Identity – At the Heart of Management

By Dr. Alexander Haldemann

Successful brands convince us by taking a strong stand. To do this, they need a clear identity.

Change – even profound change – has always been with us. In the past, however, change was more predictable and thus it could also be managed better. You had the annual plan, the strategic three-year and five-year plans. Companies were able to continuously plan their product development and the resources that would be required. They knew their competitors. They were in a predictable environment with more or less high barriers to entry.

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.

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.

What Type Is Your Face?

By André Stauffer

We personalize our sneakers, our muesli, and our Coke. We personalize our car, our perfume, and the flavor of our electronic cigarette. The more “me,” the merrier. And if things are not customized, they’re simply standard. And nobody wants to be standard. So my question is: why the heck are we still writing in Arial?

Analog Touchpoints in a Digital World

By Nora Schäfer

In a world in which everyone talks about digital transformation, the new truth seems to be clear: Analogue is old school, complicated, and slow. Digital is state of the art, convenient, and fast.

The Startup Brand

By Hozy Rossi 

It’s been nearly a decade since MetaDesign San Francisco created the iconic 23andMe brand. The project helped establish our reputation with startups, and prompted other entrepreneurs to reach out to us. Andy Giles, VP of client engagement in San Francisco, sits down with Hozy Rossi to discuss what makes working with startups different, and to offer some practical advice for entrepreneurs.

The Dangers of Guidance Overkill

By Matthias Höckh 

A vital part of our work as strategists is not only to develop brands but also to implement them in organizations. This is a challenging task, especially when we are dealing with large and complex organizations. One key question is always how much information is really necessary to anchor the brand in employees’ minds and hearts.

Smarter, Faster, Higher

By James Watson-Krips

Crafting a brand that stands out in the increasingly crowded smartphone market can be challenging. Sally Anderson and Jana Xing, creative director and senior designer at MetaDesign Beijing, discuss the new identity they developed for MEIZU.