Brand Strategies for a Digital World

By Lisa Krick 

For many years branding and corporate design agencies understood themselves as the “preservers of the brand.” After stripping down the brand’s content and identity to clear visual codes, it was up to the corporate design experts to preserve these codes consistently across all touchpoints and evolve the brand gradually over time. “360-degree marketing” became the mantra of tortured advertisers for decades. One relict of this era: the typical PowerPoint chart illustrating a brand that looks the same across all media touch points.

Taking It to the Streets

By Amandine Rodrigues

This year has started – and continues to pass – in a pretty hectic way. From Trump’s presidency to Brexit, from refugee crises to women’s rights, from slaughterhouse scandals to climate change (shall I really continue the list?!), these events have led more and more people to come out on the streets to protect their beliefs and make their voices heard. They want to contribute to a greater good and wish for a better society. But what about brands?

Translating Strategy

An Interview with Olaf Schroeter 

Olaf Schroeter, head of creation at MetaDesign Berlin in conversation with Linus Lütcke about his teaching approach and his recent project in cooperation with students from the HTW Berlin.

Branding with Zero Sugar

By Cornelius Hummel

I’ve recently changed my diet to avoid added sugar. You might have heard a phrase like this before — be it about sugar, meat, gluten, processed foods, and whatnot. So, well, yawn. By itself, another statement of a food hype apologist with missionary zeal wouldn’t be very interesting. But in the case of sugar at least, if you follow the news you’ll know that it’s not just me. There is a sizable and growing anti-sugar movement with a ton of media coverage. Even legislative action with taxes on sugar is well on the way in a number of countries. At the end of the day the message is clear: sugar is the new killer. That sticks.

Design Is Future

By André Stauffer

Imagine your MacBook with an engraved banana. Or your Mercedes with a shiny crescent moon. And imagine Coca-Cola old and grumpy. Slightly irritating ideas, aren’t they? These alone prove what design is able to do to us. And furthermore, that design not only supports the success of a brand but makes it happen in the first place.

Goliath Gives David a Lift

By John Winkleman

Reports of scandals and missteps at Uber over the last several months have been prolific. Allegations of sexual harassment, the theft of trade secrets, and regulatory obstruction, plus the resignation of CEO Travis Kalanick, created a sense of never-ending drama for the company and clouded perceptions of the brand.

America (TM)

By Hozy Rossi

Rupali Steinmeyer recently left Berlin to take the role of managing director of MetaDesign San Francisco. Her arrival comes at an interesting time in U.S. history, to say the least. In this conversation with Hozy Rossi, she looks at the country past and present from her perspective as a branding expert.

About Reasonable Design Quality

By Jonas Husemann

We perceive visual design unconsciously. Our brains are very fast to classify and judge input. Sometimes we can rely on this intuition (that is what we call “immediate judgement”), but in some situations we are better off reflecting and considering a few aspects.

Defining the Fifth Element

By Simon Fuhrimann

Illustration is in the air! Not only is the stylistic device perfect for dipping into fairytales or attracting crowds to indie festivals, it has also significantly stimulated advertising, packaging, and web design. And yet illustration hasn’t drawn many lines in branding. What a huge loss, say we.

Why Retail Goes Beyond Interior Design

By Amandine Rodrigues

I recently came across an interesting article about how Silicon Valley is helping spread the same aesthetic across the world. Wherever you go, you see the same minimalistic pieces of furniture, reclaimed wood, succulent plants, and copper elements of decoration. This article came at a moment when yet another client was asking for more industrial lamps in the brand-new flagship store they were about to open.