A Change of Brand

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 @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.

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 @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.

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 @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.

F1

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 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 @achangeofbrand.

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 Jeffries, 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 @achangeofbrand.

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.