Branding in 2025 is a challenge. There are more touchpoints than ever to think about – you've got to get your head around apps, digital billboards and LinkedIn, and depending on the project, design for different generations with very different needs.
Following our discussion on the success of Amazon's subtle rebrand and the pros and cons of subtle rebrands vs more dramatic overhauls, I spoke to Frontify's director of brand, James Fooks-Bale, about what the branding landscape is like today, as well as the common mistakes brands make, whether a custom typeface is really worth it, and how his background in fashion influences his work today.
