Brands & Advertising

Uber Eats Turns Convenience Into a Feeling

Uber Eats built a whole brand platform, Phew, around the relief of not cooking tonight — grounded in research on why people still feel guilty paying for convenience.

Tomato Goes From Cheap Telco to Challenger Brand

We took A1's budget telco Tomato and gave it a whole new brand people actually notice — proof a low-cost provider doesn't have to look or feel cheap. (Yes, this one's ours. We're allowed to say so once in a while.)

When Products Become the Baseline, Brand Becomes the Moat

Rituals' Head of Content & Design Amanda Gandolpho joins Delivered to make the case that features get copied overnight, but the memories a brand builds don't — and where she draws the line on AI in creative work.

Why Brands Are Quietly Dropping Celebrities

Spotify built a campaign around an ordinary Geese fan instead of the band. Pepsi built one around Knicks fans instead of players — proof that in a fragmented culture, someone else's famous person means nothing to you.

Granola Ditches the Polished AI Look for a Founder's Handwriting

Our favorite app of the year is also one we wish we did the branding for - Hats off to Ragged Edge for making a distinct and rich new identity for Granola.

The Quiet Craft Behind Instagram's First Redesign in a Decade

A rare look at the process behind Instagram's new wordmark and type system, and why a decade-old logo finally had to go.

Polaroid's Long Game

Patricia Varella on steering Polaroid's in-house creative team and the anti-AI camera campaign that caught fire.

Tam Festival's illustrated identity

Two illustrators gave Florence's first indie publishing fair an identity built from Etruscan letterforms and doodled type.

Surrey Street's 750-year rebrand

Art students and Bob Design gave a 750-year-old London market a new type system pulled from its own old signage.

IKEA Canada Builds 32 World Cup Flags from Homeware

IKEA Canada built 32 World Cup flags entirely from homeware — towels, plates and KALLAX shelves arranged flag-perfect.

Ronnie Scott’s New Identity Does a Typographic Dance

Dan Cottrell’s new identity for Ronnie Scott’s treats type, image and colour like a jazz performance — always in motion.

How Freitag Keeps Its Cool

The Swiss brand made from truck tarps keeps creativity alive by refusing to plan its campaigns too far ahead.

Bao’s BFF and Hato’s Open-Source Fast-Food Identity

Bao's fast-food spin-off BFF built its entire brand identity open-source, letting anyone steal, remix, and evolve it.

Oatly Just Dutchified the Drive-Thru

Oatly's Amsterdam bike-thru swapped cars for cyclists. If you're in Amsterdam Noord, it’ll put a smirk on your face.

Ad of the issue: 'A Stupid, Useless Board'

HORNBACH’s latest ad is a twisted story of a man’s inner monologue about the endless possibilities that a wooden plank posseses.

'The Greatest Football Story Ever Told'

Chalamet, Messi, Bad Bunny, Bellingham, Yamal, Rodman — all in one film. Branded entertainment that transcends the category it belongs to.

Tomato’ Brand Transformation

Austrian Telco A1’s Tomato brand was built to compete on price — functional, cheap, and alas, forgettable as time passed. The brief: change all that. Our team’s case study for this complete brand transformation is live, showing how design strategy and a clear point of view can turn a budget brand into something that actually demands attention.

The Message Is the Relationship

New research from Omnicom and Snapchat shows that over 80% of consumers are open to direct brand messages — and that relevance and clear intent are the price of entry.

Unf*cking the Telco Industry

A snippet of our latest work with Tomato, where we helped a Croatian telco brand find its soul through a bold, transformative identity.

LA28 Is Blooming

The new LA Olympics branding embraces a modular, ever-changing floral aesthetic that feels vibrantly human and alive.

Accessiway: Fresh from the Studio

We just released our brand transformation for Accessiway, proving that human-centric design can turn a technical requirement into a magnetic brand experience.

The Aesthetics of AI

A sharp look at the visual identities defining the next generation of tech giants and the trends shaping how we "see" intelligence.

Made Us Chuckle: Pizza Hut’s Vertical Pizza Box

The Pizza Company’s latest campaign relies on a simple, gravity-defying visual hook to make us rethink a design we’ve taken for granted for decades.

Cut-Through vs. Cut-Out

Most marketing thinking still assumes that attention is the primary bottleneck, as if audiences are passive recipients waiting to be interrupted, persuaded, or impressed by whatever appears in front of them.

Experts predict the top social marketing trends of 2026

Good news: quality, originality, and real voices are back in favor, with AI finally settling into its role as a tool, not an author.

McDonald’s AI Christmas Ad Backlash

When automation meets sentimentality, things can go wrong fast. A case study in why taste, timing, and tone still matter.

Can AI Help Brands Build, Not Just Sell?

Tom Roach explores how AI might be more than a performance tool, and why the best brand builders of the future might be fluent in prompts and poetry.

Why “One Source of Truth” Is a Lie

This article unpacks why brand identity can’t (and shouldn’t) be frozen in a single deck. The best brands are coherent, not static.

When a Brand Has No Design

What happens when identity is generated, iterated, and flattened by AI? Mitch James asks if brand is still brand when no one’s behind the curtain.

ChatGPT’s Brand Era

OpenAI’s first major marketing campaign is out - and it’s softer, more cinematic, and surprisingly human. A tone shift for the biggest brand in tech?

What Sci-Fi Can Teach Brands

Worldbuilding isn’t just for screenwriters - it’s brand strategy. From Blade Runner to Black Panther, here’s what immersive fiction reveals about storytelling at scale.

Music Campaigns Are Becoming Multiverses

From merch to visuals to social rollouts, music’s best campaigns now feel like immersive alternate realities. Beyoncé, A24, and SZA are writing the playbook.

Are Blink-182 Cult Brand Architects…?

Turns out “What’s My Age Again?” was also a brand strategy. A great breakdown of how Blink-182 built loyalty through honesty, emotion, and inside jokes.

Nike’s New Era of Fearless Football

With bold visuals and a ‘Scary Good’ spirit, Nike Football’s new brand identity is a love letter to risk, flair, and play without limits.

WTF is Vibe Marketing?

Forget demographics. Vibe marketing is a feeling-first approach to branding that’s intuitive and emotional, and a new direction in brand-building.

The Power of Social-First Brands

Rhode’s $1B exit signals both the power and the plateau of brands built social-first. But are they built for longevity?

The New Blueprint for Political Design?

Zohran Mamdani’s NYC mayoral merch doesn’t look like politics, it looks like something you’d line up for at Supreme. Here’s why it worked.

Cash App Brand Guidelines

Cash App, a brand that thrives on the tension between structuring order and explosive freedom.

Ikigai and the question of personal purpose

While brands have been obsessed with purpose in recent years, we have overlooked personal purpose, which can lead to a far more enriching working life.

Jaguar's vow to 'Copy Nothing'

You will have seen their new concept car '00' and their new logo, now you can learn about the 'Copy Nothing' philosophy that triggered both.

How Lego creates meaningful brand experiences

Creative Review speak to Lego’s VP of global brand development Alero Akuya about the brand’s rare ability to straddle the physical and virtual worlds with ease.

Ikigai and the question of personal purpose

While brands have been obsessed with purpose in recent years, we have overlooked personal purpose, which can lead to a far more enriching working life.

Bitter aftertaste: the fraught world of branding cultural food products

Advocating for a more respectful, nuanced approach when branding foods (non-western other otherwise) that honours the origins and traditions of cultural food products.

Crucible unveils lab-grown identity by Madalena Studio

Growing a new logo from bacteria – an unusual combination of science and creativity results in "totally unpretentious artistry".

Inside the tradition-bucking branding of the Paris 2024 Olympics

And then feel free to add a short Shifting the perception from ‘old-school’ Paris and making the Olympics the most inclusive ever.

Olympic Museum unveils a versatile rebrand

A digital-ready identity helping the Switzerland-based museum connect and interact with people all over the world.

Is it even a city?

An anti-advertising style tourism advert lays out all of Oslo’s “red flags” with a grumpy local and a dry sense of humour.

All the Grand Prix winners at Cannes Lions 2024

The results are in – find out who won what at the indsutry's coveted awards.

The creation of Toys"R"Us and Geoffrey the Giraffe

OpenAI’s Sora brings to life characters, mascots and the Toys“R”Us dream in this AI gen short film.

Best Olympic Brands

As the global sporting event nears, this piece explores some of the Olympics’ most iconic branding over the years.

Samsung has a brilliant response to Apple’s hated ‘Crush’ ad

Apple's latest advert was unusually divisive with in it's depiction of the arts being crushed. Samsung are hot on its tails with this beautiful response.

Your Majesty: about branding and uniting the curious

A behind the scenes look into our brand refresh. We talk with Dutch Digital Design about our purpose, culture, and about the importance of branding.

Coke’s logo is iconic. The brand just demolished it in a new ad

Here’s what you can do in a brand campaign when your brand is THAT well known.

The world’s greatest icons are on Airbnb

The latest release offers you the chance to stay in locations and have experiences that you’ve only ever dreamed of – literal, one-in-a-lifetime opportunities.

New Adobe Research: Generative AI Is Changing What Consumers Expect From Brands

New research reveals that consumers understand the power and potential of gen-AI and as a result are adjusting service and experience expectations.

The B2B Brand Imperative

When it comes to B2B branding, not everyone can easily understand the value and subsequence importance – but what if we look at it through the lens of demand?

Brand clarity vs synthetic content

To support this counter approach, brand clarity will be even more important as this synthetic content proliferates the “normal” web and commercially feasible manifestations of the “synthetic” web will start to become the norm. Either partially or fully generated content on-demand is coming with AI news being the first real application. We also expect to see brands building their own internal branded text and image models. In doing so, brands will be giving up some level of creative control in exchange for unprecedented time/affordability, and thus deploying MVC—minimal viable content.

Everyone has a price

We're excited to see the launch of our campaign microsite in collaboration with our friends at BBH NY. Inline with the drop of Netflix's Squid Game Challenge, test your moral limits with an interactive game and explore how you answers compare to others.

Pentagram’s Reddit refresh aims to unite cohesion and “creative spirit”

The brand refresh, which includes a custom font and streamlined colour palette, also saw the transformation of its central mascot, Snoo, into 3D for the first time–aiming to make the mascot “as iconic as Super Mario”.

Can Dove boost representation in the gaming world?

The Unilever-owned brand has teamed up with Open Source Afro Hair Library on over a dozen Black hair textures and styles.

When should marketers start investing in brand as well as performance marketing?

“It is all about placing a premium on breakthrough thinking”

A UK agency leader shares her point of view on the growing importance of social commerce, making the most of AI and leading with curiosity - something we too value here at YM.

Social commerce: 3 crucial steps to succeed with shopping ads

Social platforms are hubs for communication, community building, and entertainment. Here’s how brands can engage and get in on the action.

Airbnb CMO on ditching performance marketing for big, bold brand campaigns

Post-COVID, the next iteration of Airbnb is focused on driving brand value over performance marketing, and the results so far are a success.

Why brands are obsessed with building community

The age of passive consumerism seems to be over. Brands and creators want customers to be active, engaged fans — and to spend more money.

How a killer email strategy made me spend £733 on flowers

Email is most certainly NOT dead, especially when it comes to e-commerce. Bloom and Wild show us how it’s done in this brilliant CRM strategy.

Designers react to Twitter’s ‘X’ rebrand

“Pure comic book,” “empty” and “an HR nightmare” - industry experts give their honest POV on Elon’s latest, and boldest move at Twitter.

The most impactful Pride Month 2023 campaigns

Changing your logo to a rainbow version just isn’t enough, here are some brands that are getting it right.

Your.Online: Fusing together a web of possibilities

We partnered with this pioneering tech company, to deliver a complete brand transformation.

Steve Jobs' 3 Powerful Persuasion Tactics, and How You Can Use Them to Win Customers

With Apple on the mind this week, perhaps we can learn a trick or two from the legendary co-founder.

Trends have lost all meaning

In the process of chasing cool, have brands lost the purpose of analysing culture? It seems we’ve come to confuse what is ‘trending’ with what is a ‘trend’.

Bold. Positive. Invigorating.

A new look for the sneaker community SoleSavy - we redefined their brand positioning and identity to help unite their ever-growing community.

Walking on air: how Jordan launched nerdy Nike into the stratosphere

How the classic sneaker transformed Nike into a cultural success.

​​Pepsi has a new logo

A punchy redesign gives Pepsi the look of “a bold and confident brand” - something that the recent logo just wasn’t offering.

Does Burberry’s redesign signal a new chapter for ‘British’ symbolism?

The new branding is a welcome contrast to the minimalist style that swept through the luxury fashion brands in the last few years.

Super Bowl 2023 commercials: Here are the winners and losers

Costing $7 million for the ad spot alone, nevermind the millions in production costs - the Superbowl was packed with celebrity appearances and cultural references. Did you have a fave?

Five strategic prompts to consider in 2023

The YM strategy team reviewed, in hindsight, what they learned in 2022. Expect insightful digital considerations for brands, designers and marketing managers alike.

What is Snapchat for? A new brand campaign answers this all important question

Complete with AR integration, ‘Wait’ll You See This’ is meant to spark conversations around the ‘best known, least understood’ social app.