The Duolingo rebrand is a case study in what happens when a brand finally stops fighting its own identity. Rather than pivoting away from the chaotic, meme-literate personality it had built on social media, Duolingo leaned into it, formalising the irreverence into a visual and tonal system that now runs consistently from app to billboard….
Persuasive design is the practice of structuring visual and interactive experiences to guide people toward specific decisions, without changing what you say, only how you present it. It works because human decision-making is not purely rational. People respond to layout, contrast, sequence, and spatial relationships in ways they rarely notice and almost never question. Done…
Hugh MacLeod is a cartoonist, author, and creative thinker best known for his book Ignore Everybody and the blog gapingvoid, where he spent years drawing small, sharp cartoons on the backs of business cards. His core argument is simple: the more original your idea, the less support you will get for it early on. That…
Customer experience redesign consulting helps enterprise brands identify where the gap between intended experience and actual customer behaviour is costing them revenue. At its core, the work is diagnostic: mapping what customers actually do, not what internal stakeholders assume they do, and then rebuilding the commercial logic around that reality. For large organisations, this is…
A small number of platforms now claim to unify planning, media execution, creative production, and analytics inside a single environment. Whether that claim holds up in practice depends entirely on what you mean by unified, and most vendors mean something far more modest than the word implies. This article maps the companies making that claim,…
A design partner strategy is a structured approach to working with a select group of early customers or stakeholders to shape a product, service, or go-to-market motion before it reaches the broader market. Done well, it compresses the feedback loop between what you build and what the market actually wants, and it converts early adopters…
Branding creative strategy is the connective tissue between what a brand stands for and what it actually puts into the world. Get it right, and every piece of creative, from a billboard to a product page, feels like it came from the same place. Get it wrong, and you end up with executions that look…
Brand focus means deliberately narrowing what your brand stands for so it stands for something real. Not a tagline exercise. Not a brand refresh. A hard commercial decision about which customers you serve, which problems you solve, and which opportunities you walk away from. Most brands don’t lack creativity or budget. They lack the discipline…
A Chief Creative Officer is the executive responsible for the creative vision, output, and standards of an organisation’s marketing and brand communications. The role sits at the intersection of commercial strategy and creative execution, and when it works, it makes everything else in the go-to-market function sharper, faster, and more coherent. When it doesn’t work,…
IPG’s AI strategy is one of the more coherent plays to emerge from the holding company world. Rather than announcing a single AI product and calling it a transformation, IPG has been building AI into its media planning infrastructure, creative production workflows, and data capabilities in a way that reflects how agencies actually operate at…
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