A Change of Brand

We're stepping into the overlooked and underappreciated world of verbals to reflect on the best (and worst) brand writing of 2024. From one-off campaigns to full verbal identities, which brands made this year's naughty and nice lists? To weigh in on the good, the bad, and the missed opportunities is Carissa Justice, Founder of The Subtext, an online destination by and for writers, amplifying unique voices and fresh perspectives.To see more of the brands discussed today, visit achangeofbrand.com or follow us on Instagram @changeofbrand. Check out thesubtext.online (here) for exciting and inspiring copywriting in branding and beyond.Created by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard (@blakehoward), edited and scored by ATAM Audio, fact-checked and coordinated by Jill Jeffries, produced by Brianna Belcher, and artwork by Stephanie Kim.

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.

When EA Sports and FIFA parted ways in 2023, there was just one minor problem: the popular soccer video game's brand was entirely wrapped up in the FIFA name. Nils Leonard, Co-Founder of Uncommon Creative Studio, shares how he and his team approached creating a FIFA-less brand that honored the video game's 30-year legacy while positioning the brand to thrive for another 30 years and beyond. But would the new brand play well under pressure?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.

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.

The cannabis industry is basically the Wild West. In an emerging market, how do you execute a rebrand for a dispensary while juggling state-by-state regulations and varied public perception? Gavin Hurrell, Creative Director at Turner Duckworth, shares how he and his team approached their work for RISE, a growing retail dispensary leading the movement to democratize cannabis.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 2023, we saw Eddie Bauer and Johnson & Johnson retire their widely recognizable script logo for a basic sans serif type, causing a sweep of panic in the design community. Are all script logos doomed? To find out whether this is an actual trend, we consulted type experts James Bowie, Fast Company contributor and sociologist at Northern Arizona University who studies trends in logo design and branding, as well as James Edmondson, Type Designer and Founder of OH no Type Co.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @changeofbrand.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.

You thought your clients were tough? Try having a branch of the military as a client. To combat their brand and recruitment challenges, the U.S. Army enlisted the help of Siegel+Gale, a partner within Team DDB. Matt Egan, Managing Director, Strategy and Jason Miller, Creative Director at Siegel+Gale, share how they handled an intimidating room full of generals to deliver the Army's 2023 rebrand.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @changeofbrand.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.

LG is an electronics giant with one of the most instantly recognizable logos. But with decades of brand equity in their smiling icon and “Life's Good” tagline, how do you signal a shift in the marketplace without throwing away everything you've built? David Stevens, Executive Strategy Director and Tom Carey, Senior Creative Director at Wolff Olins share how they approached bringing “the face of the future” into the future.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @changeofbrand.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.

Once F1 was acquired by a mass media company in 2017, they faced a crossroads that many legacy brands face: How can they honor their storied past while attracting a new, more global audience? In our most requested episode yet, we're zooming in on verbal identity with Mike Reed, Co-Founder and Executive Creative Director of Reed Words, in the driver's seat.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @changeofbrand.Created by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and scored by ATAM Audio, fact-checked and coordinated by Jill Jeffires, produced by Brianna Belcher, and artwork by Stephanie Kim.

After Glassdoor's acquisition of Fishbowl in 2023, they enlisted the help of Deanna German, Creative Director at Koto, and her team to reposition them as more than just a workplace insight platform, but a place for community conversation. The catch: Glassdoor requested an open design process, meaning Koto would share design concepts with the public early and often. How can you have such a wide range of feedback and still move forward with work you believe in? This episode may be about transparency, but you're just going to have to listen for yourself to get the full story.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @changeofbrand.Created by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and scored by ATAM Audio, fact-checked and coordinated by Jill Jeffires, produced by Brianna Belcher, and artwork by Stephanie Kim.

As a highly successful and ever-expanding company, the Minecraft brand began spawning major inconsistencies as it was built over time; brick by brick. But in 2022, they released a brand update that tidied up the logo system and individual identities for their ever-growing amount of sub-brands, extensions, and products. Harry Elonen, Senior Brand Manager for Minecraft at Mojang Studios, shares how he and his team regained control by refining the master design system.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @changeofbrand.Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and scored by Landon Oseitutu, fact-checked by Jill Jeffries, written in part and produced by Brianna Belcher, and artwork by Rachel Jackson.

Despite being known as a B2C telecom giant turned dying star, Nokia's focus has been on developing B2B network technology for the past decade. For Nokia's first major rebrand in 45 years, it was crucial to be seen as the digital innovator they are, not the mobile phone company they were. In this episode, we talk to Lee Coomber, Creative Director at Lippincott, to learn how his design team righted the misperceptions of an enterprise legacy brand.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @changeofbrand.Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard, co-hosted by Tracy Clark, edited and scored by Landon Oseitutu, fact-checked by Jill Jeffries, written in part and produced by Brianna Belcher, and artwork by Rachel Jackson.

Bolt, an online check-out platform, debuted its first brand refresh in 2023 and ended up sparking a larger conversation around originality. Are the logos being designed today really that new, or just an echo of something that has come before them? Arthur Foliard, Creative Director at Koto, shares with us how his team approached the risk of pursuing such a strong and simple idea, as well as the criticism after the fact.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @changeofbrand.Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and scored by Landon Oseitutu, fact-checked by Jill Jeffries, written in part and produced by Brianna Belcher, and artwork by Rachel Jackson.Link to Everything is a Remix (documentary mentioned in episode)

Despite being associated with cherished childhood memories, Baskin-Robbins began to feel frozen in time. Domestically the brand felt dated, but in international markets the line was out the door. Baskin-Robbins needed to create a signature that was strong enough to be global while domestically rebuilding the brand at a core level. But there was confusion around the timing - didn't they just debut a brand refresh a few months prior? We get the inside scoop on the 2022 rebrand from Ryan Brazelton, Chief Creative Officer at ChangeUp.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @changeofbrand.Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and scored by Landon Oseitutu, fact-checked by Jill Jeffries, written in part and produced by Brianna Belcher, and artwork by Rachel Jackson.

A name change is one of the most extreme versions of change for a brand. So when travel company Scott's Cheap Flights decided to depart from the founder's namesake, people questioned why such a successful brand would bother with a name change at all. The 2022 rebrand was led by DesignStudio, and we're lucky enough to have Eric Ng, Executive Creative Director, and Andie Wexler, Senior Brand Strategist and Writer, as our tour guides for this deep dive into the project.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @changeofbrand.Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and scored by Landon Oseitutu, fact-checked by Jill Jeffries, written in part and produced by Brianna Belcher, and artwork by Rachel Jackson.

Florence(Not so) lovingly referred to as the Florence Fiasco, the city of Florence, Alabama's 2022 rebrand often tops the list for the worst logo launch in recent history. But it's not just the logo that caused an uproar - the entire rebrand process became a local scandal full of lies, cover-ups and finger-pointing from city officials. Florence-native B.T. Harman, content strategist and creative guru, provides insight into the rebrand disaster and why it went so far south.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @changeofbrand.Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and scored by Landon Oseitutu, fact-checked by Jill Jeffries, written in part and produced by Brianna Belcher, and artwork by Rachel Jackson.

Around 2020, Visa wanted to reposition their brand for the digital economy and become more purpose driven. However, this story is more about honesty and how direct an agency can be with a client. Rob Duncan, Partner and Creative Director at Mucho, shares that there is a right balance between being a straight shooter and choosing your battles for the sake of creating the best work possible.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @changeofbrand.Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and scored by Landon Oseitutu, fact-checked by Jill Jeffries, written in part and produced by Brianna Belcher, and artwork by Rachel Jackson.

Despite the success of selling over one million boxes of macaroni and cheese, Kraft wanted to position their signature pasta dish as a timeless comfort food for all people while creating a more contemporary look. In this episode, we catch up with Terry Sieting, Senior Designer at JKR to get the inside scoop on the Kraft Mac and Cheese 2022 packaging and brand identity refresh. To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @changeofbrand.Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and scored by Landon Oseitutu, fact-checked by Jill Jeffries, written in part and produced by Brianna Belcher, and artwork by Rachel Jackson. 

Brands don't exist in a vacuum. Sometimes world events change the way the world will look at your brand. And a change is needed. As bay-area tech startup Zapier prepared to launch its brand refresh, a new symbol making headlines would create a moral dilemma. Michael Jeter, former Creative Director at Zapier, shares with us how they navigated the decision to scrap months of work and move forward with a new vision.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @changeofbrand.Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited by Landon Oseitutu, fact-checked by Jill Jeffries, written in part and produced by Brianna Belcher, and artwork by Rachel Jackson.

We're kicking off Season 4 with a closer look at Instacart, which has been the leader in grocery delivery services since its early start-up days. But after about 10 years in the market, their brand was feeling a bit stale. Or wilted. In 2022, they started to dangle a new logo and look and feel for customers to get excited about. But the path to get there wasn't easy. In this episode, we go behind the scenes with Kevin Byrd, Executive Creative Director for Instacart and Daniel Renda, Senior Creative Director at Wolff Olins to find out whether they bit off more than they could chew. To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @changeofbrand. Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited by Landon Oseitutu, fact-checked by Jill Jeffries, written in part and produced by Brianna Belcher, and artwork by Rachel Jackson.

Name changes are possibly one of the hardest things a brand can endure. With over a million trademarks filed annually with the United States Patent and Trademark office, but only 170,000 English words in common use today, names are only going to get more creative - for better or worse. In this bonus episode, host Blake Howard and naming guru Rob Meyerson discuss some of the biggest brand naming wins and fails, as well as provide insight into the nebulous process of naming a brand.For more on Rob Meyerson and his book Brand Naming, visit: https://robmeyerson.com/ and https://robmeyerson.com/book To learn more about the brands discussed today, visit: achangeofbrand.comProduced by Matchstic (matchstic.com/@matchstichouse), hosted by Blake Howard, edited by Gabe Kitzman, and artwork by Rachel Jackson.

There aren't many automotive brands mightier than Bugatti. So when the manufacturer of multi-million dollar supercars handed the keys to the brand over to Head of Strategy Linda Marquardt, Associate Creative Director Juan Barrios, and their team at Interbrand, it was a big moment. In this episode, A Change of Brand uncovers what it's like to rebrand the incomparable and pitch a product most people don't expect they'll ever be able to afford.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, edited by Gabe Kitzman, fact-checked by Jill Jeffries, co-written by Cam Leberecht, and artwork by Rachel Jackson.

Sprite is one of the world's most popular soft drinks, with a style you can spot a mile away. But despite its signature look, the refreshing soda needed to find a way to stay fresh with a young new audience. In this episode, we go behind the scenes with Chris Garvey, Executive Creative Director at Turner Duckworth to see how they did it…and to hear firsthand what it's like to catch your white whale.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, edited by Gabe Kitzman, fact-checked by Jill Jeffries, co-written by Cam Leberecht, and artwork by Rachel Jackson.

M&Ms has a lot going for it — cute, memorable characters, a wide range of flavors, not to mention a storied brand over 80 years strong. But how could Mars Inc. expand the candy brand's identity beyond its sweet core elements? Kristie Malivindi, design director at Jones, Knowles, Ritchie, catches up with A Change of Brand to recount how JKR navigated stakeholder apprehension to create a full-fledged, flexible system that's not short on fun.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, edited by Gabe Kitzman, fact-checked by Jill Jeffries, co-written by Pamela Henman, and artwork by Rachel Jackson.

Retooling an American institution is no easy task — just ask Bogdan Geana, partner at Lippincott. On the heels of a milestone 50th anniversary, Public Broadcasting Service tapped the Lippincott team to create a refreshing evolution for the PBS identity, from brand voice to ensuring its signature blue didn't come off as politically biased. To top it off, the updated look had to appeal to all 300-plus network affiliates across the nation. No sweat, right? We go behind the scenes and dig into the heavy lifting that went into this iconic 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), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, edited by Gabe Kitzman, fact-checked by Jill Jeffries, co-written by Pamela Henman, and artwork by Rachel Jackson.

For decades, some of America's most beloved sports teams played with imagery trading on outdated, offensive racial stereotypes. It wasn't until very recently — with the public calling foul and sponsors pulling their support —  that some sports brands relented and rebranded. In this episode of A Change of Brand, we dive into the murky waters of controversial sports branding with designer and creative director Jon Contino. To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, edited by Gabe Kitzman, fact-checked by Jill Jeffries, co-written by Pamela Henman, and artwork by Rachel Jackson.

Everyone loves a comeback story, especially in sports. The US Open is the “big show” for tennis players and spectators alike, its brand is seemingly untouchable. In fact, its identity remained essentially unchanged since 1997. That is until the renowned Chermayeff & Geismar & Haviv served up a new look in 2018. We sat down with partner and designer Sagi Haviv to get the play-by-play on a challenging but triumphant 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), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, edited by Gabe Kitzman, fact-checked by Jill Jeffries, co-written by Pamela Henman, and artwork by Rachel Jackson.

With business booming and its national footprint expanding like wildfire, CVS seemingly had it all. But the pharmacy giant wanted to make a more meaningful impact on the future of health, from removing all tobacco products from its shelves to solidifying its name (switching from CVS Caremark to CVS Health). In this episode, Siegel+Gale co-CEO and Chief Creative Officer Howard Belk explains how his agency helped CVS unify four service brands under one foundational identity, without losing its heart for health and people. To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, edited by Gabe Kitzman, fact-checked by Jill Jeffries, co-written by Pamela Henman, and artwork by Rachel Jackson.

The Olympic Games have come to represent the best of the best — incomparable athletics, state-of-the-art facilities, host cities that pull out all the stops, and of course, outstanding branding. In 2012 London hosted the Summer Games and wanted to capture the world's attention with an identity that would turn the notion of the modern games on its head. Sairah Ashman, global CEO at creative consultancy Wolff Olins shares the firm's design thinking for the brand that would go on to be one of the most talked-about, unforgettably modern Olympic Games emblems. To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, edited by Gabe Kitzman, fact-checked by Jill Jeffries, co-written by Pamela Henman, and artwork by Rachel Jackson.

Although its identity wasn't on the rocks, iconic bourbon brand Maker's Mark needed to better connect with the Millennial crowd. We spoke with Creative Director Jared Britton at branding firm Turner Duckworth, who worked directly with the distillery founder's grandson to refresh a brand that's been untouched since 1958. To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, edited by Gabe Kitzman, fact-checked by Jill Jeffries, co-written by Pamela Henman, and artwork by Rachel Jackson.

From a logo emulating its sleek black cars to an abstract representation of “bits and atoms,” Uber's brand identity has taken a few detours over the years. We catch up with Amanda Munilla, strategy lead at Wolff Olins, to get the inside track on how the global branding agency created the latest and most enduring rebrand for the rideshare company. To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, edited by Gabe Kitzman, fact-checked by Jill Jeffries, co-written by Pamela Henman, and artwork by Rachel Jackson. 

The launch tactics of a rebrand can make or break the success of the change. In this bonus episode, host Blake Howard and Brand New's Armin Vit have a casual nerding-out as they each share their best and worst rebrand launch examples. Brands covered in this episode: London 2012 Olympics by Wolf Ollins  Block 2022 done in-house  MailChimp 2017 by CollinsKia 2021 by Blackspace  Iceland Football Team 2020 by BrandenbergAirBNB 2014 by DesignStudio Staples 2019  Comcast 2012  City of Florence 2022 by Tatum DesignToyoko 2020 Olympics  Gap 2010 by Laird and Partners Best Buy 2018 done inhouse  For more on Armin Vit visit: https://www.underconsideration.com/ or https://www.underconsideration.com/brandnew/To see the changes of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard, (@blakehoward), edited by Gabe Kitzman , and artwork by Rachel Jackson. 

In the final episode of Season 2, we learn how Sweetgreen, a brand raising the bar on fast to-go and good to eat food, found a way to keep it real with a reimagined brand identity. COLLINS Creative Director - now turned Sweetgreen Executive Creative Director, Tom Wilder - and COLLINS Senior Designer, Sanuk Kim, give us the recipe for what led to one of the best new identities to debut in 2021.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, edited by Matt Owen , fact-checked by Jill Jeffries, co-written by Pamela Henman, and artwork by Rachel Jackson. 

Carnegie Hall, the renowned 130-year-old music venue and pride of New York City, conducted a brand refresh in early 2020. All was going seemingly well until the pandemic stole the spotlight and shuttered the Hall's doors for nearly 12 months. Jennifer Kinon, co-founder of Champions Design, gives us a look behind the curtain on their resilient and thoughtful process. To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, edited by Matt Owen , fact-checked by Jill Jefferies, co-written by Pamela Henman, and artwork by Rachel Jackson. 

Just like traveling, the creative process can be an adventure where not every journey is the same. Tripadvisor's 2020 refresh is no exception, and Matt van Leeuwen of Mother Design serves as our tour guide for this Change of Brand that veered off the beaten path. Matt led the work, which had plenty of twists and turns but ultimately resulted in a delightful update to TripAdvisor's dated, 20-year-old brand.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Credits: Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, edited by Matt Owen , fact-checked by Jill Jefferies, co-written by Pamela Henman, and artwork by Maliq Faulks and Rachel Jackson. 

How can a brand go from bargain to beauty? In this episode, Michael Keller of Blackspace, gives us a look under the hood of the recent KIA rebrand and how his work redefined what it means to be an automobile manufacturer of the future.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Credits: Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, edited by Matt Owen , fact-checked by Jill Jefferies, co-written by Pamela Henman, and artwork by Maliq Faulks. 

Today Spindrift is one of the largest independent sparkling water brands, but in 2016 that wasn't so. How did they break away and grow beyond niche specialty stores? Adam Renfree and Adam Nathanson, founders of brand design firm Colony, led the work and share how their packaging redesign helped crack open new opportunities for the beverage brand. To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Credits: Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, edited by Matt Owen , fact-checked by Jill Jefferies, co-written by Pamela Henman, and artwork by Maliq Faulks. 

In 2021, after more than a decade, Pepsi Co and Quaker Oats announced their leading pancake brand, Aunt Jemima, would become Pearl Milling. In this episode we hear from sociologist and professor, Dr. James Bowie,  and naming expert, Mark Speece, to get their opinion on the rebrand and the larger forces at play for renaming a brand based on a racist stereotype. Dr. Bowie's research and writing: www.emblemetric.comTo see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Credits: Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, fact-checked by Jill Jefferies, co-written by Pamela Henman, art work by Rachel Jackson, and edited by Matt Owen 

Dropping a name from your logo is a tall order. In 2011, Starbucks did just that. Some found it too strong while others felt it was just right. Connie Birdsdall, senior partner and Global Creative Director at Lippincott, led the work and gives us an unfiltered account of the strategy, process, and how it all unfolded. To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Credits: Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, fact-checked by Jill Jefferies, co-written by Pamela Henman and edited by Matt Owen 

When Fiverr, one of the world's largest freelance marketplaces, spent more than a fiver on their own rebrand, it raised many eyebrows. James Greenfield of Koto gives us the behind-the-scenes take on the ethics behind the decision to accept the project, the creative process, and how they handled the backlash.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Credits: Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, fact-checked by Jill Jefferies, co-written by Pamela Henman and edited by Matt Owen 

In 2014, Mastercard took a swipe at evolving its iconic red and yellow circles to eventually dropping its name altogether. We dig into the behind-the-scenes creative process, with Michael Bierut of Pentagram, who led the charge to see the work eventually get approved.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Credits: Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, fact-checked by Jill Jefferies, co-written by Pamela Henman and edited by Matt Owen .

Southwest is a much beloved brand, but in 2014 a heart-felt rebrand process caused some turbulence inside the largest domestic air carrier. Rodney Abbot, Senior Partner at Lippincott, lead the process and gives us a first hand account.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Credits: Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, fact-checked by Jill Jefferies, co-written by Pamela Henman and edited by Matt Owen 

Get ready for a new season of A Change of Brand, starting Sept. 21st. –––––We continue to go deeper than color palettes and typography, to unpack first-hand accounts of change stories of much-loved consumer brands. This season we have episodes on classic rebrands, like Starbucks (2011), Southwest (2014), and Mastercard (2016). We've also thrown in the mix a few recent stories, like Fiverr (2020), Pearl Milling (2020), and more! Regardless of fame or fail, our mission is to retell these stories to educate and inspire those facing a change of brand.

Burger King woke everyone out of a food coma when it revealed a delightfully retro rebrand in January 2021. But did the fast food giant make a whopping branding mistake that may not be so obvious? For more on this change of brand, we got the secret sauce from Lisa Smith, Executive Creative Director at Jones Knowles Richie, the creative firm behind BK's rebrand that was two years in the making.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Credits: Produced by Matchstic (matchstic.com / @matchstichouse), hosted by Blake Howard, (@blakehoward), co-hosted by Sarah Gail Hughes, and edited by Matt Owen

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