Colleen DeCourcy on rewriting Snap’s brand story
The Wieden + Kennedy veteran, now Snap’s chief creative officer, is on a mission to shift perceptions of social media’s best known, least understood brand
Creative Review interviews the leaders behind brands that have creative thinking at their core
The Wieden + Kennedy veteran, now Snap’s chief creative officer, is on a mission to shift perceptions of social media’s best known, least understood brand
In 30 years, mixed martial arts organisation Ultimate Fighting Championship has gone from scrappy upstart to entertainment behemoth, and a big part of that is down to branding
It looks like an energy drink and behaves like a beer, but it’s actually just mountain water. Here’s how Liquid Death built a cult-like following with its heavy metal branding
We speak to the media brand’s founder, Ben Lebus, about how its no frills approach to food is inspiring a new generation to get in the kitchen
While it remains a hugely successful weekly children’s comic, via its insights consultancy and content studio, the Beano brand is now also a valuable bellwether on the tastes of Gen A
Since 2016, Habito has been on a mission to challenge the typical process of getting a mortgage. We explore how the brand is creating a more enjoyable and entertaining experience for homebuyers
Collina Strada is offering a new vision of what a fashion brand can be. Here, founder Hillary Taymour and co-creative director Charlie Engman talk about community, sustainability, and making ‘good trouble’
From canny collaborations to a deep understanding of how kids interact digitally, Lego has evolved from a physical toy brand to an entertainment juggernaut – all while keeping the humble brick at the heart of what it does
With its exuberant visual language and store designs, Canadian retail brand Superette is making its mark on the budding legal cannabis industry. Co-founder Drummond Munro explains how design has helped to shake things up
As the American workwear brand marks its 100th anniversary, we speak to global CMO Sarah Crockett about how Dickies balances different customer bases
The elegant design of Chilly’s has led the way in the reusable bottles sector. While its growth has been organic so far, it is now using new marketing techniques to expand
New Balance lifestyle marketing director Tom Henshaw explains how the sportswear maker embraced its dad shoe status to become one of the hottest brands of the moment
Want to know what works in the metaverse? Then look to Epic Games’ Fortnite, which is no longer just a game but an entertainment platform that also hosts music, art, and impressive brand experiences
With its irreverent illustrated characters and laidback personality, coffee products brand Minor Figures is offering a fresh take on the often divisive plant-based market. Co-founder Stuart Forsyth talks to us about challenging the challenger brand narrative
We speak to the team behind Starface about how it is using creativity, collaborations and a killer TikTok strategy to become the skincare brand of choice for Gen Z
Founder Tom Kay tells CR how he went from persuading bank managers to take sustainability seriously to running a much-loved clothes brand with a mission to get more of us to connect with the sea
The Depop founder’s new app, Delli, is a digital marketplace of local food goodies – and Beckerman hopes it could revolutionise the market for entrepreneurs
Little Moons marketing director, Ross Farquhar, discusses how the mochi brand is “pushing the boundaries” of ice cream and what life looks like after going viral on TikTok during the pandemic
The American publisher has spent the last 23 years defiantly doing the opposite of everyone else in the book and magazine world. Here’s how McSweeney’s creates its distinctive and often daring tone of voice
From enraging France’s ad watchdog to dreaming up a new future for car-filled cities, here’s how VanMoof is bringing its pro-bike message to the world
Duolingo’s creative director James Kuczynski speaks to CR about how the app keeps users engaged, but also how it translates a sense of fun into its communications
As the business unveils a major rebrand, founder Taymoor Atighetchi shares how he’s spent the last six years building a category-defining stationery brand
The eyewear brand has found favour among young people thanks to its refreshing tone and image. Creative director Ruud de Bruin talks to us about showcasing its offering through a creative lens
We examine how Strava became the app of choice for both professional athletes and amateur fitness enthusiasts, plus its ambition to create the biggest sporting community in the world
For the next piece in our series on businesses created during the pandemic, Nic Akinnibosun and Rico Oyejobi talk about setting up their rum brand Saint Ogun while keeping their day jobs at Mother ad agency
Social media sensation #FreeCuthbert is the latest example of how Aldi has used wit to appeal to customers and break through in a very crowded market. We speak to its long-time creative agency McCann UK about how the brand nails its relatable sense of humour
Apps have gone from digital curiosities to big business, and the market has never been more competitive. Calm creative director Andrew Schapiro tells CR how great design, user feedback and a sprinkling of ‘whimsy’ is key to the company’s success