Branding

Opinion and analysis from the world of corporate identity

How Hornbach’s playful take on DIY made tools cool again

German store Hornbach has established itself as the cathedral of DIY, with years of tongue-in-cheek advertising that’s appealed to home improvers’ sense of humour. We delve into why it works so well, and what it can teach advertisers about the current mania for purpose

Dan Reisinger: Master of Colour

The work of designer Dan Reisinger, who died last year, had a significant impact on his adopted home of Israel. Here Naomi Games, daughter of iconic British designer Abram Games – who taught Reisinger – looks back at his life and influence

How brands can up their game in the world of esports

Esports have rapidly evolved into a billion dollar industry, but it’s still often deemed the “wild west” for brands. We speak to experts from Copa90 and 72andSunny Amsterdam about why it’s such a complex landscape, and what potential opportunities and pitfalls brands need to look out for

What’s next for ASMR

The use of ASMR (sound effects that create a deeply immersive experience) by brands and marketers rocketed last year. But is it just a fad or can the trend develop into something more meaningful? Here, Anne-Laure Pingreoun of Alter-Projects argues it can

How to create a playful workplace

There’s more to creating a playful culture than installing ball pits and pool tables. We talk to Franz Blach, MD at IDEO in Munich, about the importance of ‘playing with purpose’

Predictions for a new decade: Naresh Ramchandani

In the final of our articles predicting what the next decade holds for the creative industries, Do The Green Thing co-founder and Pentagram partner Naresh Ramchandani envisions an unexpected turnaround from Trump, the rise of ‘Boomerbook’, and more