A Change of Brand
Episodes
Inside the Studio: Matchstic
09 Dec 2025
Contributed by Lukas
We wrap up our "Inside the Studio" mini-series and pull back the curtain on Matchstic, a US-based brand consultancy with 20+ years of experi...
Inside the Studio: Motto
04 Nov 2025
Contributed by Lukas
In this bonus episode, Blake sits down with Sunny Bonnell, co-founder of Motto, a brand transformation agency helping visionary leaders in the tech an...
Inside the Studio: Smith & Diction
07 Oct 2025
Contributed by Lukas
Is it possible to build a successful agency by giving away your process? In this bonus episode, we go inside the Philadelphia-based studio Smith &...
Amazon with Arthur Foliard
09 Sep 2025
Contributed by Lukas
Amazon is the world’s largest online retailer, home to a vast catalogue of categories and sub-brands. But as the company expanded, its brand archite...
Walmart with Tosh Hall and David Hartman
02 Sep 2025
Contributed by Lukas
Walmart is one of the largest retailers in the world. With 4700 stores, thousands of fleet vehicles, and countless assets online, there’s no chance ...
Utah Mammoth with Ben Barnes
26 Aug 2025
Contributed by Lukas
How many projects require three brands to be developed within a year? For Utah’s newest professional sports team, they needed visuals for the announ...
Jaguar with Laura Ries and James Morris
19 Aug 2025
Contributed by Lukas
One of the most sensational rebrands of 2024 was Jaguar, the British luxury car brand that seemed to leave their legacy on the side of the road. While...
Manischewitz with Lisa Smith
12 Aug 2025
Contributed by Lukas
Manischewitz is a beloved staple in any Jewish pantry. However, both the brand and the Kosher food market were on the decline. Can a rebrand not only ...
Branding in the Age of AI with Teemu Suviala
05 Aug 2025
Contributed by Lukas
AI has been making waves across industries–and for much longer than we think. It’s weird, messy, and maybe magic. As innovation accelerates, can t...
Herman Miller with Garrett Corcoran
29 Jul 2025
Contributed by Lukas
Changes don’t have to be drastic to be delightful. Sometimes all it takes is a little rearranging and refining, like furniture design legend Herman ...
Humane World for Animals with Bethany Lesko
22 Jul 2025
Contributed by Lukas
With a muddled awareness, misperceptions, and slowing donation growth, the Humane Society of the United States knew that after 70+ years it was time f...
New York City FC with Milo Kowalski and Justin Au
15 Jul 2025
Contributed by Lukas
As New York City FC approached their 10th season, the club set its sights on cementing its place among the city’s most iconic teams. But in a city o...
PayPal with Andrea Trabucco-Campos
08 Jul 2025
Contributed by Lukas
Rebranding any global brand is a challenge, but especially in fintech where trust is non-negotiable. How do you approach rebranding a financial giant ...
Bonus: Best and Worst Brand Writing of 2024 with Carissa Justice
17 Dec 2024
Contributed by Lukas
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 camp...
Pepsi with Mauro Porcini
06 Aug 2024
Contributed by Lukas
When Pepsi’s overly philosophical rebrand launched in 2009, it was a real head scratcher for average consumers and design aficionados alike. While t...
EA Sports FC with Nils Leonard
30 Jul 2024
Contributed by Lukas
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 ...
Twitter vs. X with Armin Vit & Jason Cieslak
23 Jul 2024
Contributed by Lukas
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 complet...
Reddit with Natasha Jen
16 Jul 2024
Contributed by Lukas
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...
RISE with Gavin Hurrell
09 Jul 2024
Contributed by Lukas
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 r...
Are Script Logos Dead? with James Bowie & James Edmondson
02 Jul 2024
Contributed by Lukas
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 pan...
U.S. Army with Matt Egan and Jason Miller
25 Jun 2024
Contributed by Lukas
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 ...
LG with David Stevens and Tom Carey
18 Jun 2024
Contributed by Lukas
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 G...
Formula 1 with Mike Reed
11 Jun 2024
Contributed by Lukas
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 whil...
Glassdoor with Deanna German
04 Jun 2024
Contributed by Lukas
After Glassdoor’s acquisition of Fishbowl in 2023, they enlisted the help of Deanna German, Creative Director at Koto, and her team to reposition th...
Minecraft with Harry Elonen
29 Aug 2023
Contributed by Lukas
As a highly successful and ever-expanding company, the Minecraft brand began spawning major inconsistencies as it was built over time; block by block....
Nokia with Lee Coomber
22 Aug 2023
Contributed by Lukas
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 N...
Bolt with Arthur Foliard
15 Aug 2023
Contributed by Lukas
Bolt, an online check-out platform, debuted its first brand refresh in 2023 and ended up sparking a larger conversation around originality. Are the lo...
Baskin-Robbins with Ryan Brazelton
08 Aug 2023
Contributed by Lukas
Despite being associated with cherished childhood memories, Baskin-Robbins began to feel frozen in time. Domestically the brand felt dated, but in int...
Going with Eric Ng and Andie Wexler
01 Aug 2023
Contributed by Lukas
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 fou...
City of Florence with BT Harman
25 Jul 2023
Contributed by Lukas
(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 ...
Visa with Rob Duncan
18 Jul 2023
Contributed by Lukas
Around 2020, Visa wanted to reposition their brand for the digital economy and become more purpose driven. However, this story is more about honesty a...
Kraft Mac & Cheese with Terry Sieting
11 Jul 2023
Contributed by Lukas
Despite the success of selling over one million boxes of macaroni and cheese, Kraft wanted to position their signature pasta dish as a timeless comfor...
Zapier with Michael Jeter
04 Jul 2023
Contributed by Lukas
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 st...
Instacart with Daniel Renda & Kevin Byrd
27 Jun 2023
Contributed by Lukas
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. Bu...
Bonus: Naming Wins and Fails with Rob Meyerson
14 Feb 2023
Contributed by Lukas
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 an...
Bugatti with Juan Barrios and Linda Marquardt
04 Oct 2022
Contributed by Lukas
There aren’t many automotive brands mightier than Bugatti. So when the manufacturer of multi-million dollar supercars handed the keys to the brand o...
Sprite with Chris Garvey
27 Sep 2022
Contributed by Lukas
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 ne...
M&Ms with Kristie Malivindi
20 Sep 2022
Contributed by Lukas
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 ...
PBS with Bogdan Geana
13 Sep 2022
Contributed by Lukas
Retooling an American institution is no easy task — just ask Bogdan Geana, partner at Lippincott. On the heels of a milestone 50th anniversary, Publ...
Why Sports Rebrands Are So Hard with Jon Contino
06 Sep 2022
Contributed by Lukas
For decades, some of America’s most beloved sports teams played with imagery trading on outdated, offensive racial stereotypes. It wasn’t until ve...
US Open with Sagi Haviv
30 Aug 2022
Contributed by Lukas
Everyone loves a comeback story, especially in sports. The US Open is the “big show” for tennis players and spectators alike, its brand is seeming...
CVS Health with Howard Belk
23 Aug 2022
Contributed by Lukas
With business booming and its national footprint expanding like wildfire, CVS seemingly had it all. But the pharmacy giant wanted to make a more meani...
London 2012 Olympics with Sairah Ashman
16 Aug 2022
Contributed by Lukas
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 t...
Maker's Mark with Jared Britton
09 Aug 2022
Contributed by Lukas
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 Cre...
Uber with Amanda Munilla
02 Aug 2022
Contributed by Lukas
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...
Bonus: Best and Worst Brand Launches with Armin Vit
15 Mar 2022
Contributed by Lukas
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...
Sweetgreen with Tom Wilder and Sanuk Kim
14 Dec 2021
Contributed by Lukas
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 wit...
Carnegie Hall with Jennifer Kinon
07 Dec 2021
Contributed by Lukas
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...
Tripadvisor with Matt Van Leeuwen
16 Nov 2021
Contributed by Lukas
Just like traveling, the creative process can be an adventure where not every journey is the same. Tripadvisor's 2020 refresh is no exception, an...
Kia with Michael Keller
09 Nov 2021
Contributed by Lukas
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...
Spindrift with Colony
26 Oct 2021
Contributed by Lukas
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 ...
Pearl Milling Opinion
19 Oct 2021
Contributed by Lukas
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 ep...
Starbucks with Connie Birdsall
12 Oct 2021
Contributed by Lukas
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...
Fiverr with James Greenfield
05 Oct 2021
Contributed by Lukas
When Fiverr, one of the world's largest freelance marketplaces, spent more than a fiver on their own rebrand, it raised many eyebrows. James Gree...
Mastercard with Michael Bierut
28 Sep 2021
Contributed by Lukas
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-...
Southwest with Rodney Abbot
21 Sep 2021
Contributed by Lukas
Southwest is a much beloved brand, but in 2014 a heart-felt rebrand process caused some turbulence inside the largest domestic air carrier. Rodney Abb...
Season 2 Sneak Peak
14 Sep 2021
Contributed by Lukas
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 ...
Burger King with Lisa Smith
16 Mar 2021
Contributed by Lukas
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 whoppin...
Google with Jonathan Lee
09 Mar 2021
Contributed by Lukas
As one of the largest technology companies in the world, Google’s influence has no limits. Their 2015 rebrand launch was a massive, carefully detail...
Loom with Stewart Scott-Curran
02 Mar 2021
Contributed by Lukas
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 ...
ACLU with Martha Kang McGill
23 Feb 2021
Contributed by Lukas
As an organization dedicated to fighting the good fight for the people, the American Civil Liberties Union had for decades presented an image of restr...
GoDaddy with Chris Rushing
09 Feb 2021
Contributed by Lukas
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 ...
Warner Bros. with Emily Oberman
02 Feb 2021
Contributed by Lukas
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 w...
Dropbox with Collin Whitehead
26 Jan 2021
Contributed by Lukas
In 2017, Dropbox turned heads with a change of brand that some would call creative, others chaotic. The file management platform's rebrand came c...
Dunkin’ with Tosh Hall
19 Jan 2021
Contributed by Lukas
What's in a name, or a donut? In 2018, Dunkin' Donuts riled up Bostonians and traditionalists nationwide with a name change and rebrand that...
Airbnb with Jowey Roden
12 Jan 2021
Contributed by Lukas
Rebranding is always a ballsy move, and some would argue Airbnb took the challenge quite literally when it revealed its refreshed look in 2014. Jowe...
Mailchimp with Mark DiCristina
05 Jan 2021
Contributed by Lukas
Mailchimp’s 2018 rebrand, led by Collins, made headlines for brave and bold choices. In this debut episode, we interview Mailchimp’s VP of Brand M...
Introducing A Change of Brand
28 Dec 2020
Contributed by Lukas
A Change of Brand, produced by Matchstic, is a podcast about the world’s most loved consumer companies and their rebrand glory, drama, or disaster. ...