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Priyanka Chopra Jonas revealed as brand ambassador for Bentley in new campaign
Bentley Motors unveils a new campaign starring Priyanka Chopra Jonas in her debut role as a leading global ambassador for the brand
Apple Marks 50 Years of Thinking Different with Global Celebrations
Apple opened its 50th anniversary with Alicia Keys at Apple Grand Central — the first stop in a month-long global program.
Starbucks Celebrates the Craft of Espresso in New Film by David Gelb
Starbucks launches 'The Magic of Coffee,' a craft espresso film by Chef's Table director David Gelb, debuting March 6, 2026.
New Design for Bottle and Brand Logo
Campari Group unveils Aperol's first bottle and logo redesign in decades: new typeface, retro label, and expanded visual system.
Disney premieres 'Through Time' to open its 2026 brand campaign
Disney opens its 2026 brand campaign with 'Through Time', an emotional spot that follows one family across generations of Disney memories.
Apple TV Retires the Plus Sign and Presents a New Identity
Apple renamed its streaming service from Apple TV+ to Apple TV in November 2025, alongside a new logo built from real glass and a sonic identity by Finneas.
Coca-Cola upgrades its “Holidays Are Coming” campaign with generative AI
Coca-Cola uses generative AI to update its “Holidays Are Coming” campaign, producing festive truck imagery faster and at scale while maintaining its long-standing holiday tradition.
Barbour's Third Aardman Christmas Film Stars Wallace & Gromit
Barbour's 2025 Christmas film with Aardman stars Wallace & Gromit for the first time, alongside a limited Re-Loved jacket run for Oxfam.
Levi's and Barbour launch first joint collection
Levi's and Barbour release their first joint collection, blending denim heritage with waxed cotton craftsmanship from 30 October 2025.
Apple’s “Design is how it works” campaign: reinforcing simplicity as a brand philosophy
Apple’s “Design is how it works” campaign continues the company’s long tradition of positioning design not as decoration, but as a core functional principle. The campaign revisits one of Apple’s most enduring ideas, originally associated with Steve Jobs: that effective design is defined less by appearance and more by how seamlessly a product behaves in real-world use.
Tesla’s Master Plan Part 4: from sustainable energy to “sustainable abundance”
With Master Plan Part 4, Tesla introduces its most ambitious—and most abstract—vision to date. While earlier plans focused on scaling electric vehicles and clean energy, this new chapter expands the mission toward what the company calls “sustainable abundance.”
Adobe Quietly Overhauls Its Identity with Mother Design
Adobe's 2025 refresh by Mother Design introduces a new logotype rooted in the 1982 original, the Adobe Lens graphic device, and a brighter signature red.
Mercedes-Benz Returns to a Flat, Monochrome Star
Mercedes-Benz has quietly reintroduced its flat, monochrome star for brand communications, dropping the three-dimensional metallic version used since 2010.
Coca-Cola refreshes Share a Coke to engage Gen Z through personalised and digital experiences
Coca-Cola refreshes the “Share a Coke” campaign to engage Gen Z by combining personalised packaging with digital experiences, interactive tools, and social sharing features that deepen consumer connection.
Aperol Spritz Enters the Ready-to-Serve Market
Aperol extends into ready-to-serve cocktails with a pre-mixed Spritz in 200ml bottles.
Walmart's Biggest Brand Update in Nearly Two Decades
Walmart's first major rebrand since 2008 — JKR redraws the wordmark, brightens the blue, and refreshes the spark.
Amazon Expands Smile Arrow and introduces new Typeface
Amazon completed a gradual visual rebrand beginning spring 2024, introducing a thicker Smile Arrow and custom typeface Amazon Ember Modern.
Jaguar Retires Leaper for Exuberant Modernism
Jaguar retired the leaper and introduced a four-symbol identity system built on 'Exuberant Modernism.'
"We, Robot": Tesla's Theatrical Reframing as a Technology and Robotics Brand
Tesla's "We, Robot" (2024) unveiled the Cybercab at Warner Bros. a brand pivot from car company to autonomy platform.
Levi’s Reimagined Its Cultural Legacy With a Beyoncé-Led Global Campaign
Levi’s partnered with Beyoncé in its “REIIMAGINE” campaign, using her cultural influence to reinterpret classic ads and reposition denim through a modern, female-driven lens.
Nike launches Winning Isn't For Everyone for the Paris Olympics
Nike returns to its competitive edge with Winning Isn't For Everyone, a Wieden+Kennedy Portland film narrated by Willem Dafoe.
Bentley’s “How do you Bentley?” campaign: redefining luxury as a personal mindset
With the launch of “How do you Bentley?”, Bentley shifts from traditional automotive marketing toward a broader, lifestyle-driven brand positioning. The campaign is not centered on cars alone, but on how individuals engage with luxury as a form of personal expression.
Disney marks its centennial with a new studio logo and 100 Years of Wonder identity
Disney introduces a new animated studio logo and 100 Years of Wonder identity for its centennial anniversary.
BMW’s “THE NEUE NEW” Campaign Marked a Transformative Shift Toward an Emotional, Multi-Channel Brand Era
BMW launched “THE NEUE NEW” campaign to support the Vision Neue Klasse, combining emotional storytelling and multi-channel media to communicate its shift toward a sustainable, digital future.
Porsche launches Driven by Dreams for its 75th anniversary
Porsche builds its 75th anniversary year around Driven by Dreams, an in-house brand campaign developed in Zuffenhausen.
Tesla’s Master Plan Part 3: a technical roadmap to a fully electrified world
With Master Plan Part 3, Tesla shifts from storytelling to system design. Unlike the earlier plans, which focused on product strategy and company growth, this document is structured as a detailed white paper. Its purpose is to demonstrate, with data and modeling, how a fully sustainable global energy economy could realistically be achieved.
Porsche refines its crest for the 75th anniversary
For its 75th anniversary in 2023 Porsche refines the heraldic crest in-house, the first update in nine years and the most extensive yet.
Oatly Turned “Spam” Into Strategy With a Campaign Designed to Be Impossible to Ignore
Oatly launched a global “Spam” campaign in 2023, using intrusive, absurd advertising to promote a newsletter while actually driving large-scale brand awareness.
Levi’s Celebrated 150 Years of the 501 Jean With a Global Cultural Campaign
Levi’s marked the 150th anniversary of its 501 jeans with global campaigns, new product releases, and cultural partnerships that connected its heritage to modern audiences.
Lacoste presents the crocodile as a rallying sign in BETC campaign
Lacoste's 2022 brand campaign by BETC turns the crocodile into a meeting point for unexpected encounters across cultures and generations.
Lacoste and Minecraft launch a co-designed wardrobe and Croco Island
Lacoste and Minecraft team up on a pixelated capsule and a Croco Island map, framed under the slogan 'It all begins with play'.
Walt Disney World stages an EARidescent 50th anniversary
Walt Disney World marks its 50th anniversary with an 18-month celebration framed by an EARidescent design language.
Guinness celebrates the return of pubs by reviving the feeling fans had been missing
As pubs began reopening after long periods of closure, Guinness launched a campaign that focused less on the product itself and more on the emotional anticipation surrounding its return to bars and social spaces.
Nike releases You Can't Stop Us split-screen film
Nike presents You Can't Stop Us, a 90-second split-screen film by Wieden+Kennedy narrated by Megan Rapinoe.
BMW Introduces a New Two-Dimensional Brand Mark
BMW presents a flat, transparent logo alongside the Concept i4, marking the first visual update to the roundel since 1997.
Adobe celebrates Creativity for All in Academy Awards spot
Adobe airs a 60-second Academy Awards film set to Pure Imagination, featuring Shepard Fairey and Malala Yousafzai.
Porsche returns to Super Bowl advertising with The Heist
Porsche returns to Super Bowl advertising after 23 years with The Heist, a 60-second Cramer-Krasselt spot for the Taycan.
Starbucks Used “What’s Your Name” to Turn a Simple Gesture Into a Story of Identity and Acceptance
Starbucks launched “What’s Your Name” to highlight how its cup-name tradition helped transgender people feel seen and accepted, turning a simple interaction into a message of inclusion.
Patagonia’s “Buy Less, Demand More” Campaign Reframed Black Friday as a Call for Sustainable Consumption
Patagonia used its Black Friday campaign to tell customers to buy less, demand higher standards, and focus on repairing and reusing clothing instead of constant consumption.
Disney+ launches with a flexible identity by Trollbäck+Company
Disney+ launched on November 12, 2019, with a flexible identity by Trollbäck+Company that translated Disney's wordmark into motion.
Disneyland Paris presents 'The Little Duck' by BETC
Disneyland Paris released 'The Little Duck' by BETC on December 25, 2018, introducing the slogan 'Where Magic Gets Real.'
Share Your Gifts: Apple’s 2018 Holiday Film Champions Creative Courage
Apple’s animated short “Share Your Gifts” paired a Pixar-inspired story with an original song by rising artist Billie Eilish.
Nike anchored Just Do It's 30th anniversary on Colin Kaepernick
Nike anchored Just Do It's 30th anniversary in 2018 on Colin Kaepernick, with a Wieden+Kennedy film narrated by the former NFL quarterback.
Lacoste replaces its crocodile to "Save Our Species"
For Spring 2018 Lacoste swapped its 85-year-old crocodile for ten endangered species, partnering with IUCN to support conservation work.
Tesla’s Master Plan Deux: expanding from electric cars to a full energy and mobility ecosystem
In 2016, Tesla published the second part of its long-term strategic vision, known as Master Plan, Part Deux. Building on the original roadmap, which focused on scaling electric vehicles from high-end sports cars to affordable mass-market models, this new plan expands Tesla’s ambitions far beyond car manufacturing.
Coca-Cola rebrands Coke Zero as Coca-Cola Zero Sugar to clarify its positioning
In June 2016, Coca-Cola rebranded Coke Zero as Coca-Cola Zero Sugar across western Europe, anchoring the product to the master brand.
Guinness Brings Craft Back to the Harp
In a deliberate counter-move against flat design, Guinness gave its 154-year-old harp icon a handcrafted overhaul — for the sixth time.
Starbucks Turned Global Stores Into a Storytelling Stage With “Meet Me at Starbucks”
Starbucks launched “Meet Me at Starbucks” as a global storytelling campaign that showcased real people meeting in stores worldwide, emphasizing connection over coffee.
Mercedes-Benz “Uncrashable Toy Cars”: when safety is proven by taking the fun away
In 2015, Mercedes-Benz released one of its most unconventional safety campaigns—an experiment that deliberately frustrated children to make a serious point about crash prevention technology. Instead of showcasing cars on the road, the campaign shifted into a controlled, almost playful setting: children were given toy cars and asked to play as they normally would. The twist, however, quickly became apparent.
Jaguar’s campaign brings together British acting talent for a cinematic brand moment
In 2014, Jaguar announced a high-profile Super Bowl advertising campaign featuring three well-known British actors: Tom Hiddleston, Ben Kingsley, and Mark Strong. The initiative marked a major step in Jaguar’s international marketing strategy, particularly in the U.S. market, where the brand aimed to strengthen its emotional and cultural positioning.
Levi’s “Live in Levi’s” Campaign Turned Everyday Moments Into Global Brand Storytelling
Levi’s launched “Live in Levi’s” as a global campaign that celebrated real-life moments in denim, using storytelling and digital platforms to connect with a worldwide audience.
Oatly’s Radical Rebrand Turned Packaging Into Media and Built a Global Challenger Brand
Oatly’s 2014 rebrand replaced conventional packaging and messaging with bold design and provocative language, turning cartons into advertising and positioning the brand as a challenger to the dairy industry.
Lacoste reset its positioning with 'Life is a beautiful sport' in 2014
Lacoste's BETC-led 2014 campaign 'Life is a beautiful sport' realigned the brand around tenacity, elegance and optimism.
Guinness and the Sapeurs: When Elegance Becomes Identity
In 2014, Guinness launched a visually striking campaign that drew global attention not just for its cinematic quality, but for its cultural subject: the Sapeurs of Congo.
Apple’s “What Will Your Verse Be?” – turning technology into a tool for human expression
With its “What Will Your Verse Be?” campaign, Apple took a distinctly different approach to product advertising. Instead of focusing on features or specifications, the campaign positioned the iPad as a tool for creativity, exploration, and personal expression.
BMW’s “Joy Is BMW” Campaign Redefined the Brand Around Emotion and Driving Pleasure
BMW launched “Joy Is BMW” as a global brand campaign that placed emotional experience at the center of its communication, emphasizing design, performance, and “sheer driving pleasure.”
Microsoft’s $300 Million Campaign Tried to Reposition Windows by Humanising the PC
Microsoft launched a $300 million advertising campaign in 2008 featuring Jerry Seinfeld and Bill Gates, aiming to counter Apple’s “Mac vs PC” ads and reframe Windows as human and relatable.
Levi’s “Live Unbuttoned” Campaign Positioned the 501 as a Global Symbol of Self-Expression
Levi’s introduced its “Live Unbuttoned” campaign as a global marketing push that framed the 501 jean as a symbol of freedom, individuality, and cultural relevance.
Apple’s “Mac vs. PC” campaign: how humor reshaped tech advertising
Apple’s “Mac vs. PC” advertising campaign marked a turning point in how technology brands communicate with consumers. Instead of focusing on specifications or abstract innovation claims, the campaign used humor, character-driven storytelling, and cultural contrast to position the Mac as a more approachable alternative to the PC.
Tesla’s Secret Master Plan Outlines an Electric Future Built Step by Step
In 2006, Tesla CEO Elon Musk published what he called a “Secret Master Plan,” outlining a structured approach to transforming the automotive and energy industries. At the time, Tesla was a young company with a single product: the high-performance Roadster.
Handel on the Run: Jonathan Glazer's "Odyssey" for Levi's Engineered Jeans
Shot in Budapest for £2.5 million, Jonathan Glazer's "Odyssey" for Levi's Engineered Jeans paired Handel with pure kinetic cinema.
BMW’s “The Hire” Redefined Advertising as Cinematic Entertainment
BMW’s “The Hire” campaign used high-production short films starring Clive Owen to showcase performance cars, pioneering branded content and dramatically boosting engagement and sales.
Starbucks Became a Pop-Culture Punchline in “Austin Powers,” Even Featuring Dr. Evil’s Space Needle Café
Starbucks appeared in Austin Powers: The Spy Who Shagged Me as part of Dr. Evil’s Space Needle lair, reflecting how the brand had become a recognizable symbol in mainstream pop culture.
Guinness’ “Surfer” Ad Turned Patience Into a Powerful Brand Myth
Guinness’ 1999 “Surfer” ad used striking visuals and storytelling to reframe waiting as a virtue, turning the brand’s slow pour into a symbol of anticipation and reward.
Coca-Cola Turned a Simple Truck Convoy Into the Most Recognisable Christmas Campaign in the World
Coca-Cola launched its “Holidays Are Coming” campaign in 1995, introducing illuminated red trucks that travelled through winter landscapes and became one of the most iconic Christmas advertisements in global marketing.
Microsoft Asked “Where Do You Want to Go Today?” to Humanize Personal Computing
Microsoft launched the “Where do you want to go today?” campaign to present personal computing as accessible and inspirational, using humanistic storytelling to demystify technology.
Nike launched Just Do It with an 80-year-old runner on the Golden Gate Bridge
Nike introduced the Just Do It tagline on 1 July 1988 in a Wieden+Kennedy commercial featuring 80-year-old runner Walt Stack.
Nike Air Max 1 makes the Air visible in 1987
On 26 March 1987 Nike released the Air Max 1, the first sneaker to expose its Air unit, designed by Tinker Hatfield.
Levi’s “Launderette” Ad Transformed a Struggling Brand Into a Cultural Icon
Levi’s “Launderette” ad boosted 501 sales by 800%, turning a declining product into a cultural phenomenon and redefining how fashion advertising connected with identity.
Nike launched the Air Jordan 1 and built a brand around one player
Nike launched the Air Jordan 1 on 1 April 1985, designed by Peter Moore and worn by Michael Jordan, foundation of the Jordan sub-brand.
Apple’s “1984” Super Bowl ad: the commercial that redefined modern advertising
Apple’s “1984” commercial is widely regarded as one of the most influential advertisements ever created, not only for its impact on the technology industry but for fundamentally changing how brands think about storytelling in media.
Coca-Cola Turned “I’d Like to Buy the World a Coke” Into A Global Anthem of Unity
Coca-Cola launched the “Hilltop” campaign in 1971, featuring a multicultural choir singing “I’d Like to Buy the World a Coke,” which became a defining cultural symbol of unity and one of the most famous commercials ever produced.
Porsche renamed the 901 to 911 after a Peugeot trademark objection
A 1964 trademark objection from Peugeot forced Porsche to rename the 901 to 911, creating one of the most enduring product names.
Porsche launched Christophorus, one of the world's first customer magazines
In 1952, Porsche launched Christophorus, an owned-media title that became one of the longest-running customer magazines in the automotive industry.
The Coca-Cola Santa illustrations helped define the modern global image of Santa Claus.
In 1931, Coca-Cola commissioned illustrator Haddon Sundblom to create Santa Claus imagery for its holiday advertising, shaping the warm, familiar version of Santa still widely recognised today.
Hi, I'm Paul. As CEO of the design agency echd, I advise companies on brand positioning by day. Brandvelle is where that same fascination continues after hours.
Deblandification: How Lacoste and Burberry signal the end of the minimalist consensus
After a decade of geometric sans rebrands, Lacoste 2026 and Burberry 2023 mark the return of distinctive identity as the strategic priority.