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About This Podcast
A Change of Brand, produced by Matchstic, is a podcast about the world’s most loved consumer companies and their rebrand glory, drama, or disaster. In this series we will go deeper than color palettes and typography, talking with brand leaders and agency creatives to retell the story behind the change. Getting into the nitty-gritty, we learn about their leading-edge work, creative process, and approach to change management. Regardless of fame or fail, our mission is to tell these stories to educate and inspire others facing a change of brand.
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Recent Episodes
S6E13 Inside the Studio: Matchstic
We wrap up our "Inside the Studio" mini-series and pull back the curtain on Matchstic, a US-based brand consultancy with 20+ years of experience. We sit down with Creative Director Brit Blankenship…
S6E12 Inside the Studio: Motto
In this bonus episode, Blake sits down with Sunny Bonnell, co-founder of Motto, a brand transformation agency helping visionary leaders in the tech and innovation space. Sunny shares Motto’s 20-year…
S6E11 Inside the Studio: Smith & Diction
Is it possible to build a successful agency by giving away your process? In this bonus episode, we go inside the Philadelphia-based studio Smith & Diction with co-founders Chara and Mike Smith.…
S6E10 Amazon with Arthur Foliard
Amazon is the world’s largest online retailer, home to a vast catalogue of categories and sub-brands. But as the company expanded, its brand architecture became increasingly fragmented. To bring…
S6E9 Walmart with Tosh Hall and David Hartman
Walmart is one of the largest retailers in the world. With 4700 stores, thousands of fleet vehicles, and countless assets online, there’s no chance a rebrand could be an overnight flip of the switch.…
S6E8 Utah Mammoth with Ben Barnes
How many projects require three brands to be developed within a year? For Utah’s newest professional sports team, they needed visuals for the announcement of getting a hockey team, the temporary Utah…
S6E7 Jaguar with Laura Ries and James Morris
One of the most sensational rebrands of 2024 was Jaguar, the British luxury car brand that seemed to leave their legacy on the side of the road. While the uproar of negative reactions felt unanimous,…
S6E6 Manischewitz with Lisa Smith
Manischewitz is a beloved staple in any Jewish pantry. However, both the brand and the Kosher food market were on the decline. Can a rebrand not only lift them both back up, but rekindle joy and…
S6E5 Branding in the Age of AI with Teemu Suviala
AI has been making waves across industries–and for much longer than we think. It’s weird, messy, and maybe magic. As innovation accelerates, can the branding world truly embrace AI without losing the…
S6E4 Herman Miller with Garrett Corcoran
Changes don’t have to be drastic to be delightful. Sometimes all it takes is a little rearranging and refining, like furniture design legend Herman Miller, which unveiled their first rebrand in…
S6E3 Humane World for Animals with Bethany Lesko
With a muddled awareness, misperceptions, and slowing donation growth, the Humane Society of the United States knew that after 70+ years it was time for a change–and that started with the name. But…
S6E2 New York City FC with Milo Kowalski and Justin Au
As New York City FC approached their 10th season, the club set its sights on cementing its place among the city’s most iconic teams. But in a city of strong opinions, it wouldn’t be easy. Soccer…
S6E1 PayPal with Andrea Trabucco-Campos
Rebranding any global brand is a challenge, but especially in fintech where trust is non-negotiable. How do you approach rebranding a financial giant like PayPal? Andrea Trabucco-Campos, Partner at…
S5E11 Bonus: Best and Worst Brand Writing of 2024 with Carissa Justice
We’re stepping into the overlooked and underappreciated world of verbals to reflect on the best (and worst) brand writing of 2024. From one-off campaigns to full verbal identities, which brands made…
S5E10 Pepsi with Mauro Porcini
When Pepsi’s overly philosophical rebrand launched in 2009, it was a real head scratcher for average consumers and design aficionados alike. While their 125th anniversary provided an opportunity for…
S5E9 EA Sports FC with Nils Leonard
When EA Sports and FIFA parted ways in 2023, there was just one minor problem: the popular soccer video game’s brand was entirely wrapped up in the FIFA name. Nils Leonard, Co-Founder of Uncommon…
S5E8 Twitter vs. X with Armin Vit & Jason Cieslak
Twitter’s overnight transformation into X is still a mystery. What would cause a brand to take such extreme measures as to shed its identity completely? And what lessons, if any, can we take from…
S5E7 Reddit with Natasha Jen
With their rising success and a cult-like following, Reddit had ambitions of enhancing their global presence. But would the desire for change push too far for fans? And would their beloved mascot,…
S5E6 RISE with Gavin Hurrell
The cannabis industry is basically the Wild West. In an emerging market, how do you execute a rebrand for a dispensary while juggling state-by-state regulations and varied public perception? Gavin…
S5E5 Are Script Logos Dead? with James Bowie & James Edmondson
In 2023, we saw Eddie Bauer and Johnson & Johnson retire their widely recognizable script logo for a basic sans serif type, causing a sweep of panic in the design community. Are all script logos…
Frequently Asked Questions
A Change of Brand has published 68 episodes since December 2020, covering topics in Arts, Business.
A Change of Brand is currently dormant with new episodes weekly. Average episode length is 45m.
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