The return of physical brand design
Digital-first brands are increasingly seeing the value of retail spaces IRL. Wolff Olins’ Wayne Deakin looks at why this matters and why it’s happening now
In the new era of business, success demands boldness
Fortune favours the bold, the saying goes. And with stripped-back minimalism still trending in branding and design, it’s never been truer – for brand owners, agencies and young designers striving to make a mark
How to transform a B2B brand into an icon
The lines between B2B and B2C brands are dissolving, with both requiring powerful brand experiences to reach audiences and gain loyalty, says Wayne Deakin, global creative principal at Wolff Olins
Asia’s creative ascent
Wayne Deakin, global principal at Wolff Olins, reports from the recent Mad Stars festival in South Korea where he found inspiration, innovation and exciting creativity
Why brand unity is critical in times of upheaval
In this year of elections, we can expect seismic business changes, mergers and acquisitions. Brand expression is essential during these shifts, and the role of the chief designer officer should not be overlooked, says Wolff Olins’ Wayne Deakin
Why innovation requires us to think differently
In our increasingly AI–driven world, innovation is in short supply. We need a human-centric innovation culture: one that embraces neurodiversity
Why we need to embrace the blur
Unpredictable times can create a desire for control and order, but this results in blandness when it comes to design and advertising, says Wolff Olins’ Wayne Deakin. Instead we need to engage with the chaos
Inside Wolff Olins’ new branding
For designers, taking on the branding of their own company is a complicated task. Here, Wayne Deakin, global creative principal at Wolff Olins, explains how they addressed the challenge
How brands can better live up to what they promise
Brands tend to over-promise and under-deliver, which can be disastrous for their future prospects. Here, Wolff Olins’ Wayne Deakin suggests three ways for them to change for the better
Why it’s the little moments that count for brands
Micro moments are the new battleground in brand design – and are currently a missed opportunity, says Wolff Olins’ Wayne Deakin
Why it pays to play it unsafe
Even in uncertain times, brands and creatives need to take risks to reap rewards: just look to history if you need proof
What every brand needs to survive 2023: relevancy and trust
With the economic outlook for 2023 looking decidedly gloomy, business as usual for brands won’t cut it. Instead, they need to make crucial changes now to prepare for the future, says Wolff Olins’ Wayne Deakin