Inside Wolff Olins’ new branding
For designers, taking on the branding of their own company is a complicated task. Here, Wayne Deakin, global creative principal at Wolff Olins, explains how they addressed the challenge
Wayne Deakin is global principal at Wolff Olins. He writes for CR on technology, advertising and design
For designers, taking on the branding of their own company is a complicated task. Here, Wayne Deakin, global creative principal at Wolff Olins, explains how they addressed the challenge
Brands tend to over-promise and under-deliver, which can be disastrous for their future prospects. Here, Wolff Olins’ Wayne Deakin suggests three ways for them to change for the better
Micro moments are the new battleground in brand design – and are currently a missed opportunity, says Wolff Olins’ Wayne Deakin
Even in uncertain times, brands and creatives need to take risks to reap rewards: just look to history if you need proof
With the economic outlook for 2023 looking decidedly gloomy, business as usual for brands won’t cut it. Instead, they need to make crucial changes now to prepare for the future, says Wolff Olins’ Wayne Deakin
It can be tempting for brands to halt their marketing spend in an economic downturn. Yet a better approach would be to invest in the wider brand experience, says Wolff Olins’ Wayne Deakin
As new and exciting opportunities emerge in the digital space, brands need to connect the various worlds we live in more than ever. The only way to do this is to think in human terms, not transactional ones
The multiverse offers huge opportunities for brands and designers, says Wolff Olins’ Wayne Deakin. Here are some principles to follow
Detail is everything in design, providing the magic that elevates an average project into something brilliant and charming. So why, asks Huge ECD Wayne Deakin, is it so often overlooked in digital design?
Can a new name signal a fresh start for the troubled social media giant, and what are the hidden challenges Meta faces in its grand plan for reinvention, asks Wayne Deakin
Covid has shown the need for brands and services that are designed with humans at their core, rather than the bells and whistles of technology, says Wayne Deakin, ECD, EMEA at Huge
We may have talked about the benefits of the creative polymath for centuries, yet most agencies keep their talent frustratingly siloed, says Wayne Deakin, ECD, EMEA at Huge. And it’s to the detriment of what brands need today