2023 was a year like no other – from Barbenheimer to Beckham-mania, the launch of Threads to the crash-land of X, the Space Race to rising interest rates, and where do we start on generative AI?
Suddenly, it’s December and 2024 will be making its entrance in a matter of days. But before we dive into a whole new year, we asked the team to cast their minds back to the most memorable brand moments of the past 12 months. We sifted through visual makeovers, bold transformations, and genius campaigns to share the ones that really made us tick.
Jim, Creative Director
NOKIA by Lippincott
“Originally known for robust mobile phones, Nokia’s business has evolved and now specialises on B2B telecommunications and digital networks. Thus, a sharper, future-focussed brand was born, including a refreshingly different logo with sleek angular construction and negative letter strokes.”
Corina, Digital Designer
Google Pixel by Google Creative Lab
“For me, the Google Pixel #bestphonesforever campaign won the year. It has a lovely, warm approach despite it being a blatant bash of Apple. The art direction is superb, the script is genius and the fact that it delivers comedy so well makes it a very shareable and viral piece of advertising. LOVE IT.”
Morgan, Account Manager
Barbie by Warner Brothers
“I loved the film, but even more so the marketing, PR and brand strategy surrounding it. From creative out of home campaigns to viral social media moments, it was a lesson in buzz-building from day one. Barbie’s all-new brand image is one of inclusivity and empowerment.”
Josie, Copywriter
Pets at Home by Nomad
“As a newly initiated cat parent, I couldn’t not rave about this rebrand. A household name for fluffy families all over the country – Pets at Home got a much-needed groom-over. Their new brand world feels much more expressive and joyful, with a playful tone of voice, friendly illustrations, and photography that celebrates the kooky variety of pet personalities and their devoted owners. Overall, it’s a much more relatable proposition that manages to hold onto their well-established trust in the market.”
Katrina, Senior Account Manager
Nationwide by New Commercial Arts
“My favourite was Nationwide. Their updated colour palette gives off a sleeker look and feel, and the typeface is much more modern and cosy feeling – especially appropriate for a mortgage lender! While the brand holds on to its familiarity, this refresh brings it right up to date. The wordmark, icons and illustrations feel softer too.”
Frida, Digital Designer
OVO by Wolff Olins
“With their newly stripped-back, simplified, and re-energised brand, OVO are shifting to a much more customer-centric vision. Solidifying their position as a green-energy supplier, it’s their focus on accessibility across platforms that creates a real connection between customer and purpose.”
Some final thoughts…
By and large, this year’s crowd of rebrands have been connected by a common thread – the move towards authenticity, individuality, and warmth. Amid challenging times, people are placing their trust in brands that don’t shy away from their softer side, put the customers first and let their personality shine through.
Of course, all this would be impossible without laser-sharp positioning, consumer research, and creative strategy. So, with that in mind, what lessons can we take forward to the rebrands of 2024 and beyond?