What do you think 2019 will hold for branding design?
Whatever happens with Brexit, it wouldn’t be a surprise to see increasing visual reflection of the national divide, with businesses making overt appeals to either camp (see Tesco’s ‘Jack’s’ supermarket, which has the vibe of Nigel Farage binge-watching Dad’s Army). In other news, I expect to see more examples of anti-chain branding in food and drink. We’ve already seen younger operators expanding by creating new brands instead of rolling out the original, and as more big restaurant groups struggle, I can see the next generation of openings using branding in more subtle ways.
What was your favourite branding design project in 2018 and why?
Nike x Colin Kaepernick. I have a soft spot for American Football and the 49ers in particular. Kaepernick was their quarterback until being relieved of duties for kneeling during the national anthem in protest of race-related police brutality. The ad exploded because of specific politics, but fundamentally, it’s great because it expresses the positivity of sport: inspiration, heroism and challenging adversity. Watching it also had a personal resonance as it reminded me of staying up late to watch the early 90’s Channel 4 highlights show with my dad when it was all about hail-mary touchdowns, one-handed catches and awesome names like Joe Montana.