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PODCAST

A Change of Brand

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. In this series we will go deeper than color palettes and typography, talking with brand leaders and agency creatives to retell the story behind the change. Getting into the nitty-gritty, we learn about their leading-edge work, creative process, and approach to change management. Regardless of fame or fail, our mission is to tell these stories to educate

arts design

All Episodes

48:52

U.S. Army with Matt Egan and Jason Miller

A Change of Brand ·

2024/06/25

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

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41:07

LG with David Stevens and Tom Carey

A Change of Brand ·

2024/06/18

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

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48:46

Formula 1 with Mike Reed

A Change of Brand ·

2024/06/11

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 /

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50:52

Glassdoor with Deanna German

A Change of Brand ·

2024/06/04

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,

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36:39

Minecraft with Harry Elonen

A Change of Brand ·

2023/08/29

As a highly successful and ever-expanding company, the Minecraft brand began spawning major inconsistencies as it was built over time; block by block. 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

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30:17

Nokia with Lee Coomber

A Change of Brand ·

2023/08/22

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

en-us

34:52

Bolt with Arthur Foliard

A Change of Brand ·

2023/08/15

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

en-us

40:02

Baskin-Robbins with Ryan Brazelton

A Change of Brand ·

2023/08/08

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,

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43:23

Going with Eric Ng and Andie Wexler

A Change of Brand ·

2023/08/01

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

en-us

34:51

City of Florence with BT Harman

A Change of Brand ·

2023/07/25

(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

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31:58

Visa with Rob Duncan

A Change of Brand ·

2023/07/18

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

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35:16

Kraft Mac & Cheese with Terry Sieting

A Change of Brand ·

2023/07/11

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

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38:26

Zapier with Michael Jeter

A Change of Brand ·

2023/07/04

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

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39:59

Instacart with Daniel Renda & Kevin Byrd

A Change of Brand ·

2023/06/27

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

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48:18

Naming Wins and Fails with Rob Meyerson

A Change of Brand ·

2023/02/14

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

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45:44

Bugatti with Juan Barrios and Linda Marquardt

A Change of Brand ·

2022/10/04

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

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41:32

Sprite with Chris Garvey

A Change of Brand ·

2022/09/27

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

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39:54

M&Ms with Kristie Malivindi

A Change of Brand ·

2022/09/20

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

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44:25

PBS with Bogdan Geana

A Change of Brand ·

2022/09/13

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

en-us

49:36

Why Sports Rebrands Are So Hard with Jon Contino

A Change of Brand ·

2022/09/06

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

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