-scenes muscle for this mighty change as we talk to Jonathan Lee, one of the in-house designers leading the effort. To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Produced by Matchstic, matchstic.com / @matchstichouse (Instagram)Hosted by Blake Howard, @blakehoward (Instagram) Co-hosted by Sarah Gail Hughes Edited by Matt Owen 

Loom is a video messaging service that makes collaboration happen when in-person interactions are hard to come by. The company's 2020 rebrand is notable for being one of the most transparent processes ever, with an updated identity for all the world to see, literally. For more on this change of brand, we got the inside story from Stewart Scott-Curran, senior director of brand at Loom. To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Produced by Matchstic, matchstic.com / @matchstichouse (Instagram)Hosted by Blake Howard, @blakehoward (Instagram) Co-hosted by Sarah Gail Hughes Edited by Matt Owen 

As an organization dedicated to fighting the good fight for the people, the American Civil Liberties Union had for decades presented an image of restraint, unity, and Lady Liberty. In 2017, the nonpartisan nonprofit org shook things up with a change of brand that's brighter, bolder, and decidedly riskier. Open, a firm out of NYC, took the lead in designing the new look, and creative lead Martha Kang McGill drops by to detail what went on behind the scenes. To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Produced by Matchstic, matchstic.com / @matchstichouse (Instagram)Hosted by Blake Howard, @blakehoward (Instagram) Co-hosted by Sarah Gail Hughes Edited by Matt Owen 

In the wild, wild west of the internet in the late 90’s and early 00’s, domain registration and hosting company GoDaddy made a name for itself as a plucky maverick. The company’s racy ads and irreverent humor might be memorable to some, but what happens when a brand matures beyond frat humor? In January 2020, GoDaddy launched a rebrand to shed it’s cheeky image and refine itself in order to reach a new focused audience. We chat with Chris Rushing, GoDaddy’s Brand Creative Director, who was heavily involved in the change of brand in partnership with agencies Lippincott and Koto.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Produced by Matchstic, matchstic.com / @matchstichouse (Instagram) Hosted by Blake Howard, @blakehoward (Instagram) Co-hosted by Sarah Gail Hughes Edited by Matt Owen 

How do you evolve a 100-year-old brand that has become unbelievably iconic? In this week's episode, we get a look behind the big screen curtain with Emily Oberman of Pentagram as she retells the story of rebranding one of the big five major film studios.  To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Produced by Matchstic, matchstic.com / @matchstichouse (Instagram) Hosted by Blake Howard, @blakehoward (Instagram) Co-hosted by Sarah Gail Hughes Edited by Matt Owen 

In 2017, Dropbox turned heads with a change of brand that some would call creative, others chaotic. The file management platform's rebrand came complete with clashing colors, abstracted illustrations, and wide-ranging typography. But did this rebrand fling Dropbox too far outside of the box? Collin Whitehead, Dropbox's Director of Central Design, drops in to discuss a new identity made for designers, by designers. To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Produced by Matchstic, matchstic.com / @matchstichouse (instagram)Hosted by Blake Howard, @blakehoward (instagram)Co-hosted by Sarah Gail HughesEdited by Matt Owen 

What's in a name, or a donut? In 2018, Dunkin' Donuts riled up Bostonians and traditionalists nationwide with a name change and rebrand that shifted focus from its signature breakfast staple. Tosh Hall, the Global Chief Creative Officer at Jones Knowles Ritchie, sheds light on how the firm navigated the tension and intense interest in Dunkin's change of brand.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Produced by Matchstic, matchstic.com / @matchstichouse (instagram)Hosted by Blake Howard, @blakehoward (instagram)Co-hosted by Sarah Gail HughesEdited by Matt Owen 

Rebranding is always a ballsy move, and some would argue Airbnb took the challenge quite literally when it revealed its refreshed look in 2014.  Jowey Roden, one of the designers on the project and now Executive Creative Director of Koto, gives us an inside scoop into the process that set off an unintentional flurry of snickers, winks, and innuendos. To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand. Produced by Matchstic, matchstic.com / @matchstichouse (instagram)Hosted by Blake Howard, @blakehoward (instagram)Co-hosted by Sarah Gail HughesEdited by Matt Owen 

Mailchimp’s 2018 rebrand, led by Collins, made headlines for brave and bold choices. In this debut episode, we interview Mailchimp’s VP of Brand Mark DiCristina to get the inside scoop on this change of brand. We cover everything from how a new look shifted the tech darling’s perception as an email-only platform, to other design concepts Mailchimp considered along the way.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand. Produced by Matchstic, matchstic.com / @matchstichouse (instagram) Hosted by Blake Howard, @blakehoward (instagram)Co-hosted by Sarah Gail HughesEdited by Matt Owen 

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.In Season 1, we will have first-hand accounts from major brands who have undergone headline-grabbing revamps over the past few years, including stories from Mailchimp, AirBNB, Dunkin’, Dropbox, GoDaddy, Warner Brothers and more. Be sure to subscribe and listen wherever you get podcasts. Hosted by Blake Howard, @blakehoward (Instagram)Co-hosted by Sarah Gail HughesEdited by Matt Owen