Harlow: Time for a Change

Harlow: Time for a Change

As more towns and cities are rethinking what they mean to residents and outsiders we look at how to rebrand successfully. Brands used to be solid, reliable things; they were consistent. However, as brand names have become signifiers of so much more than the products...
Flex appeal

Flex appeal

Diversification is vital to ensure that brands continue to connect with today’s customer. We look at how brands are branching out to survive. Brands certainly don’t have it easy these days. It isn’t enough to just be a name on some packaging. They have to be relevant,...
How to win fans and influence people

How to win fans and influence people

Team GB is a brand that galvanises a whole nation in support every two years. Its ongoing challenge, therefore, is how to remain relevant in between the big competition moments. Fan engagement manager Stuart Cope outlines Team GB’s five-step strategy which – as...
Ringtones

Ringtones

What’s in a logo? With the Rio Olympics only days away, and memories of London 2012’s pink “street art” badge still smarting, MW Studio recalls the five Games whose graphic designers captured the era and set the tone the best. As with the Rio Olympics’ swirling...
Gucci’s new direction

Gucci’s new direction

Under Alessandro Michele, Gucci has ditched the sex and embraced the sensual. It’s even got Florence Welch on board as an ambassador. Laura McCreddie finds out how the two got together Gucci is synonymous with sex. Under the tenure of Tom Ford, and then Frida...