Arts

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 and inspire others facing a change of brand.

Latest Episodes:

US Open with Sagi Haviv Aug 30, 2022

Show notes

Everyone loves a comeback story, especially in sports. The US Open is the “big show” for tennis players and spectators alike, its brand is seemingly untouchable. In fact, its identity remained essentially unchanged since 1997. That is until the renowned Chermayeff & Geismar & Haviv served up a new look in 2018. We sat down with partner and designer Sagi Haviv to get the play-by-play on a challenging but triumphant change of brand.
To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.
Produced by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, edited by Gabe Kitzman, fact-checked by Jill Jeffries, co-written by Pamela Henman, and artwork by Rachel Jackson.

CVS Health with Howard Belk Aug 23, 2022

Show notes

With business booming and its national footprint expanding like wildfire, CVS seemingly had it all. But the pharmacy giant wanted to make a more meaningful impact on the future of health, from removing all tobacco products from its shelves to solidifying its name (switching from CVS Caremark to CVS Health). In this episode, Siegel+Gale CEO Howard Belk explains how his agency helped CVS unify four service brands under one foundational identity, without losing its heart for health and people.
To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.
Produced by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, edited by Gabe Kitzman, fact-checked by Jill Jeffries, co-written by Pamela Henman, and artwork by Rachel Jackson.

London 2012 Olympics with Sairah Ashman Aug 16, 2022

Show notes

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 the stops, and of course, outstanding branding. In 2012 London hosted the Summer Games and wanted to capture the world’s attention with an identity that would turn the notion of the modern games on its head. Sairah Ashman, global CEO at creative consultancy Wolff Olins shares the firm’s design thinking for the brand that would go on to be one of the most talked-about, unforgettably modern Olympic Games emblems.
To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.
Produced by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, edited by Gabe Kitzman, fact-checked by Jill Jeffries, co-written by Pamela Henman, and artwork by Rachel Jackson.

Maker's Mark with Jared Britton Aug 09, 2022

Show notes

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 Creative Director Jared Britton at branding firm Turner Duckworth, who worked directly with the distillery founder’s grandson to refresh a brand that’s been untouched since 1958.
To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.
Produced by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, edited by Gabe Kitzman, fact-checked by Jill Jeffries, co-written by Pamela Henman, and artwork by Rachel Jackson.

Uber with Amanda Munilla Aug 02, 2022

Show notes

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 the years. We catch up with Amanda Munilla, strategy lead at Wolff Olins, to get the inside track on how the global branding agency created the latest and most enduring rebrand for the rideshare company.
To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.
Produced by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, edited by Gabe Kitzman, fact-checked by Jill Jeffries, co-written by Pamela Henman, and artwork by Rachel Jackson.

Bonus: Best and Worst Brand Launches with Armin Vit Mar 15, 2022

Show notes

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 a casual nerding-out as they each share their best and worst rebrand launch examples.

Brands covered in this episode:

London 2012 Olympics by Wolf Ollins
Block 2022 done in-house
MailChimp 2017 by Collins
Kia 2021 by Blackspace
Iceland Football Team 2020 by Brandenberg
AirBNB 2014 by DesignStudio
Staples 2019
Comcast 2012
City of Florence 2022 by Tatum Design
Toyoko 2020 Olympics
Gap 2010 by Laird and Partners
Best Buy 2018 done inhouse

For more on Armin Vit visit: https://www.underconsideration.com/ or https://www.underconsideration.com/brandnew/
To see the changes of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.
Produced by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard, (@blakehoward), edited by Gabe Kitzman , and artwork by Rachel Jackson.

Sweetgreen with Tom Wilder and Sanuk Kim Dec 14, 2021

Show notes

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 with a reimagined brand identity. COLLINS Creative Director - now turned Sweetgreen Executive Creative Director, Tom Wilder - and COLLINS Senior Designer, Sanuk Kim, give us the recipe for what led to one of the best new identities to debut in 2021.

To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.
Produced by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, edited by Matt Owen , fact-checked by Jill Jeffries, co-written by Pamela Henman, and artwork by Rachel Jackson.

Carnegie Hall with Jennifer Kinon Dec 07, 2021

Show notes

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 until the pandemic stole the spotlight and shuttered the Hall’s doors for nearly 12 months. Jennifer Kinon, co-founder of Champions Design, gives us a look behind the curtain on their resilient and thoughtful process.
To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.
Produced by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, edited by Matt Owen , fact-checked by Jill Jefferies, co-written by Pamela Henman, and artwork by Rachel Jackson.

Tripadvisor with Matt Van Leeuwen Nov 16, 2021

Show notes

Just like traveling, the creative process can be an adventure where not every journey is the same. Tripadvisor's 2020 refresh is no exception, and Matt van Leeuwen of Mother Design serves as our tour guide for this Change of Brand that veered off the beaten path. Matt led the work, which had plenty of twists and turns but ultimately resulted in a delightful update to TripAdvisor's dated, 20-year-old brand.

To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.
Credits: Produced by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, edited by Matt Owen , fact-checked by Jill Jefferies, co-written by Pamela Henman, and artwork by Maliq Faulks and Rachel Jackson.

Kia with Michael Keller Nov 09, 2021

Show notes

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 how his work redefined what it means to be an automobile manufacturer of the future.
To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.
Credits: Produced by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, edited by Matt Owen , fact-checked by Jill Jefferies, co-written by Pamela Henman, and artwork by Maliq Faulks.

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