Branding

Opinion and analysis from the world of corporate image and identity

How to build a fashion brand: lessons from & Other Stories

After six years as creative director at & Other Stories – the H&M-owned global fashion brand she co-founded in 2010 – Sara Hildén-Bengtsson has left to set up a design and concept studio for retail brands. Here, she shares the key to & Other Stories’ success and offers some advice for creating a great customer experience

Transforming London’s poshest grocer

Seen by some as fusty, just for tourists, Christmas gifts or the elite, Fortnum & Mason presented some serious challenges for Customer Experience Director Zia Zareem-Slade. She tells CR how she set about updating one of the UK’s oldest and best-known brands

Charm, Belligerence and Perversity: The incomplete works of GBH

GBH’s self-penned monograph promises a deep dive into the branding and design studio’s psyche. But while the book is good on the ‘how’ it works for its clients, it has less to say on the ‘why’ or even the ‘should we really be doing this?’ of modern design practice

Rye Bookshop Waterstones

Waterstones: the devil in disguise?

The discovery that Waterstones has opened three shops that are designed to look like independents has caused surprise. We examine what the move says about the brand’s self-image.

A Measure of Success: GBH ask what success means for creative people

What is success for a creative person? An award? A sense of having made things better? Money? In this extract from their new book Charm Belligerence & Perversity. The Incomplete Works of GBH, the design studio examine how their attitude toward ‘success’ has changed over the years, while we feature some of their landmark projects