Mother Design

Back-to-school season might be behind us, but that mindset is exactly what brands need to stay ahead year-round. Annabel Engels talks reinvention, curiosity, and experimentation in Creativebrief’s latest article. For Annabel, this is about building long-term impact, not chasing fleeting trends.   As she puts it: "By treating every project as a strategic reset, we create space for brands to stay relevant, no matter the season. This is about consistently delivering work that drives growth, captures attention, and strengthens brand equity. By building that culture of ongoing exploration and collaboration, brands and agencies alike can keep that 'back to school' excitement all year round."   Read more about how brands can stay ahead by taking a back-to-school approach throughout the year here: https://lnkd.in/e5gzT7xM   #BrandStrategy #CreativeInnovation #DesignThinking

🍁 Big Autumn Energy has landed! 🍁   Last week saw the launch of Marks and Spencer’s Autumn 2024 Womenswear campaign, aimed at reshaping style perceptions and broadening appeal to a more fashion-forward audience. This collaboration with Mother brings a fresh, optimistic approach to autumn—countering the typical seasonal slowdown with energy, confidence, and flair.   Directed by Lope Serrano (Canada), the 30-second film stars Lineisy Montero as she transforms everyday autumn moments into a personal catwalk, set to a soundtrack of Turn Down for What by DJ Snake & Lil Jon. Alongside the film, print and still photography capture key looks from the collection, blending the cinematic world of high fashion with the everyday.   As Kirsty Minns, partner and executive creative director at Mother Design, said: “We’re continuing a great transformative journey towards creating positive fashion fame for M&S, with the launch of this latest campaign. For autumn, we've drawn inspiration from the cinematic world of high fashion, incorporating the essence of the season and everyday moments to create a campaign that feels both elevated and relatable.”   Stay tuned for the Autumn 2024 Menswear campaign coming soon!   #BigAutumnEnergy #MarksAndSpencer #Autumn2024 #fashion

In the fast-paced world of tech, the challenge isn't just to innovate- it's to create brands that can stand the test of time. In a recent feature with The Drum, our Creative Director, Harry Edmonds, looks into the critical balance tech brands must strike between staying culturally relevant and maintaining long-term brand success.   As Harry highlights, "A brand identity, once clear and strong, can become fragmented or lose its consistency over time." The key is not just to chase short-term trends but to build a brand system that remains coherent and adaptable, even as technology and markets evolve.   This isn't about rigid guidelines; it's about crafting a flexible toolkit that empowers teams to be both creative and consistent. Whether you're a global platform or an emerging app, the power of a strong, enduring brand system cannot be overstated.   𝐇𝐨𝐰 𝐝𝐨 𝐲𝐨𝐮 𝐭𝐡𝐢𝐧𝐤 𝐭𝐞𝐜𝐡 𝐛𝐫𝐚𝐧𝐝𝐬 𝐜𝐚𝐧 𝐛𝐞𝐬𝐭 𝐛𝐚𝐥𝐚𝐧𝐜𝐞 𝐢𝐧𝐧𝐨𝐯𝐚𝐭𝐢𝐨𝐧 𝐰𝐢𝐭𝐡 𝐥𝐨𝐧𝐠-𝐭𝐞𝐫𝐦 𝐛𝐫𝐚𝐧𝐝 𝐜𝐨𝐧𝐬𝐢𝐬𝐭𝐞𝐧𝐜𝐲?   🔗Take a read and let us know your thoughts: https://lnkd.in/ebPaJX_w   #BrandStrategy #TechDesign #LongTermSuccess

What makes a rebrand truly iconic? It's not just about updating logos; it's about telling a story that stands the test of time. Take the The Museum of Modern Art (MoMA) as a prime example. As our Design Director, Cecilia Serafini, shared in Creative Bloq, 'The logotype wasn’t the only element of the rebrand, but it was, and is, undoubtedly the most distinctive.' The introduction of the lowercase 'o' in the 1980s didn’t just tweak the logo; it brought a playful rhythm, turning an acronym into a name that feels both approachable and timeless. The simplicity of the MoMA logo, rooted in abstract art and Bauhaus principles, continues to make a bold statement today- a reminder that the best designs often stay true to their origins, even as they evolve to meet the future. 🔗 Read the full article including in Creative Bloq here: https://lnkd.in/eTFFsUtq #Branding #DesignInspiration #MoMA #IconicRebrands

To mark their 20th anniversary, Hourglass Cosmetics is doing something truly unexpected: resurrecting a retailer that no longer exists.   The iconic luxury department store Barneys New York, which sadly shuttered its doors for the last time in 2019 after nearly a century as a destination for Manhattan’s elite and those seeking the latest and greatest in fashion and beauty, is making a comeback. Indeed, Barneys was the first to champion Hourglass, who in their own words are now “paying it forward.” For a limited time only, Barneys will be back in a highly curated pop-up in SoHo, NYC, launching just in time for Fashion Week. This bold move isn’t just a nod to Hourglass’s roots; it’s a masterclass in the art of brand partnership.   The best partnerships are those that are mutually beneficial, creatively bold, and steeped in shared values. With both brands known for their innovation and creativity, we’re excited to see how this will be reflected in the way they come together, both visually and experientially. The opportunities to create a fully multi-sensory brand and customer experience are endless. This isn’t just about a unique shopping experience; it’s a full-blown celebration of brand creativity and merchification.   Hourglass and Barneys are proving that retail is far from dead; it’s evolving into something more immersive, more experiential, and more sensory than ever before.   Only question that remains – how do we get on the guest list?   🔗As seen in British Vogue https://lnkd.in/etW2cRA7   #RetailReimagined #BrandPartnerships #HourglassCosmetics #BarneysNewYork #FashionWeek2024

Go Bold or go home. Why challenger brands need to feel the fear and do it anyway. There’s been a surge of challenger brands making waves with clever and audacious advertising tactics of late. Liquid Death needs no introduction of course. However, closer to home the historically more reserved DASH Water, has stirred things up with a daring comparative advertising campaign. Love it or hate it, the campaign showcases the undeniable power of distinct brand assets. But equally, how a clear point of view on the world combined with a bold visual and verbal identity can help smaller players capture attention in markets dominated by giants. This kind of bold move is reminiscent of what other challenger brands, like Oatly, have done in the past. These brands understand that to disrupt established markets, they need to do more than just exist—they need to stand for something and make that stance known in a way that cannot be ignored. When we collaborated with Nuud | Plastic Free Gum we knew we had to take a similar approach. Founded with the mission to tackle the environmental blight caused by traditional chewing gum, Nuud needed to cut through the clutter of a market dominated by Mars Wrigley. With their 88% market share, these entrenched leaders aren’t easily displaced. Our task was to design a modern brand language that not only raised awareness about the hidden environmental harm of traditional gum but also made Nuud’s biodegradable, plant-based alternative an attractive, mainstream choice. We created packaging that was bold and unapologetic, with a strapline that immediately educated consumers: "chew plants, not plastic." This clear, striking message, paired with vibrant colours that signalled freshness—a key purchasing driver—helped Nuud stand out both on the shelf and in consumers' minds. As commentator Brent Vrdoljak observed in a recent article https://lnkd.in/eBAXDH48 about DASH and Australian brand @Bobby, “These brands just ‘feel’ different—the very essence of these brands is simply less corporate, appealing to the idea of self-image that brands give us.” The success of Nuud's design strategy, much like the strategies employed by DASH and Bobby, demonstrates how important it is for challenger brands to hold their nerve. When brands stay true to their mission and use design strategically, these brands influence public opinion and tastes by setting new trends and redefining what is considered desirable or stylish. Their success shows that they can shape consumer preferences and drive behavioural change, ultimately creating a shift in how people perceive and engage with brands. This transformation goes beyond mere product choice; it touches on how consumers see themselves and how they want to be seen in the world.

Ever wondered where your next holiday should take you? Our very own Ryan Adair, Executive Creative Director at Mother Design USA, shares his thoughts on how city logos can inspire your travel plans. Featured in Fast Company, Ryan looks at how a well-crafted logo isn't just about aesthetics—it’s about capturing the spirit and soul of a place. This is evident in our work for the iconic Park Lane New York, where the logo was inspired by both the building’s architecture and the nature of the adjacent Central Park, helping to redefine uptown luxury.   As he puts it, "The best city logos aren't just a visual identity; they’re an invitation."    Read more on how logos can guide your next adventure in the full article here: https://lnkd.in/e4wBtA-9   #DesignThatSpeaks #CityBranding

After an extensive search for the perfect person to be our Head of Strategy here in London, we’re thrilled to introduce Sam Belt.   As Kirsty Minns so brilliantly said in Campaign, "...With incredible experience working on brands the world truly loves, Sam’s leadership in brand, design and experience is exactly what we need. Her approach to solving problems aligns perfectly with ours, and I can't wait to see the amazing work we'll create together." 🔗  https://lnkd.in/dWPT7UKg   Welcome to the team 🖤   #NewHire #Brandstrategy #Leadership

Check out New York Copy Lead Betsy Dickerson’s interview with The Subtext, where she discusses the world of brand writing, her circuitous career trajectory, and prunes. Read the article here: https://lnkd.in/ew2n_v28

"At the moment, AI has the most impact for us during the ideation and concepting phases," says Iain Acton, our Motion Design Director in London.   AI tools like MidJourney, ChatGPT, and Adobe Firefly have revolutionised the creative process by swiftly visualising ideas and enhancing the early stages of a project. These innovations save time and inspire unique, standout visuals, pushing creativity to new heights. Particularly during creative sprints, they help us generate distinctive images quickly, reducing hours spent searching for references on platforms like Pinterest and Are.na. This delivers a degree of efficiency that allows us to focus more on the creative development process itself.   Thank you Creative Bloq for including our comments. Read more about the future of AI in graphic design here https://lnkd.in/dhXV8gck   #AI #GraphicDesign #CreativeTech